Browsing by Author "Bitok, Jane"

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    Influence of Selected Sports Tourism Activities on Performance of Registered Tour Operator Firms in Nairobi City County, Kenya
    (International Journal of Social Science and Humanities Research, 2024-12) Njoroge, Kamau Joseph; Muthengi, Sisinio; Bitok, Jane
    Sporting activities serve as catalysts for promoting development of tour operator firms in most developed and developing countries. However, there are few studies that have been carried out that focuses on sports activities, and how they influence tourism development. This is especially in relation to the effect of sporting activities on performance of Tour Operator Firms in Kenya. This study sought to establish the influence of selected (athletics, ball games, water sports and motor-sports) sporting activities on performance of registered tour operator firms in Nairobi City County, Kenya. The theoretical framework was both the Intrusion-Reaction and the Core Periphery Models. The study adopted a descriptive survey research design and whose target population was 248 individuals made up of 244 leaders of tour operator firms in Nairobi County registered with the Kenya Association of Tour Operators (KATO) as of October 2022, and whose operations are within Nairobi City County. It also included the Director, ministry of tourism and wildlife, County Executive Committee Member in charge of Trade, Tourism and Cooperatives at the Nairobi City County, the Director Kenya Tourism Board, and the Director General Sports Kenya. The sample size was 154 respondents was arrived at through stratified sampling and random sampling. This study used semi-structured questionnaire and key informant interviews as tools for primary data collection. To uphold research ethics, respondents filled the questionnaires anonymously while data obtained was handled with utmost confidentiality. The study used data analysis techniques that are favorable to both quantitative and qualitative methods. Where necessary, the data analysis was supported by Statistical Software for Statistical Sciences (SPSS) version 24. Output of data analysis has been presented in tables and graphs. Though most TOFs are never involved in athletics, there are those who participate in local athletics and in international athletics activities once or twice a year. It is same in ball games but often in local events and to a lesser extent on international events, 3 to 4 times year. On motor sports those involved and them that participates do so rarely mostly at international level at less than 2 times in a year. TOFs involvement in water sports is mostly rarely and often at international level than local at a frequency of less than twice a year. There were other sports TOFs were involved though this were not the majority. Majority of TOFs do branding and advertising during sport events often, and are aware of the branding and advertising opportunities presented by sports events Most relevant games to them are ball games, darts, motorsports, scuba, snorkeling and watersports- dhow safari, though none of these sports were outrightly substantially favored by the firms, and the resultant income is mostly from local activities when compared to international activities. Athletics is positively correlated to TOFs performance and the relationship is statistically significant at r 0.05 Motor sports is directly correlated to TOFs performance but the relationship is not statistically significant at r>0.05. Water sports is directly correlated to TOFs performance and the relationship is statistically significant at r
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    Sensory Brand Experience and Post-Purchase Behavior among Millennial Guests of Classified Hotels in Nairobi City County, Kenya
    (Journal of Hospitality and Tourism Management, 2023) Muli, Josephine Nthenya; Mugambi, Rahab; Bitok, Jane
    The study aimed to determine influence of sensory brand experience on post purchase behaviour of millennial guest of classified hotel brands in Nairobi City County, Kenya. An embedded mixed-method research design was applied to collect quantitative and qualitative data from millennial guests born from 1982-2002. Convenience sampling was used to select millennial respondents from each hotel category, while purposive sampling was used to collect supplementary information from the managers. A sample size of 384 respondents was obtained from the possible 10,000 target population of millennial guests in classified hotels in Nairobi City County. Questionnaires were used to collect data from millennial hotel guests and front office and restaurant managers. Data was analysed using descriptive statistics, correlation and regression analysis with aid of SPSS v.29. The findings revealed a significant and positive influence of sensory, brand experience on post-purchase behaviour of millennial hotel guests. Thus, sensory brand experience serves as a robust predictor of post-purchase behavior among millennial guests. Therefore, the study recommends that hotel management and marketers place a strong emphasis on cultivating a sensory-rich brand experience. Investing in elements such as appealing color schemes, curated music playlists, and distinctive scents can contribute significantly to enhancing the overall guest experience and, consequently, drive positive post-purchase behaviors among millennial guests.