| dc.description.abstract | Tourism marketing firms play an important role in marketing Kenyan tourism attractions in the world. Tourism is a major foreign exchange earner and contributor to the Kenyan economy. Tourism also plays an important role in the attainment of vision 2030.kenyan tourism firms are established with the aim of offering potential tourists a better lengthier exposure of Kenya. There is a total of 51 registered tourism marketing firms in Kenya.
The most common marketing firms utilized by these firms are namely: telephone invitations, marketing events, news channels, off-line press release distribution specialized press advertisements, strategically placed banner ads on key relevant websites and direct email campaigns. This study sought to find out the, extent to which e-commerce enhances competitive advantage of Kenyan tourism marketing firms.E-commerce refers to a wide range of online business activities for products and services. It includes any process that a business conducts over a computer mediated network or over the internet.
Competitive advantage is the position of a business to have a strong lead in the market share in a specific sector. This study used primary data to carry out its survey. The primary data was collected using questionnaires and interview method. Random and purposive sampling methods were used to come up with the respondents. In the questionnaires a number of 86 respondents were used .interviews were conducted with 5 respondents .data was presented in the form of frequency tables and charts.
The results of the study showed that there were specific benefits of e-commerce in marketing Kenyan tourism, mainly; reaches a large number of clients across the world, it reaches clients instantly, low labor costs and high returns rates and facilitates acquisition of new and mass markets, The following recommendations were made to various relevant stakeholders concerning the extent to which e-commerce enhances competitive advantage with specific reference to Kenyan tourism marketing firms: tourism marketing firms management should invest more in e-commerce, encourage customers to embrace e-commerce and address the security issues in e-commerce.the government through the ministry of information and communication should come up with policies that are geared towards creation of a favorable environment foe e-commerce not only in the tourism marketing but also in other sectors of the economy. | en_US |
