ASSESSMENT OF THE EFFECTIVENESS OF USING ICT TOOLS ON TOURISM PROMOTION IN TANZANIA

Abstract

In tourism growth, efficient and high-speed ICT infrastructure and software apps are essential. This study sought to assess the effectiveness of using ICT tools on tourism promotion in Tanzania a case of Grumeti Expedition Company – Arusha, Tanzania. Task Technology Fit Theory was adopted in this study. This study adopted a descriptive survey design. The study employed a quantitative research approach. The population of this research constituted all employees of all departments in Grumeti Expedition Company -Arusha Headquarters offices. The simple random sampling method was used to select 63 respondents. Primary and Secondary data was collected in this study. The instrument to be used to collect primary data was a self-administered questionnaire while published articles and researches conducted by other researchers as well as company policies were used to collect secondary data. Data from the questionnaires were analysed quantitatively using descriptive and inferential statistics provided by SPSS version 26. Findings indicated that operations have been simplified, there are no more booking delays and ICT tools enabled the provision of feedback on time hence improving tourism promotion activities. Results showed that the majority of the respondent agreed that, the use of IT tools has significantly improved the internal company operating performance, and the use of IT tools in tourism promotion activities is easier as compared to the previous paper-based process. Study findings uncovered that ICT tools are highly used for data management and analysis of tourism statistics hence improving tourist experiences. This study concludes that ICT usage is effective in tourism promotion activities. The study concludes that usage of ICT tools has a positive impact on internal company operating performance. Also, this study concludes that the level of ICT uses in tourism activities in Grumeti Expedition Company - Arusha is satisfactory. The study also recommends that more study should be done on challenges facing tour companies in using ICT tools on tourism promotion.