Department of Marketing

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Analysis of All-inclusive travel mode: demand and supply perspectives In the
(2008) Anderson, Wineaster; Sampol, C.J.; Albertí, F.S.
Analysis of “All-Inclusive” Tourism Mode in the Balearic Islands
(2012) Anderson, Wineaster
Tourism market forces in most tourism driven economies and mature tourism destinations shift from the ‘conventional independent’ to ‘all-inclusive’ (AI) tour mode. Using Majorca as a case study, this paper analyses the AI mode: its supply and demand sides. Through specific tourist and desk surveys conducted in 2006, it was revealed that until May 2006,the population of AI accommodation suppliers in Majorca was around 195; 36% of which offer ‘exclusively AI’ product. Moreover, above 85% of tourists visiting Majorca were package tour customers; with at least 15 percent travelling through the AI tours. Noticeably, an AI tourist spends less than overall average tourist’s expenditure per day at the destination, but spends more at the country of origin. Challenges are identified and recommendations given to improve the welfare of the economy
Antecedents of Domestic Tourism Demand in Tanzania
(2012) Anderson, Wineaster
Assessment of Indicators of Sustainable Ecotourism in Tanzania
(2015) Pasape, Liliane; Anderson, Wineaster; Lindi, George
This study aims at assessing indicators of sustainable ecotourism in Tanzania. Using a survey approach, 250 ecotourism stakeholders from the eastern and northern tourist circuits were interviewed. Qualitative research design was applied due to unsubstantial prior knowledge of the subject matter. Eighteen indicators of sustainable ecotourism were assessed, including consumption rate of natural resources; refurbishment of damaged cultural sites; preservation and human settlement; community's awareness, reliable public services, skilled community; and products’ quality. The findings categorize the indicators of sustainable ecotourism into four dimensions of conservation of natural and cultural diversity, participation of stakeholders, and reliable infrastructure. A number of useful indicators and parameters which can be used during planning, monitoring, and decision-making of ecotourism activities have been suggested.
Challenges of Tourism Development in the Developing Countries: the Case of Tanzania
(2011) Anderson, Wineaster
This paper identifies the challenges of tourism development in the developing countries, with specific focus on Tanzania. The use of comparative analysis between Tanzania destination and competing destinations within the region was applied and the nature of the study has subjected the paper to rigorous qualitative analytical approach. The findings reveal that although tourism is still with greatest potential in Tanzania, the industry is still lagging behind compared to that of its neighbors. The main challenges identified include inadequate infrastructure, poor product development and management, poor marketing, poor linkages within local economy, insufficient institutional and technical capabilities and shortage of appropriate and specialized core and skilled personnel. The central pillars to tackle the challenges in order to develop sustainable tourism, including tourist satisfaction as a major determinant of destination loyalty and tourism benefits to destination stakeholders, have been discussed. Also specific strategies, practices and policy recommendation have been suggested.
Contribution of Tourism FDI to Poverty Alleviation: A Selected Case from Hunting Safaris in Tanzania
(2016) Anderson, Wineaster; Nicodemus, Grace
This study assesses the contribution of tourism-based foreign direct investment to poverty alleviation using the single case-study method. It focuses on income generation, natural resources and environmental conservation, technology transfer to the local community, human capital development, and access to health and water services, job creation and economic empowerment for conservation as its contribution to poverty alleviation. Forty-four (44) companies were granted hunting licences in 2014. Of the companies, Tanzania Game Trackers Safari (TGTS) operates in 125 villages in Tanzania—a wider coverage than that of other companies. Therefore, this study took TGTS as the case and conducted in-depth interviews in 45 villages in areas where this company operates. For representativeness, the villages were picked from five different wards, namely, Moyowozi Game Reserve, Mwiba Wildlife Reserve, Lake Natron Game Controlled Area, Ugalla Game Reserve and Maswa Game Reserve. The respondents constituted two government officials from the Wildlife Division of Tanzania, the project coordinator, two field officers and one representative from nearby villages. The study results show that some of TGTS’ profits go to the communities in or adjacent to the protected areas, as it engages rural communities in conserving and preserving the protected areas, and contributes to poverty alleviation through village banks, student sponsorship, library support, construction of dispensaries and school dormitories, environmental education and tree nursery programmes. On the basis of these findings, it can be concluded that well supervised and managed inflow of FDI into strategic sectors can have a positive impact on livelihoods of individual communities
Cultural Tourism and Poverty Alleviation in Rural Kilimanjaro, Tanzania
(Taylor & Francis Group, 2015) Anderson, Wineaster
The objective of this article is to investigate the impact of cultural tourism on welfare as perceived by communities in rural Kilimanjaro in Tanzania. The survey, which involved 85 randomly selected households in five villages during 2013, was qualitatively analysed through quasi-statistics, domain analysis and narratology. The research findings confirmed that cultural tourism contributes significantly to improving the livelihoods of people. Its impact differed from one village to another but what they all had in common was their ability to get a reliable source of income, unlike in the past when they solely depended on selling their livestock or seasonal crops. After the introduction of cultural tourism in the area 10 years ago, local people noticed significant social progress, ranging from a rise in household income to gaining access to education and health facilities. However, a good number of residents have limited skills and professional knowledge coupled with a negative attitude to the industry. Therefore, this study underlines the importance of instituting training programmes at community level that will ultimately provide opportunities for local people to be employed in various tourist businesses.
