Assess the Influence of the Hifadhi za Taifa TV Programs in Promoting Domestic Tourism in Tanzania.

Shelutete, Pascal Filemon (2020) Assess the Influence of the Hifadhi za Taifa TV Programs in Promoting Domestic Tourism in Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

The overall purpose of the study was to assess the influence of the Hifadhi za Taifa TV programs in promoting domestic tourism in Tanzania. Specific objectives included: assessment on the extent domestic tourists’ are exposed to the Hifadhi za Taifa TV programs; assessment of outcomes of The Hifadhi za Taifa TV programs in promoting domestic tourism and to find out the domestic tourists’ perception regarding the Hifadhi za Taifa TV programs in promoting domestic tourism in Tanzania. This study was conducted in 10 Tanzania National Parks namely, Arusha, Katavi, Kilimanjaro, Lake Manyara, Mikumi, Ruaha, Saadani, Saanane Island, Serengeti and Tarangire. Duration of the study was 6 months from July 2019 to December 2019. This study used descriptive research technique based on both quantitative and qualitative study approaches. A total of 1000 local tourists from the 10 Tanzania National Parks were given questionnaire which they voluntarily filled at the entrance point of each national park during their visit. A total of 920 local tourists managed to fill the questionnaires and returned them. Interview with TANAPA officials was conducted to clarify issues raised in the filled questionnaires. Results showed that both male and females were visiting the parks of which males accounted for 54% and females for 46%. In terms of age, all age groups were involved from children to the elderly. All the tourists who filled the questionnaires were literate with primary to university education. Sixty nine percent of the respondents said they were watching TV every day while 21% indicated they were watching TV six days per week and 10% they were watching TV five days per week. TANAPA records showed that the Hifadhi za Taifa TV Program has contributed in increasing the number of domestic tourists visiting the national parks from 386,528 in 2016/2017 to 464,933 in 2018/2019, an increase of 20.3 percent. Out of 920 local tourists, interviewed, 580 tourists accounting for 63% indicated it was their first time to visit the parks. The findingsshowed that 75% of respondents strongly agreed that the TV information about conservation being done in the national parks attracted them to visit park/parks. The findings showed that 85% of respondents strongly agree the TV information about special uniqueness of each park attracted them to visit the various national parks. Based on the study finding it was concluded that the Hifadhi za Taifa TV had succeeded to promote domestic tourism in Tanzania. All domestic tourist said they were watching the Hifadhi za Taifa TV. This is an indicator that people were influenced by the program of which 94% said they are satisfied with the program because the information they obtain from the program helped them to visit various National Parks. The information and service they received from the TV program are reliable and accurate to compare with actual service they got in the national parks.

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