Destination Marketing Essay Example

with semi-skilled and non-skilled backgrounds. As a result, many struggle to find employment as industries prefer workers with higher skill levels. Therefore, the tourism sector provides an opportunity for this unemployed labor force to secure jobs. Furthermore, as tourism continues to grow in the region, numerous businesses are likely to emerge seeking to benefit from this flourishing industry.

Although large corporations and multinational companies dominate the industry, there are still investment opportunities for small businesses. This is demonstrated by the presence of many small-scale businesses, especially in the tourism sector, in various countries. The East African region heavily depends on economic development but has faced challenges due to unsuccessful previous attempts to address this issue.

Smith (1998) states that tourism is considered crucial for enhancing the economy in East Africa and fostering fair development. This sector is decentralized, offering opportunities to diversify the region's economy. East Africa possesses a significant cultural heritage and abundant natural resources that must be conserved to prevent irresponsible exploitation.

The tourism industry has the potential to maintain two important features in a sustainable manner: being eco-friendly and conserving/promoting the natural and cultural heritage of the region. Through proper management and operation, these goals can be achieved, which are highly significant to the local community. Furthermore, establishing connections with people from other regions is crucial as East African residents are known for their warmth and friendliness, fostering goodwill and friendship.

Tourism not only facilitates the local community's connection with the international community, but also promotes global understanding with diverse communities worldwide. Studies show that tourism fosters peace and stability among nations. Additionally, the tourism industry has the

potential to stimulate economic development in the region by reinforcing backward and forward linkages.

The tourism sector is crucial for economic growth in the region. It serves as a catalyst for development and provides benefits to the local community. The economy will improve, allowing people to afford necessary goods and services. Additionally, there will be enhancements in infrastructure such as restaurants, hotels, airports, road networks, water supply systems, communications, and power supply that will benefit the local community.

The development of the East African region as a desirable tourist destination will not only improve public utilities shared with other sectors but also enhance economic efficiency. Tourism has been proven to contribute to economic growth in various regions, and the same can be expected for East Africa. If tourism activities are properly managed, the region will undoubtedly experience the advantages.

Embracing and supporting the tourism sector is crucial for promoting job opportunities, economic growth, and wealth distribution in the local community. Effective planning and coordination of tourism activities at a regional level are essential to fully reap the benefits of tourism (Morris, 2005). Fortunately, the region is abundant in man-made and natural resources. Its wildlife includes a diverse range of animals such as buffaloes, lions, leopards, giraffes, elephants, as well as various species of birds and snakes.

Known for its expansive lakes and towering mountains, East Africa is also renowned for its marine resources, which include exotic islands, diving areas, and opportunities for deep-sea exploration. Moreover, the region boasts breathtaking sandy beaches and distinctive mineral deposits that are exclusive to this area. East Africa provides numerous possibilities for architectural tours and visits

to archaeological sites, allowing tourists to discover and explore. The region is widely recognized as a haven for diverse wildlife that remains undisturbed due to minimal human interference. Thanks to limited human intervention (Smith, 1998), the natural beauty of East Africa's flora and fauna is preserved.

The region is ideal for cultural tourism because it offers hot sulphur springs, the remarkable migration of large wild beasts (referred to as one of the eight wonders of the world), a range of flora including fragrant cloves, nutmeg, cinnamon, and other distinctive species exclusive to this area. Additionally, Mountain Kilimanjaro can be found in this location.

This region is famous for having the highest mountain in Africa, which is also the tallest free-standing mountain globally. The mountain peaks are usually covered with permanent snow, creating a breathtaking natural spectacle that attracts many tourists. Another notable feature in this area is the Ngorongoro Crater, which provides a unique habitat for flourishing wildlife. Some consider this phenomenon to be one of the world's wonders. Additionally, the region has a vibrant and culturally diverse heritage.

The handcraft in this region, which includes Batiks, Carvings, Paintings, baskets, and jewellery, is actively created by the local community. This traditional craftsmanship not only reflects their culture but also attracts tourists who are interested in experiencing different cultures (Smith, 1998). Furthermore, the East African region is home to Ol'doinyo Lengai mountain, the world's only active volcano.

The region's abundance of natural and man-made resources, such as carbonate rocks released from the volcano, Lake Victoria - Africa's largest lake and the world's second-largest freshwater lake after North America's Lake Superior - captivating

historical ruins, and remarkable harbors attract tourists to this area. It is important not to waste these valuable resources.

Morris (2005) suggests that investing in the development of East Africa as a tourism destination is advisable for multinationals, companies, and small-scale businesses. The key objective should be to attract tourists from Europe and America, as these continents have a deep appreciation for culture. The local communities in East Africa possess distinct cultural traits compared to Americans and Europeans. It is expected that tourists from these two continents will exhibit significant interest in engaging with the region's cultural activities.

