Marketing strategies in the hotel industry in Kenya in the age of terrorism: A study of five star hotels in Nairobi
The Hotel industry in Kenya is one of the countries biggest industries. The industry employs thousands of people and contributes to the national GDP. However recently the industry has been rocked by various terrorist incidents that has forced it to rethink its marketing strategies. The objective of this study was to determine the marketing strategies that Nairobi hotels have put in place as a result of terrorism. From the literature it was observed that the industry worldwide was going through similar problems. The environment had changed and strategies had to change. It was seen that from a global perspective countries had put in place various methods in order to recover from the effects of terrorism, some of the strategies used were more effective then the others. In order to satisfy the objective a descriptive research was conducted. The relevant data was collected from the sample drawn: from the five star hotels in Nairobi. The data was collected through use of an interview schedule and the data analyzed by means of summary statistics using percentages, mean scores and standard deviation. From the study it was deduced that the different strategies were divergent and varied. Hotels were not consistent when it came to the extent to which they used the strategies although. However there was there was some general consensus on particular strategies. Interesting to note traditional marketing practices were still very popular and effective. New strategies included the use of psychological pricing, customization in regards to the process and the use of highly qualified personnel. In conclusion it was observed that the hotels had clearly put in a number of marketing strategies in their drive to counteract the effects of terrorism.
The following license files are associated with this item: