Crowding Perceptions of Hotels in Zanzibar

Underpinned by Stimulus Organism Response (SOR) theory, this study investigates the role of mindfulness in the relationship between hotels’ crowding perceptions and cognitive and affective dimensions of residents’ social identity. Drawing on a sample of 315 surveys distributed to the residents in Zanzibar, a partial least square structural modelling (PLS-SEM) was used to analyse the data set. The findings of the study supported all hypotheses. First, crowding perceptions positively affect mindfulness. Second, mindfulness is positively associated with cognitive and affective identities. Thus, the present study's findings provide discussion and lay the foundations for theoretical and practical implications. Finally, the areas for further research are suggested.