School of Hospitality and Human Ecology

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    SEASONALITY AND CONSUMER TRAVEL BEHAVIOUR AND THEIR IMPACT ON THE PERFORMANCE OF STAR-RATED BEACH RESORTS IN THE COASTAL REGION OF KENYA
    (Technical University of Kenya, 2023-08) KWENGA, JAPHET M.
    ABSTRACT The hotel sector is considered to have a bright vision for the growth of the travel and tourism industry by providing the country’s economic growth. Kenya’s beach resorts are among the best tourist destinations across the world. Despite increased efforts by the Government of Kenya and stakeholders to make beach resorts a driving force in achieving the national economic growth and development, seasonality and consumer travel behaviour have continued to be a major challenge in the industry. This has resulted to poor performance due to seasonal fluctuations in the volume of business with each season associated with different expectations and demands. The main objective of this study, therefore, was to assess seasonality and consumer travel behaviour and their impact on performance of star-rated beach resorts in the coastal region of Kenya. Specifically, the study sought to determine the relationship between seasonality and performance of star-rated beach resorts; to examine the relationship between consumer travel behaviour and performance of star-rated beach resorts; to evaluate the mediating effect of management strategies on the relationship between seasonality and consumer travel behaviour and performance of star-rated beach resorts; to assess the moderating effect of leadership commitment on the relationship between seasonality and consumer travel behaviour and performance of star-rated beach resorts and to assess the moderating effect of socio-cultural factors on the relationship between seasonality and consumer travel behaviour and performance of star-rated beach resorts. The study used cross-sectional survey design with questionnaires and interview schedule as research instruments. The respondents of the study were 23 managers and 586 randomly selected guests in all-star-rated beach resorts in the coastal region of Kenya. Multiple linear regression analysis was used to test the impact of seasonality and consumer travel behaviour on the performance of star-rated beach resorts as well as to test the moderating effects of leadership commitment and socio-cultural activities on star-rated beach resorts performance. Stepwise regression approach was used to test the mediating influence of management strategies on star-rated beach resorts performance. Seasonality was observed to have a significant negative impact (β = -9.69, p-value = 0.02) on performance of star-rated beach resorts. Consumer travel behaviour was observed to have a significant positive impact on the performance of star-rated beach resorts (β = 5.32, p-value = 0.01). Strategies used to manage impact of seasonality and consumer travel behaviour were observed to have a significant mediating influence on the relationship between seasonality and consumer travel behaviour and performance of star-rated beach resorts (β = 1.807, p-value = 0.025). Leadership commitment was also observed to have a significant moderating influence on the relationship between seasonality and consumer travel behaviour and performance of star-rated beach resorts (β = 0.79, p-value = 0.005). Socio-cultural activities with effective moderation aspects on the relationship between seasonality and consumer travel behaviour and performance of star-rated beach resorts ranged from leisure, holidays, meetings, incentives, conferences and events. Based on the findings, the study recommended that beach resort managers should enhance the three effective marketing strategies (market diversification, price differentiation, improved service quality and product diversification) to manage impacts of seasonality and consumer travel behaviour on the performance of star-rated beach resorts. Beach resort managers should continue improving on leadership commitment as they were found to be viable in handling impacts of seasonality and consumer travel behaviour so that they can gain competitive advantage and remain relevant in the industry. Finally, The Government of Kenya and other tourism stakeholders should enhance coastal beach ambience through setting up viable beach cleaner up policies to attract more consumers
