Marketing Incentives Used by Hoteliers in Nairobi to Promote Domestic Tourism

Abstract

The government of Kenya had for a long time placed a lot of focus on international tourism, with little regard to domestic tourism. However, with the apparent challenges facing international tourism, it has become quite imperative to re-evaluate this position and begin to place more focus on domestic tourism. Presently efforts are being made to publicize and promote domestic tourism evident through the re-launch of the domestic tourism council of Kenya (DTCK) in 2008. Tourism has been viewed by the locals as an alien sector, leading to negative perceptions in the minds of the local people. The objective of the study was to investigate the importance of incentives in the quest to promote domestic tourism in the Nairobi region by hotels. The study adopted a descriptive survey to determine marketing incentives used by hoteliers in Nairobi to promote domestic tourism. The target population was star rated classified hotels in Nairobi region, higher star ratings indicate more luxury. The study targeted 50 hotels within Nairobi region. The primary data was collected by use of a semi-structured questionnaire. Both quantitative and qualitative data. The researcher examined the collected data to make inferences through a series of operations involving editing to eliminate repetitions and inconsistencies, classification on the basis of response homogeneity and subsequent tabulation for the purpose of inter-relating the variables under study. Analyzed data was presented in graphical and tabular form. Qualitative analysis on the other hand was involve reading through the data collected, coding the data, interpreting the data by attaching significance to the themes and patterns observed and drafting a report detailing the findings. The study found that hat domestic tourism has improved marginally due to incentives in the Nairobi region. There are many people who are willing to travel for domestic tourism but are not aware of the tourist attractions and facilities in their country, and it was apparent that most of them would travel for leisure if only they knew about the tourist attractions around their environments. Employers should also improve the tourism industry by providing their employees with more free time, and give deserving salaries or wages which can cater for basic needs and for leisure time. For hotels, national parks and reserves and places of attraction, much should be done to improve the stay of the locals and their indulgence in domestic tourism.