ST.

AUGUSTINE UNIVERSITY OF TANZANIA

DEPARTMENT OF TOURISM AND HOSPITALITY MANAGEMENT

Assessment on the Visitor Preferences on Tourist Attractions in Tanzania

A Case of Mount Kilimanjaro

HAJI KHAMIS ALAWI

BSCT 71610

A Research Proposal Dissertation Submitted to the Faculty of Department of Tourism and

Hospitality Management in Partial Fulfillment of the Requirements for the Award of Bachelor of

Science in Tourism and Hospitality Management at St. Augustine University of Tanzania

JANUARY, 2022
TABLE OF CONTENT

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 S

CHAPTER ONE........................................................................................................................................1

THE PROBLEM AND ITS CONTEXTS................................................................................................1

1.1 Introduction...........................................................................................................................................1

1.2 Background of the Study.......................................................................................................................1

1.3 Significance of the Study.......................................................................................................................4

1.4 Statement of the Problem.......................................................................................................................4

1.5 Objectives of the Study..........................................................................................................................4

1.5.1 General Objective...............................................................................................................................4

1.5.2 Specific Objectives.............................................................................................................................5

1.6 Research Questions................................................................................................................................5

1.7 Limitation of the Study..........................................................................................................................5

1.8 Scope of the Study.................................................................................................................................6

1.9 Definition of the Key Terms..................................................................................................................6

CHAPTER TWO.......................................................................................................................................7

LITERATURE REVIEW.........................................................................................................................7

2.1 Introduction...........................................................................................................................................7

2.2Theoretical Review.................................................................................................................................7

2.2.1 Tourism Development Theory............................................................................................................7

2.2.1.1 Strengths of the Tourism Development Theory...............................................................................8

2.2.1.2 Weakness of the Tourism Development Theory..............................................................................8

2.2.2 Butler’s Tourism Area Life Cycle Model...........................................................................................9

2.2.2.1 Strengths of the Butler’s Tourism Area Life Cycle Model............................................................11

2.2.2.2 Weakness of the Butler’s Tourism Area Life Cycle Model...........................................................11

2.3 Empirical Review................................................................................................................................11

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2.4 Conceptual Framework........................................................................................................................14

2.5 Research Gap.......................................................................................................................................15

CHAPTER THREE.................................................................................................................................16

RESEARCH METHODOLOGY...........................................................................................................16

3.1 Introduction.........................................................................................................................................16

3.2 Research Approach..............................................................................................................................16

3.3 Research Design..................................................................................................................................17

3.4 Area of the Study.................................................................................................................................17

3.5 Target Population................................................................................................................................19

3.6 Sampling Procedures...........................................................................................................................19

3.6.1 Sample Size......................................................................................................................................19

3.6.2 Sampling Techniques........................................................................................................................20

3.6.2.1 Simple Random Sampling.............................................................................................................20

3.6.2.2 Purposive Sampling.......................................................................................................................20

3.7 Data Collection Methods.....................................................................................................................20

3.7.1 Questionnaire....................................................................................................................................21

3.7.2 Interview...........................................................................................................................................21

3.8 Data Analysis......................................................................................................................................21

3.9 Ethical Consideration..........................................................................................................................22

REFERENCES........................................................................................................................................23

APPENDICES.........................................................................................................................................25

APPENDIX I............................................................................................................................................25

Questionnaire to Tour Guide.....................................................................................................................25

APPENDIX II..........................................................................................................................................28

Interview Guide to Tour Operators............................................................................................................28

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APPENDIX III.........................................................................................................................................29

TIME CHART.........................................................................................................................................29

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 CHAPTER ONE

THE PROBLEM AND ITS CONTEXTS

1.1 Introduction

Tourist attraction refers to things usually tourist visit, typically for its inherent or an exhibited

natural or cultural value, historical significance, natural or built beauty offering leisure and

amusement whereby visitor preferences is the act of selecting from among a set of choices as

influenced by one’s motivations. Therefore, this study will intend to discuss on the visitor

preferences on tourist attractions in Tanzania.

1.2 Background of the Study

Tourist attractions provide the single most important reason for leisure tourism to a destination.

It also serves a variety of different purposes, tourist attractions in fact creation of cultural

identities and can contribute to the conservation and protection of many historic sites. A tourist

attraction is a place of interest where tourists visit, typically for its inherent or exhibited cultural

value, historical significance, natural or built beauty or amusement opportunities (MNRT, 2002).

