Reaching Historic Heights of Tourism Arrivals in 2023: Tourists’ Feedback on the Travel and Tourism Pillars’ Quality in Tanzania

Abstract

Tanzania has reached historic heights in which tourism arrivals surpass 1.6 million in year ending May 2023 despite of the cumulative effects of the shocks of the war in Ukraine and the hanging over of the COVID-19 pandemic. However, the feedback on what causes such historic heights is not yet established. One of the major factors for successful travel and tourism performance are the main pillars. Therefore, this study evaluated the feedback of the tourists on the main pillars of travel and tourism in Tanzania. Using the experiences of visiting North Tanzania, the tourists were specifically asked to determine the extent to which they are satisfied with the quality of travel and tourism pillars. They were also asked to rank their satisfaction feedback on the same travel and tourism pillars in Tanzania from their experiences of visiting North Tanzania. Eventually, the tourists were asked if the experienced quality of travel and tourism pillars can attract them or others to revisit Tanzania in the future. This study was approached quantitatively using descriptive survey design. Data were gathered from June to September, 2023 in Arusha, Kilimanjaro and Manyara using questionnaire from 277 tourists sampled using convenient sampling technique. The data were analysed using Descriptive Statistics. The findings indicate that, the tourists were dissatisfied on the quality of infrastructures; satisfied on the quality of enabling environment, policy and enabling conditions; and very satisfied on the quality of natural and cultural resources pillars. The given pillars’ quality were ranked differently by the tourists depending on their experience when visiting North Tanzania. This study recommends for continuous collaborative public and private investment on the identified pillars for further growth of travel and tourism in Tanzania.