CONCLUSION
This research was carried out to assess whether the local population of Limbe constitutes a potential market segment for the promotion of domestic tourism, find out what type of organizational structure could best promote domestic tourism and examine the strength, weaknesses, opportunities and threats facing such a structure.
Related literature was reviewed to confirm or invalidate the fact that there is little or no promotion of domestic tourism by existing tourism agencies in Cameroon. A survey using questionnaires and interviews was carried out to confirm the fact that the local population constitutes a potential market segment of tourism. Thus, after a careful analysis of data collected and examination of the market situation of Limbe, it is conclusive that the local population of Limbe constitutes a potential market segment of domestic tourism.
This market segment has been ignored and neglected by existing agencies and since Limbe is very receptive to events, the creation of mega events in strategic areas (annual surfing competition at Mile Six Beach for example), will not only mobilize the local population of Limbe but also, the population of neighboring towns, thus encouraging and attracting visitors especially during off-seasons, thereby creating a positive image and awareness of this area.
Moreover, the trend around the world is the promotion of tourism by NTO which lays emphasis on the nationwide campaign designed to present a unified image of the country and focuses on the international market. Domestic and regional marketing is left to the country’s local tourism agencies. It could therefore be deduced that the organizational structure that can best promote domestic tourism in Limbe is a tourism agency, specialized in the domestic market. However, there are some environmental forces influencing such an establishment. These include: strengths, weaknesses, opportunities and threats.
Opportunities: The natural endowment of Limbe: beach, the mountain, the sea, just to name these few, and the fact that the city of Limbe is very receptive and sensitive to event. Also the absence of such an establishment makes FAT a monopoly in the market of domestic tourism.
Threats: The eventual entry into the market by other tourism agencies hereby reducing market shares. FAT aspires for growth and the risk associated to such growth is “competition”.
The strengths and weaknesses are internal forces that could influence the smooth running of the agency and requires further and more detailed research to confirm the set-up of a tourism agency specialized in domestic tourism.
REFERENCES
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OFFICIAL REPORTS
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ORAL SOURCES
18. The Director of Promotion of Tourism in the Ministry of Tourism
19. Mr. Metuge Denis, provincial Delegate of Tourism South West Region
20. The Director of Fako Tourismm Board Limbe.
21. Mme Kameni Françoise, Director of Cameroon Travel Centre.
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