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Biography
I am a Senior Lecturer at the University of Dar es Salaam Business School, in the Department of Marketing. I hold a PhD in Tourism and Leisure from the Cultural Geography Group within the Environment Department of Wageningen University in the Netherlands. In addition, I hold a Master’s Degree in Business Management (Marketing) from the University of Dar es Salaam, a Bachelor of Commerce in Marketing from the Open University of Tanzania, and an Advanced Diploma in Community Development from the Community Development Training Institute, Tengeru, Arusha.
Before joining academia, I served as a Community Development Officer in the Mbeya and Ilala Municipal Councils. This practical experience in community development has significantly enriched my teaching, research, and consultancy work at the University of Dar es Salaam.
I have extensive experience teaching marketing, entrepreneurship, and tourism studies at both undergraduate and postgraduate levels.
My research interests include marketing for both profit and non-profit enterprises, community inclusiveness in tourism, women’s participation and gender issues in tourism, and qualitative approaches in business research, particularly in marketing.
Research Interest
My research interests include marketing for both profit and non-profit enterprises, community inclusiveness in tourism, women’s participation and gender issues in tourism, and qualitative approaches in business research, particularly in marketing.
Contacts
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Projects
2016-17 Researcher: Oil and Gas Opportunities and Aspirations of Stakeholders in Enhancing Local Content
2019-20 Researcher, Creating Inclusive Tourism and Sustainability
2020-21 Principal Investigator, Tourism, work and Gender in Dar Es Salaam and Zanzibar
2022-23 Principal Investigator, Perceived Institutional Barriers to Female Tourism Entrepreneurs in Morogoro And Arusha Regions
2023-24 Researcher, Local Inclusion in Tanzanian Tourism in Southern Circuit and Coastal Zone
Publications
Maliva, N. (2025)
Ginger Exporters in Global Value Chain in Tanzania: Glass half full or Glass Half Empty. 2024 16th ORSEA Conference Proceedings, University of Dar Es Salaam Business School, Dar Es Salaam, Tanzania
Jani, D. & Maliva (2023)
Inclusive Tourism Asymmetries: Location and Gender Aspects, Tanzania Journal of Development Studies, Vol. 21(1), 113-126
Maliva, N., Anderson, W., Buchman, A & Dashper, K. (2023)
Risky business? Women’s entrepreneurial responses to crisis in the tourism industry in Tanzania, Journal of Sustainable Tourism.
Maliva, N. (2023)
Women’s empowerment in tourism: their agency in negotiations with gender roles in Tanzania. In Mkwizu, K,. Mtae, H., & Wilbard J. Contemporary Issues in Tourism: Implication for Eastern and Southern Africa, pp. 143-159, Dar Es Salaam University Press (DUP), Dar Es Salaam
Maliva, N. (2021)
Marketing Behavior of Micro Businesses: The Case of Street Vendors in Tanzania, The Pan-African Journal of Business Management, Vol. 5. (1. July) pp. 87-99
Maliva, N. (2021)
Women’s Empowerment and Tourism Lifestyle Entrepreneurship in Zanzibar.
In Anderson, W., Mossberg L. and Andersson, T. (EDs) (2021). Sustainable Tourism Development in Tanzania, pp. 255-273, Cambridge Scholars Publishing, Newcastle
Maliva, N. (2020)
The antecedents of customer’s perceptions of the quality of mobile phone recharge bundles in Tanzania, The Operations Research Society of East Africa Journal (ORSEA), Vol. 10 (9) pp. 1-17
Maliva. N. Bulkens, M., Peters K., Duim, V. D. R. (2018)
Female Entrepreneurs in Zanzibar: An Enactment perspective. Tourism Culture & Communication. Vol 18(1) pp. 9-20
Wilbard, J., Mkwizu, K. H., Mbilinyi, B. and Maliva, N. (2018)
Is Location a Competitive Advantage on Retail Convenience Shopping? International Journal of Research & Methodology in Social Science, Volume 4(3) pp. 15-26
Mkwizu, K. H., Wilbard, J. Mbilinyi, B. and Maliva, N. (2018)
Factors influencing consumers’ convenience shopping of industrial products:
A study of Kinondoni District. Business Management Review (BMR). Vol. 21 (1) pp. 23-33
Maliva, N. S., Mkwizu, K. H., Mbilinyi, and B. Wilbard J. (2018)
Residents' Perception of Seafood as a Tourism Product, International Journal of research & Methodology in social science Vol 4 (3) pp. 68-76
Maliva, N. (2017)
Women Entrepreneurs’ Strategies and Tourism Development in Zanzibar, Business management Review, pp. 110-130
Maliva, N. & Mwaipopo, L. (2017)
Gender and Women Entrepreneurs Strategies in Tourism Markets: A comparison between Tanzania and Sweden, The Operations Research Society of East Africa Journal (ORSEA). Vol. 7 (2) pp. 1-12