Browsing by Author "Sanga, Simith Joshua"

Now showing 1 - 1 of 1
  • Thumbnail Image
    Item
    The role of promotion mix on tourists’ hotels performance in Tanzania : evidence from Dar es salaam City based Tourists Hotels.
    (University of Dar es salaam, 2020) Sanga, Simith Joshua
    The study examined the role of promotion mix components on tourists’ hotels performance in Tanzania using Dar es salaam City as a case study. Specifically, the study aimed to determine the extent to which advertising efforts, sales promotion, direct marketing, public relation and personal selling relate to tourists’ hotels performance. The study was guided by three theories namely, hierarchy of effect theory, Relationship marketing theory and Behavioral learning theory. Data were collected randomly from 80 managers/ owners from tourists’ hotels through structured questionnaires. Moreover, 3 key informants were contacted for indepth interview using purposive sampling technique. Data were analysed using SPSS (21) where descriptive as well as correlation and regression were conducted. The findings shows that four constructs namely advertising, sales promotion, direct marketing and public relation had positive and significant influence on tourists hotels performance. The other fifth variable namely personal selling had positive, but insignificant influence on tourists’ hotels performance. The study recommends for the tourists hotels management to work out for the four most effective promotion mix components namely advertising, sales promotion, direct marketing and public relation because they are the most influencing factors to the tourist hotels performance, more emphasis should be placed on posters, print media, and radio which appear to be the most influencing attributes for advertising. Moreover, emphasis on coupons, discounts and contests should be placed for sales promotion. Furthermore, emphasis should be put on internet, telephone and telemarketing for direct marketing and lastly emphasis be placed on social media, business events and press release for public relation.