International Journal of Innovation and Applied Studies
ISSN: 2028-9324     CODEN: IJIABO     OCLC Number: 828807274     ZDB-ID: 2703985-7
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Winning In the Tourism Marketing: The Case of Zanzibar Tourism Destination in Tanzania

Volume 9, Issue 3, November 2014, Pages 1011–1020

 Winning In the Tourism Marketing:  The Case of Zanzibar Tourism Destination in Tanzania

Adilu Mussa Salim1

1 Ph.D. Candidate, School of Industrial Management, Department of Human Resource Development, Korea University of Technology and Education, Republic of Korea

Original language: English

Received 23 September 2014

Copyright © 2014 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.


This investigation presents analysis of the Strengths, Weaknesses, Opportunities and Threats (SWOT analysis) in tourism sector of Zanzibar Tanzania, in order to find out the prospects for marketing policies and strategies for the sector with better strategic planning. Zanzibar possesses certain important and attractive historical, cultural and natural attributes that have made it a reasonable tourism destination. Using derivative information and identified SWOT variables, the paper critically reviews the relevant material for the sake of the analysis and discovered that Zanzibar tourism sector has been experiencing significant level of growth and expansion due to government policies and attention. The result shows that, the sector fuels the economy of the state and possesses certain important attributes that could help it in attaining the position of top most Indian Ocean tourism destination. However, the investigation found that, there is need of effective management of natural resources to assure their fair access and control to the tourists as well as local population. The paper also put forwards, possible strategies and approaches together with some recommendations to the government, policy makers and marketing managers to assist them in formulating adequate policies for the sector.

Author Keywords: Tourism, Strategies, Marketing, SWOT-Analysis, Zanzibar.

How to Cite this Article

Adilu Mussa Salim, “Winning In the Tourism Marketing: The Case of Zanzibar Tourism Destination in Tanzania,” International Journal of Innovation and Applied Studies, vol. 9, no. 3, pp. 1011–1020, November 2014.