The role of destination brand-oriented leadership in shaping tourism destination brand ambassadorship behavior among local residents in Tanzania

Figures & data

Figure 1. Conceptual model.

Table 1. Psychometric reflective measurement properties

Measurement item	Construct and measurement statement	Standardized Loadings	α	CR
Destination Brand Oriented Leadership			0.903	0.884
dbol1	Our president convincingly lives the identity of Tanzania internally and externally and is a good role model	0.707
dbol2	Our president emphasizes the importance of having a collective sense of our brand mission and vision	0.723
dbol3	Our president displays a sense of power and confidence when talking about Tanzania	0.768
dbol4	Our president goes beyond self-interest for the good of Tanzania	0.884
dbol5	Our president instills pride in me for being associated with our country, Tanzania	0.797
Public Trust			0.894	0.900
pust1	I can generally trust the decision made by our president and various authorities responsible for tourism sector in Tanzania	0.892
pust2	I can generally trust our president and authorities in charge of tourism sector in Tanzania	0.862
pust3	Our president and authorities responsible for tourism sector in Tanzania can be trusted to do what is right without having constantly check on them	0.750
pust4	Our president and authorities responsible for tourism sector in Tanzania are attracting the most appropriate category of tourists.	0.817
Destination Brand Ambassadorship Behavior			0.891	0.895
dbab1	I am willing to engage in promotional initiatives for this destination (Tanzania)	0.764
dbab2	Given the chance, I would write about various promotional initiatives online so my internet contacts would know this destination brand	0.937
dbab3	Given the chance, I plan to participate in future brand related promotional events and activities (e.g. festivals, exhibitions, etc.)	0.871

Table 2. Discriminant validity using the Fornell-Larcker criterion

	AVE	MSV	MaxR(H)	DBOL	PUST	DBAB
DBOL	0.606	0.391	0.898	0.778
PUST	0.692	0.011	0.910	0.107	0.832
DBAB	0.740	0.391	0.922	0.625	0.086	0.860

Table 3. Parameter estimation

Hypotheses	Path Models	Standardized Coefficients	Standard error	t-statistics		Decision (Yes/No)
H1	Brand -Oriented Leadership → Brand Ambassadorship Behavior	0.592	0.067	8.827***		Yes
H2	Brand- Oriented Leadership → Public Trust	0.169	0.080	2.118**		Yes
H3	Public Trust → Brand Ambassadorship Behavior	0.101	0.048	2.110**		Yes

*** denotes p-value < 0.001, ** denotes p-value < 0.05.