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

destinations have now increased efforts to capacitate their people and aggressively look for investments in the tourism sector. Efforts to develop domestic tourism has increased the knowledge that tourism exist in many different forms and type. The promotion of domestic tourism has also improved the quality of hospitality services while increasing business sustainability as observed by Hall, et al., 2007. The understanding of the markets also, help tourism business operators and destinations to formulate their tourism serving capacity and have a defined maximum number of visitors a tourism business is able to serve without causing service disconfirmation. For example, the primary purposes of visitors to Mwanza were business and other undefined activities but not to a significant extent, holiday, leisure or visiting friends and family. Thus, knowing the business in which the visitors are engaged to allowed expansion of such a business apart from creating a good environment (such as the build of infrastructure) for them to do their businesses well. Knowing the characteristics of the visitors as well allows for expansion to other types of tourism, as was depicted in the case study of Mwanza. That, not only adds to the efforts of conserving the natural beauty of the country but also increases the earnings and employment opportunities which eventually result in improved individual life and increased earnings of a destination, proving that tourism can reduce poverty. The study did not find any visitor who was accompanied by other parties. It was fortunately found that the visitors’ travels were either influenced individually or by their jobs in the different organizations they were employed. There were no visits influenced by other party as a result of special needs of the primary visitor. This does not mean that the destination does not receive impaired persons or people with special needs. Thus, it is advised that firms and destinations must continue to study markets to create products and offer services according to the wants and demand of such markets. The case study has found that developing destinations receive different types of tourists, such as business travelers, in additional to recreational tourists. This type of tourism is argued to contribute a lot in terms of earnings, and in most cases, it goes with a wide range of expenditure patterns such as shopping and recreation itself. Business tourism has been a significant contributor in earnings in America. In Africa, South Africa holds number one for business tourism while Tanzania receives only 6 percent of this type of tourism as compared to other East African countries such as Rwanda which is the lead. Although, generally, many meetings take place in Europe worldwide, Tanzania and Mwanza, in particular, stand a chance to receive more of this type of tourists. Another very significant finding is that Mwanza receives well-educated and or working (69%) or retired (20%) non-citizen tourists. Also, visitors were making a second or a third visit (84%). That, depicts that the destination stands not only a chance of gaining knowledge and experience from the visitors but also a quality of interaction between tourists and host communities. In the tourism industry, there exist a paradigm shift of experiences and benefit. For example, Hall, et al., (2007) contemplate that the benchmark for success in the tourism field is based on quality of services and cultural interactions between tourists and the host community rather than the number of tourists and expenditures. The quality of services and cultural interactions are parts of benefits to consumers whereas to producers are a source of competitive advantage. Tourism sectors are now emphasizing more on economic growth and the building of mutual understanding between visitors and the host communities to expand recreational spaces and later increase repetitive purchases. In this study (35%) of the visitors walked through the city to learn about the daily life of the people of Mwanza although spending per day did not exceed $200. Also, recreational sightseeing activities such as those associated with the existence of Lake Victoria were only consumed by only 18% of the visitors. Although the sources of information for Mwanza varied, such information did not affect visitors’ places of stay. The most notable sources of information were friends and relatives both in Mwanza (42%) and the visitor’s home (13%), followed by the internet (13%). Many visitors stayed in either hotels (33%), homestays (20%), or guest house (16%). Tourism enterprises use social media tools such as Instagram, Facebook, Twitter and Youtube to market tourism at a rate of 36%, 29%, 21% and 14% respectively. The 13% use of internet as a source of information depicts the low use of Information and Communication Technologies (ICT) by the tourism business stakeholders for innovations and marketing of tourism worldwide, and therefore, suggest improvements. Nevertheless, Mwanza was found to have a few attractions put on the social media, which is thought to have contributed to the invisibility of the destination. The literature has revealed that resources are limited, and their sustainability is emphasized. Thus, to maximize the number of visitors to a destination and for Tanzania to reach the 5 million tourists it targets, there should be further diversification of the marketing strategies as well as increasing research in the natural resources. The case study shows that the tourism sector in Tanzania is expanding although still following the VRIN principle. It is nature-based (wildlife, mountaineering and beach tourism) that has earned Tanzania much benefits of tourism to date primarily through ecotourism. Hence, to maintain sustainability it is advised to utilize other opportunities for tourism development. In Mwanza for example, it is assumed that the presence of Lake Victoria, history and culture could be a good source of tourism products that could A Market based Approach of Sustainable and Inclusive Growth of Tourism: A Case Study of Mwanza Tanzania 50 Global Journal of Management and Business Research Volume XXII Issue III Version I Year 2022 ( ) F © 2022 Global Journals