Promoting Tanzanias Tourism in the UK

Promoting Tanzanias touring carry in the UKHow Tanzania regimes push aside progress touristry to UK?The agent that forget enable Tanzania to promote and commercialise touristry to UK tourists, and how touristry opportunities can be exploited to thread much UK visitors.Table of contents (Jump to)Introduction literary works ReviewChapter 1 Tanzania and tourismChapter 2 The sustainable DebateChapter 3 touristry and presidencysChapter 4 touristry and Marketing methodology1. Research Philosophy1.1 How do we shake off it a mode what is valid?2. Research Approach3. Research Strategies3.1 Case Study4. beat Horizons5. Data Collections Methods5.1 Sampling5.2 Market Research Questionnaire5.3 Questionnaire Design6. Data epitome7. Research Ethics8. Politics of AccessFindingsInterpretation of FindingsConclusionReferencesBibliography vermiform emergenceAppendix IIAppendix IIIIntroductionTanzania is situated besides when south of the equator in East Africa. The mainland lies amidst the nations of the great lakes Victoria, Tanganyika and Malawi, with the Indian ocean on its coastline to the east (Africa Guide Online 1). Tanzania has frontiers with the following countries to the North Kenya and Uganda, to the West Rwanda, Burundian and Democratic Republic of Congo, to the South Zambia, Malawi and Mozambique, to the East Indian Ocean (Tanzanian Government Online1). The agricultural is in like manner the home to the Kilimanjaro which is with its 19,340ft, the high-pitchedest mountain in Africa (Africa Guide Online 1). Dodoma is the brassal capital with a population of 300,000, composition Dar es Salaam is the countries commercialized capital (Tanzanian Government Online 1).Tanzania has three main climatic aras the coastal ara and immediate hinterland, with tropical conditions and an average of 26.6C (80) and which is high in humidity the central plateau, which is hot and prohibitionist and the third region is the semi-temperate highland b eas, with a healthy and cool climate (Africa Guide Online 2). The hot periods argon between November and February and the coldest areas between May and August (Tanzanian Government Online 1). In regards to when the best gentle for tourists to visit is, writers attend not to have found a consensus al near suggest the standard tourist season is January and February, as the hot dry weather at this metre of the year is generally considered to be the most pleasant (Lonely Planet Online). While unlikes press that the best times to impress is between July through to adjoin for the Northern and Southern parts of Tanzania as intumesce as Zanzibar. And for the Western area the months from May through to March are most suitable for tourist activities (Tanzania Online).Tanzania belongs to the poorest countries in the world. In 2005 the arena has a population of 36,766,356 and a population growth rate of 1.83% (2005 est.), while 36% (in 2002 est.) of the population is below penury l ine (CIA Online). How ever, on that point are various numbers in regards to this subject, and around of them level(p) claim that it is 50% of the population which lives below the penury line (Tanzanian Government Online 1). And although the numbers are still shocking, in that respect chit-chatms to have been both(prenominal) improvement in equipment casualty of the poverty in Tanzania in the past 20 or so years. Since in 1988, according to IFDA, there were virtually 12 million campestral Tanzanians, or 60 per cent of the rural population, subsisting below the poverty line (IFDA, 1992, Cooksey, cited in Bierman and Moshi, 199777).The population in the mainland consist of 99% autochthonous Africans (of which 95% are Bantu consisting of more than 130 tribes). And the other 1% consists of Asians, Europeans and Arabs. However, in Zanzibar the mix of populations differs, there are much more Arabs, some native African, and whence mixes between the two (CIA Online).This again i s mirrored in the religion represented, in the mainland its 30% Christians, 35% Muslims and 35% indigenous beliefs, where as in Zanzibar its more than 99% Muslim (CIA Online).The official words is Kiswahili or Swahili (called Kiunguja in Zanzibar). English is the official primeval language of commerce, judicial system and higher education. But Arabic is naturally widely spoken in Zanzibar, and on top there are various further topical anesthetic languages all over Tanzania, naturally with more than 130 different tribes (CIA Online).The gross domestic product composition by sector looks as followed agriculture 43.2%, industry 17.2%, function 39.6% (2004 est.). The economy heavily depends on agriculture (coffee, sisal, tea, cotton, pyrethrum, cashew nuts, tobacco, cloves, corn, wheat, cassava (tapioca), bananas, fruits, vegetables cattle, sheep and goats), business sexual congressship for almost half of GDP (85% of exports, employing 80% of work force). The official sanction flo w in 2000 was 1,044.6million USD, which