Shipella, Amani Gibson
(2015)
Contribution of Tour Operators in Promoting Mount Kilimanjaro as one of the Nature-Based Tourist Destinations in Tanzania.
Masters thesis, The Open University of Tanzania.
Abstract
Promoting destinations aims to increase awareness of potential target market tourists regarding the possibilities and tourism products found in a particular country. The present study aimed at assessing the contribution of tour operators in promoting Mount Kilimanjaro as one of the nature-based tourist destinations in Tanzania. The area of the study was Mount Kilimanjaro which is among the favourable tourist destinations in Tanzania. The research data collection instruments were administered to a sample of 112 tourists who climbed Mount Kilimanjaro. Descriptive statistic analysis were performed using Microsoft Excel 2010. The results showed that 20% of the tourists who climbed Mt. Kilimanjaro got information from tour operators. The research further revealed that the tour operators provide a big support to their clients to ensure that they fullfil their life-time dreams of climbing the highest mountain in Africa. The study recommends that the government should aggressively sensitize tour operators to promoting nature-based tourist destinations in combination to promoting their tour companies.
Keywords: tour operators, nature-based tourist destinations, promotion, Mount Kilimanjaro.
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