The region aims to attract tourists from Europe and America due to their wealth, as they can easily afford the services offered. However, all individuals within the local community can access the region's tourist attractions if they can meet the associated costs for tourism services (Smith, 1998). Research conducted in 2003 found that older individuals are highly involved in the tourism industry.

The main reason for the sector mainly benefiting from individuals slightly older than sixty-five years old is that most of them have already completed raising their children, resulting in less family responsibilities. Additionally, another factor is that the majority of people at this age are retired and no longer bound by work commitments. Consequently, to meet the needs of this demographic, the region will focus on attracting customers within this age group by providing services highly appreciated by older individuals.

Elderly tourists often travel extensively without concerns about expenses, as they aim to establish and maintain social status. This behavior may be seen as a display of extravagance or showmanship, with

the main objective being to create an image that garners respect and admiration in society. To attract this demographic, regions must prioritize developing strategies that offer exceptional customer services. (Morris, 2005)

The East African region has a promising opportunity for tourism growth, but it is crucial to evaluate competition from other players in the industry before making decisions. It is essential to understand this competition in order to establish a distinctive position in the tourism sector. The analysis demonstrates that competition in the industry brings advantages such as product development and innovation. The specific type of competition faced by the region will differ depending on its chosen market segment.

Other countries and regions have recognized the potential market of old people. So if a region wants to target this customer group, it will have to be prepared to compete with other regions to win their loyalty. In Europe, the elderly prefer local tourism over international tourism, giving Europe an advantage over East Africa in attracting these customers. However, there are resources in East Africa that the elderly in Europe may want to access, which are not available locally.

Experts' input is crucial for making informed decisions on issues that impact the competitiveness of the tourism industry. This includes factors such as variations in natural resources, public infrastructure, legal administrative framework, and quality of marketing and advertising. It is important for the East African region to recognize countries like Estonia, Romania, Finland, Italy, and Switzerland as competitors due to their well-developed infrastructures and public amenities.

The tourism industry in these countries is well-developed and established, with additional resources at their disposal.

They possess leading companies in the tourism sector, providing them a competitive edge (Smith, 1998). East Africa should assess its competition within the industry and enhance any areas where it may be lacking. In contrast to its rivals, the region possesses abundant man-made and natural resources.

The preservation of natural resources without human interference gives the region a competitive advantage. On the other hand, countries with advanced infrastructure attract customers. East Africa is famous for its peaceful atmosphere and low violence rates, making it appealing to tourists who prioritize political stability. As a result, the region's peacefulness sets it apart from areas plagued by violent incidents.

The East African region intends to offer prices that international tourists will find unexpectedly affordable. The region aims to charge lower prices compared to other regions as a means to attract more customers. Research conducted in another region's tourism industry indicates that customers are charged excessively high prices. Thus, the East African region's strategy to charge lower prices is a marketing ploy. (Smith, 1998)

The East African region understands the importance of skilled staff in acquiring and retaining customers. Their expertise and high-quality services have consistently been successful in attracting and keeping customers. To further improve the tourism industry, the region plans to hire highly skilled professionals for managerial roles. The outstanding services provided by these individuals will undoubtedly result in an increase in tourist numbers. Additionally, as part of their marketing strategy, the region intends to implement competitive pricing to attract customers.

Incorporating slogans such as "Experience the beauty and diversity of the East African National Parks, and explore East Africa" into the advertising

plan will attract customers. (Morris, 2005) The majority of East African advertisements will be conducted on the region's website, ensuring a global reach. Morris K.'s research revealed that people in European and American countries have internet access, making the region's decision to advertise online a smart move.

Questionnaires can also be posted online when the region wants to gather opinions on its plans to develop itself as a tourism destination. Recommendations include the need for the East African region to enhance its public utilities and infrastructure in order to attract more tourists. Improving infrastructure will also create new marketing opportunities for the region to take advantage of. Additionally, the region should focus on upgrading its technology used in tourism operations.

Innovation plays a crucial role in the tourism industry as it impacts both the demand and supply of tourism. Various competitors in the region have successfully attracted more tourists by implementing technological innovations in the sector. The use of innovation in tourism has been found to enhance the quality of services offered and reduce production costs, thereby increasing competitiveness. Additionally, technology allows tourists to conveniently make orders and online bookings. (Morris, 2005)

Conclusion

The East African region holds immense potential as a leading tourism destination with its abundance of resources that can attract a significant number of tourists. It is crucial for companies and multinational corporations to acknowledge the underutilization of the region's tourism industry and realize the benefits they can gain from getting involved. To stay ahead in this competitive industry, the region must devise efficient marketing strategies to gain an edge over competitors. Additionally, transforming the region into

a tourist hotspot will also have positive impacts on the local community (Smith, 1998).