Rwanda’s Innovative Marketing Strategies and Influence on Tourism Development: Case of Northern Tourist Destinations in Rwanda

Kalulu Ronald, Dr. Kabera Callixte, Tushabe Emmy & Niyinderera Pascal – University of Tourism, Technology and Business Studies, Rwanda
Email: kaluluronald@gmail.com

Received March 9, 2020; Reviewed April 11, 2020; Accepted April 17, 2020

Abstract: The study examined Rwanda’s innovative marketing strategies and its influence on tourism development. The study used a sample size of 123 respondents mainly from Rwanda Development Board(RDB), tour operators, tourists, park officials and transport officers who were conveniently and purposively selected in accordance to their availability and willingness to participate in the study. The major findings revealed that Rwanda has existing traditional marketing strategies. However, given their performance, they are not as effective as they are supposed to be. In a bit to attract more tourists, RDB introduced new innovative marketing designs which can capture the attention and the mind of the visitor. This is in agreement with Morgan and Pitchard (2000) who stated and argued that the battle for customers in the tourism industry will be fought not over price but over the hearts and minds, thus, RDB introduced Kwita Izina ceremony,diplomats country tour, partnerships with European football clubs, product innovation,MICE tourism, doubling gorilla price, improving service standards, and biodiversity conservation. This has increased visitor arrivals hence, tourism growth in terms of sales revenue, private sector investment, increased FDI in tourism sector among others. The study recommends more allocation of funds for the effective global marketing, particularly with a mix of both private and public efforts.