Investigating the effectiveness of tour operators and travel agents in marketing Tanzania tourism as a tourism destination

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University of Dar es Salaam
The main objective of this study was to investigate the effectiveness of tour operators & travel agents' marketing strategic that influence the tourism actor's performance in Tanzania, in terms of increasing the number of touring, enhancing visitors' duration of stay at the destination and augmenting tourism sector receipts. Specific objectives of this study were cantered on TOs' & TA$' rueful blending of tourism marketing mix elements, in order to facilitate all activities and processes involved in bringing tourism buyers and sellers together. This includes creating, distributing, promoting, pricing, and innovative ideas, to facilitate satisfying exchange relationships in a dynamic environment. Generally focus was on the role of TOs' in destination marketing, as well their annual role in the travel and tourism industry. This study employed both qualitative and quantitative analysis. The overall approach was a sample survey, guided by a descriptive design; the stratified sampling was also used. The findings recommend an immediate change in TOs'& TAs' conventional marketing strategic in order to; compete in this rapidly growing profitable industry, and to catch up with the trends, sophistication and knowledge of the tourism market(s) in the travel and tourism business, Conclusively, it is evident that, for destination marketing to succeed, the marketing of the destination must be undertaken by the both public and private sector, as well efficiency of the tourism supply-side in blending the marketing elements is necessary. Training in international tourism value and delivery process should be made a priority.
Available in print form, University Dar es Salaam, Wilbert Chagula Class mark (THS EAF G155.T34N92)
Tourist trade, Tavel agents, Marketing, Tanzania
Nyaki, L. J. (2006)Investigating the effectiveness of tour operators and travel agents in marketing Tanzania tourism as a tourism destination, Master Dissertation, University of Dar es salaam