Reflection On Separation Of The Church And State History Essay

Reflection On Separation Of The Church And State History Essay In the early sixteenth century there was only one religion in Western Europe. This was the Roman Catholic religion. For a long time, the Catholic Church had been involved in the political life of Western Europe. As a result of their involvement in politics, the Catholic Church became very rich and powerful. This caused the church to become weakened spiritually. The church had become a lot more interested in or had become corrupted by power and wealth causing it to pay very little interest to its actual purpose which was handling the spiritual problems of the masses. This caused the church to begin a number of malpractices, such as the sale of indulgences to the masses. Indulgences were documents signed by the pope that forgave or absolved people of all their sins and gave them access into heaven. Indulgences could also be purchased on the behalf of a dead relative, to reduce their time in purgatory before entry into heaven. The relationship between the church and the masses soon beca me solely based on money. Most of these practices, especially that of the sale of indulgences caused a number of people in different European states to start questioning the church, which was labeled as an act of heresy by the church. This people were the likes of Martin Luther in Germany, Erasmus of Rotterdam, John Calvin in Switzerland, and Henry VIII in England. Martin Luther was actually the main person behind the reformations which took place in Germany, and eventually spread to other parts of Europe. His actions started with the letter and 95 theses he wrote against the church in 1517(). In his writings, he questioned the churchs sale of indulgences as well as other malpractices. His writings spread throughout Germany and eventually most parts of Europe causing people to begin to see the malpractices carried out by the Catholic Church. As a result of this, Luther was excommunicated by the Catholic Church in 1521. This did not change anything as Luthers ideas had already spread throughout Germany. Luthers reforms led to a number of wars against the church, which eventually led to the separation of the church. Luther formed the Lutheran church. Another important figure that contributed to the reformation of the Catholic Church was John Calvin. Most of John Calvins works, such as the Institutes of Christian Religion were published in Switzerland which was a more liberal place as compared to France where he was born and escaped from. The Institutes of Christian religion was published in 1536(). He would have been persecuted by the king and the church if he had published his works in France. Calvins ideas were hugely successful in Switzerland and majority of the Catholics became protestant. Like Luthers ideas, the Catholic Church was against them and labeled them to acts of heresy. Calvin formed the Calvinist church. The king of England at the time, King Henry the VIII also played a major role in the reforms against the Catholic Church. English reformations against the church began under his reign. He pulled England away from the rule of the Catholic Church, making himself the supreme head of the English church by an act of parliament in 1534(). Although the English church had been cut off from the popes control, the English people were still predominantly Catholic. It was only later that the Church of England was to be known as the Anglican church of England and Anglicanism became a religion. Although Henrys actions were for personal reasons, he questioned the Catholic Churchs authority, something that would spread throughout England. There were many others who contributed to the reformations against the Catholic Church, but the likes of Martin Luther, John Calvin and King Henry VIII were at the fore front. The reforms that took place against the church helped most governments to break away from the control of the pope and the church. Most countries such as England and North Germany could to some extent make political decisions without the churchs permission. The population did not have to pay any more taxes to the church. The Catholic Church hit back against the protestant reformers with what was known as the Counter Reformation. The Counter Reformation was led most notably by pope Paul III in 1534. He hit back with the approval of the new religious order called the Jesuits in the convocation of the council of Trent to deal with disciplinary and doctrinal questions asked by the Protestants 1545 1563() . He also readily deployed military assistance when necessary to act against the Protestants. The Catholics succeeded to save some of its territories from the reformers as well as obtain new territories in North and South America. This was done through a number of wars against the Protestants. Although most of Europe still remained predominantly catholic, the church lost the grip it had on the masses. People began to ask questions unlike before. The reformations against the church had a major impact on the separation of the church from the state. After the reformations, the next period that really affected the church was the period of revolutions in science and political thought. During this period, ideas such as geocentrism accepted by the church where being questioned by scientist. The likes of Nicolas Coperincus, Johannes Kepler, Gallileo Gallilei and Isaac Newton proved the idea to be wrong and came up with the idea of heliocentrism. William Harvey discovered the circulation of blood, which was previously and unattainable feet because the church did not permit dissection of the human corps. More aspects of the catholic religion were questioned and yet again were proven to be wrong. Although the church threatened most of them and ordered their works not be read, the damage had already been done. The church began to lose its supremacy over the masses. The works and discoveries by scientist greatly affected philosophers of the next century. Like scientist, a lot of philosophers also started coming up with new ideas which enc ouraged people to begin thinking. A lot of these philosophers gave ideas concerning political thought and reasoning. They included the likes of David Hume, John Locke, Francis Bacon, Jean Jacques Rousseau, Franà §ois-Marie Arouet (Voltaire), Charles-Louis de Secondat Baron de Montesquieu, Immanuel Kant and many others. Most of this philosophers or philosophes came from the enlightenment (Age of Reason) period in the eighteenth century. The idea behind most of their work was the reduction of power from the kings in Europe. The kings in Europe at the time were absolute monarchs, and exercised authority over their subjects as the head of state and government. Most of the philosophes at this time were against this form of government, and strongly encouraged a form of power reduction. Montesquieu, for example came up with the idea of the separation of power into three distinct branches. These three branches included; the executive, the legislative and the judiciary. Most governments tod ay such as those of France and Germany are being ruled with the idea of separation of government. John Lockes idea was that a rulers authority was supposed to be conditional and not absolute. In his book entitled Two Treatises of Government (1680 1690), he defines political power to be A right of making laws with penalties of death, and consequently all less penalties for the regulating and preserving of property, and of employing the force of the community, in the execution of such laws, and in the defense of the common-wealth from foreign injury; and all this only for the public good (195). The United States of America is an example of a country that uses this form of government today. The ideas introduced by these philosophers led to revolutions in Europe, such as the French revolution and in European colonies abroad such as the American Revolution. The people sort to end the reign of absolute monarchy and introduce a new form of government. The French philosophe Voltaires ideas were also very influential. He directly questioned religious dogma at the time. He strongly routed for the separation of the state from the church. At the time the government was integrated with religion. What the church saw as an offense against its