MST-Department of Tourism Management

Permanent URI for this collection

https://repository.ku.ac.ke/handle/123456789/369

Browse

Now showing 1 - 20 of 30

A survey of methods used by the Kenya tourist board in marketing adventure tourism in the Mount Kenya region
(2011-05-08) Makunyi, Wambui Esther; Kimiywe, Judith; Wahome, Ephraim
This study examined the methods used by the Kenya Tourist Board in marketing adventure tourism in the Mount Kenya region. The study used descriptive survey design in which data was collected using both open and close-ended questionnaires and interviews. The questionnaire was administered to 120 tourists selected using stratified random sampling in order to capture their socio-demographic profiles. Questionnaires were also administered to 13 camp sites and 20 tour operators to obtain information on the methods of marketing of adventure tourism in the study area. An interview schedule was used to obtain information from the senior management of the Kenya Tourist Board. The data was analyzed using descriptive and inferential statistics. The research findings indicate that the study area has a lot of potential for adventure tourism. A significant majority of the tourists (91.2%) interviewed stated that the region has potential for adventure tourism. The Null hypothesis that there is no significant difference between the number of visitors attracted to the study area by its potential for hard adventure tourism activities and those attracted by its soft adventure tourism activities was rejected and the alternative hypothesis was accepted. It was also revealed that the Kenya Tourist Board did not play a major role in the marketing of adventure tourism in the area. The study found out that majority of tourists (83%) obtained information about adventure tourism in the region from tour operators, travel agents and campsite owners. The Null hypothesis that there is no significant difference between the frequency of visits by tourists obtaining information from Kenya Tourist Board and those with alternative sources of information was rejected and the alternative one accepted. The Chi-square test established that there was no difference between the methods of marketing used by the Kenya Tourist Board and those of other marketing organizations. Student's t test revealed that there was a significant relationship between the level of education of tourists and their frequency of visit in the area. This study recommends that the Kenya Tourist Board should find ways of raising adequate funds for marketing the region. It should also improve its website to include accurate and relevant information on adventure tourism in order to gain competitive edge over its rivals. Furthermore, there is need for further research on tourists' preferences regarding the type of activities at camp sites and their attitudes towards adventure tourism facilities and services offered.
International tourists perceptions of the Kenyan ethnic cuisine: a case of five star hotels in Nairobi
(2011-08-02) Kimento, C. Janet; Waudo, Judith N.; Ondigi, Alice N.
In the past two decades, tourism has emerged as one of the world's major industries, exceeding many manufacturing industries and other services in terms of sales, employment and foreign earnings. Many hospitality establishments in Kenya have in the recent years embraced and promoted the Kenyan Gala nights featuring particularly music and cuisine from different Kenyan ethnic communities. However, little has been done in Kenya to assess the perceptions of Kenyan ethnic cuisine by international tourists. This is instrumental in promoting the inclusion of components of gala nights particularly the ethnic cuisine in the normal restaurant menu. The study therefore, assessed the perceptions of the local cuisine by international tourists with the aim of promoting the Kenyan ethnic cuisine as a strategy towards destination branding, promoting culture tourism and increasing multiplier effects of tourism earnings. The study adopted a cross section descriptive survey design and was carried out in Nairobi city The study targeted 229 foreign tourists (adults) randomly selected and seven managers from the seven five star hotels. The study targeted 33 respondents from each hotel. Data were collected using questionnaires and interviews. Demographic characteristics and perceptions of the Kenyan ethnic cuisine was done by running Chi-square tests on SPSS and also, carried out was the multiple regression analysis in which the dependant variable was perceptions where as the independent variables were gender, age, marital status and level of education. The collected data were edited, coded, cleaned and P-values or level of significance to test reliability were also carried out. The study found out that international tourists perceived positively the Kenyan cuisine. This is because out of the total number 131 that had tasted the Kenyan cuisine, 64 percent were willing to choose the Kenyan cuisine in the menu like the other meals because of curiosity, as part of fun in traveling and that their experience after tasting the Kenyan cuisine was good. Hotels should establish priorities among the strategic moves that are likely to improve a customer's repeat purchase. They should come up with ways of improving the quality of the Kenyan ethnic cuisine while maintaining the real traditional touch and taste in it. Marketers and promoters of Tourism and Hospitality should communicate unique destination features of Kenya and this can influence tourist behavior i.e. food and drinks of the 42 tribes.
Status of Kenya's domestic tourism destinations and factors influencing their choice among Nairobi residents
(2013-05-28) Mutinda, Ndivo, Rayviscic; Waudo, Judith N.; Waswa, F.
During the past few decades, tourism has emerged as one of the world's major industries, exceeding the importance of many manufacturing and other service industries, particularly in Kenya. As a result, tourism planning and development has become a central policy matter in Kenya. Although tourism in the world is predominantly domestic, the same may not be true for Kenya. Though Kenya boasts of numerous world-class tourist attractions spread throughout the country with diverse natural resources, cultural resources and historical heritage, the full potential of the different tourist regions has not been developed. Further, there is a clear disparity in the growth and preference of the country's tourist regions. As such, the overall objective of this study was to assess the status of Kenya's tourist destinations and the factors that determine their choices among the residents of Nairobi. The study adopted a cross-sectional descriptive survey design that covered 118 respondents randomly selected from adult patrons at the Sarit Centre, an up-market shopping mall in Nairobi. Data were collected using self-administered questionnaires. Data were then cleaned, coded, entered into SPSS spreadsheets for analysis. The Hypotheses were tested using chi-squares and Pearson Product-Moment Correlation at 95% confidence level. The results indicated that tourism in Kenya is almost exclusively centered on the south coast beaches and a handful of game reserves or national parks. The Kenya's domestic tourist market considered individual trait factors as being more significant in determining the choice of a holiday destination than the environmental factors. The findings further indicated that the factors that motivated the Nairobi residents in the choice of a local destination ranked as (1) Knowledge and Adventure; (2) Economic concerns; (3) Personal safety, (4) Destination Information, (5) Travel Arrangement (6) Destination Features; (7) Family and friends; (8) Leisure and Relaxation; (9) Religious and cultural considerations and (10) Travel Bragging. Statistical tests failed to reject the Hypothesis that majority of Kenya's domestic tourist attraction areas do not fall within the evoked set of the destination choice sets. (c2-Calculated) of 5.02 against a c2 - distribution of 9.49 at 5% significance was obtained). The tests also failed to accept the Hypothesis that there is no significant difference between the influence of individual trait factors and environmental factors on the choice of a holiday destination among the Kenya's domestic market c2 calculated of 14.98 and 10.39 for the individual trait factors and environmental factors respectively were obtained against a c2 - distribution of 9.49 was obtained). Moreover, the tests also failed to accept the Hypothesis that the determinants of domestic destination choices are not significantly different among Nairobi residents. A c2 of 95.2 against a distribution Chi-square of 82.7 at 5% significance level was obtained. Based on these findings, it is recommended that the Ministry of Tourism and Wildlife adopt a Regional Tourism Development Strategy in the development of Kenya's tourism industry. More so, tourism marketers should develop clearly defined segments of the domestic tourist market to facilitate targeting the market with the right offers. There is also need for tourism marketers to play a more aggressive role in providing travel information and formulating holiday packages for the domestic market. This will act as an enticement to the domestic tourist market and also help to open up less popular destinations as these will be packaged together with the relatively more popular ones. Opening up of much of the country to domestic tourism will ultimately attract international tourism to such destinations, thus extending the multiplier effect of tourism on national development.
