A Critical Analysis Of Domestic Tourism Promotion In Kenya

Abstract

Tourism may be defined as the processes activities and outcomes arising from the relationships and the interactions among tourists, tourism suppliers, host governments, host communities and surrounding environments that are involved in attracting and hosting of visitors. Domestic tourism is an undeveloped theme in African tourism scholarship since the planning and promotion of tourism in most African countries is biased towards international tourism. This paper examines promotion of domestic tourism in Kenya’s developing tourism economy and argues that positive benefits can be obtained through more aggressive promotion of domestic tourism in the country. Promotion refers The paper has reviewed the main approaches used in promotion of domestic tourism in Kenya, the role of tourism in local development of a country and to examine the emerging trends in tourism promotion in the 21s1 century. The state of tourism in the Kenya and its role in the economy, tourism as a Product, efforts in promotion of domestic tourism in Kenya, as ways of igniting the engine of tourism growth in Kenya have also been examined. The findings reveal the importance of tourism as a driver of economic development and that most African countries continue to lay a lot of emphasis on international tourism while very little attention to domestic tourism which has a lot of potential. While the Kenyan government through The Kenya Tourist board has continued to promote Kenya as a leading destination to international travelers and made efforts to promote domestic tourism, existing literature notes that a lot of promotional efforts need to be put in place to promote Kenya to the local population which will lead to benefits such as development in different parts of the country, national cohesion and integration, increase in government revenues among others. The traditional role of marketing communications continues to be very instrumental in promotion of domestic tourism in Kenya. However, more funds as well as find out the best modes of promotion of various tourist sites to domestic tourists. The major trends in tourism worldwide have been examined and it is noted that marketing communications tools can be useful in introduction of new products as well as creation of awareness regarding the many tourist sites that would be attractive and add a diversification angle to the traditional safari and coastal products that are well known in Kenya. The research has identified various gaps that could be filled through further research in promotion of eco tourism, pro-poor tourism, educational tourism, sports tourism dark tourism, etc