doctrines, the government laid out a sanction for the crime. No one could speak freely, choose his religion, or think without being persecuted. Revolts against absolute kings in a way were revolts against the church. As different European countries reluctantly accepted the change from absolutism, they became open to many other things including Protestantism. The Catholic Church slowly lost its grip over political affairs of the state thus leading to secularism and eventually, separation of the church from the state. With this, punishment was not given out to the citizens on the bases of religious laws or doctrines. In 1648, after the thirty years wars (a war that caused a transition from medieval to modern politics), secularism was really put into effect. Church lands were transferred to the state during the treaty of Westphalia, as well as the tolerance to other minor religions (Protestants). With the coming of secularism and the separation of the church from state, most countries picked up what was known as sovereign nation-states. The treaty ended the Holy Roman Empire as an institution and began what was known as a modern European system. England was the first European country to end the reign of the absolute monarchs in Europe. This happened at the end of the seventeenth century through the glorious revolutions under James IIs rule. These revolutions saw the complete over throw of absolute monarchs in England. The power of the monarchs became supplementary to the powers of branches of government. Parliament then drew up a Bill of Rights which restricted the power monarchs over the parliament and individuals in the society. It would not be for another century that absolutism would end in other parts of Europe. Absolutism ended mainly in most of Europe with the coming of the French revolution. The French revolution began in France in 1789 under the reign of Louis XVI. The revolution ended with the execution of Louis XVI in January 1793 (). This brought an end to absolute monarchy in France. This period was followed by Robespierres reign of terror under a new form of government called the National Convention from 1793 1794 (). The system in France eventually led to a consulate form of government in 1799. Napoleon Bonaparte became the emperor of France in 1804. Napoleon Bonaparte was strongly for the removal of the church from state affairs. France and the Catholic Church were not on good terms during the period of the revolutions. Regardless of this, Napoleon signed the Concordat 1801, which was an agreement that Napoleon would recognize the church and Pope Pius VII would recognize the revolution. All this was a formality for Napoleon as he did not really care what the Catholic Church thought. He was very displeased with the amount of power the Catholic Church had. During Napoleons coronation by the pope in 1804, he seized the crown from the pope and crowned himself emperor. This was in a way to show that he was not going to share his power with the pope. Napoleon was also in favor of religious tolerance and this was clearly seen through his Napoleonic code. her minor religions (protestants) thus followed. the bases of religious laws or doctrines s including protestianism

Samsung Case Study

Strategy Presentation on Countering Threat from Chinese Company BBackground ackground †¢ Samsung founded in 1938 by Byung-Chull Lee. †¢ 1950’s Economic Stabilization – Korean War – Samsung lost all assets – aimed to help rebuild Korean economy; entered the manufacturing industry (sugar, fabrics) – became a leader in modern business practices (recruiting from outside) †¢ 1960’s Expansion of Key Industries – entered electronics and chemical industries – 1969 established Samsung Electronics Co. as a division of the Samsung Group. In 1970s, Samsung's entry into the semiconductors business was pivotal for the company, to that end, creation of Samsung's semiconductors and telecommunication Co. in 1978. – – – laid the groundwork for electronics in Korea helped the domestic economy grow paved the way for exports †¢ 1980’s: Samsung was manufacturing, shipping, and selling a wide range of ap pliances and electronic products throughout the world. – – – A more comprehensive electronics company established Semiconductor and Communication corporation began memory chip business †¢ Early 90’s: Integration and Globalization – – Sales at Samsung Group grew more than 2. times between 1987 and 1992. Mid-Late 90’s: Implementing new management strategies Samsung Product Range Some of Samsung products Home Multimedia Mobile Multimedia Personal Multimedia Core Components Core-Competencies Samsung- Core Competencies High Quality Standards Superior Efficiency Innovation Drive Customer Responsiveness Reliable Products †¢ Reliable Products †¢ Work with design firms †¢ Located main R&D †¢ Learning new design †¢ Employee welfare facility and fabs at rules and application †¢ Active Recruitment a single site †¢ A common design of foreign Talent †¢ Performance platform with †¢ Global Strategy as ed promotion customization as per Group †¢ Reward but requirement †¢ Employees global no Firing business skills Policy Ability to customize product to †¢ Regional Specialist †¢ Debate based customer demands program agreements Increasing Competition Rank Company Market Share 1 Samsung 34% 2 Hynix 22% 3 Micron Technology 15% 4 Elpida Memory 14% 5 Qimoda 5% Industry Analysis: Porter’s Five Forces †¢ Fierce Rivalry due to increase in capacity & cyclical downturn Industry †¢ Entry of new Chinese companies Rivalry †¢ Suppliers are likely to becomes more concentrated and offer about 5% discount on bulk purchaseSupplier †¢ Buyers are largely OEM with no one controlling more than 20% of the market. Buyers †¢ Buyers are likely to negotiate hard for prices. Entry Barrier Substitute †¢ High entry barriers due to requirement of capital investment and complex †¢ Chinese firms going for joint ventures and access to foreign investment. à ¢â‚¬ ¢ Memory chips did not have any substitutes but old technology is likely to be replaced by more advanced technology. SWOT Analysis Strength Weakness Opportunity Threats †¢ Diversified product line to cover all customer needs †¢ High market share in Mobiles, Memory Chips and LCD High Brand value from multiple sponsorships †¢ High investment on research and development †¢ Customers place question on durability of products †¢ Lack of focus on niche market †¢ Low Average salary in the market †¢ Strong and growing customer demand for high-end products †¢ Young population gives a chance to develop customer base for future †¢ Intensifying competition †¢ Low cost Chinese products †¢ May lose advantage of DRAM technology to new Nana Tech Competitive Advantages of Chinese Firms †¢ Access to cheap labour and local engineering talent †¢ Government subsidies †¢ Easy access to local & international financial capital Lower cost structure †¢ Willing to endure years of losses to gain market share Competitive Advantages of Samsung †¢ Dedicated workforce of manual labourers and engineers †¢ Strong product portfolio †¢ SDRAM, DDR SDRAM, DDR2 SDRAM, RDRAM, other DRAMs †¢ Early mover advantage in increasing wafer-size †¢ Sustained levels of high operating margins †¢ Adoption of â€Å"stacking† method for fabrication Competitive Advantages of Samsung †¢ Strategic co-location of R&D and fabrication facilities †¢ Enabling an efficient cost-structure †¢ Favourable environmental conditions †¢ In-house competitions for new product developments Active involvement of junior staff and engineers in discussions regarding new products leading to innovation Competitive Advantages of Samsung †¢ Strong HR Policies †¢ †¢ †¢ †¢ Investment in employees’ higher education Active recruitment of foreign talent Goodwill towards employees 3 levels of Performance-based incentives †¢ Project-based incentive †¢ Productivity-based incentive †¢ Profit-based incentive Strong Financials Samsung Micron Infineon Hynix SMIC COGS/Sales 23% 44% 33% 44% 32% SG&A/Sales 12% 26% 9% 16% 8% R&D/Sales 11% 13% 14% 13% 18% Labor/Sales 11% 21% 16% 11% 8% Sales 5. 08 4. 48 4. 73 4. 58 4. 3 COGS 1. 19 1. 98 1. 57 2. 01 1. 84 SG&A 0. 59 1. 18 0. 44 0. 74 0. 34 R&D 0. 56 0. 56 0. 67 0. 61 0. 8 Labor 0. 54 0. 94 0. 75 0. 51 0. 34 Lower Raw material, Labour, Depreciation, R&D costs. Higher Selling Price! Resulting in better financial indicators: Lower COGS/Sales Lower SG&A/Sales Lower R&D/Sales (Exhibit 7d) The Big Question Can Samsung weather the Chinese Threat? Yes, Samsung continues to retain and gain market share. Samsung has a high brand value- Can leverage on Brand Equity. Wide Range of Product Offerings for sustenance. Deterring New Entrants Strategies to deter new entrants StrategyNiche Products Price Cut Cut down on pric e and Innovate on niche force a price war and products and drive competitors out explore new of the market markets Excess Capacity Acquisition Increase output and Acquire small force down prices to entrants with good make market entry potential to perform unprofitable Way Forward †¢ Keep Innovating and Invest heavily in R&D †¢ Focus on New Niche Products †¢ Maintain Reliability and Quality of Product †¢ Focus on More Foreign talent including talent from China as well †¢ Invest in lower end chip factories in china †¢ May look towards increasing the average salary Thank You

