School of Business and Management Studies

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CONSUMER BEHAVIOR AMONG DOMESTIC TOURISTS: A CASE STUDY OF TRAVEL AGENCIES IN NAIROBI, KENYA.
(2023-01-13) Kambaga, Dunstan; Mongare, Omare; Muriuki, Lawrence
The Consumer Behaviors is a combination of acts, attitudes and decisions made concerning the buying and consuming of the tourism products and services offered to tourists in destination areas and its post- buying reactions. Consumer behavior plays a key role in marketing activities of tourist products especially in promoting and selling tourism products and services in tourist destinations. The purpose of this research study is to establish factors affecting consumer behavior among Domestic tourists in travel agents in Nairobi, Kenya. The specific objectives of the study were to determine the extent to which price, product and safety affects consumer behavior among Domestic tourists in travelling agents. The research adopted descriptive design. The target population was 306 (KATA,2019) employees involved in travelling agents and sample size of 75 employees were selected using Fisher, Laing & Stoeckel (1983) formula. The study used both systematic techniques and stratification methods from each stratum in sampling employees. Convenient method was used to select 35 travel agents out of 114 (KATA, 2019) in Nairobi (Appendix II). The study used both primary and secondary data which was collected by use of questionnaire survey. The analyzing of qualitative data was done by use of the format in the thematic content analysis, while, quantitative data was done by use of descriptive and inferential statistics through the use of statistical packages for social sciences (SPSS), Chi-square (χ2 ), ANOVA and descriptive tests were performed. The data were presented by use of graphs, pie charts and table. Employees were asked to respond to a set of statements on the Likert scale where 5=strongly agreed, 4= agreed 3= neutral, 2= disagree, 1= strongly disagree and they had enough knowledge about travel agents in order to understand and respond to the questions. Descriptive analysis was used to summarize data regarding product, price and safety and Consumer Behavior in tourism destination. It’s evident that majority of the respondents strongly agreed that product, price and safety influence a tourist in decision-making to consume a product. Correlation analysis was used to investigate the existence and nature of relationship between Product, Pricing, Safety and consumer behavior among Domestic tourists. The study concludes that tourist behaviors is strongly influenced by price with 41.4% change followed by product and safety respectively as indicated by a Pearson correlation coefficient of .653**,.611** and .633** These relationships were found to be statistically significant as the significant value was 0.000 which is less than 0.05 threshold. Since, price, product and safety affects tourists, further research for Safety should be carried on to ascertain the individual safety of tourists in destination areas, especially this era of Al-Shabaab which is a security challenge to Kenya and the horn of East Africa as a whole. The study will benefit travel agents and tourism industry as a whole since the sector continues to be one of the largest industries in the world. Also, further research with wider scope to be carried on as this study could not exhaust all the factors affecting consumer behavior among Domestic tourists.
THE DETERMINANTS FOR MEDICAL TOURISM IN PRIVATE HOSPITALS: A CASE STUDY OF NAIROBI COUNTY, KENYA
(2023-01-13) Kambaga, Dunstan; Mongare, Omare; Ondara, R. O
The Kenya government is expected to lead in developing medical experts and facilities to take care of the well-being of its citizens and beyond the borders, since health is one of the pillars in the government’s agenda of Vision 2030. Therefore, the study is to find out determinants for medical tourism for private hospitals in Nairobi County, with a view of improving medical tourism in Kenya. The study examined a sample of cross-section of the tourist stakeholders to establish the impact of quality medical treatment facility, service delivery offered, competent doctors and the cost for medical treatments for private hospitals in Nairobi County. A descriptive and exploratory strategy were used for the study, whereby, the population was 400 medical tourists per month visiting the 25 private hospitals (Table 4) using census method. While, Krejcie and Morgan Table (1970) was used to sample 196 respondents, by use of convenient sampling to select medical tourists in each hospital selected. The data was collected by a structured questionnaire and analyzed by Statistical Package for Social Sciences (SPSS). The presentations and conclusions of the study was done after descriptive and inferential 36 statistics was investigated. The findings revealed that predictors were statistically significant at α=0.05 and the p-values < 0.05 (Quality medical treatment facility, p=0.00; Service delivery, p=0.00; Competent doctors, p=0.03; Costs, p=0.00). This is an indication that Quality medical treatment facility, Service delivery and Competence of doctors all have a significant outcome on medical tourists coming to Kenya. The study recommended that the management of private hospitals ensure that they have quality medical treatment equipment/facilities and competent medical doctors who will offer quality services to motivate more tourists to visit hospitals. The government to put in place policies to protect medical tourists from being exploited by private hospitals as well as to manage public hospitals to compete favorably with private hospitals. In such a scenario, medical tourism would expand and lead to the creation of employment and generate revenues for the country. Finally, the study will assist the government and tourism stakeholders in addressing the obstacles facing local and international medical tourism in the country. The researcher suggested a comparative study between private and public hospitals on medical tourism in Nairobi, Kenya.