was 11.6% share of GDP in the year 2000. (Ellis and Freeman, 2005)Tanzania seems invariable under the Mkapa president prevailership, that, political paralysis and deep rifts between minorities seem to have manifested themselves and are unlikely to disappear within the near future. likewise is the support of the opposition (against Mkapa) growing, leading in 2001 to massive rallies and sometimes even so violence.The economy received massive boosts in 2001 with the opening of the Bulyanuhu gold exploit and in 2004 with the opening of the Songosongo natural gas field.Tanzania was overly one of the countries modify by the recent December 2004 Tsunami. However, thank to the full the governing had enough time to react to the warnings, and therefrom evacuate most of the area, leaving exactly 13 killed (Lonely Planet Online).Please see Appendix I on rogue 3233 for a brief outline of the earlier history of Tanzania.The following utterance provide begin by looking at the current placement and issues in Tanzanias tourism industry. The second chapter go out look at the truly timely issue of sustainability in tourism and in regards to Tanzania and the overly the UK consumers attitude towards it. The third chapter go out examine the role of governments in the tourism process. In the fourth chapter the merchandising tools for a tourism cultivation volition be analysed. This is then followed by the methodology, which will explain the methods and methodology use for this dissertation. Then the findings are presented, and interpreted. Finally a conclusion will rent to a close the dissertation. Furthermore, naturally, there are the references, bibliography and some appendices.The dissertation will by no subject matter be exhaustive, repayable to the time, word, monetary and admittance restraints. It is merely designed to ground some ideas towards a possible bureau of a better promotion of Tanzania in regards to t he UK market. Literature ReviewLiterature ReviewChapter 1 Tanzania and Tourism in the lead looking at what the means for promoting tourism are, firstly an analysis of the current state of tourism and its businesss in Tanzania is necessary.Wangwe et al. (199867) write on tourism possibilities Tanzania is blessed with many attractions for tourism including wildlife, uprise Kilimanjaro, and beautiful beaches. There are excessively many cultural and historic attractions as well, such as traditional ngomas, and Zanzibar and other coastal towns whose sights channelize the interaction of East Africa with many ancient civilizations including the Romans, the Indians and the Middle East.Tourism in Tanzania is a fairly forward-looking breeding. In item for nearly three decades later Tanzanias independence, tourism kept a very low profile. However, the National Tourism Policy, which was put in place in 1991, and the government policy of trade and economic liberalization have had a pos itive impact on the acceleration of tourism development. And As of 1994, the National Park system had expanded to eleven, namely, Serengeti, Ruaha, Ngorongoro, Mikumi, Tarangire, Katavi, Kilimanjaro, Rubondo, Manyara, Arusha and Gombe Stream. withal In 1994 about 262,000 tourists visited Tanzania (Wangwe et al. 199867).In item, tourism is Tanzanias fastest growing sector, however still counting for less than 10% of GDP (Author Unknown, Nov.2002). And tourism is also Tanzanias second largest foreign exchange earner (Author Unknown, 01/02/1998). Pollock (cited in Fennell, 2003) writes that tourism has started to be an principal(prenominal) part in the economy of Tanzania. However, the grandeur of game conservations has been recognized nationally as well as internationally, rest in direct contrast to tourism development. And also although tourism may help to fund conservation and development, the reliance on it can be problematic due to the fickle genius of the market (Smith an d Duffy, 2003).However, the tourism industries commissioning statement which forms the basis of the tourism endning policy is to .develop quality tourism that is ecologically friendly to the conservation and restoration of the environment and its peoples culture (Author Unknown, Tanzania Government Online 2).Nevertheless, National Parks are already ofttimes overcrowded, and this is ontogenesis into a serious problem (Hein, 1997). The Sopa Lodges in Tanzania are fully watchworded throughout the summer, and Agent Nina Wennersten of Woodcliff Lake says that Tanzanias tourism has doubled in each of the last two years (Ruggia, 2004). Also the Africa Safari Cos chief executive Susie Potter said that the year 2005 was organization up to be a great year for them (Travel trade, 17/11/2004). Smulian (2005) writes that agents should advise visitors hoping to see the stunning wildlife of Tanzanias national parks to book early this year, after the countries best-ever season saw overbooking at lodges last summer. all(a) in all it seems that Tanzanians tourism market is booming. The UK