Damage That Has Been Done to Children of Divorce Essay

When a marriage is not working, there is a breakdown of communication, common goals, or trust, and often this ends in divorce. A divorce is a very painful process with detrimental effects on children that are involved (Wienstock 5). The general trauma of a divorce and the level of severity it has on a child are mainly due to the child’s age when a divorce takes place. The psychological effects are normally considered long term and the hardest to deal with for children involved (Persons 1). The easiest of all effects of a divorce is a child is behavior outburst normally displaying aggression and a feeling of not caring about anything or anyone anymore. The general effects of a divorce can affect everyone involved, but often the children will show the stress and emotions of a divorce more openly that an adult would. The fear of abandonment and losing one of the parents is devastating on a child (Wienstock 3). How a children perceives their homes normally sets the level of damage children are going to have to cope with through out the divorce and thereafter. If a child perceives the home as stable, they may handle a divorce well, but if a child perceives a home as freighting and scary place, they may try to avoid dealing with it at all. The trauma that a child endures will probably be worse than a child in a stable household environment. The most important issue that affects the level of perception and a level of damage is the age of a child when the parents divorce (Wienstock 3). Younger children will normally take a divorce of their parents more personally and handle it worse than an older child would. The psychological effects are more categorized as long-term effect that leave the children feeling responsible and blaming themselves for the guilt of a divorce everyone going through. Most children exercise a sense of loss during a divorce that can only be compared to as lost of a loved one (Children of Divorce 4). Feeling of rejections and loneliness normally confuses a child to the point of depression and some times suicide. The struggle as a child try’s to keep in contact with the absent parent without  offending the parent that they are still are with becomes stressful and some times damaging to a young child (Wienstock 4). The deepest of all emotions is anger, and it is the easiest to recognize in older children that are coping with a divorce (Persons). The anger is normally turned toward both parents and sibling in the household (Wienstock 4 & 5). The behavior change in a child is almost immediate after the announcement of a divorce. The behavior outburst and disruption in a child’s life are signs that a child is having a hard time dealing with the idea of parents splitting up. Academic problems with school activities and grades and physical displays of anger are the first of behavior effects to be seen in a family that is falling apart (Wienstock 5). Older children and even younger children are turning to drugs and alcohol to cope with the emotional stress of losing one of the parents in the household . Girls tend to become sexual active with older partners, as they long to find a father like figure to replace the parent that is no longer a direct part of their lives (Wienstock 5). Boys tend to have shorter relationships refusing to get close for fear of being rejected again as they might have felt when their mother left them with his father as a child during a divorce. These children are just trying to find someone th at they feel will not abandoned them as they feel their parents have done to them. The painful process that is broken into stages is navigated by a child and adults alike that have been subject to a divorce. The loss of the other parent is compared by most specialists to a death of a loved one. In therapy, the psychological effects in children are normally over looked as a child grows up and into adults themselves. These children typically are found to have poor relationships and an unbalanced social life as they struggle to find where they belong in this world. The physical effects that affect everyone are the choices that children make while thinking that they will never survive the divorce. Drugs, alcohol, and the sexual behaviors of the older children are just a few effects that a divorce can have on the children. The poor decisions of the current generation to enter in to marriage lightly at such a young age, leaves our society open for a generation of emotion basket cases of parents to raise the our future  generations..

Promote tourism to UK by Tanzania Governments - Free Essay Example

Sample details Pages: 24 Words: 7198 Downloads: 4 Date added: 2017/06/26 Category Tourism Essay Type Argumentative essay Tags: Government Essay Did you like this example? Tanzania is situated just south of the equator in East Africa. The mainland lies between the areas of the great lakes: Victoria, Tanganyika and Malawi, with the Indian Ocean on its coastline to the east (Africa Guide Online 1). Tanzania has frontiers with the following countries; to the North; Kenya and Uganda, to the West: Rwanda, Burundi and Democratic Republic of Congo, to the South: Zambia, Malawi and Mozambique, to the East: Indian Ocean (Tanzanian Government Online1). Don’t waste time! Our writers will create an original "Promote tourism to UK by Tanzania Governments" essay for you Create order The country is also the home to the Kilimanjaro which is withits 19,340ft, the highest mountain in Africa (Africa Guide Online 1).Dodoma is the political capital with a population of 300,000, while Dares Salaam is the countries commercial capital (Tanzanian GovernmentOnline 1). Tanzania has three main climatic areas; the coastal area andimmediate hinterland, with tropical conditions and an average of 26.6 °C(80 °) and which is high in humidity; the central plateau, which is hotand dry and the third region is the semi-temperate highland areas, witha healthy and cool climate (Africa Guide Online 2). The hot periods arebetween November and February and the coldest areas between May andAugust (Tanzanian Government Online 1). In regards to when the bestseason for tourists to visit is, writers seem not to have found aconsensus; some suggest the standard tourist season is January andFebruary, as the hot dry weather at this time of the year is generallyconsidered to be the most ple asant (Lonely Planet Online). While othersargue that the best times to travel is between July through to Marchfor the Northern and Southern parts of Tanzania as well as Zanzibar.And for the Western area the months from May through to March are mostsuitable for tourist activities (Tanzania Online). Tanzania belongs to the poorest countries in the world. In 2005 thecountry has a population of 36,766,356 and a population growth rate of1.83% (2005 est.), while 36% (in 2002 est.) of the population is belowpoverty line (CIA Online). However, there are various numbers inregards to this subject, and some of them even claim that it is 50% ofthe population which lives below the poverty line (Tanzanian GovernmentOnline 1). And although the numbers are still shocking, there seems tohave been some improvement in terms of the poverty in Tanzania in thepast 20 or so years. Since in 1988, according to IFDA, there werenearly 12 million rural Tanzanians, or 60 per cent of the