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    EFFECTS OF CULTURAL ECOSYSTEM SERVICES ON ACCOMMODATION ROOM RATES IN THE TSAVO-AMBOSELI WILDLIFE TOURISM DESTINATION AREA, KENYA
    (Technical University of Kenya, 2023-07) OKUNYA, MARK NELSON YOBESIA
    The ecosystem services concept advocates for incorporation of Cultural Ecosystem Services (CES) in park management plans. However, park managers face difficulties articulating the CES in policy ready metrics and park tourists facilities operators lack information on visitor preferences for elements of the accommodation experience like facility’s environmental attributes. The study adopted a mixed methods design to collect qualitative data from purposively sampled park staff and quantitative data from a census of operational accommodation facilities in the Tsavo Amboseli Wildlife Tourism Destination Area in Kenya. The study relied on a deliberative geographical information system (GIS) protocol where park staff mapped the distribution of CES in three contiguous most visited parks in Kenya, Tsavo East, Tsavo West and Amboseli National Parks. By combining geospatial CES data with quantitative data on accommodation facility attributes, the study build a hedonic pricing model (HPM) to explore the impact of park CES benefits on room rates. The model was then used to assess how facility attributes, including CES, globally and locally influenced room rates in the study area. Results of the geospatial analysis revealed CES concentration with benefits intensities (I = 0.44 -2.93/km2) and diversity (𝐻∗=.48−.62) at geological, hydrological, and cultural park features while topographic and ecological features diffused the benefits. The study confirmed the joint-provision of CES at hotspots for landscape aesthetics (𝑍=5.38;𝑝<.01), spiritual/religious reverence (𝑍=5.67;𝑝<.01), ecotourism & recreation (𝑍=4.30;𝑝<.01), knowledge and scientific research (𝑍=4.10;𝑝<.01) in Tsavo West and historical and heritage appreciation (𝑍=5.71;𝑝<.01) in Tsavo East. The research highlighted differences in room rates (F (2, 44) =5.46; p = .01) for facilities in the three parks. Results of the global HPM (G-HPM) suggested that a plunge pool, private balcony, bathrobe, concierge service, chain affiliation, ecolodge, and proximity to a landscape aesthetics hotspot jointly influenced room rate (F (8, 38) = 9.66; p <.001). These attributes explained 60% of global variability in rates. Ecolodge status had the largest positive influence on rates (β =.41, t = 4.26, p < .001) followed by distance to a landscape aesthetic hotspot that had an inverse effect (β = -.22, t = -2.11, p = .04). The study estimated a geographically weighted regression HPM (GWR-HPM). The GWR-HPM predicted 69% to 90% of the variability in the room rates suggesting better explanatory power in parts of the study area compared to the G-HPM. The GWR-HPM confirmed spatial variations in the facilities’ attributes-room rate relationships and affirmed the influence of ecolodge on room rates in 98% of the observations. The GWR-HPM revealed that proximity to landscape aesthetics hotspots positively influenced rates in only 2% of locations, contradicting the distance decay principle. This suggests that facilities could not capitalize on CES benefits in their pricing decisions at the destination scale due to the public nature of the CES benefits in the Parks. The study demonstrates applicability of the deliberative method in assessing protected area CES values. Park managers can rely on results of such a process to provide legitimate inputs into conservation decisions. The study results demonstrate the influence of visitor preferences for accommodation objective and environmental attributes on room rates and suggests that park accommodation facilities can rely on the spatial hedonic pricing model to derive indices to be used in their product pricing, development, and positioning decisions. The study concludes that the ecosystem services concept expands the understanding of values in terrestrial protected areas by highlighting the socially constructed benefits of ecosystems. Additionally, the influence of facility amenities, visitor services, and environmental characteristics on room rates reveals park visitors' preferences and expectations regarding the park accommodation experience.
