Competitive Strategies Among Tour Operators in Kenya
Abstract
Although tourism industry in Kenya faces a myriad of challenges emanating from the external
environment such as competition from other countries with tourist attraction sites such as South
Africa, tour operators in Kenya are an important player in the tourism industry. Given their
important role in ensuring that tourists have a good time while in Kenya, it is paramount that
they devise strategies that ensure flow of tourists in the country. The strategies so devised need
to ensure that in cases of low and high seasons, tourists flock the tourist destinations. This has
seen some tour firms concentrate not only on the foreign market but also on the domestic market.
This area of study has not received attention from scholars as it deserves.
The objectives of the study were to assess the extent to which flow of tourists is a challenge
facing tour operators in Kenya, to identify the competitive strategies tour firms are using to
maintain flow of tourists in the country and also to establish whether the flow of tourists among
tour firms in Kenya is related to the competitive strategies.
The study used descriptive survey design. The researcher sampled 68 tour operators who are
members of the Kenya Association of Tour Operators (KATO. The data was collected using a
questionnaire that consisted mainly of closed-ended and open-ended questions. The data was
analyzed using descriptive statistics. It was coded in the SPSS program for windows.
From the findings, the study found that the tourist firms in Kenya faced challenges in economic
environment, but it adopted some strategies such as adpting to the new technology and reducing
the operational staff to adopt to these challenges. The study also found that tour firms are also
employing extensive technology and also maintaining.
Publisher
University of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
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