Browsing by Author "Maliva, Nelly"
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Item The antecedents of customer’s perceptions of the quality of mobile phone recharge bundles in Tanzania(University of Dar Es Salaam Business School, 2020) Maliva, NellyOne of the strategies that telecommunication companies employ in order to attract customers and survive is through the quality of their services. This study explores the extent to which customers evaluate price, duration or a size of mobile phone network recharge bundles in order to establish the antecedents of customers’ perception of the quality of the bundle. A cross-sectional approach was necessary in order to get the required information from customers in Tanzania who are users of the bundle services. The causal effects of price, duration and size on the customers’ perception of the bundles were established through correlation and multiple regression analysis. It plainly shows that price, duration and size of the recharge bundles predict customers’ perception of the quality of bundles in Tanzania, albeit the duration has a greatest impact. This study, therefore, adds value to the current knowledge and is useful for mobile phone service providers in their marketing programs.Item Opportunities for Local Entrepreneurs along the Oil and Gas Value Chain in Tanzania: A Local content analysis(University of Dar es Salaam Business School, 2017-11-16) Maliva, Nelly; Ishengoma, EstherThis paper explores the opportunities available for local entrepreneurs along the upstream oil and gas value chain in Tanzania. It focuses on the aspirations of value chain stakeholders in this industry regarding the participation of local entrepreneurs for enhancement of local content. The study used the qualitative approaches in order to capture the stakeholders’ experiences and opinions. Various purposive sampling techniques were used to select the participants. The study identified the International Oil Companies which are currently at exploration and appraisal stage. The snowballing sampling were used to get different stakeholders such as local suppliers, supporting organizations, and other local authorities which are interested with the oil and gas industry. The interviews were done in Dar Es Salaam, Mtwara and Arusha. Data analysis, such as coding, interpretation, and categorisation of data was done on the basis of the collected data. The experience of stakeholders shows that the opportunities available for local entrepreneurs includes supply of goods and services direct to the International Oil Companies. Suppliers who deals with the supply function includes various companies most of which resides in Dar es Salaam and Arusha, and supply their products to Mtwara. These are Tanzanian registered companies which are proactively seek for the information and bid the tenders. Another category includes suppliers who resides in Dar Es Salaam and Mtwara, they supply direct but without biding tenders. Most of the suppliers resides in Mtwara and they continue to provide their services to the residents and by doing so they supply to the oil and gas industry indirectly. Almost all the suppliers continues with their daily business routines, but the presence of the oil and gas activities enable them to increase sales and profits. However, the opinions of stakeholders shows that some of the suppliers, especially who resides in Mtwara get less benefit compared to Dar es Salaam and Arusha based organization. By these results, the study has found out that the opportunities available for the local entrepreneurs are influenced by the proactiveness of the entrepreneurs and the context which entrepreneurs resides. The group of entrepreneurs resides in Dar es Salaam believe in the it is their competitiveness that enable them to join in the oil and gas value chain, while most of the entrepreneurs resides in Mtwara believe in policy support. At the same time, The International Oil Companies believe in the quality of goods and services. Therefore, the study found out the opportunities available for the local people can be explained through the stakeholders’ perception of the local content.Item Risky business? Women’s entrepreneurial responses to crisis in the tourism industry in Tanzania(Routledge Taylor and Francis Group, 2023) Maliva, Nelly; Anderson, Wineaster; Buchman, Annae; Dashper, KatherineABSTRACT Globally, the tourism industry has been devastated by the COVID-19 pandemic and associated changes in international travel. This paper draws on interviews with 51 women working in the tourism sector in Tanzania and examines gendered impacts of the pandemic on their welfare, which instigated or accelerated entrepreneurial activities as an attempt to protect women’s incomes and security. Women in the study adopted one of three entrepreneurial strategies: they (re)committed to the tourism industry, working on developing their own skills and business ideas; they diversified their business interests to have a ‘Plan B’ in addition to tourism to safeguard against future crises; or they moved away from tourism altogether, focusing instead on other less volatile sectors. The crisis caused by the pandemic exposed tourism as a risky business and a gamble for many women, who are considering leaving the sector. This represents a significant obstacle for the tourism industry’s recovery and sustainability and illustrates some of the limitations of tourism entrepreneurship for supporting and empowering women in the Global South. Priority policy areas for supporting women to remain within tourism are identified to help support women entrepreneurs and ensure their