View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Digital Library of Open University of Tanzania PROMOTING PUBLIC AWARENESS ON THE EXISTING CULTURAL HERITAGE TOURISM SITES: A CASE OF DAR ES SALAAM CITY RAHEL LUCAS KISUSI A DISSERTATION SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS IN TOURISM PLANNING AND MANAGEMENT OF THE OPEN UNIVERSITY OF TANZANIA 2014 ii CERTIFICATION I, the undersigned certify that I have read and hereby recommends for acceptance by the Open University of Tanzania, a dissertation entitled, “Promoting Public Awareness on the Existing Cultural Heritage Tourism Sites: A Case of Dar es Salaam City” in partial fulfillment of the requirements for award of the degree of Masters of Arts in Tourism Planning and Management of the Open University of Tanzania. ………………………………….. Dr. Athumani S. Samzugi (Supervisor) ………………………………….. Date iii COPYRIGHT This dissertation is a copyright material protected under the Berne Convention, the copyright Act of 1999 and other International and National enactments, in that behalf, an intellectual property. It may not be reproduced by any means, in full or in part, except for short extracts in fair dealing, for research or private study, critical scholarly review or discussion with acknowledgement, without permission of the Director of Postgraduate studies, on behalf of both the author and the Open University of Tanzania. iv DECLARATION I, Rahel Lucas Kisusi, do hereby declare that this dissertation Promoting Public Awareness on the Existing Cultural Heritage Tourism In Dar es Salaam City is my own original work, and that it has not been submitted for a similar degree in any other University. .......................................... Signature .......................................... Date v ACKNOWLEDGEMENTS Accomplishing this dissertation would not have been possible without efforts and support from several individuals. First and far most sincere gratitude is due to our God the Almighty, who is not only the Creator of all that is in the heaven and on earth. Second, profound gratitude is due to Dr. Athumani Samzugi of the Open University of Tanzania for supervising me. I greatly benefited from his guidance, encouragement, constructive criticism, patience and trust. I feel to have been privileged to work under his supervision. I extend thanks to my family members, starting with my father Lucas Kisusi and my mother Tabitha Dossa, for their immense sacrifice as well as persistent assistance towards my education. Others are families of Mzee Stanley Masele, Mr.Elia Kalinga and Dr. Noah Makula. Last but not least; I extend sincere gratitude to my husband Dr. James Juma Masele for his priceless encouragement and support financially as well as academically. To our children, Stanley, Faith, Ebenezer and Godbless, the role they played in supporting this work is priceless. There is no real good word to say, than “God bless you, as your labour is not in vain”. vi ABSTRACT This study was designed to identify and assess means and ways to promote public awareness on the existing cultural heritage tourism sites in Dar es Salaam City. Specifically, it sought to assess extent to which available heritage assets were known to general public; to identify means used to promote public awareness on the existing cultural heritage assets; to assess the effectiveness of public awareness creation strategies on available heritage assets; and to examine environment suitable to support public awareness campaigns on heritage assets. To do so, questionnaire was administered to 54 community members and 20 tourists conveniently chosen, while interview was conducted to 10 key informants from responsible institutions. Findings show that most of the cultural heritage assets were known in general but only few of the places were known as cultural heritage tourism sites. Main source of knowledge for majority was informal education and training programs in schools, colleges and universities. Moreover, mass media was considered as main means of promoting cultural heritage tourism.. However, public awareness creation strategies on available heritage assets were considered somehow effective as some sources which could be useful were inadequately accessible. Emphasized environment for public awareness aspects include support in terms of funding, suitable heritage tourism policies, making cultural heritage a priority by responsible authorities, and government prioritization in budgeting and organization of cultural heritage related things. It was also called for sponsored workshops and trainings, establishment of cultural tourism centre, provision of free visits, and provision of cultural heritage awareness campaigns in schools, colleges and universities in order to impart public awareness on cultural heritage tourism. vii TABLE OF CONTENTS CERTIFICATION ..................................................................................................... ii COPYRIGHT ............................................................................................................ iii DECLARATION ....................................................................................................... iv ACKNOWLEDGEMENTS ....................................................................................... v ABSTRACT ............................................................................................................... vi LIST OF TABLES ................................................................................................... xii LIST OF FIGURES ................................................................................................ xiii LIST OF ABBREVIATIONS ................................................................................ xiv CHAPTER ONE ........................................................................................................ 1 1.0 INTRODUCTION ............................................................................................ 1 1.1 Background of the Study .................................................................................... 1 1.2 Statement of the Problem.................................................................................... 5 1.3 Research Objective ............................................................................................. 6 1.3.1 Main Objective .................................................................................................... 6 1.3.2 Specific Objectives.............................................................................................. 6 1.4 Research Questions ............................................................................................. 7 1.5 Significance of the Study .................................................................................... 7 1.6 Scope and Limitation of the Study ..................................................................... 8 1.7 Definitions of Key Terms and Concepts ............................................................ 8 1.7.1 Cultural Heritage Sites ........................................................................................ 8 1.7.2 Cultural Heritage Tourism .................................................................................. 9 1.7.3 Public Awareness ................................................................................................ 9 1.8 Thesis Structure .................................................................................................. 9 viii CHAPTER TWO ..................................................................................................... 11 2.0 LITERATURE REVIEW .............................................................................. 11 2.1 Introduction....................................................................................................... 11 2.2 Importance of Cultural Heritage Tourism ........................................................ 11 2.3 Classification of Cultural Heritage tourism ...................................................... 13 2.4 Cultural Heritage Sites in Tanzania .................................................................. 14 2.5 Importance of Cultural Heritage Tourism in Urban Areas ............................... 15 2.6 Role of Public Awareness on Cultural Heritage Tourism Growth ................... 17 2.7 Models and Theories of Communication and Social Change Marketing ......... 18 2.7.1 AIDA Model ..................................................................................................... 19 2.7.2 AKAP Sequence................................................................................................ 20 2.7.3 Lasswell Model of Communication.................................................................. 20 2.8 Strategies for Promoting Public Awareness ..................................................... 22 2.9 Effective Public Awareness Creation for Cultural Heritage Tourism in Cities 26 2.10 Enabling Environment for Public Awareness Campaigns for Cultural Heritage Tourism Growth ................................................................................. 28 2.11 Synthesis on the Nexus Between Public Awareness Raising and Cultural Heritage Tourism Growth ................................................................................. 29 CHAPTER THREE ................................................................................................. 31 3.0 RESEARCH METHODOLOGY .................................................................