is in fact the largest tourism market for Tanzania, says director of the Tanzania Tourist Board, Peter Mwenguo. He also notes in 2004 that the tourism industry in Tanzania is booming now (Ruggia, 2004).And although environmental drives seem to be taken seriously, such as the Serena Hotel Chain in Tanzania, which operates to environmental standards that are among the worlds best (Middleton and Hawkins, 1998). Nevertheless, the country is lacking in adequate infrastructure and there seems to be no multi-sectoral approach, nor has the development of tourism been very coordinated (Wangwe et al. 199868).This then supplys the government with various ruggedies in developing a sustainable tourism policy, and writers such as Schmale (1993) give examples of Tanzania in regards to the socio-political and economical environment and the challenges local organizations face. For example there is th e problem of the socio-cultural impact on the Maasai people whose traditional territory includes the National Parks. exercise for the Maasai living around these parks was limited to posing for photographs and selling swap souvenirs (Bachman, 1988, cite in Hall and Lew 199863).Tanzania markers high-spending tourists and the steep rise in tourist numbers have increased the pressure on services (Author Unknown, Nov.2002). The country is thus opening up opportunities along the Indian Ocean shoreline (Author Unknown, Nov.2002) namely the CC Africa lodges on less-visited parts of Tanzania (Dunford, 2004).However, Vesely (2000) comments that there are also jackpot of possibilities for not so wealthy visitors to go to Tanzania, and that there are well developed camp-sites, tented camps and motel style facilities.However, in the past eight years, there also has been some negative news on Tanzania. Just recently there were two British students shot in a violent footle on the Island of Pe mba in Tanzania (Dennis, 2004). The Foreign and the Commonwealth Office immediately updated the journey advice, since last month there was already a fatal shooter of a British tourist and a fatal shooting of a British businessman in Tanzania. And tour operators do believe that this will hit tourist numbers in a negative room (Dennis, 2004). Unfortunately, these incidents have not been the first once, and there have been events already in earlier years. In 1998, US embassies in Kenya and Tanzania were bombed by terrorists, naturally resulting in heavy cancellations from US tourists at the time (Berger, 1998). Furthermore were there some political violence incidents in Zanzibar in 2001, which spoiled the reputation of Tanzania as a stable and progressive democracy (Vesely, 2001). One could expect and argue that all of these incidents had negative impacts on the tourism in Tanzania, and thus a special part in Chapter 4 Tourism and Marketing will be allocated toward the selling of a destination in crisis.Chapter 2 The sustainable DebateThe higher up chapter has outlined that Tanzanias tourism industry is execute very well, and that indeed the UK tourists are their prime market. In fact, there were even overbooking last year, due to such high demand. Consequently, there are new resorts opening up and it is questionable to whether one should further exploit the tourism opportunities, in the light of sustainable development and tourism.Although modern mass tourism only appeared post war 1950s (Weaver and Oppermann, 2000 and Winpenny, 1991), the results that uncontrolled exploitation of tourism opportunities has shown is catastrophic, as can be seen on examples such as the Spanish coast (Richards and Hall, 2000). Thus unsurprisingly, sustainability is arguably the new fad word in the tourism industry, since many destinations now face environmental, socio-cultural and even economical redress caused by the chaotic growth of (mass) tourism. In fact There are exampl es from almost every country in the world, where tourism development has been identify as beingness the main cause of environmental degradation (Lickorish and Jenkins, 199985).Therefore, the reading of sustainable development is of crucial importance. The definition offered at the Globe 90 Conference in Vancouver for sustainable tourism and development was as followed Sustainable tourism development is envisaged as leading to management of all resources in such a way that we can fulfil economic, social and aesthetic needs while maintaining cultural integrity, essential ecological processes, biological novelty and life support systems (Tourism Stream Action Committee 1990, Ledbury cited in Hein, 199730).Tourisms impacts can be divided into three elements economical, environmental and socio-cultural (Coltman, 1989). Thus, those are the three headings that not only the sustainable debate, only also other outcomes should be measurable at. Therefore, according to sustainable touris m, three points have to be achieved through tourism developmentIncreasing economic value of tourismAn improvement in the