DETERMINANTS OF CHILD SEX EXPLOITATION BY TOURISTS IN KENYA: A CASE STUDY OF MOMBASA NORTH COAST
(2023-01-13) Kambaga, Dunstan; Mongare, Omare; Ipara, Hellen
Kenya is synonymous with Safari destination in tourism circles internationally because of its main two products namely; wildlife and Coastal beach. However, cultural and sex tourism products are becoming prevalent to tourist, such that the tourism industry is facing different challenges towards child sex exploitation by tourists (CSET) in Kenya. The purpose of this research was to find the determinants of CSET in Mombasa North Coast, Kenya (MNCK). The research adopted descriptive design. The target population was 108,778 (County government of Kilifi and Mombasa, 2017) children involved in sex tourism industry and sample size of 384 children were selected using Krejcie and Morgan Table (1970). The study used both purposive sampling and stratification methods in sampling the children. Convenient method was used to select 22 tourist hotels out of 44 tourist hotels (KAHC, 2018) in MNCK. Descriptive research design was adopted for the study with the use of Purposive sampling method to sample the population both primary and secondary data which was collected by use of questionnaire survey and direct observation. and Descriptive analysis was used to analyse the data collected. With help of statistical packages for social sciences (SPSS) whereby chi-square (χ2 ), ANOVA and descriptive tests were performed. The researcher conducted a Correlation analysis to investigate the existence and nature of relationship between dependent variable (CSET) and in dependent variable (poverty, illiteracy, culture, modern technology, peer pressure). The study established that CSET is strongly influenced 2 by poverty, illiteracy, culture, modern technology, peer pressure respectively as indicated by a Pearson correlation coefficient of .726** .4311** .648** and. 618** This relationship was found to be statistically significant as the significant value of 0.000 which is less than 0.05 threshold. The study concluded that poverty is the major factor leading to the widespread of CSET in MNCK followed by peer pressure, illiteracy, modern technology and finally culture. This study recommends that In order to eradicate CSET at Mombasa North Coast, there is need to adopt deterrent measures apart from curative measures and may be adopted at different levels. The government should have a tourism policy on sustainable tourism to local community focusing on children which is tourism sustainability and intendeds to involve and improve the living standard of the children by generating and retaining revenue in the local community through employment. There should be skills training and entrepreneurship activities within the community to the children by assisting them to go back to learning schools/institutions and have programs to retain them for future life. Further research should be done to establish the relationship between child drug abuse and child sex exploitation; entrepreneurship opportunities for children at Mombasa North Coast; and, development of tourist education/learning programmes for the children at Mombasa North Coast.
HOTEL GUESTS’ ATTITUDES TOWARDS TOURISM TRAINING IN MIDDLE LEVEL COLLEGES IN KENYA
(2023-01-12) Kambaga, Dunstan; Wasilwa, Sitati N.; Ipara, Hellen; Omare, Mongare d
The aim of this study was to highlight tourism sector’s human resource training and development which depends on middle level colleges (MLCs) in Kenya’s tourism sector. With the growing tourism industry in Kenya, however, there has been no study to assess the demonstration of MLC trainees in tourism hotels under the universal changing tourism environment in Kenya. Hence, the study, specifically, attempted to determine the relationship between variables accessible in the hotel (amenities, customer care, cognition; and, effectiveness and efficiency) and satisfaction levels of services offered to hotel guests by tourism trainees in the hotel industry. The study adopted description research designs primarily targeting hotel guests in hotels. A total of 116 questionnaires were administered randomly to hotel guests from 21 randomly selected hotels in Nairobi for the study. Data were collected using questionnaires and interviews and were analyzed using descriptive and inferential statistics including; means, percentages, frequencies, ANOVA and chi-square tests. Findings revealed that most hotel guests were satisfied by ‘front office staff services’, since it was the only ‘service’ related to each of the four accessible variables in hotels and which implied that hotel guests were influenced with the employees’ warm welcome, friendly nature and better knowledge in solving some of their personal problems. Further, the information center in the ‘front office’ gave hotel guests full information about the hotels like the availability of brochures. The study recommends that the government coordinates all MLCs tourism training programmes to ensure quality graduates for tourism promotion and development. Finally, further study is to be undertaken to determine security on female hotel guests (amenities) in hotels relating to individual differences among hotel guests.
