Exploring Customers’ Brand Experiences Within Heritage Hotels: A Case of Old Boma Hotel in Tanzania

Abstract

Heritage hotels offer guests unique experiences in cultural heritage and nostalgia through historical aspects and play a vital role in the tourism industry. Despite their global potential, few studies have examined the role of heritage hotels in shaping customer experiences and boosting Tanzania’s tourism industry. We conducted an extensive investigation into customers’ awareness of heritage hotels, their experiences, and their service satisfaction levels. We further explored the contribution of heritage hotels, especially the Old Boma Hotel, to elevating Tanzania’s tourism industry, focusing on their influence on the number of tourists visiting destinations in Southern Tanzania. Using questionnaires, surveys, and interviews, we gathered data and analyzed them using a mixed-methods approach (qualitative, thematic, and quantitative analysis). The results revealed that sensory (visual esthetics), emotional (nostalgia), and intellectual (historical education) factors drive satisfaction and loyalty. The perceived value exceeded the average, yet high costs restricted accessibility. By enhancing multisensory engagement, adopting inclusive pricing, and partnering with local communities, heritage hotels can expand their reach, strengthen cultural preservation, and become more impactful contributors to national tourism goals. The findings advance experiential marketing frameworks with region-specific strategies, ensuring that heritage hospitality benefits both tourists and Tanzanian communities.