Performing Arts and Promotion of Tourism in Tanzania
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PERFORMING ARTS AND PROMOTION OF TOURISM IN TANZANIA: A STUDY OF THE BAGAMOYO AND THE MaKuYa ARTS FESTIVALS JUMA ADAMU BAKARI A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY OF THE OPEN UNIVERSITY OF TANZANIA 2013 ii CERTIFICATION We, the undersigned, certify that we have read and hereby recommend for acceptance by The Open University of Tanzania a Thesis titled: “Performing Arts and Promotion of Tourism in Tanzania: A Study of the Bagamoyo and the MaKuYa Arts Festivals” in fulfilment of requirements for the Degree of Doctor of Philosophy of The Open University of Tanzania ……………………………………… Prof. Emmanuel Mbogo (Lead Supervisor) ……………………………………… Date ……………………………………… Dr. Simon Waane (Supervisor) ……………………………………… Date iii COPYRIGHT No part of this thesis may be reproduced, stored in any retrieval system, or transmitted in any form by any means, electronic, mechanical, photocopying, recording or otherwise without prior written permission of the author or the Open University of Tanzania in that behalf. iv DECLARATION I, Juma Adamu Bakari, declare that, this thesis “Performing Arts and Promotion of Tourism in Tanzania: A Study of the Bagamoyo and MaKuYa Arts Festivals” is my own original work, and it has not been submitted or intended to be submitted for a similar degree in any other University. ……………………………… Signature ……………………………………… Date v DEDICATION To you grandparents Who opened the doors for me For Islamic and Secular education May Allah (Praise Be to Him) Keep you away from Hell And to Heaven Prepare your way Amin vi ACKNOWLEDGMENTS In the name Allah, the Entirely Merciful and the Especially Merciful. It is He Who has made the earth manageable for us to traverse (Holy Koran; 67: 15). I thank Him for granting me health; strength and willing that enabled me to pursue studies at a PhD level. Peace Be Upon Muhammad the messenger of Allah and the last prophet who said “someone who does not thank people cannot thank Allah”. In this regard, I am obliged to thank many people who contributed in making this study a success. I am grateful to all of them. However special people were so special in their contributions and they deserve special thanks. Firstly, I convey many thanks to my supervisors, Professor Emmanuel Mbogo and Dr. Simon Waane for guiding me in a process of creative thinking, critical reading, analytical writing and scholarly presentation of ideas. Thank you so much for your inspiration. I am indebted to the former Permanent Secretary of the then Ministry of Information Culture and Sports, Dr. Florens Turuka for accepting my request to undertake PhD studies. I am grateful to the government of Norway for financing the Norway Tanzania project (NOTA) phase two which covered most expenses of my studies. I convey special thanks to the management of Taasisi ya Sanaa na Utamaduni Bagamoyo (TaSUBa) for both selecting me to be among the beneficiaries of the NOTA project funds that were set aside for further studies and for providing me with a conducive environment for my studies. vii I am grateful to tourists, tour operators, performing artists, organisers of the Bagamoyo Festival of Arts and Culture and the MaKuYa for their cooperation in giving me both quantitative and qualitative data. I would not like to forget officials in the ministries of Natural Resources and Tourism; and Information, Youth, Culture and Sports for their cooperation. I am indebted to my research assistants, Haidari Kirumbi, Rehema Nzige and Suitbert Komba for working tirelessly during the entire period of data collection. I give particular thanks to Hussein Masimbi and Albert Boi for their brilliant camerawork and editing, to Issa Kiangoh, Ibrahim Juma and Tuntule Mponda for their assistance in printing and binding; and to my colleagues at TaSUBa particularly those who participated in the Focus Group Discussions. I am very grateful to my wives, Fatma and Mwanaidi for their patience, support and comfort they accorded me during the whole period of my studies, and to my children for their support and encouragement and to my grandchildren for the jokes we shared and the games we played which were good energisers to me. viii ABSTRACT This study examines the link between the performing arts and tourism in Tanzania and assesses the extent to which the performing arts do promote the tourism industry in Tanzania. Current practice in the tourism industry in Tanzania emphasises on nature tourism with less emphasis on cultural tourism, especially the performing arts. This has led to a seeming academic gap between tourism and the performing arts. No comprehensive study has been done to compare theory and practice and find out why performing arts and tourism are not closely linked and the extent to which the performing arts promote the tourism industry. The study examined The Bagamoyo Festival of Arts and Culture and The Mtwara’s MaKuYa Festival. It adopted a primary data collection approach using questionnaire and interview instruments targeted at different stakeholders including tourists, tour operators and performing artists. From the results of the study, it was observed that performing arts could be used to promote tourism in their own right as well as promoting nature tourism attractions. However, challenges include inadequate skills on how to produce and market performing arts for touristic audiences and an absence of a collaboration model between performing arts and tourism sectors. From the empirical findings of this research there is a need for a multi-faced approach of tourism product development and to reposition the performing arts as a tourist product and branding it as a complete experience that combines the experience of culture with the experience of visiting nature tourist attractions of Tanzania. ix TABLE OF CONTENTS CERTIFICATION ..................................................................................................... ii COPYRIGHT ............................................................................................................ iii DECLARATION ....................................................................................................... iv DEDICATION ............................................................................................................ v ACKNOWLEDGMENTS ........................................................................................ vi ABSTRACT ............................................................................................................. viii TABLE OF CONTENTS .......................................................................................... ix LIST OF TABLES ................................................................................................ xviii LIST OF FIGURES ................................................................................................. xx LIST OF PLATES .................................................................................................. xxi LIST OF APPENDICES ...................................................................................... xxiii LIST OF ABBREVIATIONS .............................................................................. xxiv CHAPTER ONE ........................................................................................................ 1 1.0 INTRODUCTION ............................................................................................... 1 1.1 Introduction ........................................................................................................ 1 1.2 Background of the Research Problem ................................................................ 1 1.3 Statement of the Problem ................................................................................... 5 1.4 Objectives of the Study ....................................................................................... 6 1.4.1 General Objective ............................................................................................... 6 1.3.2 Specific Objectives.............................................................................................. 6 1.5 Research Questions ............................................................................................. 6 1.6 Significance of the Study .................................................................................... 7 x 1.7 Scope of the Study .............................................................................................. 7 1.8 Summary ............................................................................................................. 7 CHAPTER TWO ....................................................................................................... 8 2.0 LITERATURE REVIEW .................................................................................... 8 2.1 Introduction ........................................................................................................ 8 2.2 Theoretical Review ............................................................................................. 8 2.2.1 Performing Arts ................................................................................................... 8 2.2.2 Tourism ............................................................................................................. 10 2.3.3 Cultural Tourism ............................................................................................... 12 2.2.4 History and Development of Tourism .............................................................