Analyzing the Effects of Promotional Activities on Performance of Tour Operators in Tanzania.

Mboma, Godfrey Adam (2021) Analyzing the Effects of Promotional Activities on Performance of Tour Operators in Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

This study analyzed the effects of promotional activities on performance of tour operators in Tanzania by giving a special attention to the case study of Arusha Region. The study identified the promotional activities used by tour operators, then it determined the relationship between promotional activities and sales volume, then the last objective was to determine challenges and limitations facing promotional activities, which hinders sales of tour operators. The study adopted a descriptive case study design where quantitative data were collected from the selected tour operators in Arusha region. The data were collected through questionnaires and analyzed descriptively through SPSS. Findings of the study revealed that promotional activities have positive contribution to the organization’s sales volume with a few respondents indicated there was a negative contribution on organization’s sales volume. The study also showed that on the influence of promotional activities to sales volume of tour operators most of the respondents strongly agreed the advertising, then followed by direct marketing, public relations, personal selling and lastly was discounts. Therefore, the study concludes that promotional activities are important in enhancing the tour activities in the country. In this regard, the study recommends that in order to attract more potential tourists, the country needs to launch more promotional activities. Keywords: Promotion and Promotion Activities, Tourism and Organizational Performance

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