Assessment of Marketing Strategies Tour Operators use for Marketing and Promotion of Tanzania Tourism Products

Kaaya, Erick Abdiel (2014) Assessment of Marketing Strategies Tour Operators use for Marketing and Promotion of Tanzania Tourism Products. Masters thesis, The Open University of Tanzania.

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Abstract

This study research focused on assessment of marketing strategies tour operators use for marketing and promotion of Tanzania tourism products. The importance of Tourism cannot be underscored. Its success to achieve customer satisfaction among tour operators determines higher profit and success tourism development. This study therefore was guided by three objectives. These were; to evaluate marketing strategies tour operators use, to determine effectiveness of marketing strategies tour operators use and to examine achievement of marketing strategies tour operators use in marketing and promotion of Tanzania tourism products. This research is quantitative by nature. The collection of data was facilitated through the employment of questionnaires and documentary review and analyzed using SPSS before converted to Microsoft excel. The study findings include Marketing strategies, efficient marketing strategies, Effectiveness of marketing strategies, Achievement of marketing strategies. From the study findings and conclusions, recommendations were drawn. These were that each tour operator should implement efficient marketing strategies, product development (innovation) should be considered, service improvement, marketing course programs should be conducted, improvements of websites contents, government should support public private partnership to improve tourism marketing. For further research, this study suggests that there is need to conduct a research on improvement of Tanzania tourism marketing.

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