Focus Strategy: A Dimension of Response Strategy in Influencing the Performance of Star-Rated Hotels in Kisumu County, Kenya
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Date
2025-06
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International Journal of Scientific and Research Publications
Abstract
Environmental turbulence such as the political upheavals, epidemics of diseases, terrorist attacks and natural calamities constitute to a significant economic threat to the hotel industry, the travel advisories brought about the reduction of number of visitors, resulting in massive effects on the performance of the hotels such as sagging sales, revenue loss, hotel shut downs, dwindling occupancy rate and reduction in customer satisfaction. This therefore emphasis the need for management to seek proper strategies for the hotels to recover and improve its performance. This study sought to assess how focus strategy affected performance of star-rated hotels within Kisumu County, Kenya. This study was anchored on Michael Porter Generic Competitive Strategies model. There was adoption of the descriptive research design, and where 10 star-rated hotels were targeted and 80 senior managers formed the sample size. The response rate was 85% as 68 managers filled and returned the questionnaires. The qualitative and quantitative data was analyzed through descriptive, inferential and content approaches. The association was strong based on the r values of 0.819 and focus strategy at beta coefficient of β =0.745, p < 0.05 showing a strong and positive effect to performance of the hotels. The study concluded that focus strategy contributed to the improved performance of the hotels. It was recommended that hotels concentrate on a small segment of the market, adopt strategies to manage costs, innovatively develop new products and services and expand the customer and market base.
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