Content area
Full Text
ABSTRACT: This investigation presents analysis of the Strengths, Weaknesses, Opportunities and Threats (SWOT analysis) in tourism sector of Zanzibar Tanzania, in order to find out the prospects for marketing policies and strategies for the sector with better strategic planning. Zanzibar possesses certain important and attractive historical, cultural and natural attributes that have made it a reasonable tourism destination. Using derivative information and identified SWOT variables, the paper critically reviews the relevant material for the sake of the analysis and discovered that Zanzibar tourism sector has been experiencing significant level of growth and expansion due to government policies and attention. The result shows that, the sector fuels the economy of the state and possesses certain important attributes that could help it in attaining the position of top most Indian Ocean tourism destination. However, the investigation found that, there is need of effective management of natural resources to assure their fair access and control to the tourists as well as local population. The paper also put forwards, possible strategies and approaches together with some recommendations to the government, policy makers and marketing managers to assist them in formulating adequate policies for the sector.
KEYWORDS: Tourism, Strategies, Marketing, SWOT-Analysis, Zanzibar.
(ProQuest: ... denotes formulae omitted.)
1 Background
Tourism has been more rapidly growing sector in the world of business with widespread economic benefits to the community, increased employment, infrastructure and superstructure improvement, economic diversification and environment preservation in countries and regions. Tourism destination management may be defined as a process of meeting objectives, using human, material, natural and information resources, and involving activities connected with planning, organization, motivation and control (Goranczewski & Puciato, 2010). Major cities, countries and regions have been struggling to resolve challenges and meet new expectations emerging in the world of tourism market aiming at rising visitation to and inside the tourism areas. Countries are trying to modernizing cooperative and more successful strategies that can foster growth of the industry and meet the requirements.
Zanzibar which is holding tourism potential and best tourist destination in eastern part of Africa is a semi-autonomous polity amongst the two east African sovereign states of Tanganyika and Zanzibar united (merged) in 1964 to form one country known as United Republic of Tanzania. It consists of two major islands...