The Influence of Political Marketing Strategies on the Performance of Kenya as a Tourist Destination

Abstract

This study examines the influence of political marketing strategies on the performance of Kenya as a tourist destination. The objectives of the study were to establish the political marketing strategies adopted by Kenyan politicians, determine the performance of Kenya as a tourist destination for the last 26 years and to assess the relationship between political marketing strategies and the performance of Kenya as a tourist destination. The study established that politicians in Kenya employ marketing strategies including market and voter segmentation, party and candidate positioning, political branding, political advertising and campaigns, public political rallies, public opinion polling and political realignments. These are mainly employed one year before the election year and mostly during the election year itself. The reasons for use of these political marketing strategies are to popularize their political ideologies and chosen candidates, increase vote share, boost party membership, increase vote share, increase voter turnout and to a small extent promote ideals of democracy. The study established that tourist numbers to Kenya have had a steady increase. However, in the year before, during and after the elections the growth was either minimal or declined as compared to the other years. The study concluded that this was due to the fact that use of political marketing strategies was not aimed at promoting ideals of democracy hence resulting to instability and divisiveness. The study recommends that politicians should aim at promoting the ideals of democracy in their use of political marketing strategies. The study also recommends that the Kenya Tourism Board should develop marketing strategies that ensure the tourism sector does not respond negatively to the political environment. The study recommends that further research should be done to establish the direct impact of political marketing strategies on the tourist and how this affects their decision to travel.