ruralpopulation, livi ng below the poverty line (IFDA, 1992, Cooksey, citedin Bierman and Moshi, 1997:77). The population in the mainland consist of 99% native Africans (of which95% are Bantu consisting of more than 130 tribes). And the other 1%consists of Asians, Europeans and Arabs. However, in Zanzibar the mixof populations differs, there are much more Arabs, some native African,and then mixes between the two (CIA Online). This again is mirrored in the religion represented, in the mainland its30% Christians, 35% Muslims and 35% indigenous beliefs, where as inZanzibar it’s more than 99% Muslim (CIA Online). The official language is Kiswahili or Swahili (called Kiunguja inZanzibar). English is the official primary language of commerce,administration and higher education. But Arabic is naturally widelyspoken in Zanzibar, and on top there are various further locallanguages all over Tanzania, naturally with more than 130 differenttribes (CIA Online). The GDP composition by sector looks as followed: agriculture: 43.2%, industry: 17.2%, services: 39.6% (2004 est.). The economy heavily depends on agriculture(coffee, sisal, tea, cotton, pyrethrum, cashew nuts, tobacco, cloves,corn, wheat, cassava (tapioca), bananas, fruits, vegetables; cattle,sheep and goats), accounting for almost half of GDP (85% of exports,employing 80% of work force). The official aid flow in 2000 was1,044.6million USD, which was 11.6% share of GDP in the year 2000.(Ellis and Freeman, 2005) Tanzania seems stable under the Mkapa president leadership, however,political paralysis and deep rifts between minorities seem to havemanifested themselves and are unlikely to disappear within the nearfuture. Also is the support of the opposition (against Mkapa) growing,leading in 2001 to massive rallies and sometimes even violence. The economy received massive boosts in 2001 with the opening of theBulyanuhu gold mine and in 2004 with the opening of the Songosongonatural gas field. Tanzania was also one of t he countries affected by the recent December2004 Tsunami. However, thankfully the government had enough time toreact to the warnings, and thus evacuate most of the area, leavingâ€Å"only† 13 killed (Lonely Planet Online). Please see Appendix I on page 3233 for a brief outline of the earlier history of Tanzania. The following dissertation will begin by looking at the current statusand issues in Tanzania’s tourism industry. The second chapter will lookat the very timely issue of sustainability in tourism and in regards toTanzania and the also the UK consumers attitude towards it. The thirdchapter will examine the role of governments in the tourism process. Inthe fourth chapter the marketing tools for a tourism destination willbe analysed. This is then followed by the methodology, which willexplain the methods and methodology used for this dissertation. Thenthe findings are presented, and interpreted. Finally a conclusion willbring to a close the dissertation. Furt hermore, naturally, there arethe references, bibliography and some appendices. The dissertation will by no means be exhaustive, due to the time, word,monetary and access restraints. It is merely designed to give someideas towards a possible way of a better promotion of Tanzania inregards to the UK market. Literature Review Chapter 1: Tanzania and Tourism Before looking at what the means for promoting tourism are, firstly ananalysis of the current state of tourism and its problems in Tanzaniais necessary. Wangwe et al. (1998:67) write on tourism possibilities: â€Å"Tanzania isblessed with many attractions for tourism including wildlife, MountKilimanjaro, and beautiful beaches. There are also many cultural andhistorical attractions as well, such as traditional ngomas, andZanzibar and other coastal towns whose sights show the interaction ofEast Africa with many ancient civilizations including the Romans, theIndians and the Middle East†. Tourism in Tanzania is a fairly new development. In fact â€Å"for nearlythree decades after Tanzania’s independence, tourism kept a very lowprofile. However, the National Tourism Policy, which was put in placein 1991, and the government policy of trade and economic liberalizationhave had a positive impact on the acceleration of tourism development †.And â€Å"As of 1994, the National Park system had expanded to eleven,namely, Serengeti, Ruaha, Ngorongoro, Mikumi, Tarangire, Katavi,Kilimanjaro, Rubondo, Manyara, Arusha and Gombe Stream†. Also â€Å" In 1994about 262,000 tourists visited Tanzania† (Wangwe et al. 1998:67)†. In fact, tourism is Tanzania’s fastest growing sector, however stillcounting for less than 10% of GDP (Author Unknown, Nov.2002). Andtourism is also Tanzania’s second largest foreign exchange earner(Author Unknown, 01/02/1998). Pollock (cited in Fennell, 2003) writesthat tourism has started to be an important part in the economy ofTanzania. However, the importance of game conservations has beenrecognized nationally as well as internationally, standing in directcontrast to tourism development. And also although tourism may help tofund conservation and development, the reliance on it can beproblematic due to the fickle nature of the market (Smith and Duffy,2003). Ho wever, the tourism industries mission statement which forms the basisof the tourism planning policy is to: â€Å"†¦.develop quality tourism thatis ecologically friendly to the conservation and restoration of theenvironment and its people’s culture† (Author Unknown, TanzaniaGovernment Online 2). Nevertheless, National Parks are already often overcrowded, and this isdeveloping into a serious problem (Hein, 1997). The Sopa Lodges inTanzania are fully booked throughout the summer, and Agent NinaWennersten of Woodcliff Lake says that Tanzania’s tourism has doubledin each of the last two years (Ruggia, 2004). Also the Africa SafariCo’s chief executive Susie Potter said that the year 2005 was shapingup to be a great year for them (Travel trade, 17/11/2004). Smulian(2005) writes that â€Å"agents should advise visitors hoping to see thestunning wildlife of Tanzania’s national parks to book early this year,after the countries best-ever season saw o verbooking at lodges lastsummer†. All in all it seems that Tanzanians tourism market is booming.The UK is in fact the largest tourism market for Tanzania, saysdirector of the Tanzania Tourist Board, Peter Mwenguo. He also notes in2004 that the tourism industry in Tanzania is booming now (Ruggia,2004). And although environmental efforts seem to be taken seriously, such asthe Serena Hotel Chain in Tanzania, which operates to environmentalstandards that are among the world’s best (Middleton and Hawkins,1998). Nevertheless, the country is lacking in adequate infrastructureand there seems to be no multi-sectoral approach, nor has thedevelopment of tourism been very coordinated (Wangwe et al. 1998:68). This then leaves the government with various difficulties in developinga sustainable tourism policy, and writers such as Schmale (1993) giveexamples of Tanzania in regards to the socio-political and economicalenvironment and the challenges local organizations face. For ex amplethere is the problem of the socio-cultural impact on the Maasai peoplewhose traditional territory includes the National Parks. â€Å"Employmentfor the Maasai living around these parks was limited to posing forphotographs and selling craft souvenirs (Bachman, 1988, cite in Halland Lew 1998:63)†. Tanzania targets high-spending tourists and the steep rise in touristnumbers have increased the pressure on services (Author Unknown,Nov.2002). The country is thus opening up opportunities along theIndian Ocean shoreline (Author Unknown, Nov.2002) namely the CC Africalodges on less-visited parts of Tanzania (Dunford, 2004). However, Vesely (2000) comments that there are also plenty ofpossibilities for not so wealthy visitors to go to Tanzania, and thatthere are well developed camp-sites, tented camps and motel stylefacilities. However, in the past eight years, there also has been some negativenews on Tanzania. Just recently there were two British students shot ina violent ambush on the Island of Pemba in Tanzania (Dennis, 2004). TheForeign and the Commonwealth Office immediately updated the traveladvice, since last month there was already a fatal shooting of aBritish tourist and a fatal shooting of a British businessman inTanzania. And tour