Influence of Strategic Tourism Promotion Practices on the Performance of Tour Operator Firms in Nairobi City County, Kenya

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dc.contributor.authorKisilu, Michael Muia
dc.contributor.authorMaingi, Shem Wambugu
dc.contributor.authorMaranga, Vincent Nyamari
dc.date.accessioned2025-04-15T07:12:55Z
dc.date.available2025-04-15T07:12:55Z
dc.date.issued2023-10
dc.descriptionFull Article
dc.description.abstractThe study sought to establish the influence of strategic promotion practices on the performance of tour operator firms. Mixed methods research design was adopted. The population was Kenya Association of Tour Operators (KATO) Full Members that are located in Nairobi County and from which a sample size was estimated. Questionnaires and structured interviews were used for data collection. Descriptive statistics and simple linear regression analyses were used in the analysis to answer the research objectives. The findings on the influence of strategic tourism promotion practices on the performance of tour operator firms revealed that to a large extent tour operator firms used recommendations e.g. from a friend or colleague as a strategic tourism promotion practice followed by advertising. There was a statistically significant weak and positive relationship between strategic tourism promotion practices and performance. Further findings revealed that strategic tourism promotion practices positively and statistically significantly influenced performance. Tour firms can rely on strategic tourism promotion practices for their revenue and customer base growth
dc.identifier.citationKisilu, M.M., Maingi, S.W. & Maranga, V.N. (2023). Influence of Strategic Tourism Promotion Practices on the Performance of Tour Operator Firms in Nairobi City County, Kenya. African Journal of Hospitality, Tourism and Leisure, 12(4):1618-1629. DOI: https://doi.org/10.46222/ajhtl.19770720.453
dc.identifier.issn2223-814X
dc.identifier.urihttps://ir-library.ku.ac.ke/handle/123456789/29964
dc.language.isoen
dc.publisherAFRICAJOURNALS
dc.titleInfluence of Strategic Tourism Promotion Practices on the Performance of Tour Operator Firms in Nairobi City County, Kenya
dc.typeArticle
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