dc.contributor.author | Odenyo, Horace O | |
dc.date.accessioned | 2013-11-21T06:15:00Z | |
dc.date.available | 2013-11-21T06:15:00Z | |
dc.date.issued | 2013-09 | |
dc.identifier.citation | A Research Project Submitted In Partial Fulfillment Of The Requirement For The Award Of The Degree Of Master Of Business Administration School Of Business, University Of Nairobi | en |
dc.identifier.uri | http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/59660 | |
dc.description.abstract | The purpose of this study was to identify firm strategy and key success factors in the
tourism industry in Kenya. Private tour companies have been tasked to develop the
sector, which has been identified as a potential area that will contribute in helping the
economy to a rate of 10%. The funds generated have will be used to invest in the people
of Kenya as highlighted in the vision 2030 handbook. The objective of the study was to
determine if strategy exists in the sector and how the various strategies have been
matched to the various competitive factors to enhance a sustainable competitive
advantage. The study covered 30 tour and travel firms in the tourism private sector. The
research design was in form of a descriptive survey intended to identify the key success
factors and strategies employed by private tour firms in Kenya and to establish whether
they base their strategies on the key success factors. The researcher used primary
sources of data since the objective was to determine if strategy exists in the sector and
how strategy has been matched to the various competitive factors in order to get a
sustainable competitive advantage. The data was collected using questionnaires; it was
then coded and tabulated to facilitate statistical analysis using SPSS. Descriptive
statistics was used to transform the data collected into standard form for relative
comparison. The study found out that the key success factors that were important in
influencing strategy were marketing, technology and service quality. Strategy alliances
and human resource were also important and were ranked second to the first pair of
factors. The findings of the study were found to be consistent with other previous studies
on the subject of industry key success factors. | en |
dc.language.iso | en | en |
dc.publisher | University of Nairobi | en |
dc.title | Firm strategy and key success factors in the Tourism industry in Kenya | en |
dc.type | Thesis | en |
local.publisher | School of Business | en |