Determinants of All‐Inclusive Travel Expenditure
(Emerald Group Publishing Limited, 2010) Anderson, Wineaster
Purpose – This paper aims to examine the determinants of the expenditure for the all‐inclusive (AI) package tourists. Design/methodology/approach – Using a visitor exit‐survey, a total of 843 all‐inclusive tourists visiting the Balearic Islands were involved. Then, a least square regression model was estimated, with the two dependent variables (logarithm of average daily expenditure in the country of origin and logarithm of average daily expenditure in the destination) while sharing the same explanatory variables (visitor and travelling attributes) to determine the variables which are more associated with the respective expenditure category. Findings – It was found that the presence of the AI holiday experience at the destination as well as visitor and traveling attributes, were the important contributing determinants of expenditure either at home or destination economies. Noticeably, the tourist who could have visited the Balearics even in the absence of the AI holidays has spent more money compared to the tourist who could not have visited the destination. This implies that the kind of the customers the AI tourism tries to attract have the least economic contribution. Practical implications – Expenditure patterns are always important element for tour organizers and marketers when planning, designing and delivering their products. With the intention of maximizing the tourism benefits the destination management could focus on the variables which have positive impact on the expenditure with the aim of capturing the consumer surplus which is central element of the economy. The study gives the insights. Originality/value – While the determinants of tourism expenditure have been widely studied in tourism literature little is still known on the same determinants for the specific tourism segments like the all‐inclusive tourism. It is niches or segments that make up the total tourism market; unfortunately most researches focus on the total market while ignoring its niches. This study is an effort to focus on individual tourism niches.
Economic Impacts of All-inclusives: Expenditure, Motivation and Linkages for All-inclusives in the Balearic Islands
(2007) Anderson, Wineaster
Enclave Tourism and its Socio-Economic Impact in Emerging Destinations
(Taylor & Francis Group, 2011) Anderson, Wineaster
This study explores the socio-economic implications of enclave tourism in emerging destinations. The focus is on Zanzibar. The specific objectives are to estimate the gross tourist expenditure; to analyze the tourist expenditure in relation to the tourist demographic characteristics; and to find out whether there is any statistical difference between the expenditure caused by the type of the chosen tour mode. A specific visitor-survey was conducted at the Zanzibar Airport during the summer of 2009. Then, the flow of the tourist expenditure was estimated using aggregate-case summaries while the equality of the mean was analyzed using a one-way analysis of variance. Analysis of expenditure between the different categories of the tours reveals that the average daily expenditure spent by the enclave tourist was well below that made by the other types of contracts. There is statistical evidence to suggest that the differences were due to the chosen tour mode, as the type of tour has a significant effect on the average daily expenditure per tourist at the destination. The study recommends calculated strategies for linking the tourism industry with the local people for pro-poor tourism promotion.
Examining the Effects of Socio Cultural Environment on Internationalization – Exporters’ Perspective
(2016) Anderson, Wineaster
There is a shortage of literature and studies that linked socio-cultural environment to internationalization particularly in developing countries. This paper examines the effects of socio-cultural environment on exporting using a multiple (n=30) case-study method. The exporter-specific in-depth interviews were conducted and responses categorized and presented using thematic statements and narrative form. The findings revealed that various cultural elements were affecting exporting activities particularly on marketing communication, price negotiations, labeling, branding and packaging. Language barriers have the greatest impact followed by education and religion. Exporters consider engaging local agents and exclusive distributors in the foreign markets as some of strategies to overcome socio-cultural barriers. Likewise, various government institutions offer short term training on internationalization strategies. The exporters are advised to focus on cultural similarities in different markets as a way to widen the opportunities and enable their firms to standardize marketing strategies in order to realize global products and brands. Policy and managerial implications have also been discussed.
