Marketing Tanzanian Tourism for High Yield Impact and Sustainability
Benedicto Kazuzuru

Most efforts to combat tourism environmental pollution have been addressed from the supplying side of tourism goods and services targeting the owners of tourism goods and services. However, these efforts could also be supplemented by tourists’ promotion organizations by treating visitors’ markets which contribute less to environmental pollution as their priority target for promotion. This study intends to demonstrate how Tanzania’s tourist promotion organs could use marketing strategy to contribute to the efforts of achieving sustainable tourism. Specifically the study intends to provide descriptive evidence of factors influencing tourists’ spending in Tanzania, to map out priority markets for Tanzania based on tourists’ length of stay, and to map out priority markets for Tanzania based on tourists’ travel party sizes. The study uses data from the Tanzania Tourism Sector Survey (TTSS) to address the said objectives. For objective one a descriptive analysis using graphs is used while for objectives two and three plots of graphs of a tourist daily per capita spending against length of stay as well a stourist daily per capita spending against travel party size are used to allocate the tourists markets in the four quadrants of the graphs and determine which markets should be preferable for sustainable tourism. The findings of the study indicates that among the key determinants of tourist per capita expenditure includes, the year of visit, the region of origin(market), age, travel arrangement, purpose of a tourist visit, being accompanied by children and season of travel. Other includes travel party number and length of stay. In order to address sustainable tourism based on both travel party number and length of stay some traditional markets of Europe should be given less priority and promotion efforts should now target the new emerging markets of Asia, South America and Africa.

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