Influence of Sports Tourism Aspects on Performance of Registered Tour Operator Firms in Nairobi City County, Kenya
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Date
2025-10
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Publisher
Kenyatta University
Abstract
Sport games are catalytic in development of tour operator firms in globally. However, there are few studies that have been carried out on the relationship between sports and 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 sporting activities on performance of registered tour operator firms in Nairobi City County, Kenya. Specific objectives included determining the influence of sporting categories, sports fun-base, sports activities sponsorship and sports business opportunities on performance of tour operator firms in Nairobi City County, Kenya. It also examined the intervening role of Government policies on the relationship between sport activities and performance of tour operator firms in Nairobi City County, Kenya. The study was based on four theories; intrusion-reaction, the core periphery model, the resource-based theory and the economic impact theory. 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 City County registered with the Kenya Association of Tour Operators (KATO) as of October 2022. 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 arrived at through stratified sampling, purposive sampling and random sampling. This study used semi-structured questionnaire and key informant interviews as tools for primary data collection. For quantitative data the study used descriptive data analysis techniques that included frequencies and percentages, and inferential statistical techniques that were correlation and regression supported by Statistical Software for Statistical Sciences (SPSS. Thematic and content analysis was used in interpreting qualitative data. Output of data analysis has been presented in tables and graphs. The study showed that sports category is positively correlated to TOFs performance and the relationship is no statistically significant at r>0.5. Fun Base is directly correlated to TOFs performance and it is statistically significant at r< 0.05 Sports Sponsorship is directly correlated to TOFs performance but the relationship is not statistically significant at r>0.05. Sponsorship Business Opportunities is directly correlated to TOFs performance and the relationship is statistically significant at r>0.05. Sponsorship Business Opportunities is directly correlated to TOFs
performance and the relationship is statistically significant at r<0.01. the study
recommends that managers of TOFs should enhance their sponsorship in all sport
activities and especially athletics, ballgames, motor sports and water sports, both at
the local and international levels. They should enhance branding and advertising of
their firms during sport events often with a greater keenness on local sport activities.
They should focus on turning sport fans into their customers in order to increase their
income from sport activities as well as developing products that encourage high
spending and repeat purchase during sporting activities. Insights from the study could
enhance TOFs’ management capacity to utilize sports tourism for better financial
performance. Strategic planners in tourism industry could also gain from the study
since it could help them develop effective strategies that transform sporting activities
into opportunities for real wealth. Findings could also guide the government to
develop relevant policy that enhance tourism development.
Description
A Research Thesis Submitted in Partial Fulfilment of the Requirements for the Award of the Degree of Master of Science in Tourism Management in the School of Business, Economics and Tourism of Kenyatta University, October 2025.
Supervisors
1. Dr. Sisinio Muthengi- Department of Hospitality and Tourism Management
2. Dr. Jane Bitok- Department of Hospitality and Tourism Management