Effects of Socio- Economic Trends on the Management of Employee Motivation in 3-5 Star Hotels in Nairobi
(2013-10-17) Wasike, Carolyne K.; Tromp, Delno L.A.; Wandolo, Monica
Although studies show that the reasons that drive people to work may depend on the individual, management can stilI determine whether employees get motivated or not. . This is possible even with the variation of human needs from person to person or even to the same individual at different stages of their careers and lives. However, the ever changing values in priorities for employees in response to the rise of the information age, technology advancement and lifestyle have made it more difficult for management in employee motivation. This study examined prevailing socio-economic trends among employees that may have a bearing on employee motivation, determined the effects of the identified trends on the management of employee motivation and managerial response to the challenges presented. The study was a cross sectional survey that involved 324 respondents drawn from twelve 3-5 star hotels in Nairobi. Structured and Semi structured questionnaires were used to collect data from the respondents. Descriptive statistics and cross tabulations were used to analyze quantitative data while inferential statistics were used to infer the findings into the population. Pearson Product Moment correlations were computed to determine the relationship between employee motivation, socio-economic trends and employee motivation management strategies. A t-test was performed to establish socio-economic trends that had a bearing in management of employee motivation in 3-5 star hotels in Nairobi. A correlation test was further performed to establish the effect of the identified socio-economic trends in management of employee motivation. The study established that socio-economic trends that had a bearing in management of employee motivation entailed increase in the cost of living, need for skill upgrading in the hotel sector and the need for higher salaries. Other than socioeconomic factors, managers felt that employees were difficult to please, blamed challenges in management of employee motivation to quitting of employees and competition from new hotels which offer better terms. Findings on the effect of the identified trends in management of employee motivation showed that when the cost of living went up, strategies that mitigated the effects of cost of living in management of employee motivation were gifts, promotions and bonus' payments/service charge. Employees, on the other hand, were ready to upgrade their skills in the hotel sector if the terms of service were improved, were taken for paid vacations, given bonus payments or promoted. The management responded to challenges in management of employee motivation by use of disciplinary action, discussion with employees on the way forward and forming of panels to make recommendations. The study thus recommends that employee motivation strategies be reviewed to reflect current employee motivational needs and the prevailing socio-economic trends in order to promote employee motivation hence improve service quality in Kenya's hospitality industry. This would be possible if employees are consulted in order to correctly establish their motivational needs.
Homestay Tourist Accommodation as A Tool For Socio-Economic Wellbeing of Rural Communities in Kenya: A Case of Taita Taveta County
(Kenyatta University, 2015) Kimaiga, R. K.
The economic potential of tourism in less developed countries has been identified as an important contributing factor to global tourism growth. In most developing countries, tourism has been portrayed as a contributor to small scale enterprises thus directly uplifting the standards of living as well as a catalyst for community development. As an extended form of local people involvement in tourism, the homestays concept aims to facilitate households earn an income from tourism directly. Although homestays are purported to provide economic benefits to the local people, it is not clear whether the local people fully benefit from the venture. For instance majority of the people in Taita Taveta County still live below the poverty line despite the fact that the homestays concept has been in existence in the county since 1989 and the highest number of homestay accommodation is found in this region. This research therefore sought to put the homestays concept into perspective; identify motivational factors behind homestay operators‟ participation in the program; assess the socio-economic benefits of homestay accommodation to host families; examine factors which influence tourist choice of homestay; establish the most effective ways of positioning homestays and identify homestay operators‟ knowledge and skills in their participation in the program. This research adopted cross-sectional research design and made use of both primary and secondary data. Primary data was collected by use of researcher administered semi-structured questionnaires and an interview guide. Secondary data was gathered from books, newspaper articles, academic journals, internet and other relevant documents related to homestay. Probability Proportional to Size (PPS) sampling technique was used to select the sample for tourists visiting homestays where a total of 95 tourists formed the sample size. Census technique was used for the homestay operators hence all the 54 homestay operators in the county formed the sample size. The data collected were analysed both quantitatively and qualitatively. Descriptive analysis, Multivariate analysis of variance (MANOVA) and correlation analysis were used to analyse data. The study revealed that, the major motivation for homestay operators‟ participation in the program was income (M=1.10, SD=0.300) and homestay accommodation is a significant means of boosting the socio-economic well-being of rural people (0.407=V=0.865, 0.000=P=0.004) but to benefit fully a few pertinent issues need to be addressed. For instance the local people need to be trained on the homestay program to equip them with the necessary basic knowledge and skills to run the program since this study revealed that the level of education had a statistically significant effect on their knowledge and skills to run the program and the income derived from the program F (21,118), P˂.0005; Wilk‟s λ= 0.261, partial η2 0.361). Ideally, a training curriculum tailored to meet the needs of the homestay operators should be developed. In addition, this study recommends that the homestay operators and the destination marketer (KTB), need an insight on the factors which influence tourist choice of homestays since this study revealed that there is a significant relationship between factors which influence tourist choice of homestays and how the homestays are positioned (0.368=r=0.870, P=0.000).
