Global Journal of Management and Business Research, F: Real Estate, Event and Tourism Management, Volume 22 Issue 3

impact sector for accelerating sustainability, significantly when investing in people and nature. That means increasing sustainable consumption and production. Tanzania tourism has for a long time been marketed based on its natural resources, which is the main attraction for tourism. Despite high chances of community socialization and inclusion, other products such as cultural tourism, marine, and sports tourism have had little attention due to lack of education and innovation (Busagara, 2021; Kessy, 2017). Another essential but little-stated reason is market. Overreliance on almost one type of product and little utilization of other resources is thought to have been attributed not only to the kind of tourists the country target and receive but also because of the knowledge gap that exists between the supply and demand characteristics of the touristic product (Kessy, 2016). Tanzania has always targeted nature wildlife-based “leisure high-end tourists” with the High-Value Low-Volume (HVLV) Strategy. This type of tourism has contributed a lot to scientific tourism mainly research on biodiversity control, wild animals (wildlife), and forests, resulting in the concepts such as ecotourism, green tourism, and pro-poor concepts, all to protect wildlife and bring benefits to the communities. Product lines such as beach and other aquatic tourism, emerged as a product of the measures put in Zanzibar about 60 years ago just as an alternative to the clove economy, which was failing (Kessy, 2016). However, since the adoption of the Structural Adjustment Programs (SAPs) in the early 1990s, Tanzania has experienced an increasing number of private business enterprises in tourism. Such enterprises are competing for the same resources and relying on the same (traditional) way of developing tourism. How easy could the use of traditional approaches to markets assist Tanzania in reaching its ambitious target of five million tourists in the year 2025? While the expansion to other types of tourism requires an understanding of the customer and, therefore good planning, what are the characteristics of customers visiting less visited destinations such as Mwanza? The findings of this study are also geared to close the scant gap of literature that exist in regional tourism development (Hall et al., 2007). III. L iterature R eview a) Conceptualizing Sustainable Tourism and Inclusive Ecohnomic Growth The concept of sustainable development received much attention in the 1980s as scientists continued to worry about environmental resources and social justice. The idea appeared for the first time in a strategy paper for the International Union for Conservation and Nature (IUCN) in the same year (Klarin, 2018; Kessy, 2022), although sustainability was not a new concept to many (Moschin, 2020). Tourism has been acknowledged as a driving force in accelerating the implementation of sustainable development goals. Moschin (2020) gives a great summary of the evolution of the term sustainability and sustainable tourism development. The author recalls the world-changing reports such as the Club of Rome’s ‘Limits to growth’ report and the famous UN report ‘Our Common future’, which is also known as the ‘Brundtland Report of 1987. The former had concerns about population growth and resource scarcity while the latter brought the environmental and development issues to the political domain and resulted to the widely known definition of sustainable development commonly used today (Meadows and Meadows, 1972; WCED, 1987; Moschin, 2020). In the 1980s also, as a result of SAPs, Asian countries laid down export-led growth strategies that promoted trade as a potential engine for economic growth (Cosbey, 2009). The exports were thought to ignite the industrial revolution and contribute to global warming. The strategies increased concerns about how human development and the associated activities would affect climate. It was assumed that by adopting the SAPs many organizations would practice unsustainable economic development models therefore the need to increase consciousness to the environment and society. The Brundtland report contains the three pillars of sustainability focused on the economic, social, and environment. Those formed the sustainability triangle which was later added with “institution” as an important factor in attaining sustainability. The 1992 Rio Convention on Climate Change and Biodiversity Protection which comprised 173 nations, approved the famous Agenda 21 as a global program for Sustainable Development (SD). The main aim was to enhance the quality of planning and management of tourism (ICLEI, 2000). However, that initiative has been criticized for the lack of proper funding resulting in little or no implementation of the designed strategies. All those deliberations were later followed by the Millennium Development Goals (MDGs) in 2000 before the Rio +20 UN Conference of 2012, which produced the “Future We Want” document. The “Future We Want” focuses on the three key dimensions of sustainable development, which are poverty reduction, promotion of sustainable patterns of consumption and production, and protection of the natural resources base for social, economic development (Cosbey, 2009). The importance of working “together to promote sustained and inclusive economic growth, social development and environmental protection and thereby to benefit all in the promotion of the world which is just, equitable and inclusive” is also emphasized (United Nations, 1992). It was the Rio +20 summit which was followed by the UN Member States in adopting agenda 2030 in 2015 whereby the 17 Sustainable Development Goals and 169 targets to serve the purposes of sustainable growth are identified. The guiding principles of Local Agenda 21 were reestablished in a more related documents in that A Market based Approach of Sustainable and Inclusive Growth of Tourism: A Case Study of Mwanza Tanzania 44 Global Journal of Management and Business Research Volume XXII Issue III Version I Year 2022 ( ) F © 2022 Global Journals