The United Republic of Tanzania is located in eastern Africa, bordering the Indian Ocean

between Kenya and Mozambique and is home to some of the most spectacular natural features in

both Africa and the globe. From the top of Africa's highest peak (5895 m), Mount Kilimanjaro is

the dormant volcanic mount. That is formed by three volcanic cones. Such as Kibo, Mawenzi

and Shira. It is. Mount Kilimanjaro it is the highest mountain in Africa and the highest single

freestanding mountain in the world with five 5, 895 meters (19341 ft) above sea level and about

4,900 meters above its Plateau base. Mount Kilimanjaro has three peaks that were formed after

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volcanic eruptions millions of years ago, one volcanic cones (Shira) is now extinct and eroded

while the other two (Mawenzi) and (Kibo) melted together after subsequent eruptions. Kibo is

now the highest with its famous Uhuru peak at almost 6000 meter above sea level (TTB, 2014).

There is no single explanation for Kilimanjaro’s name and there are many theories as to where it

comes from. Local people have looked at Mount Kilimanjaro with reverence and named it mount

of greatness or that defeats the caravan (Chagga) or White Mountain (Maasai). The Massai have

also called it the mountain of water as it is the source of water for the area. Mount Kilimanjaro is

Africans highest peak (5,895m) and Tanzanian mostly iconic image. Mount Kilimanjaro

National Park, unlike other parks in northern Tanzania, is not visited for the wildlife, but for the

chance to stand in awe way of this beautiful snow-capped mount and for many to climb to the

summit (TTB, 2012).

In 1973 the mountain and six surrounding forest corridors were named Kilimanjaro National

Park in order to protect its unique environment. The park was named as a United National

Education Scientific and Cultural organization world heritage site in 1987, a variety of animals

live in the area surrounding the mountain including the Blue Monkey. In 1889, German

geographer Hans Meyer and Australian Mountaineer. Ludwig Purtscheller became the first

people on the record to reach the summit of Mountain Kilimanjaro. Since then, Mount

Kilimanjaro has become a popular hiking spot for local and tourist (UNESCO, 2013).

Historians say Mount Kilimanjaro is one among the richest word heritages sites and that is the

reason which attracted area Germany rulers to be the first foreigner power to occupy the

mountain area and put in the present shaped map of Tanzania. Mount reminder is an international

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tourist attraction that is preferred many tourists from different parts of the world. It generates an

estimated US $50 million in revenue annually (Thompson, 2009).

Mount Kilimanjaro has different tourist attraction that are preferred by many tourists such as.

Firstly. Hiking to Uhuru peak, hiking routes of Mount Kilimanjaro including Machame routes,

Rongai routes, Shira routes, Lemosho routes, Marangu routes and Umbwe routes. Hiking to the

top of the mountain can take from 6 days to 8 days depending on the fitness and the roots of

tourist chooses with help of experienced guide and porters in hiking safaris to Mount

Kilimanjaro. Secondary, visiting of the Chala Crater Lake found at the top of the edge of Mount

Kilimanjaro inside the high crater rim is one of the largest lakes found at the mountain. Tourist

enjoy the scenic specular view of the crater lake, the Chala crater lake covers 1.6 square miles

with incredible water which range in colour from turquoise to emerald green depending on the

time and weather of the year. Thirdly, primitive trekking is one of the key activities of tourist in

Mount Kilimanjaro with primitive species like Baboons, Blue monkey, Black faced monkey and

the others found at the park. Lastly, animal viewing at Mount Kilimanjaro Nation Park is the

home of over 30 animals’ species spread to differently habitants and the vegetation zoning.

Animal viewing is one of the most common activities of tourist attraction in Mount Kilimanjaro.

The park inhabits both small and big game like Bush Babies, Dick dick, Dunker, Bush bunks,

Forest elephant, Hyena and in many more attract many a tourist at Mount Kilimanjaro (Winkler

et al, 2010).

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1.3 Significance of the Study

Findings from this study will comprehend what tourists seek from Tanzania specifically at

Mount Kilimanjaro attractions that will help tourism marketers have better understanding of their

customers, it will also shed light on what attractions need to be much promoted and which needs

less effort to reduce marketing costs and maintain Mount Kilimanjaro sustainability.

1.4 Statement of the Problem

Tanzania contains some of the world's greatest natural wonders. Tanzania is a developing nation

with its East African neighbors and seeks to a low-density, high-quality and high-priced tourism

experience. Visitor preferences depend much more on the tourist attractions in a specific area

either of historical sites, culture, game reserves and nature reserves. Tanzania is one of the

countries that has many tourist attractions in which tourists admire to visit them. Hence,

addressing the demand of visitors could be one way towards increasing more visitor to Mount

Kilimanjaro. This is because tourism is a client driven industry of which meeting their demand

and expectation could strengthen tourism in destinations. The level of tourist preferences can

heavily influence the prospect of repeat visit. This study will call to assess the preferences of

visitor on attractions found in Tanzania specifically at Mount Kilimanjaro.

