Media Publicity and the Performance of International Tourism in Kenya
Abstract
The main purpose of the study was to determine the relationship between media publicity
and the performance of international tourism in Kenya. The research adopted a
descriptive survey of the tourism sector in Kenya. The population of the study was the six
government parastatals in charge of promoting tourism in Kenya and the six other
affiliates. Primary data was used for the purpose of this study. The data was collected
using a semi structured questionnaire consisting of both open and closed ended questions.
The questionnaires were coded and
data cleaned before analysis where the closed ended
questions were analyzed quantitatively, using descriptive statistics and
open ended
questions analyzed qualitatively using content analysis and the results presented under
identified themes as per the objectives of the study. The study findings established that
media publicity has a great impact on an organizations performance and therefore a
negative publicity on a firm can cause a decrease in its clientele level and a reduction in
the financial position
of the firm. While a positive media publicity on the organization
would encourage more clients and customers to the firm thereby increasing the
organizations business performance. Media publicity also influenced to a large extent the
international tourists
‟ arrivals in the country. The study made recommendations based on
the study findings as follows: it is of importance to encourage the media to portray the
country in a positive light. Though playing their role in creating awareness, it is also
important to consider the repercussions of such publicity to the various sectors in the
country such as the tourism sector. The government should also take their role of
safeguarding the tourism sector by encouraging the media houses to advertise on the
tourists‟ sit
e and resorts in the country such as the eighth wonder of the world. The
government can also impose laws on the media houses that would prevent them from
taking part exposing exaggerated dirty linen to the outside world. The information given
out should be
first considered of its effects and any screening done
Publisher
University of Nairobi