The Effects of Marketing Mix on Tourists’ Choice of Destination: A Case Study of Udzungwa Mountains National Park in Tanzania.

Askwar, Richard (2024) The Effects of Marketing Mix on Tourists’ Choice of Destination: A Case Study of Udzungwa Mountains National Park in Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

The purpose of this study was to assess the effects of marketing mix elements on the customer‘s choice of destination using a case study of Udzungwa Mountain National Park in Tanzania. The study addressed four specific objectives, namely; to identify the key product attributes within the marketing mix that influenced tourists' choice of (UMNP), to determine the extent to which price affects tourists' decision-making process when selecting (UMNP) as a destination, to evaluate the impact of location and accessibility on the attractiveness of (UMNP), and to measure the effectiveness of various promotion strategies in enhancing the appeal of (UMNP) to potential tourists. Porter‘s five forces theory was adopted to guide the study variables. The study adopted a cross-sectional research design using questionnaires and interviews. The sample size of 110 tourists and 14 key informants participated in the study. The results showed that promotional campaigns and accommodation exceeded expectations (50% and 48%, respectively). Interview participants viewed the promotions as lagging. The destination's attractiveness was primarily driven by the unique and diverse attractions in UMNP, as well as the safety and security of the area. Price and sustainability practices were the least factors influencing travelers‘ choice of destination. The study recommends an improvement and promotion of (UMNP) unique natural and cultural attractions and making information about the destination easily accessible through online platforms, travel agencies, and partnerships with tour operators by utilizing a mix of traditional and digital marketing channels. Key words: Marketing Mix, Tourism choice, Tourism Destination, Udzungwa Mountains National Park

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