1.5 Objectives of the Study

The study involves both general and specific objectives: -

1.5.1 General Objective

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The general objective is to assess visitor preferences on tourist attractions in Tanzania. A Case of

Mount Kilimanjaro.

1.5.2 Specific Objectives

i. To identify major tourist attractions found at Mount Kilimanjaro.

ii. To explore preferences of visitors to Mount Kilimanjaro.

iii. To determine strategies that could be used to improve visitors’ preferences and attractions

at Mount Kilimanjaro.

1.6 Research Questions

i. What are the major tourist attractions found at Mount Kilimanjaro?

ii. What are the preferences of visitors to Mount Kilimanjaro?

iii. What strategies that could be used to improve visitors’ preferences and attractions at

Mount Kilimanjaro?

1.7 Limitation of the Study

In the course of conducting the research study, a researcher may face some certain limitations

such as;

i. Limitation of time, the time allocated will not be enough for a researcher to collect,

analyze and deep interpreting data for the final research report due to other academic

duties.

ii. Financial fund, this research investigation needs sufficient amount of money for food,

bundles, stationary, such as computer services like photocopying and binding. As a

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 researcher is not yet employed and expects the fund from the sponsor, this situation will

somehow be difficult because a researcher has to minimize the money given by the

sponsor to avoid the family to be in bad cost.

iii. Respondents limitation, the study will involve a number of limited respondents, thus

researcher will be limited to the respondents during the data collection due to the nature

of the study itself.

1.8 Scope of the Study

The study will be conducted based on the visitor preferences on tourist attractions in Tanzania. A

Case of Mount Kilimanjaro and the study will not go beyond the major tourist attractions found

at Mount Kilimanjaro, the preferences of visitors to Mount Kilimanjaro and the strategies that

could be used to improve visitors’ preferences and attractions at Mount Kilimanjaro within the

specific time of period as a limit for accomplishment of research final draft for submission.

1.9 Definition of the Key Terms

Visitor preferences - is the act of selecting from among a set of choices as influenced by one's

motivations (Tran, 2006).

Tourist attractions - things tourists usually like to see or do, typically for its inherent or an

exhibited natural or cultural value, historical significance, natural or built beauty, offering leisure

and amusement.

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 CHAPTER TWO

LITERATURE REVIEW

2.1 Introduction

This chapter covers theoretical review, empirical review, conceptual framework and research gap

based on the visitor preferences on tourist attractions in Tanzania as how many researchers have

done in same study but in different manners in which this study will be based only on the issue

of visitor preferences on tourist attractions at Mount Kilimanjaro.

2.2 Theoretical Review

2.2.1 Tourism Development Theory

The study will be guided by development theory Butler (1993) the choice of an appropriate

theory of development leads to the appropriate results in the tourism development. Miossec

presented the improved theory. This tourism development theory distinguishes four important

elements or drivers of tourism development such as resort, transport, tourist behaviour, and

attitudes as well as attractive areas for tourism. All four elements are self-evolving and

consequently provide a general result of tourism development. In this theory, the tourism

development takes place in five phases. The advantage of this theory is that the tourism

development is disclosed in detail not only by the physical changes that stayed, but also based on

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psychological grounds related to the tourist preferences and attractions of different tourist

attraction such as national parks, mountain, lakes and historical sites. Changes take place when

the services are introduced to meet the needs or preferences and attractions of tourists in the

certain area. The first change arouses the attraction or preferences of tourists. These efforts

include the formation of the image of the area and it depends on the tourism marketing and

ability to attract tourists for the first visit. If the promotion was successful, the tourists become

interested in the area and the area is undergoing rapid changes. The objectives of land use are

changed, since the area is filled with new tourist serving items. When you reach a certain

saturation point, the planning and development control deficiency creates conditions for the

negative changes in socio-cultural and natural environment. The tourism development theories

created by Butler (1980), tourism development theory was largely focused only on tourist

attractions. Currently, one of the most important tourist development problems is how to

eliminate or reduce the negative environmental changes in tourist areas. Many authors do not

treat tourism as an independent system, but as a socioeconomic sub-system, which at the same

time is integrated into society and economic systems. Tourism is closely connected with the

surrounding natural environment. There are distinguished economic and social approaches to

tourism as a socioeconomic sub-system in the scientific literature.

