To Investigate Factors Influencing the Demand for Domestic Tourism in Kenya: A Survey of Tourists' Hotels in Nyeri County
Mugo, Sharon Wanjiru.
MetadataShow full item record
The tourism industry is one of the leading economic activities in Kenya ranking second after agriculture. The industry, however, is greatly affected by various types of turbulence-in the destination countries and different seasons in source countries. There is therefore, the need to cushion off the effects of seasonality of this industry through strengthening of the domestic tourism. In Kenya, domestic tourism has not been as successful as international tourism since its demand has been lower. What then influences the demand for this type of tourism? This study investigated the factors influencing demand for domestic tourism in Kenya using a survey of tourist's hotels in Nyeri County. It focused on the influence of demographic factors, economic factors, social-cultural factors and geographic factors on demand for domestic tourism. The researcher reviewed previous literature carried out by other researchers on related areas and developed a conceptual framework to show the relationship between the independent variables and dependent variable of the study. The researcher then collected data from all 32 tourists' hotels in Nyeri County using questionnaires. The collected data was analyzed using descriptive statistics and the data was presented in form of frequency tables, charts and bar graphs. Findings of the research have showed that the independent variables had significant influence on the dependent variable. The researcher recommends that all the necessary efforts should be made to raise domestic tourism to a level where it matches the international tourism in prestige and revenue as well as cushioning it off from sensitivity to threats and seasonality from the international source markets. This is the level where the domestic tourist is equal to her international counterpart in all treatments.