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    EFFECTS OF CLIMATE CHANGE ON NATURAL RESOURCES AND TOURISM SUSTAINABILITY IN MAASAI MARA NATIONAL RESERVE, KENYA
    (Technical University of Kenya, 2022-09) ROTICH, LABAN KIPKEMOI
    The tourism industry contributes significantly to global economic development, particularly in terms of job creation and wealth creation in developing nations and regions where tourism is frequently the primary source of revenue. However, there is worldwide concern on climate change as one of the biggest obstacles for attaining development. The tourism sector in Kenya that is nature based is not immune to climate change. This study used systems theory to investigate the effects of climate change on natural resources and tourism sustainability in Maasai Mara National Reserve (MMNR). The extent to which climate change affects natural resources that tourism depends on is explored. The specific objectives of the study were: To establish the effects of climate change on natural resources in MMNR; to identify the effects of natural resources on tourism sustainability in MMNR; to determine the relationship between climate change and tourism sustainability in MMNR; and to explore the mediating effects of climate change and natural resources on tourism sustainability in MMNR. Explanatory and descriptive research designs were used in this study. In Narok County, the target population was 169,220 households, 300 tourists, and 18 experts. Simple random sampling, convenience sampling, and snowball sampling were used to sample 507 respondents that included 399 households, 90 tourists, and 18 experts. Key informant interviews were used to collect data from climate change experts and tourists while structured questionnaires were administered to the heads of households in the local community. The Cronbach Alpha Coefficient was used to evaluate instrument reliability, while expert opinion was used to determine validity. Data from the interviews was analyzed qualitatively using thematic analysis. The normalized difference vegetation index (NDVI) technique was used to evaluate changes in vegetation cover using satellite images. Rainfall and temperature data were analyzed using the Man Kendall trend test. With the help of SPSS V.23, quantitative data was analyzed using descriptive and inferential statistics. The relationship between the variables was determined using linear regression while the mediation effects were tested using the Process Macro. The study findings indicated that there was a positive significant relationship between climate change and natural resources (β=0.286 and p=0.000), a positive significant relationship between natural resources and tourism sustainability (β=0.393 and p=0.000); and controlling for the mediator (natural resources), climate change remained a significant predictor of tourism sustainability (c‟ = 0.730). Therefore, rainfall and temperature variations trigger a mediating effect on vegetation that supports wildlife populations which forms the foundation of Kenya‟s tourism. These wildlife populations have the potential to influence sustainability of the tourism industry. The study findings raise the need for urgent interventions by the tourism industry stakeholders to consider developing alternative wildlife based tourism products in the advent of declines in wildlife populations as a result of erratic rainfall and temperature patterns. In addition, tourism destination managers need to have contingency plans in the advent of extreme climate events. It is crucial that relevant policy frameworks aimed at addressing climate change effects and its associated risks on wildlife that the tourism industry thrives on are enacted and fully implemented.
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    EFFECT OF FOOD SAFETY AND FOOD QUALITY ON CUSTOMER CHOICE OF DINING DESTINATIONS IN KENYA.
    (Technical University of Kenya, 2022-10) ONDARA, ROBERT ORENGE
    The effect of Food safety (FS) and Food Quality (FQ) on customer’s destination choice (DC) remains controversial. A number of empirical studies conducted in Kenya failed to seek the manner in which consumers themselves perceived FS and FQ in order to choose their destination of choice. Owing to this contradiction, this study was to determine the effects of FS and FQ on customer choice of dining destinations in Kenya. The objectives of the study were; to assess the relationship between food quality and customer choice on the dining destinations in Kenya, to determine the relationship between food safety assurance and customer choice on dining destinations in Kenya, to determine the relationship between food monitoring and surveillance systems and customer choice of dining destinations in Kenya, to assess the moderating effect of top management commitment on the relationship between food safety and quality and customer choice of dining destinations in Kenya and to assess the moderating effect of customer-based factors on the relationship between food safety and quality and customer choice of dining destinations in Kenya. A cross-sectional survey design was adopted in this study where1058 guests were sampled based on 49% average bed occupancy statistics. Additionally, 54 hotel staff (managers and Sous chefs) were purposively selected from 4-star and 5-star hotels in Kenya. Self-administered questionnaires and structured interview schedules were employed to collect data from respondents. Qualitative data collected through interview schedules was analyzed thematically while quantitative data was analyzed using multiple regression analysis. The study found out that there was positive significant relationship between FQ, FS and FSM in determining customer’s choice of dining destinations (p-values 0.015, 0.005 and 0.044). The study also found out that there was a moderating effect of top management commitment on the relationship between FQ, FS and choice of customer’s dining destination (p-value = 0.004). While there was a general agreement that top management are committed in affirming food safety and quality, it was also revealed that for every positive improvement in top management commitment, there would be a corresponding positive rate of influence on dining destination choice. The output of the models with and without interaction confirmed that the moderation effect of customer-based factors was found not to be significant but presented itself as an explanatory variable (P=0.25). Although the study presented unique insights into food safety, quality, monitoring as well as surveillance; there were a number of limitations based on the empirical as well as conceptual settings. The study failed to investigate the physical, chemical as well as microbial contaminations that can cause unsafe food. This therefore could be a prime area for future research.
