Tag Archives: Domestic tourism

Domestic Tourism: Untapped Opportunities for Sāmoa (With Special Reference to Accommodation Providers) (Published)

Tourism is both a key contributor to the economy of Sāmoa  and the leading source of foreign exchange. The seasonal nature of tourism is particularly detrimental to the accommodation sector. In many countries, the development of domestic tourism is actively promoted as it plays a vital part in tourism sustainability. Sāmoa however, like many other countries appear to be overlooking the potentials of domestic tourism in their development and tourism strategies. The present study uses secondary data and case studies to examine the advantages and opportunities created by domestic tourism. Secondary data found that the key areas of focus highlighted in the Strategy for the Development of Sāmoa SDS) 2005-2007, 2008-2012, Sāmoa Tourism Development Plan (STDP) 2009-2013, Sāmoa Tourism Sector Plan (STSP) 2014-2019, and Sāmoa Tourism Strategic Marketing Plan (STSMP) 2014-2019, indicate that domestic tourism development is not a key focus of tourism development. Using Talanoa research method (TRM), primary data was collected from 20 stakeholders in the tourism industry. Using Thematic Analysis, it was found that there were a mixture of views for and against the development of domestic tourism in Sāmoa.

Keywords: Development, Domestic tourism, Sāmoa., Tourism

Marketing Activities and Perceptions towards Domestic Tourism and Domestic Tourists (A Case Of Accommodation Providers In Sāmoa) (Published)

Effective Marketing strategies and techniques have contributed to the competitive survival and development of many tourism operators worldwide. Given Sāmoa’s geographic isolation as a holiday destination, marketing activities should aim to target both international and domestic tourists. However, the Sāmoan Government tends to focus predominantly on the promotion of international tourism. Domestic tourism and travel by local tourists is an area neglected by some tourism operators and domestic marketing and promotional activities are limited. This paper presents the results of a small scale study designed to investigate marketing activities, perceptions towards domestic tourism and the idea of locals as tourists from the view point of operators in the Accommodation Sector. Convenience Sampling identified a sample of 50 Accommodation providers for the study. The percentage method analysis confirms the existence of marketing activities. In spite of this, existing marketing activities are primarily designed to target international tourists. Talanoa Research Method (TRM) was used to conduct in-depth interviews. Thematic Analysis highlighted some interest among operators to invest in marketing activities however financial constraints, high preference for international tourists and personal motives limited interest and investment in marketing activities to target local tourists

Keywords: Accommodation Providers., Domestic tourism, Marketing, Sāmoa., Tourism

Domestic Tourism: Untapped Opportunities for Sāmoa (With Special Reference to Accommodation Providers) (Published)

Tourism is both a key contributor to the economy of Sāmoa  and the leading source of foreign exchange. The seasonal nature of tourism is particularly detrimental to the accommodation sector. In many countries, the development of domestic tourism is actively promoted as it plays a vital part in tourism sustainability. Sāmoa however, like many other countries appear to be overlooking the potentials of domestic tourism in their development and tourism strategies. The present study uses secondary data and case studies to examine the advantages and opportunities created by domestic tourism. Secondary data found that the key areas of focus highlighted in the Strategy for the Development of Sāmoa SDS) 2005-2007, 2008-2012, Sāmoa Tourism Development Plan (STDP) 2009-2013, Sāmoa Tourism Sector Plan (STSP) 2014-2019, and Sāmoa Tourism Strategic Marketing Plan (STSMP) 2014-2019, indicate that domestic tourism development is not a key focus of tourism development. Using Talanoa research method (TRM), primary data was collected from 20 stakeholders in the tourism industry. Using Thematic Analysis, it was found that there were a mixture of views for and against the development of domestic tourism in Sāmoa.

Keywords: Development, Domestic tourism, Sāmoa., Tourism

INFLUENCE OF MARKETING COMMUNICATION CHANNELS ON URBAN DOMESTIC TOURISM IN KENYA (Published)

This study examined the influence of marketing communication channels on demand for urban domestic tourism in Kenya. The study was conducted in tourist destinations within Nairobi and Nakuru town. The sample size comprised of 384 respondents: 254 respondents from Nairobi city and 130 respondents from Nakuru town surveyed using multistage sampling procedure. Nairobi city and Nakuru town in Kenya were selected using cluster sampling. Stratified sampling was then used to divide the tourist destinations within Nairobi city and Nakuru town. Systematic sampling procedure was used to select every 3rd respondent visiting these tourist destinations. Primary data was collected through questionnaires. The survey revealed that telephone, direct mail, yellow pages, newsletters, internet, television and travel diaries television show aired on Kenya Television Network (KTN), magazines, brochures, newspaper, radio, exhibitions, tour firms and travel agencies, Sales promotion were found significant in creating awareness of tourist destinations in Kenya.

Keywords: Domestic tourism, Kenya, Tourism demand, marketing communication channels, urban tourism