A Dissertation Submitted to Mzumbe University in Partial Fulfillment of the Requirement for the award of a Master’s Degree in Business Administration (MBA Corporate Management)
The main objective of the study was to examine institutional marketing strategies used in the tourism industry in Tanzania by focusing on the Tanzania Tourist Board (TTB). The study was guided by the following objectives: to identify marketing strategies used by TTB to promote the local tourism industry; to assess the effectiveness of TTB‟s tourism marketing strategies; and to identify challenges faced by TTB in promoting the local tourism industry The study was conducted in Dar es Salaam at the Head Offices of TTB and used case study research design and used both, primary and secondary data collection methods. Primary data were collected with the use of questionnaires and interview guides, as well as personal observation. Secondary data collection involved the perusal of various documents. The study identified the main challenges facing TTB in implementing institutional marketing strategies to be; shortage of financial resources which limits the size of the marketing budget used by TTB, lack of expertise on the latest tourism marketing strategies among TTB marketing staff, poor choice of marketing strategies and lack of competence among staff members. The study concludes that the most effective institutional marketing strategies used by TTB in promoting the tourism industry in Tanzania are using Television advertisements, placing advertisements in tourism and travel magazines, putting display advertisements in strategic areas such as airports, website promotion, hosting international events especially those involving high profile political and business leaders. To overcome marketing challenges it faces in promoting the tourism industry in Tanzania, TTB takes various measures such as; involving various stakeholders in the tourism sector, improving institutional marketing strategies, increasing the size of the marketing budget, using of online marketing strategies providing marketing training to staff members