skills and enthusiasm contribute to rebuilding and reshaping the sector.Item Segmenting inbound tourist using destination image: Evidence from Tanzania(University of Dar es Salaam Business School, 2017-06) Maliva, Nelly; Jani, DevDestination image and destination competitiveness are intricately intertwined with the former enhancing the latter. Logically, a good and positive destination image leads into higher destination competitiveness; and destination image is primarily influenced by the information that the tourist obtains from myriad sources. Albeit the three concepts to have been related, studies that segment the tourist market using destination image are scant especially in the context of emerging African countries that aim in improving their destination competitiveness. This paper presents a study undertaken to segment inbound tourists to Tanzania using destination image. A self-administered structured questionnaire was conveniently distributed to inbound tourist to Tanzania. A total of 625 dully filled questionnaires were used for data analyses. A factor-cluster analysis was used in analyzing the data with factor analysis serving in reducing the study items into few dimensions that were subsequently subjected to stepwise cluster analysis. A hierarchical cluster analysis was used to explore the possible numbers of clusters followed by hierarchical cluster analysis (k-means) that confirmed the appropriate number of clusters. A follow up one way ANOVA, t-tests, and Chi-square were used to explore statistical; significances between the clusters. A three cluster solution was obtained that indicate the presence of statistical significance differences among the clusters with respect to destination image, travel information needs, travel motivations, and demographic variables. The three clusters can be arranged on a continuum with cognitive and affective image being the anchors. The cluster with high cognitive image (cluster III) is likely to be females who are motivated to for nature and culture of the destination. The cluster with high affective image (cluster II) are likely to be older, males and to search for travel information using hotels/restaurants and travel exhibitions. Compared to other clusters, the high cognitive cluster is more likely to start planning and searching for travel information much longer than the other clusters. Theoretically, the study finding supports the utility of cognitive and affective destination image in understanding and segmenting the tourists. Practically, the results provide insights to destination managers on the use of destination image in relation to travel information search, demographics and travel behavior in improving the destination competitiveness.Item Vendors Strategies and Personal Selling Models in Tourism Markets: A Case of Women Vendors in Zanzibar(Operations Research Society of Eastern Africa (ORSEA), 2018-03-22) Maliva, NellyThis study argues that the ‘bargaining nature’ of selling in tourism markets drives the sellers to use the strategies that lead to change the traditional personal selling models in different ways. It has used the experience of women vendors who sell souvenirs and other curio products direct to the tourists in Zanzibar. Most of them are the owner managers of their own small and micro enterprises. The in-depth interview method was used to explore the strategies they use to sell their products to customers, in this tourists. Purposive sampling method were used to get respondents from the busy tourists’ areas along the beaches and hotels. The study found out that in tourism markets vendors use multiple strategies in order to increase their sales. While some of them display their items at the fixed selling points in the open spaces called ‘bandas’, some who are also known as ‘Jua kali’ vendors, chase customer by following them to the places where they do other tourists activities. Although, in general venders selling process involves inducing customers, segmenting, pricing and selling instantaneously, the study found out that women are experienced and influenced differently from men. According to their experiences they face challenges when they deal with couples. This is because they think that women have the power to influence buying and they mostly prefer to buy from men vendors. Some women encountered problems when they display their products to men with wives. So in order to cope with this situation they use strategies such as carrying the children with them during selling, seeking sympathy from the customers by using female characteristics such as names to present their items to buyers. But there are some women who are competing by using the strategy such as displaying quality products and services to customers. Through the findings of this study it is found out that the different strategies that vendors use to cope with the competition and be able to sell their products lead to change the common personal selling models. By the styles that they use they perform all four marketing P’s as well as marketing positioning and segmentation function instantly. This can be contrary to traditional models in which personal selling is classified as one of the promotional mix elements. This study also found out that apart from the bargaining nature of tourism market, the personal selling models that vendors use are influenced by gender. This is because the tourism market is gendered and the marketing strategies are also gendered. This study, add value on the current debates by showing that individual strategies have significant contribution in shaping personal selling models.Item Women's