Tourism Product Influence on Domestic Tourists Choice of Mombasa County, Kenya

Abstract

This study was aimed at determining the contribution of the tourism product on domestic tourism performance in Mombasa County, Kenya. Mixed research method was employed and primary data gathered through well-structured questionnaires, which were administered randomly to domestic tourists (n=400) and tour operators (n=21), and through interviews and focus group discussion to key stakeholders in Mombasa County. Regression analysis was used to examine the relationship between tourism product component and domestic tourism performance. The results revealed that availability of diverse tourist attractions and activities, ease of accessibility, availability of accommodation and affordability of services were key in influencing domestic tourists to visit Mombasa County. These findings could benefit stakeholders in providing insights on the aspects of the tourism product that should be packaged, and the pricing for the product that could improve its competitiveness. Furthermore, elements that are key to selection of Mombasa County as a tourism destination were determined, which is crucial in informing priority areas for further improvement and/or development by tourism stakeholders.