Determinants of Management Commitment to Application of Green Practices in Four and Five Star Hotels along Kenyan Coast
(2015) Wachira, Irungu, Robert
Kenya's Vision 2030 economic pillar recognizes the important role of natural resource-based sectors. The promotion of these has a direct link with the protection and enhancement of the environment and its resources. Kenya hopes to raise the number of international visitors from 1.6 million to 3 million and increase bed capacity from 40,000 to 65,000 while emphasizing on high service quality. Whereas Kenya stands to gain enormously from tourism by the year 2030, policies and strategies must be put in place to mitigate unintended adverse outcomes such as environmental degradation. Managerial influence on environmental management is rarely investigated. In Kenya greening in hotels is a recent concept that managers are yearning to embrace. There is little research that has been undertaken to establish how management commitment influences green practices application in Kenyan hotel sector. This study therefore sought to establish the current state of green practices in four and five star hotels along the Kenyan Coast. The general objective of this study was to examine existing green practices in the hotel sector. Specific objectives sought to establish the relationship between management commitment and green practices in 4 and 5 star hotels, to evaluate the range of green practices implementation in 4 and 5 star hotels, to establish the effect of environmental awareness on green practices application, to find out possible challenges of applying green practices in 4 and 5 star hotels, to determine the impact of perceived benefits on green practices in 4 and 5 star hotels. The study used descriptive cross-sectional survey design. Stratified random sampling was used to identify the sample hotels. Key operatives were selected using systematic sampling while purposive sampling was used for selection of line managers and general managers. Data were collected using questionnaires, interview schedules and observation checklists. Data analysis included descriptive statistics to determine the frequencies, means, standard deviations and percentages for demographic variables and each of the survey items. Product moment (Pearson) correlation and chi square were used to test the hypothesis. Qualitative data was analyzed using content analysis. Some of the commonly observed practices included the use of solar power, use of low flow flash toilets and recycling. While 88.9% of the managers were not satisfied with their current green practices 81.5% were focusing on improving the green concepts adopted. Only 44.4% of the managers highlighted control of harmful emissions and noise pollution in their environmental policy. This reveals a knowledge gap where environmental policies need to be reviewed regularly so as to highlight sensitive areas of greening. The chi square tests revealed that there is a significant relationship between management commitment and green practices application (chi-square value = 85.387, and P-value=O.OOO). The Pearson correlation test indicated that there is a strong positive relationship between management commitment to green practices application and perceived benefits (correlation coefficient =0.528 and P-value =0.000). The study therefore recommended that hotel managers should embrace regular environmental audits where environmental performance is constantly monitored and recorded. Environmental education and training were also considered valuable in developing awareness, knowledge, positive attitude, skills and participation in green practices.
Travel Agencies Response to Internet Evolution in Nairobi County: An Analysis of Competitive Strategies
(Kenyatta University, 2015-10) Kamau, Judy Polly Wangari
Innovations in internet advances have brought diverse challenges and opportunities for the travel agency sector. This study analyzed the implications of internet advances and the competitive strategies adopted by travel agencies in Nairobi County. It specifically evaluated the extent to which travel agencies have adopted and use internet developments, challenges and perceived benefits of the internet advances, the competitive strategies adopted to cope with the internet advances and the extent to which the Government of Kenya policies in ICTs facilitate travel agencies’ to cope with internet innovations. The study used a conceptual framework and Diffusion of Innovation Theory in order to relate theory to practice. A mixed approach was used, which incorporated survey design, analytical design and concurrent transformative strategy. The research used census to include all the (Kenya Association of Travel Agent) travel agencies in Nairobi and purposive approach to select the respondents. The study focused on all the 74 travel agencies which are registered by Kenya Association of Travel Agents (KATA) in Nairobi, the ministry of tourism and Kenya Data Network Limited. However, 55 travel agencies responded with a sample size of 110 respondents. Data was collected by use of questionnaires, documentary analysis and semi-structured interviews. The chief ICT officer from the Ministry of Tourism and external affairs manager at Kenya Data Network Limited responded to the interviews. Data analysis involved use of thematic, descriptive statistics and structural equation modeling to establish the relationships between the dependent and independent variables. The results of the study established that TAs in Nairobi are mainly family and independent businesses. They offer amalgamation of services and target diverse clientele as a strategic approach. They are aware of multiplicity of ICTs in existence, nonetheless, their core reason for internet adoption relates to the critical source of information necessary for business transactions. Further, the internet advances adoption depends on the need, relevance and perceived internet benefits. Internet facilitates information processing, storage, accessibility of information, increased efficiency, wider coverage, cost effectiveness and networking. The main challenges travel agencies encounter included loss of clients through disintermediation, cost of coping with the internet dynamism and also lack of ICTs expertise and lack of government support. The main strategies adopted are going online, customer relationship management, product diversification and continuous training of staff. The legal environment within which TAs operate is unsystematic and lack updated laws that would assist them cope with the technological shift. Additionally, the study established that there exists a relationship between the internet advances and the strategies adopted by the Travel Agencies, the perceived internet benefits and the strategies adopted. However, there is no relationship between the extent of internet adoption and use and the strategies adopted by travel agencies in response to the internet developments. The study proposes to the government of Kenya through the Ministry of East Africa Affairs, Commerce and Tourism to provide the necessary enabling environment to enhance travel agencies adopt the dynamic ICT advances and the best strategies in the global value chain.
The contribution of soapstone handicraft industry to community tourism in Tabaka, Kisii County, Kenya
(Kenyatta University, 2015-12) Ogembo, Josephine Bonareri
Many countries in developing world have turned to tourism as a tool for sustainable development. Community participation is a crucial element to the success of tourism development. The level of success of tourism within a community is dependent upon the degree of resident‟s involvement and participation. The purpose of this study was to assess the contribution of soapstone handicraft tourism industry in Tabaka in Kisii County. The objective of the study was to investigate the contribution of soapstone handicraft industry to the growth of tourism activities in Tabaka sub-location in Kisii County; the study employed a descriptive research design targeting soapstone operators and their leaders in Tabaka Sub-location. The sample for this study comprised of five group leaders purposively selected and 85 soapstone operators selected using stratified random sampling method from five soapstone self-help groups in Tabaka sub-location. Data were collected using a structured questionnaire and an interview schedule. Both quantitative and qualitative data were analysed separately and synchronized. Quantitative data was analysed using SPSS software. Qualitative data was analysed using thematic data analysis method then incorporated with quantitative data in presentations and discussions. The results of this study were presented using descriptive statistics such as frequency tables, figures and graphs while emerging themes were reported as reflected in the analysis. The response rate of 94% was achieved and deemed to be very good. The findings indicated that there was minimal tourism in Tabaka though majority of Tabaka residents were involved in making soapstone handicraft products largely consumed by tourists at different destinations in Kenya as souvenirs to carry home. Stakeholders played various roles where the government engaged in planning and policy development coordinated both private and public sectors but needed to do more especially in marketing and building of appropriate infrastructure. The industry faced challenges that arose from limited education of operators, limited funding, lack of infrastructure and exploitation by middlemen. However suggestions of strategies to overcome the challenges community residents faced were made as the need for the government involvement in creating awareness, to facilitate the acquiring of potential entrepreneurial skills, lack of modern tools and limited marketing knowledge of members, encouragement of stakeholder participation in providing the needed support, government commitment to the building of infrastructure and supper- structure and enhancing of marketing of Tabaka as a destination of choice. The study recommended a further research to explore the role of tour planners in promoting Tabaka soapstone handicraft as one of cultural tourism products in western Kenya tourism circuit.