PERCEIVED INFLUENCE OF INFRASTRUCTURE AND SECURITY LEVELS ON TOURISM DEVELOPMENT RATE IN KIAMBU COUNTY
(2023-01-12) Kambaga, Dunstan; Omare, Mongare
The Vision 2030 and Tourism County Development Master Plans were envisaged to provide a good starting point for County tourism development; however, a number of challenges must be addressed to ensure competitiveness in the sector. The objective of this research study was to assess the perceived influence of infrastructure and security levels on tourism development rate in Kiambu County, specifically to find out the extent to which infrastructure and security affect tourism development in Kiambu County. The target population was 210 employees plus tourists visiting Kiambu County. The sample size of 75 was arrived after using the formula; n=N/2+Ne2 (Yamane, 2012), stratified random sampling technique was used. The study used descriptive research design while, data was collected from primary sources with the use of questionnaires. The data was analyzed by use of Statistical Package for Social Sciences (SPSS), descriptive and inferential statistics in analyzing and summaries. Respondents were asked to respond to a set of statements on the Likert scale, where 5=strongly agreed, 4= agreed 3= neutral, 2= disagree, 1= strongly disagree. Most respondents had enough knowledge to understand and respond to the questions, descriptive analysis was used to summarize data regarding infrastructure and security challenges on tourism development. Majority of the respondents strongly agreed that infrastructure, and security affect tourism development in Kiambu County. The researcher conducted a regression analysis to investigate the existence and nature of relationship between infrastructure and security on tourism development. The study concluded that tourism development is strongly influenced by infrastructure with 41.4% change followed by safety as indicated by a Pearson correlation coefficient of .653** and 611** respectively. This relationship was found to be statistically significant as the significant value was 0.010 which is less than 0.05 threshold. To achieve efficiency in the sector, efforts have to be undertaken to address impending challenges responsible for the stunted growth of the Country’s tourism sector. The researcher recommends for further research on a wider scope for all Counties in Kenya, while considering all challenges in the tourism sector affecting tourism development.
SUSTAINABLE PERFORMANCE FRAMEWORK INDICATORS FOR DOMESTIC TOURISM IN KENYA CASE OF NAKURU, NAIROBI AND MOMBASA TOWNS
(2023-01-12) Omare, Mongare; Kambaga, Dunstan
This study looked at the factors that affect domestic tourism in Nairobi, Mombasa, and Nakuru with a view of addressing them and coming up with sustainable performance frameworks for domestic tourism industry. The study investigated a sample of cross-section of the tourist and other tourism stakeholders using a questionnaire survey method. A sample of 600 respondents from the tourism industry players in the regions was selected using purposive and stratified random sampling. A closed and open-ended structured questionnaire schedule with both closed and open-ended questions were used to collect data. A total of 558 respondents filled and returned the data collection tools representing a response rate of 93%, from which analysis were done and statistical inferences made presentations and conclusions drawn. The study observed that the government and other tourist industry stakeholders must work together to address hindrances pointed out in order to improve domestic tourism these include price adjustments, emphasis on tourism education through curricula, creation of a strong people friendly domestic tourism policy; the need of sensitizing the local communities on the value of tourism and the need to conserve national resources for posterity. If these measures are taken then increased domestic tourism participation leading to creation of jobs thus reducing poverty. It is expected that the study will assist the government and other industry stakeholders in coming up with practical measures to address the obstacles facing domestic tourism with a view to increasing Kenyan participation in domestic tourism, and also contribute to theoretical knowledge.
VISITOR’S PERCEPTIONS TOWARDS THE CAUSES OF SEASONALITY IN THE KENYAN TOURISM INDUSTRY: A CASE OF NAIROBI NATIONAL PARK, KENYA.
(2023-01-13) Kambaga, Dunstan; Mongare, Omare
Seasonality presents a number of issues that require special attention and strategies. In particular, seasonality affects the number of tourists to a region and therefore may threaten the viability of tourism enterprises and regions whether severely or mildly. Seasonality causes the fluctuation in tourists and visitor numbers to a destination. Consequently, some destinations at certain times have more tourists and visitors than they are able to accommodate, while other have few tourists and visitors to the region. Kenyan tourism industry has in recent years suffered low tourist receipts especially at the coast. The main objective is to establish the visitor’s perceptions towards the causes of seasonality in the Kenyan tourism industry, specifically, the causes of seasonality at the Nairobi National Park (NNP). The target visitor population at the NNP was 448 visitors for August, 2017, (KWS, 2018). The formula by Miller and Brewer (2003) was used to get the sample size of 205 respondents. Data was collected 37 using questionnaires and interviews, then cleaned, edited and analyzed. Statistical Package for Social Sciences (SPSS) was used to analyse quantitative data, while qualitative data was analysed by use of content analysis. Descriptive analysis test used means, percentages and frequency distributions and charts. Inferential analysis used correlation and regression analysis including ANOVA and X2-square test to establish the level of relationships between the research variables. The findings indicate that the NNP experiences seasonality. Out of 64 respondent’s majority strongly agreed both natural and institutional seasonality that weather season both natural and institutionalized seasonality account for 80%; Calendar influence, natural and institutionalized seasonality 51%; Timing decision, natural and institutionalized seasonality 77% finally, Social pressures, natural and institutionally seasonality 50%. All the predictors were statistically significant at α=0.05 since p-values are less than 0.05. The study recommends that the government to give incentives to domestic tourists to visit the park regularly, in order to reduce the negativity of institutionalized seasonality. Further studies be done on the strategies to mitigate the causes of seasonality at the NNP. Keywords: Tourism, Tourists, Seasonality, Nairobi National Park

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