Ngungat, Samwel Savunyu
(2019)
Challenges Faced Tour Operators in Promotions of Their Products and Services in Tanzania: A Case Study of Tour Operators in Arusha City.
International Conference on the Future of Tourism (ICFT).
pp. 1-16.
ISSN 2507-7872
Abstract
Abstract
This study examined challenges faced by tour operators in promoting their products and services in Arusha Tanzania. The study used exploratory research and case study design of 76 respondents’ tour operators and marketing
managers. Documentary review, interviews and questionnaire were used for data collection. The data collected were analysed using SPSS for questionnaires
and the data from interviews were analysed through content analysis. The findings show that the challenges that faced by tour operators in promoting
their products and services includes lack of competent tourism marketing professionals; linguistic and communication barrier of employees; high services charges and fees in destinations; little usage of information technologies;
changing of customer preference and buying behaviors from tourism generating markets; poor market segmentation and targeting to among of many operators;
poor product branding; poor quality service of tour guide; lack of reliable tourism information; poor tourism infrastructure in the destination; poor customer service; 18% of VAT imposed by the government in tourism products
reduces the number of visitors; cost of doing marketing research, advertising, printing and distribution of promotional materials; and bureaucracy in tourism
destination. The study found the challenges noted affects tour operates and therefore measures that can be used by tour operators to succeed in promotional efforts include: - marketing research; recruit skilled and qualified
personnel; improving services provision. In the light of the findings, further research on similar topic is suggested in other destinations of the world for
comparison purposes.
Keywords: Tourism marketing, promotion, tour operators, and tourism products
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