The efficacy of information and communication technology in creating competitive advantage in 3-5 star-rated hotels in Nairobi, Kenya
(2017-09) Odawa, Esther Lambert
Despite the many feasible benefits of ICT in the organizational competitiveness, the extent to which ICT has been applied to carve a niche in the hospitality industry still remains unclear. Various studies have demonstrated that companies which leverage Information and Communication Technology and product differentiation create an environment where ICT has a great impact in the business arena. While there exists some studies on ICT, none has focused on the efficacy of ICT in creating competitive advantage within the selected hotels in Nairobi, and how to innovativetly and strategically use it. Various scholars have found that the use of ICT per se does not create competitive advantage. The main purpose of this study was to examine the efficacy of Information and Communication Technology (ICT) in creating competitive advantage in selected hotels in Nairobi County.The research was carried out in 3-5 star hotels which forms about 80% of the total income of the star-rated hotels in the country. The study used a total sample size of twenty four (24), 3 to 5 star-rated hotels in the country and was designed to include the cross-sectional descriptive survey research design. A sample size of two hundred and seventy four (n=274) respondents were targeted from the 24 hotels. Two hundred and thirty four (234) questionnaires inclusive of twelve (12) interview guides were filled and returned, which formed about 85% response rate. The structured questionnaires were both open and closed ended. Both proportionate and purposive sampling techniques were used to sample the respondents for the study. The study used the split-half technique to determine the reliability of the research instruments. The collected data was then analyzed using the linear and multiple regression, the Pearson Correlation and the Analysis of Variance (ANOVA) and the related test of significance was applied appropriately. The study found out that the use of ICT in Service Delivery and Competitive Advantage were positively and significantly correlated. The results also revealed that the use of ICT in Employee Empowerment and Competitive Advantage were positively and significantly correlated. Further, results revealed that the use of ICT in Marketing and Competitive Advantage were also positively and significantly correlated. Based on these findings, the study concluded that the use of ICT in service delivery, employee empowerment and marketing had a positive and significant influence on competitive advantage. Finally, the study recommended that all the hotels should innovatively and strategically integrate their websites with Property Management Systems (PMS) to promote efficiency within the organizations. This would lead to quality service delivery which easily translates to customer loyalty and retention.
Efficacy of Community Based Tourism Initiatives in Sustainable Tourism Development: A Case of Mwaluganje Elephant Sanctuary in Kwale County Kenya
(Kenyatta University, 2017-09) Makau, Musila Paul
Community based tourism is among the several alternatives to mass tourism that are considered to be more sustainable. The genesis and growth of Community Based Tourism Initiatives (CBTI) in the 1990s was based on their prospective ability to augment community support for wildlife conservation, while ensuring that local community participate and benefit from tourism development. However, a number of CBTIs in Kenya have failed to produce benefits substantial enough to meet community expectations. Hence, the need to interrogate if CBTIs have been effective in realising sustainable tourism. The purpose of this study was to determine the efficacy of CBTIs in sustainable tourism development with particular interest in Mwaluganje Elephant Sanctuary, Kwale County. The specific objectives were; to establish the level of community participation in tourism, investigate constraints to community participation and to determine community‟s attitude towards economic, social and environmental impacts of tourism development. The study adopted a descriptive survey design that allowed qualitative and quantitative methods of data analysis. All (282) landowners of MES were targeted, while the ex-officio (5) and staff (19) were used as key informants. Stratified random sampling was used to establish the study sample (157) of the landowners, while all key informants were used in the study. The findings showed that community participation was from a low to a moderate extent (0.160=V=0.571; 0.000=P=0.038). Their major roles were to give consent on land utilization, share benefits, and provide views and opinions on nature of tourism development to be undertaken. However, they had no power to ensure that whatever had been agreed upon was implemented. Lack of coordination among stakeholders, financial resources, skills/knowledge, and low level of awareness on tourism issues were major constraints to participation. These constraints hindered community participation from a moderate to high extent (0.365=V=0.822; 0.017=P=0.042). Social cultural impacts were positively perceived, while economic and environmental impacts were negatively perceived. Key concerns were minimum economic benefits from tourism, crop raids by wildlife and environmental degradation. A positive significant relationship between socio-economic benefits and community participation was noted (R=0.575, P=0.000). Respondents had a negative attitude towards tourism due to its inability to provide the anticipated economic impacts; however, they had a positive attitude towards conservation and tourism development as a land use. A positive significant relationship was observed between landowners‟ attitudes and their involvement in tourism development(R=0.887, P=0.010). The study concludes that MES is maintaining an unsustainable status quo, hence tending towards “minimalistic sustainable tourism model”. The current model of CBTI is therefore not sustainable and needs to be reviewed. It is recommended that an alternative tourism development strategy be adopted which integrates the principles of sustainable tourism development particularly; participation, and more favourable socioeconomic and environmental outcomes, with emphasis on roles of stakeholders, funding, conservation and tourism product development in light of the emerging issues.
Tourism Revenue Sharing and Community Participation in Tourism and Conservation around Volcanoes National Park in Rwanda.
