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

use while also considering the existing competition. Consequently, the market-based approach aims at studying the needs which may result to new approach for developing tourism. Also, that approach strengthens competitiveness as it focuses on market demand. The method forces firms to develop and market their products with their wide-open eyes and hands ready for competition. The market-based approach was popularized by Michael Porter (1980) when he introduced the five forces for creating a competitive strategy for a business. Porter states that a competitive advantage exists when a firm has a product or service that is perceived by its target markets or customers as better than that of its competitors. Tanzania’s tourism industry has to compete with other similar and dissimilar destinations in East Africa, Africa and the Globe. Spillane (2020) contends that to implement a market- based approach could have a significant positive impact on Tanzania’s efforts to achieve an even higher level of rapid, sustained, and equitable economic growth. The author cites examples of Mozambique, Rwanda, and the members of the Intergovernmental Authority on Development (IGAD) – Djibouti, Eritrea, Somalia, Kenya, Uganda, Ethiopia, South Sudan, and Sudan which are transforming their tourism industry by formulating and implementing well-formed strategic plans, regulatory reforms and the easing of visa restrictions. He underscores that a narrow tourism product cannot fulfill the very diverse demands of the markets nor create enough employment opportunities. For example, it is stated that in Tanzania tourism contribution to employment is only 8.2% which is very close to Rwanda (8%), while in Kenya, it contributes 9% of the total employment. Tanzania does not receive as many business tourists as compared to its counter East African States. While it only receives 6% of the business tourists, Rwanda and Uganda are the leading destinations, with 29 and 27 per cent respectively. Nevertheless, it is thought that Tanzania receives more leisure tourists compared to other East African countries. For example, regardless to environmental stability, in 2017 Tanzania and Kenya’s natural resources were the underlying factors for the performance of the tourism sector in which each country scored 4.9 and 4.7 out of 7 respectively (World Economic Forum Travel and Tourism Competitiveness Index, 2017). d) The Market-Based Approach for Tourism Development a Case Study of Mwanza The research aimed to study the characteristics of tourists visiting tourism developing areas like Mwanza to find if destinations goals are addressing concerns on sustainability and inclusiveness. In this study, it was thought that the demand for sustainable and inclusive growth of tourism reflects the growing global trend for sustainable and inclusive tourism among customers and other stakeholders. Although the study identifies and analyzes visitor satisfaction with the tourism resources available in the region, it also looks at the types of visitors the destination receives and how the service providers supply them with necessary services, given the growing competition in the tourism sector. The study also considered the industry understanding of inclusiveness and whether they possessed the necessary infrastructures in case of any demand. The results enable any tourism business firm to reorganize and develop competencies needed to satisfy the needs of different types of customers as described below. e) Social Demographic Characteristics of the Respondents Demographic characteristics of respondents are explained in terms of analysis of age, gender, education level, occupation, and nationality of the visitor. It was found that many visitors were above the age of 55 (37%), followed by the age between 25 – 34 (28%), and the age between 35- 44 (24%). The rest were below the age of 25 but not below 18. All the visitors were educated at least at the level of either high schools, technical or vocational education. However, 85% of the respondents were university graduates at the level of either undergraduate or postgraduate degree. The majority of the respondents were male (68%), while the rest were female. Although many respondents were either employed (53%), retiree (20%), and self-employed (16%), many respondents were not Tanzanians (80%). The absence of many domestic tourism respondents to this study does not mean that Mwanza does not receive domestic tourists. Sustainable tourism concepts and the improvement of the quality of life put emphasize to the development of domestic tourism. For example, Hall et al. (2007) contend that domestic tourism is important to regional tourism development because it contribute to the improvement of facilities and public amenities. The authors further elaborate that domestic tourism support small businesses and local tour operators. Such effort efforts have been also applied to Mwanza. For example, due to different campaigns geared to build and strengthen domestic tourism, the region received more than 2,635 domestic tourists between 2015 and 2019 in Saanane Island (MNRT, 2020). The purpose of the visit to Mwanza also varied, as shown by the following figure 1. It is argued that developing tourism in regional or periphery areas is always confronted by the lack of motivational factors that can activate demand especially because such destinations are considered small with little or no touristic activities (Hall et al., 2007). Such a situation was in Mwanza especially before 2015 but this study found that the area looks appealing to tourist as 66 (84%) of the respondents were paying it a second or a third visit. It was only 8 (16%) of the respondents who were visiting for the first time. Probably the situation has overturned A Market based Approach of Sustainable and Inclusive Growth of Tourism: A Case Study of Mwanza Tanzania 46 Global Journal of Management and Business Research Volume XXII Issue III Version I Year 2022 ( ) F © 2022 Global Journals