| dc.description.abstract | The purpose of this study was to determine the product positioning strategies used by tour
companies who are members of KATO in the promotion of domestic tourism in Kenya. It also
attempted to identify the unique attributes of the domestic tourism product in Kenya. A
descriptive survey was conducted with a sample size of 78 tour companies selected using
stratified random sampling. Primary data was collected using a semi-structured questionnaire and
personal interviewing. Out of the 78 questionnaires administered, 51 responded by completing
and returning the questionnaires. Data was analyzed using the SPSS programme.
The study found that the key target market segment of the domestic tourists in Kenya are
families and corporate/institutions who mainly book their safaris via emails through the tour
companies’ websites. Further, the respondents indicated that they get bookings or clients through
referrals from past clients via word of mouth. In addressing the research objectives, the study
determined that the most applicable product positioning strategies with regard to domestic
tourism were service quality, target market and product pricing. The most preferred product by
the domestic tourists was identified as beach safari with an average 0-5days length of stay for a
safari. Other unique attributes of the domestic tourism product as identified by the study were
sports safaris, business/conference safaris, adventure safaris and wildlife safaris.
The study also found out that most tour firms consider the internet/website as the most effective
way of promoting domestic tourism. The respondents further indicated that their firms consider
travel exhibitions and the television also as effective ways of promoting domestic tourism. Use
of radio as a way of promoting domestic tourism was rated lowest by the respondents. Majority
of the respondents indicated that government regulations, competition from other local tour firms
and changing market trends were some of the major challenges faced by tour companies in
carrying out tour business in the country. Technological challenges and competition from
regional countries were seen as normal challenges when doing business in the country. Other
relevant information provided by the respondents for the study was a suggestion to have in place
aggregated and readily available information on the domestic tourism market. This should
include information on available destinations, product pricing, domestic tourism average spend
and the trends in domestic tourism. | en |
