Influence of communication strategies on growth of domestic tourism: A case of Nairobi National Park
The purpose of this study was to find out the influence of communication strategies on growth of domestic tourism in Nairobi National Park. The study explored communication channels, communication content, communication formality and communication frequency. This study adopted a descriptive survey. The populations for this study were employees of Nairobi National Park at their head office in Nairobi and local community living around Nairobi National Park. There are a total of 170 employees at their head office in Nairobi. Stratified random sampling was applied in carrying out the study as per the departments (HR, finance and accounting, General Administration, IT and Operations), a sample of 50% of the total population was used therefore 85 respondents constituted the sample. Data was collected using structured questionnaires. Pilot test of the measures was conducted against prospective sample population in order to measure validity. Half-split method was used to measure the validity of the research instruments. A sample size of ten was chosen to form the pilot study, in order to measure the validity and reliability of data collection instruments. Data was presented using tables to make them reader friendly. There were ethical issues related to the study and they were addressed by maintaining high level confidentiality of the information volunteered by the respondents. The data targeted a sample of 85 respondents from which only 80 completed and returned the questionnaires making a response rate of 94.12%. The study noted that both the domestic tourists and the KWS staff noted a very high percentage rate in the growth of domestic touristm. Communication channel affects the growth of domestic tourism as it plays a major role in influencing the domestic tourism growth. It was noted that the communication content given by N.N.P was very rich as indicated by the respondents with the highest percentage. The communication formality affected the domestic growth which had the highest affirmatives confirming. Communication formality played a major role in the influence of domestic tourism growth. These two statements; N.N.P had a well established communication system and that managers must take into consideration timing of their communication and the media to use; received the highest mean. The study recommends that NNP should continously improve its communication content in order to help change public perception about tourism. It also recommends that NNP should utilize all the available media channels so as to achieve maximum coverage. More need to be done on all the factors of communication that influence domestic tourism for a growth to be achieved in the sector. There is need to undertake further research on the contents of the communication to be used by the KWS that will influence the growth of the domestic tourism in the country.