Incentive Traveler Earners Preference and their Influence on Destination Choice in Nakuru County, Kenya
| dc.contributor.author | Njoroge, Harrison Kabutha | |
| dc.date.accessioned | 2025-08-17T07:59:09Z | |
| dc.date.available | 2025-08-17T07:59:09Z | |
| dc.date.issued | 2025-03 | |
| dc.description | A Research Thesis Submitted In Fulfilment of the Requirement for the Award of the Degree of Masters of Science (Tourism Management) in the School of Business, Economics and Tourism of Kenyatta University, March 2025. Supervisor 1. Shem Maingi 2. Teresa Kinuthia | |
| dc.description.abstract | Incentive travel, mostly addressed under MICE (Meetings, Incentives, Conventions, and Exhibitions) tourism, is widely considered a cornerstone of niche tourism, which combines both leisure and traveler’s needs. Unlike other products under MICE, incentive travel decision-making process for choice of destination is unique. This is because incentive travel motivation is neither purely on leisure nor business. Founded on the UK Association Conference Attendance Decision Making Model that guides their decision-making process, this study was conducted with the aim of exploring incentive travelers’ preferences with regard to Nakuru County in Kenya as their destination of choice. The objectives of this study were: To determine the relationship between tourism pre-set conditions and incentive travelers’ destination preferences, and to analyze the differences in destination preference between incentive travel earners and their managers when choosing Nakuru as a tourism destination. The Cochran’s formula was used in combination with purposive and convenience sampling to pick 360 incentive travelers, 60 managers of incentive travelers, and 40 managers of Destination Management Organizations (DMOs). Questionnaires were administered and Statistical Package of Social Sciences (SPSS version 20.0) was used for data analysis. This study found a strong relationship between incentive travelers’ choice of Nakuru as their destination of choice because of its preset conditions (p = 0.002), and their satisfaction level with the destination of choice (p = 0.000). The study also found no significant relationship in preference among incentive travelers’ and their managers in selecting Nakuru County as their destination of choice (p = 0.704). Based on the research findings, this study concludes that diversified programs, activities, and quality amenities significantly influence destination choice for incentive travelers. Nakuru should enhance attractions, accessibility, and tailored packages to balance leisure and corporate needs. Additionally, structured engagement and strategic marketing will strengthen its competitiveness in incentive tourism. | |
| dc.description.sponsorship | Kenyatta university | |
| dc.identifier.uri | https://ir-library.ku.ac.ke/handle/123456789/31236 | |
| dc.language.iso | en | |
| dc.publisher | Kenyatta University | |
| dc.title | Incentive Traveler Earners Preference and their Influence on Destination Choice in Nakuru County, Kenya | |
| dc.type | Thesis |