Role of International Celebrity Events Destination Promotion on Tour Firms Performance in Nairobi City County, Kenya
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Date
2021
Authors
Kamau, George Gikuni
Jebet, Jane Bitok
Bitok, Jane
Journal Title
Journal ISSN
Volume Title
Publisher
Stratford Peer Reviewed Journals and Book Publishing
Abstract
Events are crucial for development of destinations across different parts of the world since they
possess important social, cultural, and economic outputs. International celebrity events provide
additional destination attraction and they create a sustainable tourism industry across many parts
of the world. Despite research in recent times in events gaining tremendous interest among
scholars and emerging as a crucial area of study, little is known on how international celebrity
events hosting influences tour firms’ performance. This study explored the role of international
celebrity events destination promotion on tour firms’ performance in Nairobi City County,
Kenya. A cross-sectional research design was adopted for the study. The sample size of the study
constituted of 390 managerial employees who were drawn from all the 329 tour firms registered
with the Kenya Association of Tour Operators. Stratified, systematic, purposive, and convenient
sampling approaches were used to sample the respondents, while questionnaires and interview
schedules were used for collection of data. Results showed that the international celebrity events
destination promotion depicted a positive and statistically significant relationship with tour firms
performance (p=0.000<0.05). The study recommends development and hosting of special
international celebrity events in the country by event organizers as the basis of increasing the
competitiveness of Nairobi City County as a preferred tourist destination.
Description
A research article published in Journal of Hospitality and Tourism Management
Keywords
International Celebrity Events Destination Promotion, Image, Hosting, Tour Firms, Performance, Competitiveness
Citation
Kamau G, G., Bitok J. J., & Otsembo N. E (2021). Role of International Celebrity Events Destination Promotion on Tour Firms Performance in Nairobi City County, Kenya. Journal of Hospitality and Tourism Management. Vol 4(2) pp. 38-45. https://doi.org/10.53819/81018102t2014