A study on the marketing strategies influencing the performance of wildlife-selling operations: the case of wildlife management areas

dc.contributor.authorMarishay, Sisti Wilbald
dc.date.accessioned2020-07-02T11:26:44Z
dc.date.available2020-07-02T11:26:44Z
dc.date.issued2007
dc.descriptionAvailable in printed form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF SK355.T34M37)en_US
dc.description.abstractThis research attempted to study the marketing strategies influencing the performance of wildlife-selling operations in the Wildlife Management Areas (WMAs) in Tanzania. This study specifically intended to assess whether there was a proper application of marketing strategies in the wildlife protected areas to influence the performance of the wildlife-selling operations. The study also assessed whether there was any relationship between the marketing strategies and the customers’ buying decision, to ascertain whether wildlife-selling operations, including pricing decisions in terms of special price offers, influence the customers’ decision to buy wildlife products or services in the WMAs. Self-administered questionnaires were used to collect data from the visitors, Authorized Leaders of WMAs and the workers of the wildlife-based businesses operating in the area. The findings of the research revealed that marketing strategies (through newsletters, word of mouth, reading wildlife updates, tourism promotion programmes, and organized clubs/association tour programmes) has a significant influence on customers, by attracting and reminding them to product or service in the WMAs of what is on offer and persuading them to either buy or take part in wildlife- selling operations. A statistical test also shows the positive relationships between marketing strategies and revenue performance in the wildlife-selling operations. In terms of special price offers, statistical tests show that entry fee offer and accommodation (i.e. camping fee offer) exerts a significant influence on customers’ decision to buy wildlife products/services from the protected areas. Conclusively, it is evident from this study that marketing strategies have a significant influence on wildlife-selling operations in wildlife management areas in Tanzania.en_US
dc.identifier.citationMarishay, S. W (2007) A study on the marketing strategies influencing the performance of wildlife-selling operations: the case of wildlife management areas. Master dissertation, University of Dar es Salaam. Dar es Salaam.en_US
dc.identifier.urihttp://41.86.178.5:8080/xmlui/handle/123456789/12971
dc.language.isoenen_US
dc.publisherUniversity of Dar es Salaamen_US
dc.subjectMarketing strategiesen_US
dc.subjectWildlife Management areasen_US
dc.subjectWildlife enterprisesen_US
dc.subjectTanzaniaen_US
dc.titleA study on the marketing strategies influencing the performance of wildlife-selling operations: the case of wildlife management areasen_US
dc.typeThesisen_US
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