The Influence of Films in Promoting Tourism in Tanzania: A Case of Dar es Salaam.

Mkenda, Benson Pius (2025) The Influence of Films in Promoting Tourism in Tanzania: A Case of Dar es Salaam. Masters thesis, The Open University of Tanzania.

PDF - Submitted Version Available under License Creative Commons Attribution. Download (1MB)

Abstract

This study is driven by a sole purpose of investigating the influence of films in promoting tourism in Tanzania. Specifically, the study is driven by the objectives of identifying and profiling films that promote tourism in Tanzania, assessing the influence of films on tourism promotion in Tanzania and analysing the challenges hindering films in promoting tourism in Tanzania, respectively. Through a mixed methods approach, the data were collected from 113 informants. The informants were purposively and later on randomly selected. Data were collected using key informant interviews, questionnaires, and direct observation. Quantitative data were analysed using SPSS, while qualitative insights were subjected to thematic content analysis. Results revealed that films hold considerable potential in raising awareness, shaping perceptions, and influencing travel decisions, with notable examples like African Safari 4K and Tanzania: the Royal Tour successfully spotlighting Tanzania‟s cultural and natural wealth. The findings also identified critical challenges, including limited funding, a lack of collaboration between the film and tourism sectors, insufficient filmmaking expertise, and restrictive policies, which undermine the global impact of Tanzanian films. The study concludes that while films significantly contribute to tourism promotion, substantial gaps in production quality, strategic marketing, and distribution need to be addressed. Recommendations include increasing funding, fostering collaboration between the film and tourism industries, capacity building for local filmmakers, adopting advanced technology, streamlining regulatory procedures, and expanding distribution channels. Keywords: Films, Tourism, Tanzania, Promotion, Influence

Actions (login required)

View Item