operators do believe that this will hit touristnumbers in a negative way (Dennis, 2004). Unfortunately, theseincidents have not been the first once, and there have been eventsalready in earlier years. In 1998, US embassies in Kenya and Tanzaniawere bombed by terrorists, naturally resulting in heavy cancellationsfrom US tourists at the time (Berger, 1998). Furthermore were theresome political violence incidents in Zanzibar in 2001, which spoiledthe reputation of Tanzania as a stable and progressive democracy(Vesely, 2001). One could expect and argue that all of these incidentshad negative impacts on the tourism in Tanzania, and thus a specialpart in Chapter 4: Tourism and Marketing will be allocated toward themark eting of a destination in crisis. The above chapter has outlined that Tanzania’s tourism industry isperforming very well, and that indeed the UK tourists are their primemarket. In fact, there were even overbooking last year, due to suchhigh demand. Consequently, there are new resorts opening up and it isquestionable to whether one should further exploit the tourismopportunities, in the light of sustainable development and tourism. Although modern mass tourism only appeared post war 1950’s (Weaver andOppermann, 2000 and Winpenny, 1991), the results that uncontrolledexploitation of tourism opportunities has shown is catastrophic, as canbe seen on examples such as the Spanish coast (Richards and Hall,2000). Thus unsurprisingly, sustainability is arguably the new fad wordin the tourism industry, since many destinations now faceenvironmental, socio-cultural and even economical damages caused by thechaotic growth of (mass) tourism. In fact; â€Å"There are examples fr omalmost every country in the world, where tourism development has beenidentified as being the main cause of environmental degradation†(Lickorish and Jenkins, 1999:85). Therefore, the practice of sustainable development is of crucialimportance. The definition offered at the Globe ’90 Conference inVancouver for sustainable tourism and development was as followed;â€Å"Sustainable tourism development is envisaged as leading to managementof all resources in such a way that we can fulfil economic, social andaesthetic needs while maintaining cultural integrity, essentialecological processes, biological diversity and life support systems†(Tourism Stream Action Committee 1990, Ledbury cited in Hein, 1997:30). Tourism’s impacts can be divided into three elements; economical,environmental and socio-cultural (Coltman, 1989). Thus, those are thethree headings that not only the sustainable debate, but also otheroutcomes should be measured at. Therefore, accord ing to sustainabletourism, three points have to be achieved through tourism development: 1.  Ã‚  Ã‚   Increasing economic value of tourism 2.  Ã‚  Ã‚   An improvement in the life quality of people 3.  Ã‚  Ã‚   Protection and responsible use of natural resources (Keyser, 2002) And also consumers are responding to this new sustainability â€Å"trend.In fact, mainstream consumer preferences are being influenced by thismovement for responsible forms of tourism (Goodwin cited in Jenkins etal. 2002).   And Butcher (2003) notes on an important shift to a growthin ethical consumption. Thus, sustainability also indirectly influencesthe economic impact, in terms of consumer choices for sustainability. Especially our target market, the UK, seems to show an interest incriticism of tourism development and â€Å"bad tourism and tourists† (Allenand Brennan, 2005). Therefore, sustainability development and tourismshould be practiced by the Tanzania government and tourism in dustry.Not only because it will help to ensure that the environment will notget too spoiled and thus leave good prospects for future tourismbusiness, but also because it might arguably be seen as favourable bythe UK target market. The involvement of governments in the process of tourism promotionarguably varies in levels depending on the country. And thus thequestion arises whether and when governments should be involved, notonly in the marketing, but in the business of tourism. Jeffries (2001) argues that due to the cooperation and coordinationrequired, due to the complexity of the industry and its products,debatably only the government has the authority and apparatus toorganize such successfully. Furthermore does he outline that â€Å"in verypoor developing countries (such as Tanzania) governments are encouragedby aid programmes to use tourism not only as a tool to combat povertybut as a means for encouraging and financing biodiversity and natureconservation, a matter of co nsiderable interest in donor communities†(Jeffries, 2001:106). Therefore, it could be suggested that the governments involvement seemsof crucial importance to the success of Tanzania’s tourism future, butalso to the country in itself in terms of sustainability on theeconomic, environmental and socio-cultural aspect. In fact, the Tanzanian government seems to have recognized such, andis highly concerned with improving the infrastructure quality anddiversity, ease of destination entry formalities, revision ofapplicable taxes and maintenance of peace, stability and security,regulation of foreign exchange regulations and controls (TanzaniaGovernment Online 2). â€Å"†¦. marketing is a strategic process that aims to fit the resources ofa destination to the opportunities existing in the market† (Godfrey andClarke, 2000:125). Following the thought of this quote, one couldpostulate that marketing is finding a way to identify the market whichwill be interest ed in the resources available. Before the promotion of the destination starts, a marketing plan should be established. The marketing process which results in a marketing plan should focus on answering four questions: †¢Ã‚  Ã‚  Ã‚   Where are we now? [situation analysis; PEST and Porter’s 5forces and SWOT]; †¢Ã‚  Ã‚  Ã‚   Where do we want to be? [marketing objectives]; †¢Ã‚  Ã‚  Ã‚   How do we get there? [strategies and tactics]; †¢Ã‚  Ã‚  Ã‚   How do we know if we’ve got there? [monitoring; before-and-afterresearch, marketing productivity ratios, evaluation and control]. (Godfrey and Clarke, 2000) This should then lead to 2 different marketing plans, a 3-5 yearstrategic marketing plan, setting the outlines for the activities andthe directions for the annual plans. And the annual or the tacticalmarketing plan which should have detailed actions and methods formonitoring achievement (Godfrey and Clarke, 2000). Then it is important to loo k at the consumer behaviour. The consumerbuying process can be broken down into five steps: Problem Recognition,Information Search, Evaluation of Alternatives, Purchase, Post-PurchaseEvaluation or behaviour (Dibb et al., 2001 and Kotler et al. 1993:47).It is debatably of crucial importance to understand the behaviour ofthe consumers, as especially during the information search and theevaluation of alternatives stages they are faced with so many possibletourism destinations. Pike (2004) argues that consumers nowadays havemore product choices but less decision making time than ever before.Therefore underlining that the means in which the consumer comes incontact with the marketing effort of Tanzania, arguably needs to bememorable and favourable. Pike (2004) further outlines this by arguingthat the size of a consumer’s decision set of destinations will belimited to approximately four, and destinations not included in thatset, are much less likely to be chosen. Next the market segment for Tanzania needs to be identified. â€Å"A marketsegment can be defined as ‘a subgroup of the total consumer marketwhose members share common characteristics relevant to the purchase oruse of the product’† (Holloway, 2004: 116). There are different types of segmentation; geographic segmentation,demographic segmentation, psychographic segmentation and behaviouralsegmentation (Kotler et al. 1999). Due to the given constraints, it isimpossible to undertake serious market segmentation in thisdissertation. After the segmentation has been decided upon, the destination needspositioning. The successful implementation needs to follow these sevensteps. 1. Identify the target market in travel context 2. Identify the competitive set of destinations in the target market and travel context. 3. Identify the motivation/benefits sought by previous visitors and non-visitors. 