Effectiveness of Marketing Strategies on Improvement of Tourism and Hospitality Industry after Covid–19 Outbreak: A Case of Three-Star Hotels in Arusha Region, Tanzania

Abstract

The hospitality, travel, and tourism industry remains one of the hardest-hit casualties of the COVID-19 pandemic. This study sought to assess the effectiveness of marketing strategies on the improvement of the tourism and hospitality industry after the COVID-19 outbreak in Arusha Region, Tanzania. The study specifically aimed to determine the effectiveness of pricing strategies on the improvement of the tourism and hospitality industry after covid-19 outbreak; to determine the effectiveness of promotion strategies on the improvement of the tourism and hospitality industry after covid-19 outbreak; to assess the effectiveness of product strategies on the improvement of tourism and hospitality industry after covid-19 outbreak; and to examine the effectiveness of policy strategies on the improvement of tourism and hospitality industry after COVID-19 outbreak. The study employed the relationship marketing theory while using a quantitative approach. The study also used a sample of 112 top and middle-level managers from three-star hotels in the Arusha region. Findings show that all variables namely product, pricing, promotion and policy strategies used had a positive significant relationship with the improvement of hotels after the pandemic outbreak. The study recommends that the tourism and hospitality industry should create a customer relationship management system to manage their relationships with leads and existing customers. Similarly, hotels must conduct marketing research to assess changing customers’ behaviour and comprehend their needs to develop relevant marketing strategies, which will contribute to improving the sectors' performance. Also, social media usage should be upheld by tourism and hospitality industries in promoting their products and spreading awareness of what the industry offers since it has currently been noted to be an easier way of reaching customers. Correspondingly, the usage of innovative systems such as travel websites encourages customers to comment or post their suggestions, recommendations, and reviews as a basis for creating more personalized offerings for the guests.