Mgungus, Archleus Zeno
(2018)
Factors Affecting the Growth of Cultural Tourism Enterprises in Arusha Region.
Masters thesis, The Open University of Tanzania.
Abstract
The study assessed factors affecting the growth of Cultural Tourism Enterprises in Arusha Region. Specifically, this study determine perceptions of different stakeholders towards cultural tourism in Arusha region, explore factors affecting the growth of cultural tourism enterprises in Arusha region and evaluate measures to address factors affecting the growth of cultural tourism enterprises in Arusha region. In this study, both primary and secondary data were collected from the respondents where manageable sample size of 63 respondents was used. Questionnaire, interview and observation methods were used to obtain information from respondents of 5 selected CTE‟s which are Mto wa Mbu CTE, Tengeru CTE, Themi valley CTE and Ganako Karatu CTE. SPSS, content analysis and Excel was used to analyze data generated for this study both qualitative and quantitative data. The findings revealed that tourism stakeholders perceive tourism as means of local people to participate direct in tourism and as a tool for alleviation of poverty if well utilized. Factors affecting the growth of cultural tourism enterprises in Arusha region identified as financial problem, competition, location and distance, inadequate of qualified personnel to operate and run the enterprise, poor packaging and marketing of cultural products, poor customer services and infrastructures, seasonality and nature of tourists. Measures to address factor affecting growth of CTE‟s suggested are recruiting qualified personnel, provision of quality services, creativity and innovation, in house training, government support and improving packages of services. The study recommends that government through MNRT to sensitize local people to establish new CTE‟s so as to alleviate poverty in rural areas where majority are poor. Apart from that staff training is needed so as to improve communication skills and deliver quality product and services.
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