4. Identify perception of the strengths and weaknesses of each of the competitive set of destinations. 5. Identify opportunities for differentiated positioning. 6. Select and implement the position. 7. Monitor the performance of the positioning strategy over time. (Pike, 2004:117) The positioning elements consist of the destination name, a symbol anda slogan (Pike, 2004). The name, in a case for a tourist destination isnaturally already given, However, the Tanzanian government should thinkof a creative symbol that will stay in people’s mind. Also (accordingto Pike, 2004) does Tanzania not have a slogan yet, therefore a catchyslogan such as â€Å"I  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   New York† should be developed. All of those efforts will help in creating a brand image. A brand ismore than a symbol; it’s a promise to the consumer, and thus representsmore than a logo (Pike, 2004). And since holidays are a high-riskpurchase, due to the fact that the tourist can neither directly observewhat is being bought nor try it out (Goodall and A shworth, 1988), itseems of vital importance that a strong brand image is developed. Andbrand loyalty can be easily measured by repeat and referral customers(Pike, 2004). There are three marketing strategies that lead to commercial success;low cost leadership, differentiation (high added value) and focus(specialization to uniqueness) (Holloway, 2004). From the aboveanalysis it could be argued that Tanzania does not rely on low costleadership, but rather on a differentiation strategy. In fact;â€Å"Differentiation is the path chosen by most brand leaders in anyindustry† (Holloway, 2004:270). The next step should be to communicate information and messages to thepublic, which can be done through four different ways; advertising,personal selling, sales promotion and publicity (Holloway, 2004). The advertising can take numerous forms and can vary from persuasive toreminder advertising, variations from high to low budget, from a moodor image to a fantasy or a lifestyle mess age, from newspaper totelevision, direct mail to radio and magazines to the timing of themedia (and many more) (Kotler et al., 1999). The success can be measured in the communication effect through copytesting. The pre-testing through the direct rating should naturally bedone prior to the release of the advertising. And for post-testing anadvertisement, recall tests or recognition tests can be used (ibid.).The sales effect should be measured, which however proves a ratherdifficult task. Although there often is a relationship betweenpromotional spend on sales, the exact correlation is almost impossibleto establish, due to so many other influences (Holloway, 2004). The RETOSA (Regional Tourism Organization of Southern Africa) marketingresearch and promotions manager Francis Mfune says that they need totarget the trade, especially wholesalers if they want to promote theirtourist destinations well (Ruggia, 2004, II). Therefore, it could beadvised that the government tries and establ ish good relations withwholesalers in the UK. The public relation is another promotional tool for the government ofTanzania. However, arguably not always are the public relationscontrollable. As can be demonstrated on the case were some tourismofficials of Tanzania, Kenya and Ethiopia blaming the negative mediapublicity which portrays Africa as a terrorist continent, for thebusiness loss in their tourism industries (Verde, 2003). The PR activities vary from press relations to product publicity,corporate communication, lobbying and counselling (Kotler et al. 1999).The Tanzanian government could use PR promotion in the form ofpublications, special events, news, and speeches (ibid.) And as for promoting Tanzania under the current problems with crime andterrorism, there are some steps to marketing of a destination in crisis: Step 1: Identify the event/problem as either a crisis or a hazard Step 2: Establish a crisis management team (Media and PR, relationswith the travel indu stry in source markets, destination responsecoordination with the local tourism industry, liaison with local andregional tourism authorities and foreign governments, governmentsadvisories and travel insurance and alliances with tour operators,airlines and hospitality industry representatives servicing thedestination in source markets) Step 3: Promoting the destination during and after a crisis Step 4: Monitoring recovery and analysing the crisis experience (Beirman, 2003). In the methodology, it will be outlined how theresearch was conducted, which designs and methods were used as well ashow the data was collected and an explanation of why the particularmethods were used. The research process onion (please see Appendix IIon page 34) developed by Saunders et al. (2003; 83) was used asguidance and hopefully helps elucidate research method and methodologyused to the reader. 1. Research philosophy The research philosophy is represented by two different corners ofthought; the r ealist (objectivist) and the relativist (subjectivist)(Saunders et al., 2003). Realist: positivistic, a stance of a natural scientist, believes inquantitative data and external realities. Relativist: interpretivism,believes in qualitative research and the social construction of reality(Saunders et al., 2003). It places a rather difficult task to identify which philosophy theresearch was based on, as there are parts of both corners apparent.However, the realist corner arguably was more present. To furtherexamine the different philosophies, it would be advisable to look atrealism and relativism in the view of ontology and epistemology.Ontology is described as the â€Å"assumptions we make about the nature ofreality† (Easterby-Smith et al. 2002: 31), while epistemology is theâ€Å"general set of assumptions about the best ways of inquiring into thenature of the world† (Easterby-Smith et al. 2002: 31). 1.1 How do we know what is valid During the first part of the d issertation, the research was focused onsecondary research, including some quantitative data. The disparitybetween some of the research makes it difficult to depict a clearpicture. The realist perspective sees validity in whether the researchprocedures can supply an accurate illustration of reality(Easterby-Smith, 2002). Arguably this proves almost impossible in the country of Tanzania, dueto the differences between Tribes, as well as due to the lack offormally conducted research, and the disparity of locations andconditions of living standards of people. However, for the secondaryresearch conducted about the theories of tourism, sustainability andmarketing, a reliable picture should have been depicted on the varioustheories and concepts. All the secondary data was gathered from books,academic journals, online databases such as Ebscohost.com, newspaperarticles and online resources. As for the primary research, only a small sample of research wasconducted, making the reliability of this preposterous. However, theprimary research was mainly used to tests some of the marketingtheories, to elucidate which efforts would be worth furtherconsidering. The reliability of the research is arguably more positive,as it is unlikely that the respondents would have given differentanswers to a different person. The generalizability of the research islimited however, although it might give insights into countries with asimilar tourism package, the research was made solely with Tanzania inmind. 2. Research Approach There are two different research approaches, one is theory testing,namely the deductive approach, and one is theory building, namely theinductive approach (Saunders et al., 2003). Again, it is most difficultto apply one approach only to the research. In the first part, thetheory is outlined, and in the primary research, it is tested. However,by no means can it be claimed that this dissertation has build atheory, and thus it is arguably more of a deductive rese arch approach. 3. Research Strategies â€Å"By a research strategy, we simply mean a general orientation to theconduct of business research† (Bryman and Bell, 2003:25). Bryman andBell however focused the research strategy on the distinction betweenresearches being conducted through quantitative or qualitative data.Whereas Saunders et al. (2003) see the research strategy more as ageneral plan of how one goes about answering the research question. 