CHAPTER 1: INTRODUCTION

1.1. Background to the topic

Malawi is one of the countries in Africa whose economy is not registering a significant growth
and development in many sectors. The standard of living in Malawi is very pathetic as it is
reported by the World Bank that the GDP per capita is at an average of 201.92 USD from 1960
to 2013, and this means that a large number of citizens cannot afford to provide for themselves
basic needs. One of the possible reasons is that Malawi does not export a lot of goods but rather
it imports too much leading to a huge deficit in balance of payment (BoP) as it is reported that
$-800,329,442, was the BoP in 2012 (World Bank, 2012). The performance of tobacco and other
cash crops the country exports, is failing to cushion the huge deficit in net-export hence an
addition of products and services is of great importance to the national economy.

Tourism is one of the immediate sectors that can also generate earnings into the economy but the
problem is the local Malawians cannot afford to spend for tourism activities as most of them are
living below the standards. Therefore instead of selling our tourism to locals we can turn it into a
product of export, as suggested by Hudson (2008) that tourism can be a product of export if a
country is able to attract tourists from foreign countries. Attracting tourists from foreign
countries has become a very important task for many destination managers in order to export
tourism attractions to other countries which could not be possible to do it physically (George,
2001). However the task is so demanding because international tourists are flooded with
numerous alternatives for destinations worldwide. All these destinations are spending huge
resources in developing and marketing of their tourism with the so objective of being the most
competitive on the international tourism market. The situation has created a stiff tourism
business environment as many destinations in the world compete for the same customers.

Ferrell and Hartline (2011) wrote that consumers do not just buy products and services
accidentally or by chance but rather they undergo a buying process to arrive at a choice of a
product and service. Furthermore Hudson (2008) argued that to remain competitive, destination
marketers need to closely monitor the process which tourists undergoes when choosing a
destination in order to have a clear picture of their target market. Only those destinations that are
able of attracting international tourists into their economy are able of turning tourism into a
product of export.
In appreciation of the fact that attracting international tourists will turn tourism into an export
product, Malawi government through the ministry of tourism and culture has engaged in
multimillion marketing activities on the famous international media like the CNN, production of
tourism directory such as the Destination Malawi and long term investment in the hospitality
industry as witnessed by the construction of the Bingu International Conference but it is reported
that the average rate of increase in tourists arrivals is 2.8% annually (United Nation, 2011).
Goeldner and Ritchie (2012) plainly argued that much as a destination can assemble enough
financial resources, success can only be achieved if the management is able to know the buck of
its target tourists. Many destination managers fail to compete on the global tourism market
because they consider that they are sufficiently close to their target tourists and therefore do not
commit much effort and financial resources to more formal consumer studies (Hudson, 2008).

In this regard the exploration of factors influencing international tourists’ choice of a destination
will help Malawi to strategize destination competitiveness in the global tourism market. This
would help Malawi to decide the type of communication modes to apply to its specific
consumers on the international market. The study will focus on the process tourists go through
before deciding on a destination, factors within the tourist destination region that are likely to
influence the tourists’ choices as well as measures for creating destination competitiveness.

1.2. Problem statement

The Malawi economic recovery plan (ERP) recognizes the benefit tourism can bring to the
country and therefore a lot of resources have been allocated to market Malawi on the
international market. To achieve the goal of attracting more international tourist, more formal
consumer studies are necessary to understand the characteristics and preferences of the target
consumers and relate whether the available destination are able to attract the international
tourists and retain them. One of the well-known Malawi destinations where many international
tourists are likely to visit is Cape Maclear which is within Lake Malawi National park. The place
is well known for its naturally looking beaches, the rich Malawian heritage, the rich culture
preserved by surrounding villages and most important is the fresh waters and the Buna Fish of
Lake Malawi. Despite of the potential of Cape Maclear in attracting international tourists, there
are no studies that have been conducted in the area to find out the possible factors influencing
consumer preference of the destination.
1.3. Significance of the study

Having a fresh water Lake Malawi and naturally looking beaches is not a competitive advantage
per se because these attractions can be found elsewhere in the world especially the. There are
factors that pull tourists into Cape Maclear and in the absence of these factors tourists can easily
run away from visiting the place. Therefore it is of great importance to find out from the demand
side what really pull tourists to Cape Maclear. The study will help destina tion managers to
develop the type of tourism that suits the international tourist’s needs hence obtaining
competitive advantage over other countries. It will provide ministry of tourism and culture with
relevant information necessary for formulation of market oriented strategies. To academia, the
study will provide practical knowledge that will prepare them fully to enter the industry with a
practical view.

1.4. Aim of the study

The study is specifically aimed at exploring possible factors in the tourist destination region that
have an impact on the choice of a destination by international tourists.

1.5. Study objectives

1.5.1 To find out the behavior of international tourists in destination selection.
1.5.2 To assess the core resources and attractors at a destination that influence international
tourist’s choice of destination.
1.5.3 To establish factors affecting international tourists experience and
length of stay at Cape Maclear as tourist destination.
1.5.4 To find out ways in which Cape Maclear can build a competitive advantages over other
destination in Malawi as well as on the international tourism market.

1.6. Research Questions

1.6.1. How do international tourist behaviors influence the choice of a destination?
1.6.2. What are the main tourism resources and other attractions that motivate tourist to visit
Cape Maclear?
1.6.3. What are some of the factors limiting the tourist experience and length of stay at Cape
Maclear?
1.6.4. How can Cape Maclear build a strong and competitive tourism destination in Malawi and
on the international market?

1.7. Structure of the dissertation

Chapter One: Introduction

This part of the dissertation contains the background information to the topic which heights some
of the rationale issues and gives a pictorial view of the research topic. It also contains the aim of
the study, the specific objectives the researcher wants to achieve and the significance of the
study.

Chapter two: Literature Review

Chapter two covers the review of related theories and other literature materials which were wrote
and researched by other authors.

Chapter three: Methodology

This chapter explains the methods and techniques which the research employed to achieve the
intended study objectives. It explains how secondary and primary data were collected, analysed
and presented. It also includes the ethical consideration and limitations of the study.

Chapter four: Findings and Data analysis

This chapter presents the findings of the study in line with the specific objectives in order to
achieve the main aim of the study. The findings are qualitative in nature but some are presented
quantitatively to support explanation and ease understanding. Tables, charts and graphs have
been used for easier organization and presentation of the findings.

Chapter five: Discussion of Findings

The chapter discusses the findings of the study on the factors affecting international stourist’s
choice of a destination. The discuss also integrates with the finding of other researchers

Chapter six: Conclusions and Recommendations

This chapter summarizes the findings and draws conclusions from the findings, it also
recommend areas of further studies.