ROLE OF CONVENTIONS IN INFLUENCING TOURISM PERFORMANCE

Purpose: Adapting the brand to new markets is less important than giving consumers new and worthy experiences. The general objective of the study was to evaluate role of conventions in influencing tourism performance in Africa. Methodology: The paper used a desk study review methodology where relevant empirical literature was reviewed to identify main themes and to extract knowledge gaps. Findings: The study concludes that tourism performance in Africa is significantly affected by convention tour activities, marketing of convention facilities, visitor stay and spending and consumer preference. The study found that convention tour activities had a positive and statistically significant relationship with tourism performance in Africa. The study therefore concludes that an increase in convention tour activities in Africa would lead to a unit increase in tourism performance in Africa. Recommendations: There is need for destination values to be preserved through plan development to maintain the destination’s sense of place by outlining processes to monitor change, evaluate threats and opportunities, and permitting public and private leaders to respond. Regional and sub regional approaches should be promoted by the governments and all stakeholders to promote conventions. Convention Visitor Bureau should be brought back to assist in marketing of the convention facilities in order to increase delegates who attend the conventions