A Gender-Based Comparison of Marketing Strategies of SMEs in Tanzania
(2012) Anderson, Wineaster
This study identifies the differences between female and male-owned SMEs with respect to business characteristics, application of marketing strategies and associated marketing challenges. To achieve this, a survey was conducted in Dar es Salaam, Tanzania during 2009. Then the study used the Chi-square test for independence and the student t-test to examine if there was any significant difference between male and female-owned businesses, which would determine whether gender has an influence on marketing decisions. It was revealed that the main strategy used by female-owned businesses was Networking, while their male counterparts focused more on the strategy of Quality and Price differentiation. The associated costs and ease to use were the major influences on the choice of strategy, regardless of gender. Compared with their male counterparts, females tend to commit fewer resources to their ventures. Moreover, most owner-managers were more generalists, not marketing specialists. Principles and practices on how to grasp the existing opportunities and to promoting SME growth through using appropriate marketing strategies regardless of gender have been recommended.
Good Governance Strategies for Sustainable Ecotourism in Tanzania
(Taylor & Francis Group, 2015) Pasape, Liliane; Anderson, Wineaster; Lindi, George
This article assesses the role of good governance strategies in sustaining ecotourism. Using a qualitative method through exploratory research design, 18 good governance strategies that promote sustainable ecotourism were identified. Thereafter, a specific stakeholder survey (n = 250) was conducted in the eastern and northern tourist circuits in Tanzania. Through the discrete choice binary logit model, relationships between the identified strategies and specified ecotourism sustainability indicators were analysed by looking for the strategies that are more associated with each indicator. The findings show that sustainability of ecotourism in the country is mainly jeopardised by inadequate transparency, poor accountability practices and weak integration mechanisms between ecotourism operations and the country's development plans. As a result, poor governance has led to unproductive planning, inefficiencies and mismanagement of ecotourism resources. The study concluded by recommending accountability, transparency and integration between economic activities in order to ensure that ecotourism meets the needs of both current and future generations.
Human Resource Needs and Skill Gaps in the Tourism and Hospitality Sector in Tanzania
(2015) Anderson, Wineaster
Tanzania‟s economy is largely driven by its natural resource base; a system that is necessary for development of key sectors of the economy including tourism, mining and agriculture. Tourism sector has shown an impressive growth over the past few years and increasingly, the sector becomes an effective means of macro-economic diversification from the traditional reliance on agriculture. For the past ten years the sector grew at an average annual rate of 12%. The country received 1,095,000 international visitors in 2013; most of them came from Britain, Germany, the United States and Italy (World Bank, 2015). The sector contributes 18% of the country‟s GDP and 30% of export earnings, with the earnings from tourism in 2013 topped US$1.88 billion, up from US$1.7 billion in 2012 and US$1.45 billion in 2011(Anderson, 2014). Over the past ten years, tourism has contributed extensively on employment; accounting for 10.9% of total employment in the economy (NBS, 2014; WTTC, 2014). The sector supports 1.2 million direct, indirect and induced jobs (Blancke and Chiesa, 2013; National Bureau of Statistics, 2014; World Bank, 2015), whereby the direct jobs are around 500,000 (Figure 1.1). Investment in the sector accounts for 9.5% of total investments in the country (WTTC, 2014)
Influences of Micro and Small Enterprises Startup and Growth
(2013) Anderson, Wineaster; Mzee, Thobias M.
