The Role Of Promotional Activities In The Development Of The Tourism Industry: A Case Of Lake Manyara National Park

ABSTRACT

This study assessed the role of promotional activities in the development of Tourism

industry. The study has involved three objectives namely: to study the promotional

activities undertaken by the various stakeholders in the development of tourism in

Lake Manyara National Park (LMNP); to assess the impacts of promotional

activities on tourism; and to examine the challenges relating to promotional

activities. The study was conducted at Lake Manyara National Park within Manyara

Region and Arusha Region. It has involved 85 respondents who were divided into

two categories. The first category involved 45 respondents who were the tourists and

the second involved 40 respondents who were the promoters of the tourism. The

study was conducted through interviews, questionnaires and documentary review

methods. It employed both probabilistic and non-probabilistic sampling methods

because it dealt with both qualitative and quantitative data.

From the findings, it was realized that advertising through electronic and non

electronic media, has been the major promotion activity undertaken by the

promoters of tourism to market LMNP, both domestically and internationally.

Likewise, the impacts have also been reported as there was an increase in number of

visitors, revenue and employment opportunities. Furthermore, the major challenge

encountered by the promoters of tourism was inadequate funding to market LMNP,

whereas the tourists complained about the high amount of money they were being

charged as an entrance fee.

It is recommended that, more promotion strategies should be adopted to promote

Lake Manyara National Park domestically and internationally. In addition, more

funds are needed to assist the promotion at LMNP.