The Role of Tourist Hotels in the Consumption of Cultural Tourism in Tanzania- A Focus on Tourist Hotels in Kilimanjaro Region

Morris, Kundy (2019) The Role of Tourist Hotels in the Consumption of Cultural Tourism in Tanzania- A Focus on Tourist Hotels in Kilimanjaro Region. International Conference on the Future of Tourism (ICFT). pp. 1-13. ISSN 2507-7872

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Abstract Tourism is Tanzania's leading foreign exchange earner, yielding the country over US$1 billion annually. The industry contributes over 15% of the GDP to the national economy and directly employs around 600,000 people and up to 2 million people indirectly. Tanzania’s wildlife resources are considered among the finest in the world and include the Serengeti plains which host the largest terrestrial mammal migration in the world, the Ngorongoro Crater, the world’s largest intact volcanic caldera and home to the highest density of big game in Africa, and Africa’s highest mountain Kilimanjaro. However, there is a general feeling that the tourism industry in Tanzania needs to avoid over reliance on wildlife and diversify its tourism product base. The industry stakeholders (led by the government) are seeking means and strategies of differentiating the tourism product offering in order to become a destination of choice in international markets. It is with the foregoing in mind that this study focused on investigating the possibility of incorporating cultural tourism as a means of augmenting and diversifying Tanzania's tourism product. This is in view of the fact that the country has a vast ethnic diversity with a total of more than 120 cultural groupings. The study established that many hotels have taken various specific measures in support of cultural tourism including: architectural designs and layouts that depict the surrounding culture; incorporation of local culture in branding and naming of facilities; inclusion of traditional tastes and choices in food; selection of staff uniform based on traditional designs and colors; emphasis on cultural uniqueness in overseas marketing campaigns; and formation of lobby groups seeking government support for cultural tourism. Keywords: tourist hotels, consumption, cultural tourism

Item Type: Article
Subjects: 300 Social Sciences > 300 Social sciences, sociology & anthropology
Divisions: Faculty of Arts and Social Sciences > Department of Tourism and Hospitality
Depositing User: Mr Mugisha Kafuma
Date Deposited: 16 Mar 2020 12:13
Last Modified: 16 Mar 2020 12:13

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