2.2.1.1 Strengths of the Tourism Development Theory

The tourism development theory is most important tourist development problems is how to

eliminate or reduce the negative environmental changes in tourist areas, but as a socioeconomic

sub-system, which at the same time is integrated into society and economic systems. Tourism is

closely connected with the surrounding natural environment.

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2.2.1.2 Weakness of the Tourism Development Theory

Tourism development theory distinguishes four important elements or drivers of tourism

development such as resort, transport, tourist behaviour, and attitudes as well as attractive areas

for tourism and creates conditions for the negative changes in socio-cultural and natural

environment.

2.2.2 Butler’s Tourism Area Life Cycle Model

Butler’s (1980) Tourism Area Life Cycle is a widely used model to study the evolution of a

particular tourism destination. The model suggests that a tourism area evolves through six

predictable different stages, namely, exploration, involvement, development, consolidation,

stagnation and decline or rejuvenation. In each stage of the life cycle, the destination undergoes a

series of changes. The Tourism Area Life Cycle model, published by the Canadian geographer

Richard Butler in 1980, describes a recognizable cycle of tourism areas development, divided

into six specific stages (Butler, 1980). The Tourism Area Life Cycle model stages are described

as follows according to Butler (1980):

The exploration stage, this initial stage is characterized by a few adventurous tourists which

discover the destination attracted by natural or cultural aspects. There are no specific facilities

provided for tourists and the interaction with locals is likely to be high. At this stage, the social

and economic impact of the visitors is of relatively little significance.

The involvement stage, as the number of visitors increases and achieves some regularity, local

residents start providing facilities for tourists. As this stage progresses, some advertisement to

attract potential visitors can be anticipated and a basic initial market area for visitors can be

defined. Some level of organization in tourist travel arrangements can be expected and the first

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pressures put upon governments and public agencies to provide or improve transport and other

facilities for visitors.

The development stage, this stage reflects a well-defined tourist market area with an important

increase of the number of tourists which may exceed the local population. The local involvement

and control over the accommodation services rapidly declines and external organizations start

providing more sophisticated tourism facilities and attractions. In this stage, changes in the

physical appearance of the tourist destination will be noticeable which can be expected to irritate

the local population.

The consolidation stage, at this stage, tourism becomes tied to the area’s economy. The rate of

increase in number of visitors slows down but the total number of tourists exceeds the local

population. Major tourism chains and franchises are represented. In this stage, opposition and

discontent of local residents can be expected toward the tourism activity especially for the ones

not involved in the tourist industry.

The stagnation stage, the carrying capacity of the destination is reached or exceeded and negative

environmental, social and economic impacts are observed. The destination’s image is well-

established but runs out of fashion. A heavy reliance on repeat visitation will be observed and

strenuous efforts will be required to maintain the level of visitation. Imported artificial attractions

are likely to replace natural and cultural attractions and the resort image becomes divorced from

its geographical environment. New development of the tourism activity will be peripheral to the

original tourism area and a frequent change of ownership of proprieties is likely to occur.

The decline stage, his stage is characterized by a heavy decrease in the number of visitors as the

destination is unable to compete with newer attractions. A frequent closure of touristic facilities

transformed to non-tourist related structures will be observed. The destination could attract

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weekend and day trippers if it has a large infrastructure and is accessible to a large number of

people. Local residents are likely to get involved in the tourism activity at this time by acquiring

tourist facilities which become more affordable.

2.2.2.1 Strengths of the Butler’s Tourism Area Life Cycle Model

The Butler’s Tourism Area Life Cycle Model, it increases income and jobs from tourist

appending. It helps preserve cultural and natural heritage for tourist, it increases understanding of

other cultures and it builds new facilities such as sewage for whole communities or new roads.

2.2.2.2 Weakness of the Butler’s Tourism Area Life Cycle Model

In the same time, it has been criticized on numerous occasions and its applicability was often

questioned, mainly due to its simplicity which makes it difficult to distinguish between the

different stages. In addition, the concept of carrying capacity which is critical in determining a

destination’s stage of development has also been criticized and often judged as imprecise and

vague as it depends on what is being examined and could refer to the physical capacity

(accommodation and number of beds), the environmental or psychological capacities of a

destination.

Therefore, this study is guided by development and Tourism Area Life Cycle model theories which

will be used and helpful to draw conclusion of the major findings at the end of the whole study

and the theory also will be used to determine relevance of the findings during data analysis,

hence this study will be guided by this theory because they suit to the study.

