Influence of Marketing Strategies on Sustainable Conservation of Heritage Sites in Nyeri County, Kenya
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Date
2024-11
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Kenyatta University
Abstract
In recent years, sustainable conservation has gained acceptance among tourism
stakeholders as an economically viable, socially acceptable, and environmentally
friendly heritage tourism development model. Heritage tourism faces numerous
challenges, including cultural commercialization, organic dilapidation, development
pressure, inadequate marketing and public awareness, and improper use and
maintenance. Kenya has begun to embrace long-term heritage tourism development
goals that are aligned with Kenya's Vision 2030. This study examined the influence of
marketing strategies on the sustainable conservation of selected cultural heritage sites
in Nyeri County. The study determined the influence of market development
strategies, assessed the influence of market penetration strategies, determined the
influence of diversification strategies, and examined the influence of product
development strategies on the sustainable conservation of heritage sites in Nyeri
County. Ansoff's marketing and sustainable development theories underpinned the
study’s theoretical foundation. A cross-sectional descriptive survey design was
adopted. The target population included local community members, tourists, and key
informants from the County government of Nyeri, the National Museums of Kenya,
and site supervisors. The sample size was 762 respondents, consisting of 384 locals,
367 tourists, two museum officials, eight site supervisors, and one Nyeri County
tourism official. Stratified and proportionate approaches were used to sample the locals
and tourists from the four heritage sites. Simple random sampling was utilized for
tourists and locals, while a census was used to sample critical informants. Data were
collected using questionnaires and interviews. Study supervisors' guidelines were used
to determine the validity of the study instruments. The reliability of the study variables
was assessed using the Cronbach alpha criterion, accepting alphas above 0.7.
Quantitative data were analyzed using the Statistical Package for Social Sciences
through descriptive and inferential analysis, including means, percentages, standard
deviations, and correlation and regression analyses. Qualitative data followed a
text/content analysis, with responses grouped as themes and integrated into the
discussion of quantitative findings. Data were presented as tables, pie charts, and
histograms. The response rate for questionnaires was 66.2%, while that of interviews
was 100%. The findings revealed that market development strategies (r=0.551,
p=0.000), market penetration strategies (r=0.620, p=0.000), diversification strategies
(r=0.377, p=0.000), and product development strategies (r=0.393, p=0.000) exhibited
a positive and statistically significant relationship with the sustainable conservation of
heritage sites in Nyeri County. Although the three variables positively influenced
sustainable conservation, market penetration strategies were the most robust predictor
(R²=38.4%), with the four variables causing a 44.9% variation in sustainable
conservation of heritage sites in Nyeri County. The study concludes that marketing
strategies are catalysts for attaining sustainable conservation initiatives in Nyeri
County. It recommends incorporating heritage sites into the County's economic plans
and policies, involving locals at all stages to incorporate their socio-cultural and
economic values. The study also suggests a multi-governmental and agency approach
to developing, diversifying, and marketing heritage products while preserving heritage
sites and biodiversity. Future studies should investigate this topic using in-depth
analysis to understand how marketing-specific aspects, such as technology, can
address specific sustainability components, including socio-economics, cultures, and
environmental concerns
Description
Supervisors:
1. Bitok Kipkosgei
2. Esther Munyiri
Department of Hospitality and Tourism Management 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 August 2024