life quality of peopleProtection and creditworthy use of natural resources (Keyser, 2002)And also consumers are responding to this new sustainability trend. In fact, mainstream consumer preferences are being influenced by this movement for responsible forms of tourism (Goodwin cited in Jenkins et al. 2002). And fuckup (2003) notes on an important shift to a growth in estimable consumption. Thus, sustainability also indirectly influences the economic impact, in terms of consumer choices for sustainability.Especially our intent market, the UK, seems to show an interest in criticism of tourism development and bountiful tourism and tourists (Allen and Brennan, 2005). Therefore, sustainability development and tourism should be practiced by the Tanzania government and tourism industry. Not only because it will help to ensure that the environment will not get too spo iled and thus leave good prospects for future tourism business, but also because it might arguably be seen as favourable by the UK target market.Chapter 3 Tourism and the GovernmentThe involvement of governments in the process of tourism promotion arguably varies in levels depending on the country. And thus the question arises whether and when governments should be involved, not only in the marketing, but in the business of tourism.Jeffries (2001) argues that due to the cooperation and coordination required, due to the complexity of the industry and its products, debatably only the government has the authority and apparatus to organize such madely. Furthermore does he outline that in very poor developing countries (such as Tanzania) governments are encouraged by aid programmes to use tourism not only as a tool to combat poverty but as a means for encouraging and financing biodiversity and nature conservation, a matter of considerable interest in donor communities (Jeffries, 200110 6).Therefore, it could be suggested that the governments involvement seems of crucial importance to the success of Tanzanias tourism future, but also to the country in itself in terms of sustainability on the economic, environmental and socio-cultural aspect.In fact, the Tanzanian government seems to have recognized such, and is highly come to with improving the infrastructure quality and diversity, ease of destination entry formalities, edict of applicable taxes and maintenance of peace, stability and security, regulation of foreign exchange regulations and controls (Tanzania Government Online 2).Chapter 4 Tourism and Marketing. marketing is a strategic process that aims to fit the resources of a destination to the opportunities existing in the market (Godfrey and Clarke, 2000125). spare-time activity the judgment of this quote, one could postulate that marketing is finding a way to identify the market which will be interested in the resources available.Before the promotion of the destination starts, a marketing plan should be established.The marketing process which results in a marketing plan should focus on answering four questionsWhere are we now? situation analysis PEST and porters 5forces and SWOTWhere do we want to be? marketing objectivesHow do we get there? strategies and tacticsHow do we know if weve got there? monitoring before-and-after query, marketing productivity ratios, evaluation and control.(Godfrey and Clarke, 2000)This should then lead to 2 different marketing plans, a 3-5 year strategic marketing plan, fixateting the outlines for the activities and the directions for the annual plans. And the annual or the tactical marketing plan which should have detailed actions and methods for monitoring achievement (Godfrey and Clarke, 2000).Then it is important to look at the consumer behaviour. The consumer buying process can be garbled down into five travel Problem Recognition, Information Search, evaluation of Alternatives, Purchase, Post -Purchase Evaluation or behaviour (Dibb et al., 2001 and Kotler et al. 199347). It is debatably of crucial importance to understand the behaviour of the consumers, as especially during the information search and the evaluation of alternatives stages they are faced with so many possible tourism destinations. Pike (2004) argues that consumers nowadays have more product choices but less decision making time than ever before. Therefore underlining that the means in which the consumer comes in contact with the marketing effort of Tanzania, arguably needs to be memorable and favourable. Pike (2004) further outlines this by arguing that the size of a consumers decision set of destinations will be limited to approximately four, and destinations not included in that set, are much less likely to be chosen.Next the market instalment for Tanzania needs to be identified. A market segment can be defined as a subgroup of the total consumer market whose members share harsh characteristics relevan t to the purchase or use of the product (Holloway, 2004 116).There are different types of partition geographic air division, demographic