SEARCH ENGINE OPTIMIZATION MARKETING STRATEGIES AND BRAND VISIBILITY AMONG TOUR AND TRAVEL COMPANIES IN TANZANIA: THE CASE OF TOUR AND TRAVEL COMPANIES IN ARUSHA REGION

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dc.contributor.authorSIA SEVERIN NDASKOI
dc.date.accessioned2026-03-31T16:48:04Z
dc.date.available2026-03-31T16:48:04Z
dc.date.issued2025-09
dc.descriptionThesis
dc.description.abstractThe tourism industry is a key driver of economic growth for many countries, including Tanzania. Renowned for its breathtaking landscapes, diverse wildlife, and rich cultural heritage, Tanzania attracts travelers from around the world. However, in the competitive landscape of global tourism, Tanzanian tour and travel brands face significant challenges in achieving adequate market visibility due to their inability to harness the various online and offline marketing strategies and this has led to non-competitiveness of the travel and tour companies’ brands and stagnation of tourism arrivals in Tanzania as compared to other African and Asian destinations. The main objective of the study is to investigate the effect of search engine optimization marketing strategy on tours and travel companies’ brand market visibility: The target population encompassed twenty-four (24) tour and travel enterprises located in the Arusha Region, specifically those possessing active websites and engaging in Search Engine Marketing. The research employed an explanatory research design to explain the relationship between search engine optimization marketing strategies and the brand visibility of tour and travel companies. Descriptive statistics mean and frequency distributions were used to establish the Characteristics of the variables under examination and inferential statistics were used to establish the relationship between search engine optimization marketing strategy and brand visibility. The study established that on-page search engine optimization marketing strategy (Mean score of 4.0266 and SD of 1.0756) ; off-page search engine optimization marketing strategy (mean of 4.3663 and a SD of 0.9892; B = 0.540, Beta=.597; P < 0.001), technical search engine optimization marketing strategy (mean of 4.135 and a SD of 0.979 ; B =0.588, Beta = .323; P< 0.000); content search engine optimization marketing (mean of 4.165 and a SD of 1.072; B = 0.293, Beta = .217, P<0.004) all affect visibility of tour and travel companies’ brands in global markets. However, content search engine optimization marketing strategy contribution to tour and travel companies’ brand market visibility is weak/minimal. The study recommends that tours and travel companies invest in enhancing Search Engine Marketing, in the areas of Technical and Content Search Engine, to increasing their exposure on search engine results pages’ effective keywords, content, improving the technical aspects of their websites and. Similarly, the study recommends that tour companies have a high number of quality domains/websites linking to their website in order to access their brand information and increase brand visibility in the market.
dc.identifier.urihttps://repository.cuea.edu/handle/123456789/648
dc.language.isoen_US
dc.publisherTHE CATHOLIC UNIVERSITY OF EASTERN AFRICA
dc.subjectSearch engine optimization (SEO)
dc.subjectmarketing strategies
dc.subjectbrand visibility
dc.subjecttour and travel companies
dc.subjectdigital marketing
dc.subjecttourism industry
dc.subjectArusha Region
dc.subjectTanzania
dc.titleSEARCH ENGINE OPTIMIZATION MARKETING STRATEGIES AND BRAND VISIBILITY AMONG TOUR AND TRAVEL COMPANIES IN TANZANIA: THE CASE OF TOUR AND TRAVEL COMPANIES IN ARUSHA REGION
dc.typeThesis

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