Author(s) :

Omari K. Mbura, Simith J. Sanga.

Volume/Issue :

Abstract :

This study examines the role of promotion strategies on tourists’ hotels performance with insight from the tourist hotels in the largest commercial city of Tanzania, Dar es Salaam. Precisely, it dwells on the extent to which key promo tools of advertising efforts, sales promotion, direct marketing, public relation and personal selling influences tourists’ hotels performance. Informed by Hierarchy of Effect, Relationship Marketing and Behavioral Learning theories, data were collected randomly from 80 managers/ owners from tourists’ hotels through structured questionnaires. Moreover, 3 key informants were purposively contacted for in depth interview. Through multiple regression analysis, it was ascertained that advertising, sales promotion, direct marketing and public relation were strong predictors of tourists’ hotels performance. Personal selling had positive, but insignificant influence on tourists’ hotels performance. The article recommends the tourists’ hotels management to capitalize mostly on the four most influencing promotion actors to the tourists’ hotels performance. More emphasis should be placed on posters, print media, and radio categories, which appear to be the most influencing for advertising, while coupons, discounts and contests actors outperform other sales promotion attributes. Finally, Internet, telephone and telemarketing should be emphasized for direct marketing while social media, business events and press release, should be utilized for public relation.

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