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/).

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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  -