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Digitalization of the Tanzania's Tourism Industry: A Marketing Perspective
Abstract
In Tanzania the tourism industry is one of the main contributors to the economy. Despite the steady increase in tourists after the COVID-19 pandemic, the industry's performance is low compared to the unique and abundant tourism resources with which the country is endowed. Tanzania is ranked 1st in Africa and 12th worldwide on the quality of its nature-based resources and 32nd in Africa on its cultural resources. Yet the country holds 5th place in Sub-Saharan Africa. This is due to several factors, and the low integration of digital solutions is one of them. In order to improve the performance, the chapter identifies areas in the customer journey that can benefit from digitalization and proposes relevant interventions. The challenges include underutilization of user-generated content, limited internet access, the dominance of traditional marketing practices, inadequate planning services, and limited access to local businesses. The proposed interventions include the development of an interactive web portal and e-tourism stickers and the inclusion of planning features in a tourism portal.
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