Macro Environmental Factors and Performance of Kenya Wildlife Services
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Date
2022
Authors
Tarichia, Victor Mutua
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
Tourism industry plays a critical role in Kenya’s socio economic development. The changes in the macro environment are however making life very complex for players in this industry in Kenya. Consequently, to survive, players in the tourism sector must engage in assessing the macro environment factors and their influence to the organization for them to cope. Thus the main aim of this study was to evaluate how macro environment factors influence performance of the tourism industry in Kenya with reference to Kenya wildlife services. The study sought to achieve the following specific objectives; to establish the influence of social-cultural environmental factors, economic environment factors, technological environment factors and political environment factors on performance of tourism industry in Kenya. The study adopted cultural dimension theory, open system theory, contingency theory and balanced scorecard model. A descriptive research design was used. The population of interest in this study included all the 50 management staff at the Kenya wildlife service headquarters, 24 national park managers, and 15 national reserve managers. This study was a census. Primary data collected using a structured questionnaire. The administration of the questionnaire was done through drop and pick later method. The validity and reliability of the questionnaire was tested before conducted the actual study. The reliability results revealed that the questionnaire was reliable as the Chronbach alpha for all the study variables was more than 0.7. Data analysis was done using descriptive statistics such as mean and standard deviation and inferential statistics which included correlation and regression analysis. From the findings, an R square of 0.515 was the output which shows that social-cultural environment, economic environment, technological environment and political environment account for 51.5% of changes in performance at KWS. The findings indicated that social-cultural environment significantly and positively influenced performance (β =.500, p<.05). Further, economic environment had a positive and significant effect on performance (β =.297, p<.05); technological environment had a positive and significant effect on performance (β =.604, p<.05) and political environment had a positive and significant influence on performance (β =.813, p<.05). The study concludes that social-cultural environment, economic environment, technological environment and political environment have a significant effect on performance at KWS. The study recommends the need for the government through its various agencies to develop policies aimed at improving the social-cultural, economic, technological and political environment as this will go a long way in enhancing performance of firms in the tourism industry
Description
A Research Project Submitted to the School of Business in Partial Fulfillment of the Requirement for the Award of the Degree of Master of Business Administration (Strategic Management Option) of Kenyatta University, November 2022
Keywords
Macro Environmental Factors, Performance, Kenya Wildlife Services