Promotion and Development of Tourism in Namibia
Yömaa, Manga (2014)
Yömaa, Manga
Laurea-ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201405137539
https://urn.fi/URN:NBN:fi:amk-201405137539
Tiivistelmä
This Bachelor’s thesis will review the current state of tourism in Namibia, what needs to be done to improve it and how promotional activities can, at the same time, help develop tourism. There is no doubt that the country has enormous potential to attract tourist but to achieve this requires a strategy that includes significant government and private investment. This paper will also consider what type of tourism could be attracting visitors to Namibia and whether the focus should be on Safari or to the many beautiful beaches. A well considered strategy will support development, promotion and marketing of responsible and sustainable tourism as well as encourage strong partnership between the public and private sector. This paper will demonstrate the country’s positive trends in visitors which can be increased by a significant level if the country were to undertake massive changes in many areas. This paper will discuss necessary changes one of which is the need to improve tourism promotion.
Namibia needs to employ creative professional people for this purpose and the quality of the promotional materials needs to be developed to meet international standards. Promotion includes dissemination of positive information which is vital in marketing any products or se vices but particularly in the travel industry. Tourists want to know in advance about the attractions and the facilities of a particular destination. They also want to know to ensure their destination is not dangerous, whether it is safe from a health perspective and if it is going to be an enjoyable experience. By using different promotional tools, marketers try and influence the potential tourists’ in favor of a particular destination in order to generate interest in visiting the location.
To promote Namibia as a tourism destination the country must have something to attract potentials visitors, and the infrastructure linked to tourism must be set up so that they can arrive there safely and comfortably. Once there, the visitors must be able to stay in accommodations that are acceptable and in an atmosphere that feels relaxed. Without these basics, they will not be able to enjoy the destination, whether there for business or pleasure.
Research for this paper was conducted from both a theoretical and an empirical point of view. The research data was obtained through interviews with tour operators, travel agents, Namibian Ministry of Environment and Tourism and existing literature for development of tourism in the country. The results from the research show that there is still limited funding and investment in the tourism sector, until it is recognized that tourism can play a significant role in economic development, the situation will not change.
Namibia needs to employ creative professional people for this purpose and the quality of the promotional materials needs to be developed to meet international standards. Promotion includes dissemination of positive information which is vital in marketing any products or se vices but particularly in the travel industry. Tourists want to know in advance about the attractions and the facilities of a particular destination. They also want to know to ensure their destination is not dangerous, whether it is safe from a health perspective and if it is going to be an enjoyable experience. By using different promotional tools, marketers try and influence the potential tourists’ in favor of a particular destination in order to generate interest in visiting the location.
To promote Namibia as a tourism destination the country must have something to attract potentials visitors, and the infrastructure linked to tourism must be set up so that they can arrive there safely and comfortably. Once there, the visitors must be able to stay in accommodations that are acceptable and in an atmosphere that feels relaxed. Without these basics, they will not be able to enjoy the destination, whether there for business or pleasure.
Research for this paper was conducted from both a theoretical and an empirical point of view. The research data was obtained through interviews with tour operators, travel agents, Namibian Ministry of Environment and Tourism and existing literature for development of tourism in the country. The results from the research show that there is still limited funding and investment in the tourism sector, until it is recognized that tourism can play a significant role in economic development, the situation will not change.