Assessment of the Role of Meetings, Incentives, Conventions and Exhibitions in the Tourism Development in Zanzibar.

Lugata, Salome (2022) Assessment of the Role of Meetings, Incentives, Conventions and Exhibitions in the Tourism Development in Zanzibar. Masters thesis, The Open University of Tanzania.

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Abstract

This study presents the role of Meetings, Incentives, Conferences and Exhibitions in the development of Tourism in Zanzibar. It specifically aimed to; firstly identify types of MICE activities existing in Zanzibar, secondly to identify key stakeholders of MICE in Zanzibar, thirdly to determine role of MICE in Zanzibar and lastly to determine challenges facing MICE in Zanzibar. The study was conducted in Zanzibar Stone town. Purposive sampling was used to select 120 respondents from different MICE stakeholders where by key informants were Event organizers from 15 companies, 15 Tour operators, 15 Tour guides, 15 Travel agents, 10 sales agents, 15 Hotels and 30 front officers from the selected hotels. Also 5 respondents from Zanzibar Commission for Tourism were interviewed. The data were collected using a structured questionnaire, and the interview methods before being analyzed using descriptive statistics. According to the findings of this study, MICE contribute significantly to the development of tourism in Zanzibar. MICE help to reduce the problem of seasonality in the tourism industry. It has been noticed that MICE participants also participate in other types of tourism that take place in Zanzibar, such as beach safari, cultural tourism, spice tour, and sand bathing. However, the study reveals that there are still challenges in marketing MICE activities in Zanzibar, such as shortage of sufficient infrastructures and facilities to accommodate a large number of MICE customers. The study, there fore, concludes that MICE plays an important role in the development of tourism in Zanzibar, primarily by promoting positive destination image, creating economic opportunities, raising awareness and encouraging community commitment, in , MICE, Tourism Keywords: Meetings, Incentives, Conventions and Exhibitions, Tourism

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