Influences of Pro‐ All‐Inclusive Travel Decisions
(Emerald Group Publishing Limited, 2009) Anderson, Wineaster; Juaneda, Catalina; Sastre, Francisco
Purpose – This paper aims to identify the motivations for choosing all‐inclusive package tours when traveling, and to specify the visitor and travel attributes associated with those motivations. Design/methodology/approach – A specific visitor‐exit‐survey involving all‐inclusive tourists visiting the Balearic Islands (n=843) was conducted during the summer of 2006 at the Airport of Palma de Mallorca. Then, through discrete choice models‐binary logit, relationships between the identified motivations and specified attributes were analyzed by looking for the attributes that are more associated with each motive. Findings – The study results show that tourists traveling through all‐inclusive tours attach more importance to the motivations related to convenience and relaxation, economies of resources as well as safety and security in their vacationing processes; with specific tourist and trip attributes influencing the probability for confirmation. Practical implications – Understanding the motivation of different tourist profiles visiting the destinations is useful in managing the tourism industry for satisfying specific tourist segments without jeopardizing the interests of the host community. A full understanding of all‐inclusive motivation would help travel organizers and marketers to plan, design and deliver products and services that cater for the specific needs of the all‐inclusive market, with the aim of capturing the financial benefits which are the central element of the economy. Originality/value – There is still little knowledge in the literature about all‐inclusive package tourism. Specifically, the knowledge of tourist motivation with reference to the tour mode choice within the tourism landscape is still diluted, and therefore the motive behind one traveling through certain tour modes like all‐inclusives continues to miss the ground works. Nor have the factors that influence evaluation of the motivations related to the decision of this type of trip have been much studied, which renders this field of study one of the underdeveloped areas in the tourism social sciences. The paper attempts to contribute where there is this lack of knowledge.
International marketing: Theory and practice from developing countries
(Cambridge Scholars Publishing, 2016-09-23) Charles, Goodluck; Anderson, Wineaster
This volume offers an excellent understanding of international marketing theory and practice within a constantly-changing and increasingly-complex global environment, with greater emphasis on developing countries. Designed for academics, researchers, students, practitioners, and policy-makers in the fields of international marketing, international business, and international trade, the book provides in-depth knowledge and understanding of contemporary theories and their applications in international marketing functions and practices. It exposes the readers to the global environmental forces that impact on international marketing involvement and the basic marketing strategies suitable for international marketing. As such, it will enable the reader to develop skills for effective planning, organization, execution, and control of international marketing operations. While a great deal of effort has been spent on meaningfully integrating the theoretical foundations and actual business practices, various concepts are supported by compelling exhibits, industry-specific examples, and illustrations from developing countries. The questions at the end of each chapter are designed to test the readers’ understanding and application of what they have learned in actual situations.
Internationalization and Poverty Alleviation: Practical Evidence from Amani Butterfly Project in Tanzania
(2011) Anderson, Wineaster; Saidi, Sheghembe A.
This study measures the impact of internationalization on poverty alleviation in the developing economies. The focus is on the Amani Butterfly Project in Tanzania. Particularly, the study estimates the income generated from the export of butterflies, and measures its impact on alleviating poverty in the community. Also, it identifies challenges encountered during the production and exportation of butterfly products. The study employs primary data with a sample set of 90 butterfly fanners. The findings reveal that over 250 rural households within the study area derive their livelihoods from the forest through butterfly exportation. Moreover, improvements in food security, primary health care and education have also been recorded. However, despite the positive developments, butterfly farming in Tanzania has a number of challenges before developing its full potential. Some are related to pupae production, such as access to production of pupae varieties that are in demand by butterfly buyers, while others are associated with market access, the identification of new markets, product transportation and low prices found in the current markets. The paper concludes by drawing attention to the managerial and political implications, and future research directions.
Internationalization Opportunities and Challenges for Small and Medium-Sized Enterprises from Developing Countries
(Taylor & Francis Group, 2011) Anderson, Wineaster
The purpose of this study was to identify opportunities and challenges for internationalizing the small and medium-sized enterprises in developing countries. In this article the author examines the internationalization motives and strategies of the managers of these enterprises. A survey was conducted in Tanzania and the effect of the identified opportunities on the decision to internationalize was modeled using the multinomial logistic regression to determine the relationship between the respondent profile and the decision to be taken in the absence of the internationalization opportunities. The results have revealed the existing opportunities including export rehabilitation incentives, schemes as well as institutional supports granted from the governmental and nongovernmental organizations, development partners, and business associations. However, inadequate international business skills, unawareness of existing export promotion programs, poor access to finance, and imperfect foreign market information are the main challenges. Profit and growth goals and saturation of domestic markets are the key drives to internationalization, with indirect exporting being the main internationalization strategy. The author concludes by drawing attention to managerial and policy implications and future research directions.
Inﬂuences of Pro-All-Inclusive Travel Decisions
(2009) Anderson, Wineaster; Juaneda, Catalina; Sastre, Francisco

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