3.1 Case Study Daymon and Holloway (2002) describe the case study research as arigorous examination which uses multiple sources of evidence of asingle entity, which is fixed by time and place. It is best used wheninvestigations into the how and why are done. Saunders et al. (2003)see case studies as investigations into a timely topic, using numeroussources of evidence and collection methods including; questionnaires,observations, interviews and documentary analysis. In the first part of the dissertation, the focus was on gi ving aclearer picture of the product to be marketed. Because arguably, if onedoes not know what it is that has to be marketed, one can not identifythe means required to market the destination successfully. Therefore, firstly the country Tanzania was introduced, then the stateof tourism in Tanzania, followed by a brief outline of the timely issueof sustainability in tourism. Furthermore there is the chapter abouttourism and the government. Then the marketing means were identified,which could possibly yield a good result in attracting UK customers toTanzania, however, to tests whether those means had any ground to standon, the questionnaires were conducted, to analyse the peoples responseto the suggested means. Therefore, the how is attempted to be answered,and sometimes also the why. 4. Time horizons Again there was a mixed approach. For the first part of thedissertation, there was a longitudinal time horizon in some aspects, asthere were some historical facts. However, the main focus of timehorizon for this dissertation will be the cross-sectional, as it isfocused on what are the means nowadays, to attract UK tourists toTanzania (Saunders et al. 2003). 5. Data collection methods 5.1 Sampling Non-probability sampling was used in line with the case study approach(Saunders et al., 2003). Only 20 face to face interviews wereundertaken, which actually represents a very small sample from thenumerous possible UK tourists. This was done using purposive samplingin a homogenous way (Saunders et al., 2003). People who came outside ofa travel agent were asked to complete the face-to-face interviews withquestionnaire which consisted of specific questions 5.2 Market Research Questionnaires The questionnaire was constructed for the use of face-to-facesemi-structured interviews (Birn, 2000). The questionnaire had somestructured questions, being fixed-choice and pre-coded, and somestructured questions without fixed-choice (ibid.). To capture the data,note taking on the inquirers side was undertaken. 5.3 Questionnaire design Following is a brief outline of the various issues considered when designing a questionnaire: Wording; tiny changes in the wording can lead to completely different responses (Foddy, 1993). Design; as well as layout is of vital importance to avoid confusion (Sanchez cited in Bulmer, 2004). Sequence; the answer the respondents gives to one question, mightaffect the answer to the next question, thus paying attention tosequencing is important (Foddy, 1993). Sensitivity; especially when formulating sensible questions (Foddy, 1993). Memory; unfortunately, there are limits to the human memory (Foddy, 1993). In order to avoid ambiguity in the interpretation of the questions, thequestionnaire was pre-tested to ensure only one possible interpretationof the questions was possible (Noelle-Neumann, cited in Bulmer, 2004).But one has to take into account, that even if the questions areclearly understood by the responden ts, there may still be variations inwhat respondent’s say, as to what they actually mean or do (Lave et al.1977 Clement, 1982, cited in Machin, 2002). 6. Data Analysis The data from the face-to-face questionnaires was analyzed in a simplebasic way. Each question was analyzed by itself. The number of times acertain answer was given was counted and shown as findings. The answersin conjunction with the literature, mainly from chapter 4, were thenfurther interpreted in the interpretation of findings 7. Research Ethics The questionnaires were designed (hopefully) in a sensible way so thatpeople should not have felt uncomfortable answering the questions. 8. Politics of access There were no issues in regards to politics of access. In the following section, the results of theface-to-face questionnaires will be presented. For a copy of thequestionnaire, please see Appendix III on page 35. Question 1: When booking your holidays, what is most important to yo u? a.)  Ã‚  Ã‚   Great Bargain  Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     9   people b.)  Ã‚  Ã‚   Better value than other offers  Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     9   people c.)  Ã‚  Ã‚   Something very exotic  Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     2   people Question 2: Have you ever considered, or actually spend your holidays in Tanzania? a.)  Ã‚  Ã‚   Visited  Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     1   person b.)  Ã‚  Ã‚   Considered  Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     0   people c.)  Ã‚  Ã‚   Neither  Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚   19 people Question 3: Do you remember any slogan in regards to tourism? a.)  Ã‚  Ã‚   Yes – example   Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     0   peo ple b.)  Ã‚  Ã‚   No   Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚   20 people Do you recognise any of the two following slogans? a.)  Ã‚  Ã‚     Ã¢â‚¬Å"I  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   New York†Ã‚  Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚   14 people (yes) b.)  Ã‚  Ã‚   â€Å"Malaysia – Truly Asia†Ã‚  Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚      8 people (yes) Question 4: Could you please tell me the first destinations that you can think of when reading the following symbols. a.)  Ã‚  Ã‚   Pyramid     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚   (Egypt)  Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚   20 people b.)  Ã‚  Ã‚   Eiffel Tower  Ã‚  Ã‚     Ã‚  Ã‚   (France or Paris)  Ã‚  Ã‚     Ã‚  Ã‚   20 people c.)  Ã‚  Ã‚   Mountain Kilimanjaro  Ã‚  Ã‚   (Tanzania)  Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     4   people d.)  Ã‚  Ã‚   Red Square  Ã‚  Ã‚     Ã‚  Ã‚   (Russia or Moscow)  Ã‚  Ã‚     Ã‚  Ã‚   12 people Interpretations of findings Question 1: There seems to be an equal split between people preferring cheapholidays and holidays with value added. Thus arguably the low costleadership and the differentiation marketing strategies are the two tofocus on. However, since we do know that Tanzania is not focusing onlow cost leadership, the marketing strategy should therefore focus ondifferentiating its product from the others in the same market(Holloway, 2004). Question 2: Tanzania does not seem to be present in the consumers four destinationsdecision set (Pike, 2004), and thus making it an unlikely destinationchoice for the next holidays of the people asked. Only one person hadvisited Tanzania, and interestingly enough, it was one of the peoplewho answered that an exotic place is what is most important to them inthe first question. Arguably thus, it seems that the image of Tanzaniafor this person was as an exotique destination. Question 3: Although writers argue that a slogan is a great marketing tool toposition a destination, none of the people asked could out of the topof their minds recall any slogan at all for a destination. However,what is interesting, when showed two arguably quite well known slogansnamely the; â€Å"I  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   New York† and â€Å"Malaysia – Truly Asia†, many ofthe respondents recognized the New York one, while a significant eightrecognized the Malaysia one. Nevertheless, since the slogans were onlyrecognized after shown to the respondents, it is questionable if havinga slogan would have an impact on the consumer behaviour, as arguably itwill not enter the four destination decision set. Question 4: Symbols seem to form strong relationships with the consumers’ memory,and also the places they belong to. However, Kilimanjaro is not thatwell known, and although some people were aware that the mountain is inAfrica, most h ad no idea were exactly in Africa. One respondent eventhought that Mount Kilimanjaro was in Japan. Tanzania is a country in East