2.3 Empirical Review

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A study by Alegre & Garau (2010) identified that areas for visitors and tourist attractions in

Tanzania a case study of Ngorongoro national park, there are some areas within the Ngorongoro

national park which are undeveloped and underutilized, for example Eyasi escarpment, Cedah

trees community, hot springs in the area, waterfalls, Loolmalasin mountain, Bamboo Hill

(Oldean Bamboo forest), Northern Highland Forest Reserve (NHFR), Laetole footprints and the

local population of the residents in the area. Those areas could motivate visitors and tourist

attractions and could increase visitor and tourist numbers as well as creating more days of stay

within the Ngorongoro national park. It is therefore important that the Ngorongoro national park

management make improvements on those tourist products to attract more visitors.

Melita (2015) on the importance of visitors needs in tourism industry found out that,

understanding of what the tourists need is very important as that complements the desire of

tourists on a particular destination visit. Adequate awareness about the motivations influencing

the travel behaviour of tourists is a best tool to manage and prepare a good marketing tool for the

parks. It was further discussed by Melita & Mendlinger (2013) that the Ngorongoro conservation

as many other protected areas in Sub Sahara receives most of passive than active visitors as the

area of their preference and attractive area. The main reason being unmaintained products,

therefore, marketers and destination promoters in tourism should keep in mind that most

successful products are those which respond best to a bundle of needs within a given market

segment, and should give more marketing efforts to matching a destination’s major attributes to

the tourists’ diverse psychological needs.

Eraqi (2006) on the study of quality services and preferences of tourism in Tanzania, identified

that the quality services greatly affect tourists’ preferences and factors include variety and

beautiful scenery, variety of activities, quality and variety of restaurants, quality and standard of

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accommodation, safety, friendliness and hospitality of local people, availability of shopping

facilities, availability of nightlife and entertainment facilities, prices of souvenirs and gifts,

service level of immigration and customs clearance, political stability of the destination, social

and educational value of the tour, variety of cultural events and festivals, but if all those attained

could bring positive impacts on tourism industry as much visitors and tourist are attracted and

preferred a certain quality of services.

Eagle et al (2001) conducted a study on the contribution of tour companies towards tourist

attractions at Ngorongoro Conservation Area, as receives many visitors, both international and

locals. Like in many protected areas, tourism services involve two major groups with distinct

operations, the private operators and park managers. In the NCA, private operators include

hotelier, tour companies and the rest are offered by the park management. In most cases visitors

are brought in the park by tour companies and then they meet the park management and other

private operators who facilitate their stay in the park. The participation of the two groups are

driven by different goals; while the major goal for park management is to achieve conservation

and sustainable tourism, the other group on the other hand is much driven by profit gains.

Nash et al (2006) also assessed factors that affect the tourist attractions of the backpacker tourists

as price, location, cleanliness of rooms, value for money and the presence of self-catering

facilities. Factors of the destination affect the tourist attractions. The core factors are the fun &

sun, ecotourism, outdoor adventure, sea sport and entertainment. The secondary factors represent

the infrastructure & services, safety, convenience and cost. Similarly, he concluded that

accommodation services, local transport services, hygiene and sanitation, hospitality and

customer care, facilities and activities, price levels, language and communication and airport

services affect the overall attractions of the tourists.

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Okello & Yerian (2009) conducted a study on the attitude of visitor preference to positive trend

attributed to an environmental element by the visitor or a sustainable organization of beliefs

towards an object or a situation that predisposes an individual to respond in a preferential manner

on the studies elsewhere has demonstrated that, visitors attitude towards environmental

recreation is a degree of how an individual feels the visit given that preference on cultural, social

and environment aspects are concerned and it plays an important role towards visitor preference

and it is believed to have a strong influence on visitors intention to make repeated visit to a given

destination by which individuals organize and interpret their sensory impressions in order to give

meaning to their environment, whereby situation, perceiver and target are responsible for

influencing the perception of the individuals.

2.4 Conceptual Framework

The topic comprises two variables, namely independent and dependent variable whereby

independent variable include: tourist attractions while dependent variable is visitor preference

the conceptual framework of this study shows the relationship between variables. The framework

is framed in such a way that it describes the feedbacks on potential variables of visitor

preferences on tourist attractions at Mount Kilimanjaro.

Independent variables Dependent Variables

Attractions and activities Visitor preferences like

like Mountain, national
park etc. Hiking of mountain, view of
animals

Tourism

Tourist facilities and

services like infrastructure Accommodations like hotels
14 and motels
Figure: Show the relationship of independent and dependent variables (Research: 2022)

Tourist attractions and activities, all these natural, cultural and special features related activities

of an area that attract tourist to visit it like mountain and national parks. Transportation, facilities

and services access into an area where the tourist what to go and reach an area of where the

attractions are available. In addition, to tourist facilities includes tour companies where the

tourist can access cars for the transportation.

