Role of Conventions in Influencing Tourism Performance in Nairobi City County, Kenya

Thumbnail Image
Kariuki, Leah Wanja
Journal Title
Journal ISSN
Volume Title
Kenyatta University
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.
A Research Thesis Submitted in Partial Fulfilment for the Award of Degree in Master of Science in Tourism Management in The School of Hospitality, Tourism and Leisure Studies of Kenyatta University, June 2019