(Kenyatta University, 2017-11) Nyaga, Njoka John
The study assessed Tourism Revenue Sharing (TRS) and its impact on community participation in conservation and tourism around Volcanoes national park in Rwanda. Further the study objectives were to analyze implementation of TRS and its impact on community participation in conservation and tourism around Volcanoes National Parks (VNP). In addition, the Local communities’ attitude towards tourism revenue sharing around VNP was assessed and how it impacted on their participation in conservation and tourism, to identify the constraints to revenue sharing around VNP. To achieve the above objectives the researcher used a descriptive research design utilizing both quantitative and qualitative techniques. A sample of five Rwanda Development Board (RDB) staff, eight local leaders and one hundred and seventy eight local communities was used. Also the researcher used simple random sampling to select local communities’ respondents and purposive sampling technique to select Rwanda Development Board staff and Local leaders. The results indicate that TRS implementation is not clear to many as there were contradictions in how the Officials of RDB say as compared to responses from the locals. However there was a general appreciation from a majority of the respondents (70%) in the TRS program. In spite of the dissatisfaction among majority of the respondents on the way TRS was being implemented, the majority of the respondents (90%) stated that they would readily participate in conservation and tourism activities if they were more involved in TRS process. From these inferences the researcher concluded that the participation of local communities in conservation and tourism activities was not influenced by the way TRS was being implemented or by the benefits accrued from it. However TRS could act as an inducement to improve local community participation. The findings however indicated that there was weak relationship between TRS implementation and community participation in conservation and tourism around Volcanoes national park (P<0.05) From the conclusions, the researcher thus recommended that RDB to take a leading role in enhancing local residents representation in the TRS implementation process as well as involving them in decision making process on projects to be funded. Also consider rewarding those close to the parks with more direct benefits as well as reducing the time taken to disburse the funds. Key word: Tourism revenue sharing, local community, community participation, conservation, tourism
Potential of Selected Cultural Resources for Sustainable Tourism Development in Machakos County, Kenya
(Kenyatta University, 2018-11) Kibiro, Eunice Gathoni
Kenya’s tourism and in particular cultural tourism plays a vital role both in rural areas as well as in urban areas in ensuring sustainability of resources in a number of ways that include socio-cultural, economic as well as environmental. However, the creative cultural economy, especially when it relates to community creativity both inherited and current, has not been officially recognized and accounted for as such and neither has it been supported and promoted as having any potential for foreign exchange earnings, creating jobs and engineering economic growth. This study explores the potential of cultural resources particularly the handicrafts for sustainable cultural tourism development as an alternative form of tourism product for diversification in Machakos County. The study was guided by the following specific objectives: - to identify cultural resources in Machakos County, to establish the roles and benefits of cultural resources in Machakos County, to find out possible drawbacks faced during cultural tourism development in Machakos County, to explore strategies needed to unlock full potential in developing sustainable cultural tourism in Machakos County and to find out potential indicators of sustainable cultural tourism development in Machakos County. The study was undertaken in Machakos County home to Kenya’s oldest and biggest craft industry with the highest concentration of woodcarvers and basket weavers. The study utilized an exploratory research design using qualitative research approach. The sample size of the study was one hundred and seven respondents who were considered adequate for this study. Purposive sampling as well as extreme case sampling was used to collect information from Akamba community particularly the handicraft practitioners both the wood carvers and basket weavers in Katangi location in Yatta Constituency and also in Wamunyu location of Mwala Constituency. In-depth interview guides were administered to co-operative officials, focus group discussions were done to both members of woodcarvers and basket weavers. Observation and photography were also used in collecting of data which revealed certain significant aspects of the handicraft industry. The qualitative content analysis was used to analyze the qualitative data. The findings of the research revealed that the study area has cultural resources which are utilized for income generation as well as for cultural preservation purposes. On the other hand the study found that the practitioners did not have any form of professional training and therefore recommend that in order to produce quality products and services which can compete in the global market they should be trained in art work. At the same time the study also calls for higher tourist’s services as well as promotion of other elements of cultural tourism like food, dances and ceremonies to compliment the already established but limited elements. The findings revealed that while the local community has played a major role in shaping development of sustainable cultural tourism development at the same time the Government has failed to play its role hence at present there are many drawbacks that need to be addressed. The study therefore, recommends that both the National and Local Government should collaborate with the local community in development and planning of cultural resources so as to ensure sustainability of cultural resources in the industry. This thesis therefore contributes new knowledge to the field of cultural tourism in Machakos County as it serves as a starting point for researchers interested in this area. Furthermore the results of the findings are expected to be useful for guiding policy actions in future.
Instructors’ perceived Facilitation Efficacy in Outdoor Adventure Programs in Kenya a Case of Kenya School of Adventure and Leadership
(Kenyatta University, 2018-11) Kimtai, Rotich Jonathan
Positive outcomes of outdoor adventure programs depend on the efficacy of the facilitation process. This study sought to assess outdoor instructors’ perceived facilitation efficacy in outdoor adventure programs in Kenya –case of Kenya School of Adventure and Leadership (KESAL). The objectives of the study were to establish facilitation efficacy of outdoor adventure instructors, to determine whether there were significance differences in the facilitation efficacy of the outdoor adventure facilitators based on their gender, experience, and education level. The study also set out to find out the perceived effectiveness of instructor-participant ratio as used in facilitation of the outdoor programs in KESAL. A case study research design was adopted for the study. Data for the study was collected using instructors effectiveness questionnaire (IEQ) questionnaire coupled with structured interviews with five key informants. Data generated was analyzed using SPSS version 20.0.A total of 135 KESAL outdoor instructors and KDF cadets successfully completed the questionnaires out of 170 issued. The respondents comprised of 50 outdoor instructors and 85 Kenya Defence Force (KDF) cadets who attended an outdoor education course at Kenya School of Adventure and Leadership. Assessment on the influence of gender on facilitation efficacy indicated male instructors to have high mean compared to female instructors with an independent t-test establishing a significant difference between male and female KESAL outdoor instructors facilitation efficacy p<0.01. There was no significant difference; ANOVA, p>0.01, in terms of education levels and outdoor instructors’ perceived efficacy. In terms of experience and facilitation efficacy of KESAL outdoor instructors, there was no significant difference p>0.01. Instructor- participants’ ratio of 1: (4-6) was preferred by many respondents (KESAL outdoor instructors and KDF cadets) 61%. Nevertheless, a good number of respondents 18% supported the ratio 1: 12 which was the current ratio used at KESAL, independent t-test did not establish statistical difference in instructor-participants ratio preference according to gender p>0.01.The study concluded that KESAL outdoor instructors facilitation efficacy was beyond average. However, there were found to have difficulties in managing stress of participants. The study recommended KESAL to empower females with the aim of appealing to them to enroll in outdoor oriented courses. KESAL to further ensure outdoor instructors maintain outdoor instructors’ motivation through policies that promotes instructors to work long in the institutions and others methods such as positive feedback, appreciation, constructive criticism, tours and occasionally appreciation tokens. It was also recommended that further studies need to explore the technical skills of KESAL outdoor instructors in order to have a comparable literature to affirm conclusions on the efficacy of the instructors.