Visitor preference, many visitors prefer a certain service such as hiking of mountain Kilimanjaro

and viewing of animals and birds while they are at Kilimanjaro conservation area, which make

visitors witnessing the cleanest and the most serene mountain top of Kilimanjaro.

2.5 Research Gap

There are many researchers and authors who conducted research on the tourist attractions,

whereby literatures show different views on the tourist attractions by different scholars but they

did not go further discussing on the visitor preferences on tourist attractions in which the current

researcher will deal with such study on visitor preferences on tourist attractions specifically at

Mount Kilimanjaro.

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 CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Introduction

This chapter presents research design, research approach, area of the study, population of the

study, sample size, sampling techniques, methods of data collection, data presentation and ethical

consideration.

3.2 Research Approach

Omari (2011) research approaches are plans and the procedures for research that span the steps

from broad assumptions to detailed methods of data collection, analysis and interpretation.

Therefore, the researcher will use triangulation approach since it involves collecting both

quantitative and qualitative data, the core assumption is that the combination provides a more

complete understanding of a research problem than using only one approach.

The study will use both quantitative and qualitative approaches that is to say descriptive method.

In quantitative approach, the research will use this approach because it relies on confirmations of

substantiation knowledge emerges from what can be proven by direct observation and

questionnaires. Also, because it is useful in generalization of the finding to population

concerned. In qualitative approach, the research will use this approach simply because it seeks to

16
describe and analyse the culture and behaviour of humans and that group from point of view of

those being studied.

Denzin & Lincoln (2000) the quantitative method allows socio- economic researchers to focus

on variables of interests and the value of mathematical symbols and permits economical

summary information by using this method, through this method researcher will be able to assess

the visitor preferences on tourist attractions specifically at Mount Kilimanjaro. This method is

used in the measurement of the quantity or number of variables. It is applicable to the

phenomena that can be expressed in terms of quantity.

3.3 Research Design

Kothari (2004) a research design is the arrangement of conditions for collection and analysis of

data in a manner that aims to combine relevance to the research purpose with economy in

procedure. The research design is the conceptual structure within which research is conducted; it

constitutes the blueprint for the collection, measurement and analysis of data. There are different

types of research design such as experimental research design, exploratory research design and

descriptive research designs (Oso & Onen, 2005).

Therefore, this study will use only descriptive research design because the current researcher

aimed to obtain the information concerning the current problem. Questionnaires (open and

closed ended) will be administered to respondents. The questions in the questionnaire had the

impression that they meant to improve the welfare of the respondents so that they got excited to

answer them. Also, the questions in the interview guide will be open ended.

3.4 Area of the Study

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The study will be conducted around Mount Kilimanjaro area which is located on the northern

border of Tanzania, a country in East Africa formerly known as Tanganyika in colonial times.

Mount Kilimanjaro is the highest mountain in Africa and the highest freestanding mountain the

world, it is approximately 200 miles south of the equator. One of the seven summits located in

the African Continent Mount Kilimanjaro stands at 19,341 ft, 5895 m above sea level at the

highest point, Uhuru Peak. It was formed around 750,000 years ago at around the same time as

the Great Rift Valley, the major eruption is said to be around 360,000 years ago. The Mount

Kilimanjaro has two volcanic cones such as Mawenzi, a technical climb and the Shira plateau,

now a flat area formed by the former peak collapsing. The Mount Kilimanjaro climbs begin at

Moshi and Arusha towns as the main starting point for any Kilimanjaro climb adventure.

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Research: 2022

Figure 3.1: Shows volcanic cones of Mount Kilimanjaro (most attract and preferred by

tourists).

3.5 Target Population

Kombo (2006) population is an aggregate of people, individuals, objects, items or things that a

researcher has in mind which one can obtain information and draw conclusion. The targeted

population are the respondents around Mount Kilimanjaro whom will be selected during the data

collections.

3.6 Sampling Procedures

3.6.1 Sample Size

Sample size refers to the number of items to be selected from the universe to constitute a sample.

A major problem before a researcher, and it neither be excessively large, nor too small, it is

optimum. An optimum sample is one which fulfils the requirements of efficiency,

representativeness, reliability and flexibility (Kothari, 2004).

Table 1: Shows Sample Size Distribution

Category Participants Percentage %

Tour Operators 2 4.4
Tour Guide 20 44.4
Visitors/tourists 23 51.1
Total 45 100%
Source: Research Data (2021)

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3.6.2 Sampling Techniques

3.6.2.1 Simple Random Sampling

Herman (2016) simple random sampling, this is the process of selecting a sample in which each

element of the population in a target population has an equal and independent chance of being

selected. This method will be used because it reduces bias in collecting data, simple random

sampling will be used to forty-three (43) tour Guide and visitors or tourists through

questionnaires that will be distributed in different areas around Mount Kilimanjaro so that to

obtain much information.

