SUSTAINABLE PERFORMANCE FRAMEWORK INDICATORS FOR DOMESTIC TOURISM IN KENYA CASE OF NAKURU, NAIROBI AND MOMBASA TOWNS

Abstract

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.