Analysis of factors influencing the middle and high end segments of the tourism industry in Kenya
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Date
2007-10Author
Omuya, George M
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
This project focused on factors influencing the middle and high end segments of the
tourism industry in Kenya with a view of increasing arrivals and in return income
generation through the high yield segment. This study specifically was carried out on
various tour operators in the country. The objective of the study was to establish factors
influencing the middle and high end segments of the tourism industry as perceived by
tour operators in Kenya.
The study sought to investigate the factors influencing the middle and high end segments
of the tourism industry in Kenya. To meet these objectives. primary data was collected
through the use of a questionnaire. The researcher used a simple random sampling to
identify tour operators who were involved in the study. Various levels managers were the
ones who responded on the questionnaire.
The data collected was analysed using frequency tables, percentages and other statistical
measures. The findings from the analyses led to three major conclusions:
•
The study established that the tour firms targeting high yield tourists are
conscious of factors influencing the segment and that they have taken measures to
address guest concerns individually and through their parent association as well
as ministry of tourism
The results of the study showed that most of the tour operators in the tourism
industry had engaged in various strategies to ensure they attract high yield
tourists,
Such measures included new product development, diversification and market
penetration as well as innovation to offer unique experiences.
In view of these conclusions, the following recommendations were made to the tour
companies in Kenya
• The companies that do not continuously monitor strategic issues and
factors affecting the high yield segment throughout the year need to take
deliberate steps to do so in order to be able to realize the full potential of
the tourism industry
• Tour companies need to push the government to invest more in
infrastructure development and also improve quality on existing products
that are sought after by visitors
• The tour companies need to change and adapt new strategies to improve
quality product development and ensure service offered is of the highest
quality as the high yield tourist tastes and preferences have changed over
time.
Citation
Masters Of Business Administration (MBA) Degree, University of NairobiPublisher
University of Nairobi School of Business
Description
A management research project submitted in
fulfillment of the requirements of the Degree of
Master of Business Administration, (MBA), School Of
Business, University Of Nairobi