The Effect of Integrating Need and Expectation’s Factor-Community Participation with Multinational Corporations’ Tourism Market Development Strategies in Emerging African Markets

An investigation of multinational corporations (MNCs) integration of the concept of community participation into the factors of needs and expectations revealed a significant difference amongst MNCs’ strategic choice in their tourism market development in those African host countries. The findings identified only 16% of the participating MNCs integrated the concept of community participation. The integrators increased in growth more than the non-integrators of concept of community participation. It is concluded that MNCs need to realize that strategy involves forecasting and understanding the business environmental factors, planning on which applicable strategy to choose and implementing a strategy that is rewarding to both the corporation and the host community with minimum risks.