TOURISM MARKET DEVELOPMENT STRATEGIES

Tourism Market Development Strategies

Abstract

This paper is based on the topic of tourism marketing and development with the context of globalization with a particular focus on the developing countries. The first chapter provides sumtuous introduction of the topic; followed by the relevant literature review. The third chapter covers the methodology - qualitative research method was used in this study. The fourth chapter provides analysis and discussion of the findings related to the topic. The paper concludes with the fifth chapter providing recommendations for the future research.



Table of Contents

Abstract2

Chapter 1: Introduction5

Background of the Study5

Problem Statement6

Aims and Objectives6

Research Questions7

Scope and Rationale of the Study7

Reliability9

Validity10

Limitations of the Study11

Definition of Terms11

Chapter 2: Literature Review13

Trends in global tourism16

Regional context17

Africa and international tourism18

The tourism product20

Paradoxes within tourism22

Marketing and promotion25

New products27

Sustainable tourism29

The role of ethics in tourism marketing30

Chapter 3: Methodology36

Qualitative Research36

Research Method37

Literature Selection Criteria38

Search Technique39

Keywords Used39

Theoretical Framework39

Reliability40

Validity41

Chapter 4: Analysis and Discussion43

Development issues and challenges43

Issues for the tourism industry44

Issues for African governments45

Elements of a policy strategy for Africa's tourism industry46

Intra-African co-operation for tourism development49

Creating an enabling environment50

Education and training51

Tourism development planning is dominantly supply-oriented52

Tourism development planning is highly driven by the market53

Lack of consistency and continuity in planning policies55

Myopic approach to establishing goals of tourism development planning57

The plans are difficult to implement59

Chapter 5: Conclusion61

Conclusions61

Limitations of the Study66

Recommendations for the Future Research67

References72

Appendix A: Tables83

Appendix B: Figures86

Chapter 1: Introduction

Background of the Study

Tourism is one of the world's largest industries but little attention has been focused on ethical marketing of the tourism product. During the post-Second World War era, tourism demand has rapidly increased and tourism has become a world-wide phenomenon. Not surprisingly, this post-war boom has drawn the attention of many developing countries, and tourism as one of the growing industries of the world economy has enticed many entrepreneurs and governments of various countries to invest in the tourism industry without proper planning and preparation. The case of African tourism development seems to provide a general reflection of the outlook of tourism development in many developing countries.

Crippling debts, low export potential and the loss of remittances from African workers living abroad have meant that since 1981, with the encouragement of the International Monetary Fund (IMF), African governments have prioritized the development of the tourism industry. The intense intervention of the international donor agencies in the economy of Africa has accelerated the implementation of outward-oriented neo-liberal development strategies. Thus, successive governments have given generous and extensive fiscal and monetary incentives to the tourism sector. This has ushered in an unexpected and rapid growth of tourism in the absence of proper planning and development principles and alongside inadequate private sector experiences.

Problem Statement

Many developing countries have prepared plans particularly at the central level to guide tourism development, as they have recognized the tourism sector as an important source of foreign currency earning and employment. In this context analyzing the shortcomings of the marketing and planning approaches to tourism development in developing countries has really become important. This can only be achieved by exemplifying the points made with special references to ...