The Role of Stakeholder Engagement on the Performance of Mto Wa Mbu Cultural Tourism Program (CTP), Tanzania

Abstract

This study investigates the role of stakeholder engagement in the performance of Cultural Tourism Programs (CTPs), using the Mto wa Mbu CTP in Tanzania as a case study. Guided by a fuzzy conceptual framework grounded in stakeholder theory, institutional theory, and the community-based tourism (CBT) model, the study adopted an interpretivist paradigm and a qualitative case study approach to elucidate the role of stakeholder engagement in the performance of CTPs. Data were collected through documentary analysis, 43 semi-structured interviews, and two focus group discussions (FGDs) with key informants from stakeholder entities. Findings reveal heterogeneous primary and secondary stakeholders with diverse interests across economic, cultural, social, intellectual, and environmental domains, who exert influence through utilitarian, positional, expert, economic, and legitimacy-based mechanisms. The study identifies multiple engagement strategies, spanning from information dissemination and consultation to collaborative action, partnership, empowerment, and transformation, alongside notable gaps in inclusion, particularly affecting marginalised secondary stakeholders, which led to this study's term ‘marginalised stakeholder silence’. Collectively, stakeholder engagement strategies enhance the performance of Cultural Tourism Programmes (CTPs) by fostering longevity, sustainability (economic, socio-cultural, and environmental), the quality of the tourism product, operational impact, stakeholder satisfaction, governance structures, and social capital. However, the engagement-performance relationship is neither straightforward nor linear; rather, it is dynamic and multifaceted. First, it is shaped by a multitude of internal and external factors. Second, the program's strong performance outcomes reinforce its legitimacy, attracting additional participation, thereby forming a reinforcing feedback loop. Overall, the study yields a dynamic, context-sensitive model for understanding how engagement drives performance in CTPs and recommends inclusive engagement strategies and context-sensitive governance practices to enhance CTPs' long-term performance. Additionally, the study outlines key areas for future research to explore stakeholders’ engagement dynamics in cultural tourism contexts.