Housekeeping Service Quality and Guest Satisfaction in Selected Star Rated Hotels in Nairobi City County, Kenya
(Kenyatta University, 2019) Mchigani, Elwin; Rahab M. Mugambi; Lenah B. Kebaso
The major contributors to guest patronage in a hospitality organization are the standards of cleanliness and quality of services offered. In Kenya, despite the knowledge, set rules and guidelines of housekeeping practice, hotels have been faced with complaints from guests ranging from room cleanliness and maintenance to the quality of services offered. The purpose of the study was to examine housekeeping service quality and guest satisfaction in selected star-rated hotels in Nairobi City County, Kenya. The study was guided by four objectives namely; to examine housekeeping services, determine housekeeping service qualities, establish guestroom physical amenities and examine challenges encountered by housekeeping personnel in achieving guest satisfaction. A cross sectional survey design was adopted in achieving the research objectives, with both qualitative and quantitative approaches being used for data collection. Nairobi City County offered a cosmopolitan base for the study as it hosts most of the star rated hotels therefore, providing a good source of respondents for the study. The population for this study comprised of 244 guestroom attendants, 21 executive housekeepers and 1033 hotel guests from star-rated hotels in Nairobi City County. Purposive sampling and stratified random sampling were used to select 21executive housekeepers, 149 guestroom attendants and 280 hotel guests. The study used questionnaires, personal interviews and observations to collect data. Data collected were analyzed using both descripti ve and inferential statistics. Factor analysis was used to identify housekeeping services most' preferred by guests and guestroom attendants. It was found out that physical status of facilities in the guestrooms is well maintained and the housekeeping staff seems to be friendly and courteous. Regression analysis was used to measure the relationship between housekeeping service quality and guest satisfaction and the findings showed R=0.323 which indicated there existed a weak but positive relationship of housekeeping services and guest satisfaction. Additionally, physical facilities in the guestroom which included aspects such as the different room categories, keycard door 'SQ'stem, room doorbell, quality of the bed and mattress, the room and bathroom linen, furniture and fixtures, mini bar, air conditioning unit and guest amenities affected guest satisfaction. There existed a negative relationship between physical facilities found in the guest rooms and guest satisfaction with a coefficient of (-0.123) tested at 0.05 significant level. On challenges encountered by housekeeping personnel in achieving guest satisfaction, lack of enough housekeeping cleaning equipment, insufficient room linen, lack of enough staff and poor support from management highly contributed to poor service delivery. Based on these findings, the study concluded that star-rated hotels lack the technical know-how of identifyfng guests' needs. Housekeeping quality services in selected star-rated hotels has a direct relationship with management decision making in that a unit change in decision making process directly influences the quality of service delivery. There is need for housekeeping service providers in the industry to be encouraged to formulate guidelines that will encompass all housekeeping practitioners to act as an internal regulatory body to ensure the industry offers quality services to its guests. [t is recommended that further' research be conducted on the new trends in hotel housekeeping practice, and challenges experienced by the department in implementation of the same.
Influence of Cultural Practices on Tourism Development in Baringo County, Kenya
(Kenyatta University, 2019-01) Chebotibin, Diana J.
Baringo is a cultures-diverse county that hosts communities including the Pokot, Ilchamus, Tugen and other Kenyan communities. This makes the county a true definition of social and cultural diversity. Although Baringo is known for cultural diversity, existence of item based tourism rather than market based poses a danger to cultural tourism development. Whilst stiff competition is encountered on conventional tourists‟ destination, there is need of increasing supply of cultural attractions in Baringo. The study investigated the influence of cultural practices on tourism development in Baringo County, Kenya. Exploratory research design utilizing mixed method that is qualitative and quantitative methods was used. The target unit of analysis was the 7 Destination managers, 3 county government officials, 399 Community members and 395 tourists. The sample size used was 804 respondents. Data was collected by administration of questionnaires and interview guide. Data was analyzed using content analysis, descriptive statistics and inferential statistics which are the Pearson correlation and regression. The findings both for tourists and community members indicated that there was a positive and significant relationship between cultural practices (cultural festivals, custom & artefacts and traditional rituals) and tourism development in Baringo County. Cultural festival and tourism development were positively and significant related (r=0.228, p=0.00). Result also indicated that customs & artefacts and tourism development were positively and significant related (r=0.223, p=0.00). Similarly, it was established that traditional rituals and tourism development were positively and significantly related (r=0.129, p=0.001). However, cattle rustling had a negative effect on tourism development in Baringo County (r= -0.024), p=0.497). The regression analysis indicated that cultural festivals had the largest influence on tourism development, followed by custom & artefacts, traditional rituals and finally cattle rustling with negative influence on tourism development. The other factors that attracted tourists to Baringo County included Lake Bogoria National Reserve, Lake Baringo, rugged terrains and beautiful valleys. Tourism development is influenced by cultural practices which if well developed, it could lead to fast tourism development in Baringo County. From the findings and conclusion made, the following recommendations were made; new tourism products should be developed from culture, culture has a huge untapped potential for tourism. The traditional rituals whose permission is granted should be developed for tourism attraction e.g. rain making process and traditional cleansing ceremonies. Cultural festivals should be prioritized in the tourism sector, so that it can boost tourism as well as conserving the culture. Customs and artefacts should be profiled and documented for easy access by the tourists. Cattle rustling should be fully eradicated to avoid tourism migration.