3.6.2.2 Purposive Sampling

Herman (2016) purposive sampling, this is the process in which a researcher selects elements

purposively because they possess important information for the study. This technique is suitable

way of collecting data because it focuses on one person who is considered to have accurate

information, on this study the technique will be used in collecting data from two (2) tour

operators. This is type of technique where the researcher selects specific respondents due to the

best interest of the study. This study will use purposive sampling because the study focuses on

the assessment of the visitor preferences on tourist attractions at Mount Kilimanjaro. The one

this study seeks for gathering information on the study best interest.

3.7 Data Collection Methods

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The data collection method is dived into two types; primary and secondary data. But this study

will use primary data because primary data is gathered for the first time thus data which has not

yet being processed or documented. Through the following techniques of data collection;

interview and questionnaires primary data will be gathered by this study.

3.7.1 Questionnaire

Kothari (2008) questionnaires will be the first method to employ in collecting data.

Questionnaire is defined as the series of question in logical order to gather information

concerning the study. The researcher will use structured questionnaires so as to solicit

information related to the topic understudy. The questionnaires in this study will be provided to

the respondents forty-three (43) Mount Kilimanjaro tour guide respondents whom will be

selected randomly during the collection of data. It is questionnaires that will be distributed in

different areas in order to get much information.

3.7.2 Interview

The interview is the method of data collection which presentation of oral –verbal stimuli and

reply in terms of oral verbal response (Kothari, 2008). This study will use interview and they will

be open ended as the researcher tried not to determine the answers. The interview will be used to

obtain the information from two (2) tour operators because the questions will be very short and

obtains much information.

3.8 Data Analysis

Kothari (2004) data analysis refers to the computation of certain measures along with searching

for patterns of relationship that exist among data groups. Qualitatively and quantitatively data

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analysed through descriptive to obtain frequencies, percentages, presentation of tables and

graphs. Therefore, this study will use frequencies, percentages, presentation of tables and graphs

so that to present the statistical information from the findings.

3.9 Ethical Consideration

Oso & Onen (2005) define ethical considerations as the way a researcher should describe how

will ensure that ethical issues of required are upheld in the study. The study will be operated by

following research procedures in data sharing, co-authorship, copyright guidelines and with

special permission where it is supposed. Confidentiality will be highly considered to make a

respondent comfortable and able to express the truth from the questions. Names will not be

written and questions asked will be of good manner. This is to encourage an environment of

trust, accountability and mutual respect. Therefore, the researcher will ensure the respondent

knows and understand the purpose of the study and that the information they provide will be

used for the course this research not otherwise.

22
 REFERENCES

Alegre, A. & Garau, J. (2010). Tourist Satisfaction and Dissatisfaction. Journals of Tourism

Research-Ann Tourism Res, 37(1), 52-73.

Butler, R. 1980. The Concept of a Tourism Area Cycle of Evolution: Implications for

Management of Resources. Canadian Geographer 24 (1): 5–12.

Denzin, N. & Lincoln, Y. (2000). Handbook of Qualitative Research. 2nd Ed. Sage: Thousand

Oaks.

Eagles, P. F. J., Bowman, R., Margaret, E., Tao, T., & Chang-Hung, Y. (2001). Guidelines for

Tourism in Parks and Protected Areas of East Asia. Waterloo CA-Gland: World

Commission on Protected Areas.

Eraqi, M. I. (2006). Tourism Services Quality (Tour ServQual) in Egypt: The Viewpoints of

External and Internal Customers. An International Journal, 13(4), 469 – 492.

Herman, G. (2016). Educational Research Methods: A practical Guide. Mwanza: Mahelo

Book

Kombo, D.K (2006). Proposals and Thesis Writing: An Introduction. Nairobi: Paulines

Kothari, C.R, (2004). Research Methodologies and Techniques. 2nd Ed. New Delhi. New Age

International Publishers.

Kothari, C.R, (2008). Research Methodology: Methods and Techniques. New Delhi. New Age

international publishers.

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Melita, A. (2015). Assessing the Visitors Motivation and Satisfaction in the Ngorongoro

Conservation Area. World Journal of Social Science Research, 3(1) 45 – 61.

MNRT, (2002). Tourism Statistical Bulletin. Dar es Salaam: Ministry of Natural Resources and

Tourism.

