Reputation Risk of Tanzanian Tourism: The Role of Tanzanian Students in China
- DOI
- 10.2991/assehr.k.201214.119How to use a DOI?
- Keywords
- reputation risk, Tanzanian students in China, Chinese tourists
- Abstract
Although Sub-Saharan Africa is developing rapidly with vibrant business environment and modern skylines, it is also known as the “dark continent”, the home of many awful stories of violence, famine and genocide. It is a fact that perception about a tourist destination is a reality to the prospective customer. It is therefore imperative to have in place sustainable strategies to maintain a good reputation. China is now the world’s largest travel outbound market with about 150 million trips and Tanzania is strategically positioning herself to have more Chinese tourists through initiatives as ‘Tour Africa New Horizon’ and more. The study suggested that Chinese millennials in college should be recognized as a powerful audience for building brand loyalty and lifelong customers after they start earning income. The survey was conducted in Wuhan city through an online questionnaire interview of 988 Chinese undergraduate students who share classes with Tanzanian students. The survey intended to explore how much the Chinese undergraduate scholars who share classes with Tanzanian students know about Tanzania and whether interest could be aroused when more information is given. The answers were coded and entered into spreadsheet electronic data files and analyzed. The study was able to give recommendations on how Tanzanian students in China could be mobilized in order to improve and promote Tanzanian’s reputation as one of the best tourist destinations in Africa.
- Copyright
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Shubila Kikoko PY - 2020 DA - 2020/12/16 TI - Reputation Risk of Tanzanian Tourism: The Role of Tanzanian Students in China BT - Proceedings of the 2020 6th International Conference on Social Science and Higher Education (ICSSHE 2020) PB - Atlantis Press SP - 627 EP - 632 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.201214.119 DO - 10.2991/assehr.k.201214.119 ID - Kikoko2020 ER -