Success factors and barriers to local community engagement in tourism entrepreneurship in the Tarangire-Manyara ecosystem, Tanzania

Abstract

Tourism entrepreneurship plays a critical role in global economic growth and job creation. Recognizing this, the Government of Tanzania has actively promoted tourism entrepreneurship to empower local communities to engage. Despite these efforts, engagement in tourism entrepreneurship within the Tarangire–Manyara ecosystem remains limited. This is particularly concerning given that poverty levels among local communities remain high despite the region’s abundant natural and cultural resources. This study therefore aimed to explore how local communities engage in tourism entrepreneurship. More specifically, it identified and described ways in which local community engage in tourism entrepreneurship, examined success factors influencing their engagement, examine the barriers they face, and evaluated the entrepreneurial propensity of indigenous and non-indigenous residents in utilizing tourism opportunities. Guided by the Entrepreneurial Ecosystem Theory and Entrepreneurial Opportunity Recognition and Development, a qualitative exploratory case study was conducted using an interpretivist philosophical stance. The sample population was drawn across four administrative wards such as Mto wa mbu, Esilalei, Nkaiti and Mwada, selected through purposive and snowball sampling. A total of 89 participants formed the final sample size. Data were collected through semi-structured interviews with business owners, tourism officers, and trade officers; focus group discussions with village leaders; and document reviews of government reports and policies. All data were analyzed using content analysis. The findings revealed that the Tarangire–Manyara Ecosystem offers a wide range of entrepreneurial opportunities, with local community members participating in cultural tourism, accommodation, food and beverage services, tour guiding and transportation. It also found multiple success factors influencing local community engagement such as access to financial capital, strong social networks, supportive regulations, entrepreneurial traits, prior experience, marketing skills, education, and market demand which interact within a broader network of stakeholders. It further found a series of interconnected barriers that limit local community engagement. These include limited capital, weak networks, restrictive policies and high fees, market competition, poor marketing skills and language barriers. These constraints reinforce one another across the same stakeholder system, creating a challenging environment for starting and sustaining tourism enterprises. The study further found that non- indigenous residents capitalize tourism entrepreneurial opportunities than indigenous residents, largely due to better access to capital, tourism education and experience, fewer restrictive socio-cultural norms, and stronger entrepreneurial traits. The study concludes that while tourism opportunities are diverse, their successful capitalization depends on both individual effort and external ecosystem factors. It recommends forming entrepreneurial groups, providing targeted training and mentorship, and creating supportive business environments. Overall, the study validates the applicability of the Entrepreneurial Ecosystem framework and Entrepreneurial Opportunity Recognition and Development in rural tourism contexts, emphasizing that the effective capitalization of tourism opportunities among local communities depends not only on the availability of resources but also on the interaction between individual entrepreneurial efforts and the surrounding ecosystem.