segmentation, psychographic segmentation and behavioural segmentation (Kotler et al. 1999). Due to the given constraints, it is impossible to undertake serious market segmentation in this dissertation.After the segmentation has been decided upon, the destination needs positioning. The successful implementation needs to follow these seven steps. position the target market in travel context invest the competitive set of destinations in the target market and travel context.Identify the motivation/benefits sought by previous visitors and non-visitors.Identify perception of the strengths and weaknesses of each of the competitive set of destinations.Identify opportunities for differentiated positioning.Select and implement the position.Monitor the performance of the positioning system over time.(Pike, 2004117)The positioning elements consist of the de stination name, a symbol and a slogan (Pike, 2004). The name, in a case for a tourist destination is naturally already given, However, the Tanzanian government should think of a creative symbol that will stay in peoples mind. Also (according to Pike, 2004) does Tanzania not have a slogan yet, therefore a attention-getting slogan such as I New York should be developed.All of those efforts will help in creating a strike off image. A discoloration is more than a symbol its a promise to the consumer, and thus represents more than a logo (Pike, 2004). And since holidays are a high-risk purchase, due to the fact that the tourist can neither directly observe what is being bought nor try it out (Goodall and Ashworth, 1988), it seems of vital importance that a strong brand image is developed. And brand loyalty can be easily measured by repeat and referral customers (Pike, 2004).There are three marketing strategies that lead to commercial success low hail leadinghip, differentiation (hi gh added value) and focus (specialization to uniqueness) (Holloway, 2004). From the above analysis it could be argued that Tanzania does not rely on low cost leadership, but rather on a differentiation strategy. In fact Differentiation is the path chosen by most brand leaders in any industry (Holloway, 2004270).The next step should be to pass away information and messages to the public, which can be done through four different ways advertising, personal selling, sales promotion and publicity (Holloway, 2004).The advertising can take numerous forms and can diversify from persuasive to reminder advertising, variations from high to low budget, from a mood or image to a magic trick or a lifestyle message, from newspaper to television, direct mail to radiocommunication and magazines to the timing of the media (and many more) (Kotler et al., 1999).The success can be measured in the communication effect through copy testing. The pre-testing through the direct paygrade should naturally be done prior to the release of the advertising. And for post-testing an advertisement, recall tests or recognition tests can be used (ibid.). The sales effect should be measured, which however proves a rather difficult task. Although there often is a relationship between promotional spend on sales, the exact correlation coefficient is almost impossible to establish, due to so many other influences (Holloway, 2004).The RETOSA (Regional Tourism Organization of Southern Africa) marketing look and promotions manager Francis Mfune says that they need to target the trade, especially wholesalers if they want to promote their tourist destinations well (Ruggia, 2004, II). Therefore, it could be sure that the government tries and establish good relations with wholesalers in the UK.The public relation is another promotional tool for the government of Tanzania. However, arguably not unceasingly are the public relations controllable. As can be demonstrate on the case were some tourism offi cials of Tanzania, Kenya and Ethiopia blaming the negative media publicity which portrays Africa as a terrorist continent, for the business loss in their tourism industries (Verde, 2003).The PR activities vary from press relations to product publicity, corporate communication, lobbying and counselling (Kotler et al. 1999). The Tanzanian government could use PR promotion in the form of publications, special events, news, and speeches (ibid.)And as for promoting Tanzania under the current problems with crime and terrorism, there are some steps to marketing of a destination in crisisStep 1 Identify the event/problem as either a crisis or a hazardStep 2 Establish a crisis management aggroup (Media and PR, relations with the travel industry in source markets, destination solution coordination with the local tourism industry, liaison with local and regional tourism government activity and foreign governments, governments advisories and travel insurance and alliances with tour operators , airlines and hospitality industry representatives avail the destination in source markets)Step 3 Promoting the destination during and after a crisisStep 4 Monitoring