Role of Conventions in Influencing Tourism Performance in Nairobi City County, Kenya
(Kenyatta University, 2019-06) Kariuki, Leah Wanja
Research has shown that conventions are a high value-added industry. This can be argued that the outcome of money spent on convention facilities, convention tours, visitor stay and spending and promotion can be quantified and it is possible to see in terms of positive effects of conventions. There has been a continuous growth of convention industry, which has great potential both directly, and indirectly in delivering huge benefits in various areas including, convention center, accommodation, transportation, communications, entertainment, trading, tourism and many more. Therefore, through development of the tourism industry, there is gain of huge economic, political and cultural benefits. However, further research needs to be done to understand the tourism potential of convention delegates. Lack of effective marketing and promotion and inadequate convention facilities makes Kenya lose potential tourists to other competing destinations. Quantity of function space on income management and performance evaluation, have comparatively been neglected despite the growing interest in the expansion of convention centers. The research area identified the gaps in Nairobi City County since it is a capital city and an area that influences conventions largely. The purpose of the study was to establish the role of conventions in influencing tourism performance in Nairobi, Kenya and bridge the gaps. The key objectives of the study were to examine the role of conventions tours, visitor stay and spending, marketing and consumer preferences and their impact on tourism performance in Nairobi, Kenya. The study targeted employees and guests of selected hotels and venues associated with conventions in Nairobi. A total sample size of 384 employees and guests was used as the source of primary data. Descriptive survey design was used for the purpose of this study. Guests were given questionnaires to fill while the practitioners were interviewed one on one to give their opinion of the study on conventions regarding its variables. Reliability and validity of the instruments was determined through pre-testing. Data of research objectives was described and expressed by use of descriptive statistical analysis such as mean scores, percentages, frequency distribution and standard deviations. The relationship between convention tours, marketing of convention facilities, length of visitors‟ stays and visitor spending in convention facilities was determined by use of linear regression analysis. Results showed that convention tour activities, marketing of convention facilities, visitor stay and spending and consumer preference had a positive and statistically significant relationship with tourism performance in Nairobi. Based on the study findings, the study concluded that the independent variables influence tourism performance. Conventional tourism has contributed annual revenue of Ksh 723M. However, managers of convention facilities have not been able to market intensively in the global market. This study recommends promotion of convention tour activities to attract tourists while implementing policies to extensively market convention facilities. This study also recommends provision of a favourable economic and political environment and diversification of tourism products in order to promote visitor stay and spending.
Influence of Management of Contract Catering Services on Customer Satisfaction in Selected Universities in Nairobi City County, Kenya
(Kenyatta University, 2020-02) Mokua, Gilbert Bitange
The rapid growth and increase in contract catering services in Universities in Kenya, seeks to lower costs and respond to high level of competition. The main purpose of this study was to examine the influence of management of contract catering services on customer satisfaction in selected universities in Nairobi City County, Kenya. The study was to specifically seek to: assess the effect of policy guidelines, identify challenges, assess the effect of service quality, establish the management culture and assess the relationship between management of contract catering services and customer satisfaction in selected universities in Nairobi City County, Kenya. The study adopted descriptive cross sectional survey design. The target population was selected universities in Nairobi City County, Kenya. Purposive and stratified random sampling technique was adopted in selecting the target population of universities. The target population was segmented into two groups based on the category of the university either public and or private university. The sampling technique for management staff respondents was purposive sampling while the students ‗respondents was calculated by using of Cooper and Schindler formula. The study adopted interview guide and questionnaire data collection instrument. Data was collected from 276 respondents. Multi-level random sampling of 276(students, contract catering manager, university director of catering services and university procurement manager) returned 257 (75.72%) valid responses. Expert review was used to pretest the questionnaire before the actual study. The study adopted Cronbach‘s alpha formula to test reliability of the instrument and coefficient ranging from 0.65 to 1 were considered adequate for data analysis. The study collected primary data which was analyzed through descriptive statistics and inferential analysis about the management and students‘ views and perceptions. Data were then reported in tables, bar graph, and percentages and verbatim quotes. For inferential statistics, Pearson correlation analysis was used to examine the relationship between the independent variables (demographic factors, policy guidelines, management culture, challenges and service quality) and dependent variable (customer satisfaction) of the study to test the hypotheses. Multiple regression results revealed that at 5% level of significance and 95% level of confidence, the tested variables had p-value confidence levels of 0.022 for policies, 0.012 for management, 0.009 for challenges and 0.000 for service, had positive statistically significant with customer satisfaction. The study concluded that management of contract catering services influence customer satisfaction where positive independent variables like policy guidelines, service quality and management culture enhance customer satisfaction as compared to negative one that is challenges has a high probability in customer dissatisfaction. The study recommends that university management requires management culture in contract catering services that mitigate the challenges in management of contract catering services in order to attending to customer needs to achieve effectiveness in service quality and customer satisfaction. Further, similar studies to be done in other universities and colleges in Kenya with the aim of evaluating influence of management in contract catering services on customer satisfaction. This should aim at establishing if similar challenges in management of contract catering services are a replica in other institutions of the world.
Motivation Orientation of Participants in Extreme Sports in Kenya: A Case of the Mount Kenya Extreme Adventure Challenge
(Kenyatta University, 2021) Jonah, Jumbe Sagaya; Nkatha Muthomi; Elijah G. Rintaugu
Extreme sports have gained popularity and growth in participation as alternative sports from the dominant sports since 1970’s. Social related factors in diverse cultural orientations influence decisions to participate in extreme sports. Participants seek ‘extreme activities’ that provide higher stimulation and excitement. In Kenya, Mt Kenya Extreme Sports Challenge, which is a team designed competition, has been held since 2011. Nonetheless, the motives for participation in extremes sports are not known in Kenya. The present study sought to explore motivation orientation of participants in Mt. Kenya Extreme Sports Challenge based on their demographic characteristics. In 2015, Mt Kenya school of adventure and leadership hosted 99 participants. Descriptive research design was used to assess motivation orientation of the Mt Kenya extreme sports challenge (MKESC) 2015 participants who were categorized into self sponsored individuals and corporate sponsored teams. A census survey was used in the study. Data was collected using adopted Sport Motivation Scale (SMS) by Pelletier et al., (1995). The SMS questionnaire assessed three main motivation categories; intrinsic, extrinsic and amotivation of the MKESC participants based on their demographic characteristics of age, gender, level of education and sponsorship status. Eighty four participants accepted to be respondents of the present study where 73%(61) of the respondents were male and 27%(23) were female. Hypotheses were tested using one way analysis of variance (ANOVA) and t-test at p ≤0.05 level of significance. Scheffe test was used to trace the source of significance difference after significant F-ratios. An independent t-test established a significant difference on intrinsic motivations t (82) = -2.777 p = .007 between male and female participants. However, independent t-test did not establish significant difference at p < .05 on extrinsic and amotivation between male and female respondents. While evaluating motivation orientations of the respondents based on their age, ANOVA identified significant difference at p < .05 where Scheffe post hoc test established that the significant differences were between the respondents in age category 18-24 years and those in 25-34 years. A significant difference existed in extrinsic motivation as well as amotivation based on education level of the MKESC participants F(3,80)=3.32, p = .024 and F(3,80)=3.17, p = .029 respectively. Motivation was observed to differ significantly in all the three motivation categories (intrinsic, extrinsic and amotivation) based on the sponsorship status (self-sponsored, institution sponsored) of the respondents at p < .05. The study concluded that male and female participants in extreme sports have different intrinsic motivation orientations. Age influenced motivation orientation particularly extrinsic motivation of extreme sports of participants between 18 and 34 years. Education and sponsorship status of extreme sports significantly influenced extrinsic motivation of extreme sports participants. Findings of the study are useful in understanding demographic details, motivation orientation and motives of participants in extreme sports challenge in Kenya. This may facilitate the designing of programs that address specific needs of participants, form the basis for monitoring and evaluation of participants’ satisfaction levels and provide reference material for extreme sports in Kenya. Future studies should evaluate motivation orientations of the participants before and after extreme sports participation.
