African Journal of Tourism and Hospitality
The African Journal of Tourism and Hospitality (AJTH) is a peer review scholarly journal hosted by Moi University, Kenya, through the School of Tourism, Hospitality and Events Management. Its scope covers research in tourism, hospitality, events management, tourism development, sustainable tourism, hospitality operations, tourism policy, community-based tourism, tourism entrepreneurship, destination management and related socioeconomic and environmental issues affecting the tourism and hospitality sectors in Kenya and globally. The journal publishes empirical and review studies using quantitative, qualitative and mixed-method approaches.
Influence of Market Development Strategies on Sustainable Conservation of Heritage Sites in Nyeri County, Kenya
In the recent years, heritage sites have faced numerous challenges, including cultural commercialization, organic dilapidation, development pressure, inadequate marketing and improper use and maintenance. Kenya has begun to embrace sustainable heritage tourism development goals that are aligned with Kenya's Vision 2030. This paper examines the influence of market development strategies on the sustainable conservation of selected heritage sites in Nyeri County. Ansoff's marketing and sustainable development theories underpinned the study’s theoretical foundation. A cross-sectional descriptive survey design was adopted. The target population included local community, tourists, and key informants from the County government of Nyeri, the National Museums of Kenya, and site supervisors. The sample size was 762 respondents, consisting of 384 locals, 367 tourists, and 11 key informants. Data were collected using questionnaires and interviews. Quantitative data analyzed using the SPSS through descriptive and inferential analysis. Qualitative data followed a content analysis, with responses grouped as themes. The response rate for questionnaires was 66.2%, while that of interviews was 100%. The results of correlation analysis revealed that market development strategies (r=0.551, p=0.000) statistically exhibited a positive significant relationship with the sustainable conservation of heritage sites in Nyeri County. The study concluded market development strategies a catalyst for attaining sustainable conservation initiatives by promoting tourism activities using aggressive marketing techniques, utilize market segmentation to increase customer bases, and having a management department that orchestrates viable marketing ideas resulting to increased market bases, translating into sustainable initiatives of heritage sites to meet the demand and uphold sustainability. The study recommends a market development strategy to be anchored on the County's economic policies and plans to ensure that heritage sites are allocated the required funds to develop their marketing goals, with a structured management team for accountability on matters of heritage sites and active involvement of the locals.
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The Role of Tour Operators’ Sustainable Environmental Practices on Visitor Choice Behavior in Narok County, Kenya
In Narok County, which hosts the Maasai Mara National Reserve, tourism is a major earner important for Kenya’s economy overall. Nonetheless, the rise in tourism operations in this ecologically sensitive area has caused environmental degradation, endangering the sustainability of the region's natural heritage. Narok County is thus the epicenter of this study. The objective of this study is to examine the contribution of tour operators' sustainable environmental practices on the choice behavior of the visitors. The research design used was mixed method research design. The target population was 314 tour operators and sample population were 176 tour operators that are registered by Tourism Regulatory Authority, are member of Kenya Association of Tour Operators and have access to Narok county. The target population of visitors were 76,217 and sample population was 397 visitors visiting attractions in Narok County. simple random sampling technique was employed to select the tour operators and visitors. Questionnaires were issued to visitors and tour operator staff to collect primary data. Interviews schedules and observation checklist were used to get information from high ranking official of tour operators. Data was analysed using statistical package for social science SPSS software version 20.0. The value of R square was 0.259, an indication that 25.9 percent of visitor choice behavior is caused by tour operators’ sustainable environmental practices. The coefficient of tour operators’ sustainable environmental practices had a positive and statistically significant effect on visitor choice behavior (β=0.557, P<0.05). The beta estimate suggests that a unit change in tour operators’ sustainable environmental practices result to 0.557 units change in visitor choice behavior in Narok County, Kenya. The outcomes of the study lead the to the conclusion that the sustainable environmental practices of tour operators have an impact on the decision-making behavior of visitors. The study recommends for the need of the government to actively involve tour operators in key decisions regarding achieving sustainable tourism in destinations.