Nash, R., Thyne, M., & Davies, S. (2006). An Investigation into Customer Satisfaction Levels in

the Budget Accommodation Sector in Scotland: A Case Study of Backpacker Tourists

and the Scottish Youth Hostels Associations. Journal of Tourism Management, 27(5), 525-

532

Okello, M.M & Yerian, S (2009). Tourist Satisfaction in Relation to Attractions and Implications

for Conservation in the Protected Areas of the Northern Circuit, Tanzania, Journal of

Sustainable Tourism, Vol. 17 (5), 605–625

Omari, I. M. (2011). Concepts and Methods in Educational Research: A Practical Guide Based

on Experience. Dar es Salaam: Oxford University Press (T) Ltd.

Oso and Onen (2005). A General Guide to Writing Research Proposal and Report: A

Handbook for Beginning Researchers. Kisumu, Kenya: Option Press and Publishers

Tanzania Tourist Board (2012). Tanzania Tourist Board 2012/13 Annual Report.

Tanzania Tourist Board (2014). Tanzania Tourist Board 2014/15 Annual Report.

Thompson, M. (2009). Tourism is Tanzania’s leading Economic Sector. Retrieved from Africa

Travel Magazine: http://www.africa-ata.org/tz_economy.htm

Tran, S. (2006). International Tourism: A Global Perspective. Second edition. Madrid: World

Tourism Organization.

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Winkler. N, Witt, S. F., & Mountinho, L. (2010). International Tourism: A Global Perspective.

Second edition. Madrid: World Tourism Organization.

APPENDICES

APPENDIX I

Questionnaire to Tour Guide

My name is Haji Khamis Alawi (BSCT 71610) pursuing Bachelor of Science Degree in Tourism

Hospitality Management at St. Augustine University of Tanzania, I am carrying out a study on

“to assess visitor preferences on tourist attractions in Tanzania. A Case of Mount

Kilimanjaro”. Please kindly respond to the following questions, which are very important for the

success of this study. The information you provide will be treated with high level of

confidentiality.

Thank you very much for your understanding

Demographic Information

1. Gender of the respondent

i. Male [ ]

ii. Female [ ]

2. Age of respondent

i. 18-25 years

ii. 26-40 years

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 iii. 41- 60 years

iv. More than 60 years

3. Level of education

i. Primary level

ii. Secondary level

iii. College/university level

iv. Other (specify)…………………..

4. For how long have you been working as tour guide?

i. Less than 1 year [ ]

ii. 1-5 years [ ]

iii. More than 10 years [ ]

5. How many tourists you received in the past year around Mount Kilimanjaro?

………………………………………………………………………………………

……………………………………………………………………………………

6. Does tourist repeat to visit to Mount Kilimanjaro?

i. Yes [ ]

ii. No [ ]

7. If yes, why?

………………………………………………………………………………………

…………………………………………………………………………....................

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8. What types of services do your offer to tourists around Mount Kilimanjaro?

i. ………………………………………………………………………………

ii. ………………………………………………………………………………

iii. ………………………………………………………………………………

9. What services are most preferred by tourists at Mount Kilimanjaro?

i. ……………………………………………………………………………....

ii. ………………………………………………………………………………

iii. ………………………………………………………………………………

10. What are the major tourist attractions found at Mount Kilimanjaro?

i. ………………………………………………………………………………

ii. ………………………………………………………………………………

iii. ………………………………………………………………………………

iv. ………………………………………………………………………………

11. What are the preferences of visitors to Mount Kilimanjaro?

i. ………………………………………………………………………………

ii. ………………………………………………………………………………

iii. ………………………………………………………………………………

iv. ………………………………………………………………………………

12. What strategies that could be used to improve visitors’ preferences and attractions

at Mount Kilimanjaro?

i. ……………………………………………………………………………....

ii. ………………………………………………………………………………

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 iii. ………………………………………………………………………………

iv. ………………………………………………………………………………

Thank you for your cooperation

APPENDIX II

Interview Guide to Tour Operators

1. For how long have you been working as tour guide?

2. How many tourists you received in the past year around Mount Kilimanjaro?

3. Does tourist repeat to visit to Mount Kilimanjaro?

4. What types of services do your offer to tourists around Mount Kilimanjaro?

5. What services are most preferred by tourists at Mount Kilimanjaro?

6. What are the major tourist attractions found at Mount Kilimanjaro?

7. What are the preferences of visitors to Mount Kilimanjaro?

8. What strategies that could be used to improve visitors’ preferences and attractions at

Mount Kilimanjaro?

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 APPENDIX III

TIME CHART

Stages of research writing November December January

Selection of titles
Preparation of chapter one
Preparation of chapter two and three
Submission of research proposal
Defense of research proposal

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