Food and Beverage Training and Entrepreneurial Engagement among Diploma Graduates from Tertiary Institutions in Nairobi City County, Kenya
(Kenyatta University, 2021) Binyanya, Benard; Monica Wandolo; Rahab Mugambi
Entrepreneurship is recognized as a beacon of business start-ups. It drives individuals to realize their synergy, visualize and strategize / focus towards entrepreneurial path. It is a vibrant process aimed at creating economic returns through innovations. This study evaluated the effectiveness of skills acquired by Food and Beverage graduates from tertiary institutions in entrepreneurial engagements. In particular, the study investigated the direct effect of entrepreneurial training skills, internship exposure/job market and educational institution as a social network on decisions towards entrepreneurial engagements. Trainer’s demographics and pedagogy was used as the intervening variable. Theory of entrepreneurial competences, Human capital theory, Theory of Reasoned Action and Sociological theory were used to inform the study. An explanatory research design was adopted. Apart from graduates, lecturers from tertiary institutions that offer food and beverage courses also formed part of the respondents. Specifically, 14 institutions from Nairobi County were targeted for the study, which included two public universities, four private universities, three government technical institutions and five private training colleges. Fishers formula was used to derive the sample size from the population. Using purposive sampling technique and self-administered questionnaires, qualitative and quantitative data was collected. Descriptive and inferential procedures were used in data analysis. For quantitative data, Statistical Package for Social Sciences (SPSS) software was used, while for qualitative data, thematic analysis was used. Before testing the study hypotheses, diagnostic checks were done to ensure the suitability of the collected data in regression modeling. From the inferential analysis, the findings indicated that the independent variables training skills and internship exposure/job market do not have significant effects on entrepreneurial engagements with corresponding p-values 0.604 and 0.533, while educational institution had a significant effect with a p-value of 0.44. Using a step-by-step analytical approach, trainer’s demographics and pedagogy was found to act as an independent variable, not as an intervening variable. The study concluded that training is rich in content and well linked, however with limited need to plug gap of practical skills to reduce exam gurus oriented graduates. The study concluded that lecturers play a critical role in motivating/mentoring graduates to get involved in entrepreneurial activities through teaching methodology and nurturing of talents. The study recommends that the educational institutions should develop mentorship programs to nurture their graduates’ business engagement. Further, the training institution should embrace studies that follows graduate to establish the utilization of skills acquired during training. In addition, as a way of attracting more students to the hospitality industry, improvements such as curriculum adjustments, attachment/internship programs and social networking, should be considered by main stakeholders in the hospitality industry.
Influence of Place Identity on Destination Competitiveness of Machakos Sub-County; Machakos County, Kenya
(Kenyatta University, 2021) Barak, Winfred Musengy’a; Shem Wambugu Maingi; Edgar Ndubi
Destination competitiveness and factors that influence it has attracted interest among researchers recently. Among them is place identity which to date there exists no place brand identity that is universally accepted. The purpose of this study was to determine the Influence of place identity on the competitiveness of Machakos County as a tourist destination. Specific objectives of this study were to determine the Influence of visitor profile, to investigate the influence of visitor place identity perceptions, to examine the effect of visitor self-efficacy on destination competitiveness and to determine the moderating effect of tourism infrastructure on the relationship between place identity and destination competitiveness of Machakos County. This study was based on two theories: The Destination Competitiveness theory and the Breakwell‟s Identity Process Model. A cross-sectional descriptive research design was used in this study using questionnaires as the research instruments.317 visitors who patronized products and services of 202 registered tourism enterprises in Machakos Sub-County were randomly sampled for this study. Reliability of the research instruments was estimated using Cronbach‟s Alpha Coefficient. Descriptive statistics; correlation and regression (simple and multiple) were employed and for inferential statistics; Chi Square, T-Test and ANOVA were used. Correlation results indicated that Place Identity perceptions (r=0.577, p=0.000<0.05), Visitor self-efficacy (r=0.656, p=0.00<0.05) and Tourism Infrastructure (r=0.684, p=0.000<0.05) were positively and significantly associated to destination competitiveness. T-test results showed that visitor profile was significant with destination competitiveness except gender (p=0.624) and marital status of visitors. (p=0.806). The regression of coefficients results indicated that place identity and destination competitiveness was positively and significant related (β=0.589, p=0.000). Visitor self -efficacy and destination competitiveness was positively and significant related (β=0. 0.672, p=0.000). When moderated by tourism infrastructure, age (β=0.021, p=0.000), education level (β=0.0518, p=0.000), reason for travel (β=0.077, p=0.000), means of transport (β=0.113, p=0.000) were positively and significantly related with destination competitiveness. Further, the multiple regression indicated that place identity perception (β=0.032, p=0.015) and visitor self-efficacy (β=0.057, p=0.000) was negatively and significantly related with destination competitiveness. Reason for visit and destination competitiveness was positively and significant related (β=0.309, p=0.026). Place Identity perception and destination competitiveness was positively and significant related (β =0.119, p=0.046). Self-Efficacy and destination competitiveness was positively and significant related (β=0.155, p=0.030).Tourism infrastructure and destination competitiveness was positively and significant related (β=0. 524, p=0.000). All the null hypotheses were rejected and the alternative hypotheses adopted. The study recommended that DMOs should ensure that their product is customized to match varying visitor profiles especially in regards to age of visitors, level of education and the reason of their visit. They should integrate their marketing efforts with visitor opinions and perceptions about a place. Moreover, they should work towards increasing visitor efficacy before visit, while at destination and after leaving as this would significantly increase their sense of belonging and in turn increase chances of their return. Further research can be carried out on other stakeholder groups like host community, the Government or even NGOs. It can also be conducted on other branded counties in Kenya. In conclusion, this study confirmed that visitors have the ability to contribute towards the identity of a place in terms of their age and reasons for visit, their perceptions about place and their self-efficacy in relation to the destination they visit or aspire to visit.

Browse

Browsing MST-Department of Tourism Management by Issue Date

Results Per Page

Sort Options