Potential Impacts of Climate Change on Wildlife Protected Areas; A Case Study of Maasai Mara National Game Reserve, Kenya
Unpredictable temperature and precipitation patterns brought on by climate change are becoming more widely acknowledged as one of the major variables influencing wildlife populations in protected areas like parks and reserves. The wildlife populations that sustain the thriving tourism business may decline as a result of these temperature and rainfall variations brought on by extreme flooding and drought occurrences. Protected areas form the bedrock of the tourism industry in Kenya, keeping in mind the tourism industry is characterized as heavily ‘nature-based in Kenya’. Based on chaos-complexity theory, this study investigated the effects of rainfall and temperature variations on wildlife population dynamics in Maasai Mara National Game Reserve (MMNGR). MMNGR is a top premier wildlife park in Kenya, recording major visits. The study adopted an explanatory research design. Rainfall and temperature data was obtained from 15 rain gauges located in MMNGR operated by World Wide Fund (WWF) and Friends for Conservation. Wildlife population data was collected from the Directorate of Resource Surveys and Remote Sensing (DRSRS). Changes in vegetation cover were determined from satellite imagery using the normalized difference vegetation index (NDVI) method. This method was used to measure changes in vegetation cover that are likely to have been influenced by rainfall and temperature trends. The NDVI images from the years 1975 to 2018 were processed to obtain specific NDVI values per land cover category. NDVI values detected any changes in vegetation cover. The mean monthly rainfall and air temperature in Maasai National Game Reserve for the last 54 years were analyzed. Time series was applied to analyze rainfall and temperature data. Findings indicate that rainfall and temperature variations positively contribute to influencing the decline in wildlife populations, as there could be other factors too. The study findings suggest that high amounts of vegetation cover, as indicated by NDVI maps, prompt high survival rates for wildlife and increased populations and vice versa. This study therefore proposes that extremely high and low rainfall totals and temperature trends are likely to increase wildlife mortality, hence reducing wildlife survival rates and consequently population. The implications will have a direct influence on the tourism industry as visitors are highly likely to shift their visits to other tourism destinations with abundant wildlife populations.
Socio-Cultural Inhibitors to Beach Operators’ Quality of Life. A Case of Kenya’s North Coast Tourism Circuit
Though tourism has been touted as a means of creating equality and improving the quality of life of host communities, negligible evidence relating to its trickle-down to the host communities exists. This is despite them being the ones living and doing business along Kenya’s North Coast Beaches. This study therefore sought to examine the socio-cultural inhibitors of Beach Operators’ quality of life within the North Coast Tourism Circuit. Based on the Social exchange theory, this study adopted a cross-sectional research design using quantitative data. It targeted registered beach operators found along Kenya’s North Coast circuit beaches. The study utilized stratified sampling by dividing the population into three strata representing beach sites, then sub-strata representing Curio Sellers, Water sports operators, Glass bottom boat operators and Massage parlour operators. Simple random sampling was then used to identify respondents to be engaged from each stratum. Questionnaires were used to collect data from the sampled beach operators. The findings from the regression analysis were; F (1,247) =72.110, P<0.000) with an adjusted R2 of 0.226. This finding suggests that socio-cultural inhibitors accounted for approximately 32% of beach operators’ QOL. This implies that the socio-cultural networks of beach operators plying their trade along Kenya’s North Coast tourism circuit greatly inhibited their QOL. This finding will help revitalise legislation at both the County and the National levels by including clauses that enable beach operators to utilise returns from their ventures sustainably and improve on their QOL.
Contribution of Sustainable Tourism to Economic Growth in Kenya: Implications for Policy
Sustainable tourism presents an essential engine for social and economic development, and has a great capability for stimulation of employment and enterprise, especially for youth and women. Over the last decades, the measurement of sustainable tourism has been expanded and diversified even as debates on the appropriate approaches continue. In spite of this, the significance of sustainable tourism to employment and GDP is mostly underestimated in policy-making and strategy in tourism development. In recent years, there have been limited studies that established the effects of sustainable tourism development on economic growth. A longitudinal research design was adopted in obtain secondary data about Kenya from the World Travel and Tourism Council and the International Monetary Fund. E-views 10 software was used to analyze the time-series data. Drawing on the data from 1995 to 2020, Johansen co-integration, Granger causality, and regression approaches were used. Tourism GDP and tourism employment were adopted as measures of sustainable tourism, while real GDP per capita was employed as a measure of economic growth. The study found out that tourism employment and GDP are positively connected to economic growth in Kenya (β = 0.546086, p=0.000 < 0.05). The results indicated unidirectional association between economic growth, contribution to GDP and tourism employment. The findings indicated that a rise in Kenya’s economic growth significantly improves sustainable development of the tourism industry. The study suggests that legislators and tourism policymakers should focus on the policies aimed at promoting the ability of the tourism industry to provide more employment opportunities and contribute to GDP by tapping on the current economic growth. For long-term economic growth, tourism should be developed following the three pillars of sustainability.
Content Analysis of Website Disclosure of Sustainability Initiatives and Practices by Ecotourism Kenya’s Eco-Rated Hospitality Establishments
Globally, there has been increased attention and focus on ways in which the hospitality industry can contribute to sustainability in terms of environmental, social economic and cultural dimensions. In Kenya, the Ecotourism Kenya (EK) oversees the Eco-rating certification programme for hospitality establishments aimed at promoting sustainability and responsible tourism. Over the years, hospitality establishments have used diverse media to communicate the initiatives and practices to their stakeholders. It is argued that the popularity of the internet makes it a preferred media to communicate sustainability initiatives in addition to maintaining business success. There has been limited empirical attention however on Kenya’s eco-rated hospitality establishments’ websites in relation to their disclosure of sustainability related information. This article is based on an analysis of 76 EK eco-rated hospitality establishments’ websites. The study objective was to analyze information disclosed by the eco-rated hospitality establishments in relation to the three pillars of sustainability: environmental, socioeconomic and cultural aspects. A research strategy based on content analysis technique of websites was undertaken and the websites were visited on several occasions between Mid-July to Mid-September 2024. Only information available for the general public in the corporate websites were considered. A research instrument was developed based on the three aspects. Content validity of the study instrument was ensured through expert review and inclusion of industry guidelines on sustainability. Reliability was ensured through triangulation. The descriptive research design informed the study where the collected data was subjected to descriptive statistical analysis techniques mainly frequencies and percentages. The cultural aspects received the highest disclosure (87%), environmental aspects (85%) while socioeconomic aspects received the least disclosure in majority of the websites (65%). The initiatives are also not explicitly visible upon access to most websites homepages and therefore limited guarantee for visibility individuals visiting the websites. The study concludes that even though eco-rated establishments disclose their sustainability initiatives in their websites, there is need to incorporate more information especially on the socio-economic aspects. The establishment should make the information easily accessible as a way of improving Kenya’s online visibility as a sustainable tourism destination.
Perceived Role of Local Stakeholders’ Networks on Sustainable Tourism Development in Selected Group Ranches in Amboseli Ecosystem, Kajiado County, Kenya
Sustainable Tourism Development (STD) has emerged due to the exponential growth of tourism, which has significantly impacted natural and socio-cultural resources. The need for sustainability, as highlighted in literature like the Brundtland Report, is critical. It is a general consensus that scarcity of resources is a problem facing tourism organizations the problem and this has prompted local businessmen to source for external resources in their networks. This corroborates the fact that networks present an important source of support for businesses. This study focused on the role of stakeholders’ networks in promoting sustainable tourism in the Amboseli Ecosystem, Kajiado County. A notable gap exists in information sharing and stakeholder networking, with existing frameworks primarily centered on conservation rather than STD. Stakeholders, including accommodation providers, local destination organizations, local communities, conservation organizations, the government, and travel organizers, play a crucial role in ensuring the longevity of sustainability initiatives. Networking offers solutions to industry challenges by fostering unified decision-making and addressing local resource and expertise deficiencies. The study employed descriptive and explanatory research designs, targeting a sample population of 420 participants from different groups in the Amboseli ecosystem, including community members, lodge managers, Kenya Wildlife Service officials, and NGO representatives. Data were collected using questionnaires and structured interviews, analyzed through Pearson and Regression Analysis. Results showed that stakeholder networks significantly and positively influence sustainable tourism development (r=0.246, p=0.000). Collaborations among stakeholders and existence of community mobilization initiatives were proved to be an important component in fostering stakeholders’ networks in AE. The study recommendations include fostering stakeholder networks, capacity building for leaders, enacting legislation to involve local communities, forming societies for local tourism entrepreneurs to network, and collaborating with local universities and research institutions on sustainable tourism issues.