Participation in Tourism in Zanzibar. An Enactment Perspective(Wageningen University, 2016-12-14) Maliva, NellyTo shed more light on the position of women in tourism, in this thesis I examined the ways women in Zanzibar have incorporated working in tourism in their daily lives by comparing those who work in tourism as entrepreneurs with employees, working in hotels and restaurants. Conceptually my thesis is framed within Weick’s theory of enactment, with special focus on the concept of sensemaking. I used this particular framework to understand how women either reinforce or resist gendered identities by constantly ‘enacting’ their environments. Thus, my research showed how Zanzibari women working in tourism enact their environments by making sense of these in different ways. Although women mentioned the same factors to be of influence on their environments when they described their ability to work in the industry, they differ in their perceptions of these factors, and assign different meanings to available dominant social and cultural scripts. While some women explained a certain issue as a constraint, others described it as an opportunity. Generally, this study identified three main aspects of the environments women enact that frame the opportunities or/and constraints women face when working in tourism. These are religion, family and marriage, and education. Moreover, based on my findings I concluded that there are three central pathways of identity construction that influence the way women position themselves in the tourism industry, namely tradition, income and growth prioritisation. By portraying these three central pathways of identity construction, I argued that women differ significantly in the ways they make sense of and assign meaning to the environment. While some women think that religion, education, or marriage constrain their choices, other women understand these as opportunities they should take advantage of. Moreover, women are also able to influence their environment by applying or modifying traditional values such as ‘hospitality’ in order to justify their engagements in the industry. Additionally, I made recommendations to policymakers in the final sections of my thesis. This study helps policy-makers to understand that women, such as women in Zanzibar, who are generally regarded as more vulnerable in comparison to men, are also able to negotiate with their environment and find ways to overcome their vulnerability and become more resilient. By studying the way women make sense of their environment and their work in tourism, it becomes possible to gain a better understanding of how their involvement in tourism can enhance human development at the individual level. A better understanding of the agency of women is also crucial to develop and implement strategies for sustainable economic development. I furthermore argued that since women make sense of the environment in different ways, perceive different opportunities and constraints, and on the basis of these make different choices, that programmes customised according to the differences among women should be developed. Second, I argued that these tailor-made programmes should focus on four interventions: education and training, working conditions, self-organisation and microcredit. Third, I argued that continued support to women’s groups is necessary to keep doors open for women to enter the tourism industry. These groups help women to balance their different responsibilities at home and at work. Fourth, I recommended the promotion of micro, small and medium enterprises by issuing microcredits in order to stimulate women to start businesses. These and possibly other interventions will increase the chances for women of finding employment in the tourism sector. More importantly, through these interventions, women will have more choices and will be able to decide for themselves if working in the tourism industry, either as an employee or as an entrepreneur, matches their wishes and demands.Item WOMEN’S EMPOWERMENT IN TOURISM: THEIR AGENCY IN NEGOTIATIONS WITH GENDER ROLES IN TANZANIA(Dar Es Salaam University Printers - DUP, 2023) Maliva, NellyAlthough tourism is regarded as a potential ground from which women can obtain their empowerment, their engagements are always constrained by their gender roles. This chapter, therefore, aims at exploring the ways in which women negotiate with their gender roles in order to work and benefit from tourism. The interpretive approaches, including qualitative and in-depth interviews were used to capture the way women view and review the environment that they encounter in the society as they work in tourism. Both structuralism and post-structuralism standpoints were used to identify factors that women see as their enablers and /or constraints, observing the agency of women when they interact with tourism. By working in tourism, they have been able to create their self-knowledge of the strategies to use in tourism through three factors, namely religion, family and marriage as well as education. Their agency was seen by their willingness to accept, challenge or reject the limits set by their gender roles. By doing so, women have shown the ability of being the authors of their own decisions and actions. Therefore, empowerment is about being able to freely act according to own voices; that means, creating a balance between their gender roles and the extent to which they want to achieve by working in the industry. This way, women have been able to construct the gender roles that enable them to balance between their household responsibilities and working in tourism.