recovery and analysing the crisis experience(Beirman, 2003).MethodologyIn the methodology, it will be outlined how the inquiry was conducted, which designs and methods were used as well as how the entropy was collected and an explanation of why the point methods were used. The explore process onion (please see Appendix II on page 34) developed by Saunders et al. (2003 83) was used as guidance and hopefully helps elucidate seek method and methodology used to the reader.1. Research philosophyThe research philosophy is represented by two different trees of thought the realist (objectivist) and the relativist (subjectivist) (Saunders et al., 2003).Realist positivistic, a stance of a natural scientist, believes in quantitative data and external realities. Relativist interpretivism, believes in qualitative research and the social construction of creation (Saunders et al., 2003).It places a rather difficult task to identify which philosophy the research was based on, as there are parts of both corners apparent. However, the realist corner arguably was more present. To further examine the different philosophies, it would be prudent to look at realism and relativism in the view of ontology and epistemology. Ontology is take upd as the assumptions we make about the nature of reality (Easterby-Smith et al. 2002 31), while epistemology is the general set of assumptions about the best ways of inquiring into the nature of the world (Easterby-Smith et al. 2002 31).1.1 How do we know what is validDuring the first part of the dissertation, the research was focused on secondary research, including some quantitative data. The disparity between some of the research makes it difficult to depict a clear picture. The realist perspective sees validity in whether the research procedures can supply an accurate illustration of reality (Easterby-Smith, 2002).arguably this proves almost impossible in the country of Tanzania, due to the differences between Tribes, as well as due to the lack of formally conducted research, and the disparity of locations and conditions of living standards of people. However, for the secondary research conducted about the theories of tourism, sustainability and marketing, a reliable picture should have been depicted on the various theories and concepts. All the secondary data was equanimous from books, academic journals, online databases such as Ebscohost.com, newspaper articles and online resources.As for the primary research, only a small sample of research was conducted, making the reliability of this preposterous. However, the primary research was mainly used to tests some of the marketing theories, to elucidate which efforts would be worth further considering. The reliability of the research is arguably more positive, as it is unlikely that the respondent s would have given different answers to a different person. The generalizability of the research is limited however, although it might give insights into countries with a similar tourism package, the research was made solely with Tanzania in mind.2. Research ApproachThere are two different research approaches, one is theory testing, namely the deductive approach, and one is theory building, namely the inductive approach (Saunders et al., 2003). Again, it is most difficult to apply one approach only to the research. In the first part, the theory is outlined, and in the primary research, it is tested. However, by no means can it be claimed that this dissertation has build a theory, and thus it is arguably more of a deductive research approach.3. Research StrategiesBy a research strategy, we only mean a general orientation to the conduct of business research (Bryman and Bell, 200325). Bryman and Bell however focused the research strategy on the specialization between researches being conducted through quantitative or qualitative data. Whereas Saunders et al. (2003) see the research strategy more as a general plan of how one goes about answering the research question.3.1 Case StudyDaymon and Holloway (2002) describe the case study research as a rigorous inquiry which uses multiple sources of evidence of a single entity, which is fixed by time and place. It is best used when investigations into the how and why are done. Saunders et al. (2003) see case studies as investigations into a timely topic, using numerous sources of evidence and collection methods including questionnaires, observations, interviews and objective analysis.In the first part of the dissertation, the focus was on giving a clearer picture of the product to be marketed. Because arguably, if one does not know what it is that has to be marketed, one can not identify the means required to market the destination successfully.Therefore, firstly the country Tanzania was introduced, then the state of tourism in Tanzania, followed by a brief outline of the timely issue of sustainability in tourism. Furthermore there is the chapter about tourism and the government. Then the marketing means we