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    HEALTH FOOD PRODUCTS AS A TOOL FOR MARKET GROWTH AMONG RESTAURANTS IN NAIROBI CITY COUNTY, KENYA
    (TECHNICAL UNIVERSITY OF KENYA, 2019-06) WASIKE, CAROLYNE KHASOA
    Though research shows that pro i. ion of nutririon informa tion on menus increases the number 01 pcople \\ ho use it to cl 'ct healthier mea l choices. the effect of healti1 fo oe! products on growt h of the h alth food market is not known. Research also shows that bealth eaLing is about fat end energy content of fo d. he re is, however. e idence that health rood market trends have long shift d from fat and energy lev Is in food to other components Ihal ar hased on cu:-wmers' ideas of what constitut es hea lth earing. TI1is srudy sough! to in\'cstigate heald l food produ cts a il t oj fl [ growing th market amo ng restaurant . The study adopt ed a cro , eClioJlal analytical design wl!u~e sample wa~ drawn u:-.i ng r allllofJl and purpo ivc sampli ng procedures for restaw-an ts, head. of department alld targeted customers. Ot t of thc L47 healrh food restaurants in airobi City County , 74 wcre randomly ~a.tnpled and included ill the study. Re pondents for the study entailed 296 heads of department and 382 customers yiclding a total of 6 8 resp onden s. Data was cull ct cl using structured questionna ires anti observation checkli (S . The coneeted data was screened an d analysed by irequencles. perce ntages. correlation, cross tabu atlOn. chi-square and multiple logistical regression. Data was presented by u se of tables. graphs anti prose explanations. W hereas 678 ljll s[ionnai res were administe red to respondents. a respon,: e rate of 97c k was achieved, accounting for (15 7 respondents. On the othe r hand. observation checklists that 74 health food product reo(aurants had 84o/r rc:spon se rate (6 2 health food product restaurants). Results of the study I'll w that the products on orfer perceived by restaurant cu to mers as health were: traditional foods, III di cinaL products cooked using health cooking methods (59%); vege tarian food products (19. 2%): gluten free products ( 12.2%) and sea food (9.6%). The tu dy eSLablished that a sign ificant relationship existed beLwee n health food products on offer jn restaurants in N airobi City and customer needs (a Pearson carrel ati on r value of -0 093 , a regression p valu =OOOL Li near logistic r value of 0.000 and X2. 0.443; a= 0.05 ). actors tha t signi ficantly in fluenced custom r needs for h alth food products were: desire to lead a hea lth hfestyle. family culture ; medical prescription: media, school and book ' (con-el ation p 'JlLlc of 0.001 ; o. = 0.( 5) Variables uf the . LUd y lhat were fOLlnd to be significant in growth If the he alth food product market were : capacity- menus (p =00(0), equipmetlt (p = OOOU ), rr duct quality (p == 0.000), raw ma terials (p = 0.01 3) and trained -taft' (p = 0.05); cllsromcr ,.Itisfaction- salisfied (p =0.(00). dis.-atisfied (p = 0.00 1). cmd vel') d issatisfied (p = 0.000). Oln r va riab l ~ [hat were significant iT marke t growth we re : loyal ty- non loyallY (p =0.0(0) ,mJ minimal 10 'aity (p = 0.( 15); intcrv lu ng factors-meeling frien Is (p == 0.(02) and l.Ul1\enience of restau ra nt locati on (p =0.000); ma rket re::;pon'ie: amI 'orlo-economic fac tors -(1r HOD and cm:tomers. The sLudy further fou nd th at marke t growth depended on the '1e~llt hy tood products on offer. It was. however, e stablished [ha t only 3.5 '70 (R:' = 0.035) of rlJrk l growth of the sampled restauranb could be accounted for by the health food product.s , lrfer. Tn order to significantly grow the hea.l th food market in reslauranb, there is need to I -.:rease the number of res aurants that offer he althy food products as well as restaurant .: _pa 'ity (inte nsify training of staff in health food and ss i t restaurants to source for _~[ ro li ate equipment) to offer this cadre of products. The study further concluded that _..11th f) d products 011 offe r in rc taurants in tl is ru l1~t category shoul cl cnt. it traditional. l~dkl L rroduc(s co k'd lIsillg he( Ith coo ing me thods, v get. rian, glute n i'ree and sea pr1 1duct.- tLlne vari tIes (l , lOw~ er. be pnJ vld tl hased 011 lli P r 'ei ve r! cus!omer