USING LESSONS FROM TOURISM MARKETING VIDEOS TO RAISE AWARENESS ABOUT CLIMATE CHANGE IN TANZANIA

Abstract

This study examines how climate activists in Tanzania can enhance their climate awareness campaigns by employing techniques from tourism marketing videos and integrating experiential sensory marketing theory principles. The study uses a comparative analysis with a renowned tourism documentary and three videos on climate awareness from Tanzania. It used experiential theory to explore how sensory elements such as visuals, sounds, and narratives can create memorable and impactful experiences for audiences. The findings suggest that employing stimulating narratives and enhancing sensory experiences can significantly improve engagement and raise awareness about climate change. This research contributes to the field by emphasizing the effectiveness of experiential storytelling techniques grounded in sensory marketing theory in climate activism campaigns. However, this study focuses exclusively on the context of climate change awareness in Tanzania. Despite this narrow focus, the findings offer valuable insights for academics, tourism professionals, and policymakers, suggesting the potential use of videos to enhance tourism's environmental impact positively. By leveraging the power of video content, stakeholders can disseminate educational messages and promote sustainable practices within the tourism industry. Thus, this study is a valuable tool for informing future initiatives aimed at climate activism and sustainable tourism development.