Marketing strategies applied by tour operators in Nairobi region to promote domestic tourism in Kenya
Gichuhi, Gladys G
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Domestic tourism plays a major role in the economic development of a country. In addition, domestic tourists support small-scale enterprises and informal sectors in developing countnes because they purchase more locally produced goods and services. The magnitude of domestic tourism in developing countries is growing; estimates show that the number of domestic VISUS can become as ten times greater than current international entrances. The purpose of the study was to establish what are the marketing strategies applied by tour operators to promote domestic tourism in Kenya. The study also sought to evaluate the marketing strategies adopted to promote domestic tourism in Kenya. This research will adopted a descriptive survey design using both quantitative data and qualitative data place by means of interviews and questionnaires to the tour operators. This entailed investigating the current and effective promotion strategies practices used in promoting domestic tourism in Kenya, a case study of Nairobi region. The population for this study is the entire tour operator firms which are based in Nairobi Region. The total population of the 5 classes was 350 tour firms. The sample size of this study was 35 tour firms located in Nairobi region out of 350 tour operator firms. The study used primary data. The primary data was collected through a structured questionnaire. Data was collected using the questionnaires analyzed using the Statistical Package of Social Sciences (SPSS). The data gathered through the above methods was presented in conjunction with the available literature This study established that tour companies in Kenya use of television, tourist destination website, radios, print media, brochures, billboards, book and magazines to promote tourism in Kenya. The study also found that political instability in the country, government legal issue in the country, social and economic issues, pool environmental conditions in Kenya, inadequate technological knowhow and poor environment management affects tourism in Kenya. Policies and regulatory mechanisms that govern tour operators' product/service quality are not appropriately shared and enforced. This study therefore recommends that the government should review policies related to domestic tourism so as to enable many Kenyans to participate in tourism. In addition, tour operators in Kenya should adopt technology in the management and in the general running of their companies. Further the Kenya Tourism Board should involve tour operators in enforcing policies and regulatory mechanisms that govern tour operators' product/service quality.