Africa, which has plenty of beautifulgame resorts and National Parks, as well as the Mount Kilimanjaro and acoastal line, bringing the perfect opportunities for tourism.Unfortunately, Tanzania belongs to the poorest country on the earth,with still estimated 36-50% of the population living under the povertyline. Tourism is fast growing but however still makes only small amounttowards the GDP, but arguably has potential in helping to overcome atleast part of the poverty. Generally the country seems to have gainedpolitical stability, however, the odd violent oppositions withinespecially Zanzibar, and the few terrorist attacks on tourists in thepast 7 years are not all favourable for tourism. Tanzania’s tourism industry is fairly new, with fast accelerationhowever. And while, especially in the light of the poverty in thecountry, one has to reco gnize the possibilities of economic gain thattourism can bring, there are already signs of possible degradation onthe environment, and on the socio-culture, which does not only bring upthe question if it is worth the economic gain, but also will theyeventually lead to economic costs. However, the tourism industry does seem to make an effort in practisingsustainable tourism, and seems thus to focus on high spending consumersinstead of mass tourism, and also on the development of environmentallyfriendly hotel chains. Tourism numbers seem to boom, especially in the year 2004 and 2005.Therefore it is questionable if further promotion and attraction of UKtourists, which are already the largest market, is really desirable, orif it would not be wiser to focus on the sustainable growth of thishigh income market as it is now. However, new developments have arisenin terms that the coastal line is now opening, which arguably willattract an entirely different market, and the danger of mass tourism. The negative PR in regards of terrorist attacks on US and Britishcitizens will definitely not be favourable to the tourism industry, andthe Foreign and the Commonwealth offices have updated their traveladvises. Almost everywhere were there is tourism, it causes environmentaldegradation. And sustainability is not for nothing the new fad word ofthe industry. Also arguably it is good for marketing, as the new trend,also in the UK market, shows a clear interest in sustainability andtherefore arguably in destinations offering a sustainable touristdestination. Considering the poverty of the country, the still requiredinfrastructure, and the complexity of the tourism industry in itself,it seems of crucial importance that the government should be involvedin the tourism development. And thankfully, the Tanzanian governmentseems to agree, and has undertaken various projects and efforts in theright direction. Marketing should be concerned in successfully finding a market whe rethe product offered is sold because it fits the needs of the consumers.Therefore, firstly the marketing plan should be established, looking atthe macro and micro environment, then setting the objectives, and lookwhat strategies are needed to reach those objectives. Then set and usemeasures which will tell one whether the project has been successful. Naturally the consumer behaviour needs to be taken into consideration,then the market segments needs to be identified to correctly positionthe destination in afterwards. The position is all about the symbol andthe slogan, which will hopefully create a strongly recognized brand. From the primary research, one could argue that the differentiationstrategy would be a good one to take, as numerous people seem to beinterested in it. However, it seems that Tanzania might be moreidentified with an exotic place, and thus might have to reconsider itspositioning. More disturbing was however, that Tanzania was notexistent in the decision set o f the people, and furthermore, mostrespondents did not recognise the Mount Kilimanjaro with Tanzania.Therefore, it could be suggested that a strong slogan, with a strongsymbol, such as the Mount Kilimanjaro, should be implemented in orderto gain a stronger brand name and a better market positioning. However, it has to be stated again, that the primary research samplewas by no means large enough to base an entire marketing strategy onit, but due to its consistency, it might however provide someinteresting insights into the subject. Africa Guide Online 1:https://www.africaguide.com/country/tanzania/index.htm: accessed on the 25/06/2005 Africa Guide Online 2: https://www.africaguide.com/country/tanzania/info.htm: accessed on the 25/06/2005 Allen G. and Brennan F. 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(1994) Behavioral Aspects of Marketing, London: Heinemann Tanzanian History 500-1000AD:   Ã‚  Ã‚   the Bantu expanded their lad from central Africa tonowadays Tanzania. In the 10th century the earliest Arab settlementsarrive at the coast. 1498:   Ã‚  Ã‚     Ã‚  Ã‚   the Portuguese first sail around Africa and drive away the Arab tradesmen. Approx. 1700: Omani Arabs settle in Zanzibar and drive away the Portuguese. In the following centuries trade routes inland are developed as far asnowadays Zaire. With this trade route the Swahili language and culturealso spread. 1885-1914:   Ã‚  Ã‚   at the Berlin conference in 1885 Germany demandsTanganyika, so the mainland becomes a German protectorate, during thesame period Zanzibar is a British protectorate. The Germans try toexploit Tanganyika in introducing European agriculture and a focus oncotton production. In 1904 a revolt is brutally suppressed and 75,000Africans were killed. 1919:  Ã‚  Ã‚   Following WWI Tanganyika is placed under the League of Nationsmandate. The British are given administrative power over the countrybut however the country is given little attention. 1929:   Ã‚  Ã‚   The Tanganyika African Association is founded, a politically oriented cultural movement. 1949:  Ã‚  Ã‚   after WWII Tanganyika becomes a United Nations trust territory under British rule. 1954:   Ã‚  Ã‚   The Tanganyika African Association is now called theTanganyika African National Union (TANU) and becomes a political party.And the chairman, Julius Nyerere, wins the first election of 1958 witha large majority. 9th Dec. 1961:  Ã‚  Ã‚   Tanganyika becomes independent, and in 1962 aWestminster political system is introduced and with a 97% Nyerere winsthe elections again. 1964:  Ã‚  Ã‚   Tanganyika together with Zanzibar forms together the TanzanianUnion. Zanzibar however does keep its own parliament and government aswell. 1967:   Ã‚  Ã‚     Ã‚  Ã‚   The Arusha Declaration 1973-1977:  Ã‚  Ã‚   The Ujama policy, to move rural people to villages on avolu ntary basis fails and people are increasingly forced to move, andfurthermore the country is struck by severe droughts. 1985:  Ã‚  Ã‚   Julius Nyerere is succeeded by Ali Hassan Mwinyi as the new president of Tanzania. 1986:  Ã‚  Ã‚   Mwinyi with the IMF and World Bank agrees on an adjustmentprogramme. Consequently the Tanzanian shilling is devalued, governmentexpenses are radically reduced and trade is liberalised. 1991-1992:  Ã‚  Ã‚   Discussion on political pluralism lead in 1992 to the acceptance of a multi-party system. 1993-1993:  Ã‚  Ã‚   Zanzibar secretly becomes a member of the IslamicConference. Which is however withdrawn a year later, but the TanzanianUnion is under pressure. 1995:  Ã‚  Ã‚   Since Mwinyi does not run for presidency again, BenjaminWilliam Mkapa becomes the new President, and he was also re-elected in2000. (Van den Dool (2003:92) Appendix III Questionnaire – Tanzania Tourism 1. When booking your holidays, what is most impor tant to you? d.)  Ã‚  Ã‚   Great Bargain e.)  Ã‚  Ã‚   Better value than others f.)  Ã‚  Ã‚   Something very exotic 2.) Have you ever considered, or actually spend you holidays in Tanzania? d.)  Ã‚  Ã‚   Visited e.)  Ã‚  Ã‚   Considered f.)  Ã‚  Ã‚   None 3.) Do you remember any slogan in regards to tourism? c.)  Ã‚  Ã‚   Yes – example d.)  Ã‚  Ã‚   No 3.1.  Ã‚  Ã‚   Do you recognise any of the two following slogans? a.)  Ã‚  Ã‚     Ã¢â‚¬Å"I  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   New York† b.)  Ã‚  Ã‚   Malaysia – Truly Asia 4.) Could you please tell me the first destinations that you can think of when reading the following symbols. e.)  Ã‚  Ã‚   Pyramid f.)  Ã‚  Ã‚   Eiffel Tower g.)  Ã‚  Ã‚   Mountain Kilimanjaro h.)  Ã‚  Ã‚   Red Square