The Role of Circular Economy in Tourism Industry Sustainability: Critical Review of the Kenyan Tourism Industry
Despite many countries considering tourism industry as their major foreign exchange earner, the industry contributes 9% of global greenhouse gases (GHGs), which are the leading contributor to climate change crisis. A large percentage of these GHGs, which pose serious environmental challenges that cannot be overlooked, emanate from anthropogenic factors (human activities) (Ruddiman, Vavrus & Kutzbach, 2020). Most developed countries have embraced circular economy (CE) in their operations to minimise the effects of climate change and to promote sustainable tourism to a great extent as compared to developing countries, Kenya included, yet a proper implementation of CE has been established to aid in scaling down operation costs, reduces the environment impact, helps in climate change mitigation, makes destinations more attractive, enhances customer experience consequently promoting sustainable tourism. The paper employed a content analysis research methodology to review and analyse existing academic literature and government policy documents on circular economy in Kenya and its impacts on tourism sustainability guided by four objectives; to explore the role of hotels in CE uptake; to establish the CE implementation gaps in hotels and to assess existing policy frameworks on CE in the tourism sector in Kenya. Content analysis was adopted because the study’s intent was to draw insights and conclusions from existing articles and journals on circular economy and tourism sustainability. Existing literatures were obtained from journals, government publications and articles on CE and tourism. From the literature reviewed, it was established that the concept of tourism waste management, a cornerstone of the CE is vital in minimising tourism environmental impact through waste reduction, recycling, and re-purposing activities. Secondly, the regenerative tourism, concept borrowed from CE encourages innovative waste management practices that contribute to the protection of the environment and local communities. In addition, the regenerative tourism underscores other responsible tourism concepts including sustainable tourism and ecotourism that advocates for environmental conservation and sustainable utilization of natural resources that support local ecosystems and contribute to their recovery. Lastly from the reviewed literature, CE is a tool for climate change mitigation through the reduction of greenhouse gas emissions by lessening demand for raw materials and new products, encouraging use of solar panels, wind and electric vehicles. This paper enriches the scholarly comprehension of the relationship between CE, tourism and climate change and proposes an integration of CE as an important tool for climate change mitigation, cost management and customer experience in hotels. Furthermore, the paper provides insights into CE practices, offer a guide to researchers on possible key areas of interest for further research.
Land-Use Change Analysis in Mt. Kenya Forest Landscape its Potential in Biodiversity Management Policing
On the matter of climate change and sustainability, natural vegetation, particularly forests, plays the single most important function. They are critical environmental regulators through their role as carbon sinks; notwithstanding their significance as drivers of ecosystem functions by acting as habitats for many species of flora and fauna. Understanding their spatial distribution and structure is, therefore, critical in making environmental decisions by governments and conservation actors. It is precisely important given the exponential population rise in areas adjacent to protected areas causing a corresponding rise in the demand for settlement and farming land, and its associated resources. Conducted in July 2021, this study sought to assess and provide spatial data on land use in the Mt. Kenya Forest complex, a major water catchment and bio-geographical region in Kenya. It broadly sought to investigate, through high-resolution satellite imagery, forest cover change in the landscape over the period 2008 - 2018. The major vegetation forms were also analyzed and documented. Supplemental data was derived from a systematic literature survey from scientific databases and reports along with grey literature sources. From the analysis, the first 5-year period, 2008 – 2013, reported a decrease of forest cover by -1.18%. However, the second phase, 2013 – 2018, recorded an increase in forested area by +1.5%. From a general point of view, the analysis reported a notable increase in forest cover and a decrease in non-forest land. This study concludes that biodiversity management policing and land use practices have an effect on sustainability of protected landscapes. With the understanding that rural communities are “custodians” of natural resources, the study recommends a balanced trade-off between forest resources exploitation and protection through continued implementation of the existing national and county natural resources and sustainability management policies. This study recommends further analysis of other main forest ecosystems in Kenya and using other habitat health indicators.
Community Perception and Attitudes Towards Tourism Development in Rimoi National Reserve, Kenya
Tourism development in Rimoi National Reserve has been expanding, yet little research has examined how local community perceive its impacts and how these perceptions influence their attitudes towards tourism development. This study aims to address this gap by examining the perceptions and attitudes of residents towards tourism development in the reserve. The study employed a Mixed Methods approach within a pragmatic paradigm and a convergent research design. The target population consisted of 548 household heads in the Rimoi community. The sample size included 231 household heads selected using systematic random sampling, and 10 resident youths selected through purposive sampling. Data was collected using survey questionnaire and a focus group discussion. Quantitative data was analyzed using frequency tables, percentages, means, standard deviations, and hierarchical multiple linear regression, while qualitative data was analyzed thematically. Quantitative findings showed that tourism's economic (β =.148, p<.05) and socio-cultural impacts (β =.452, p<.05) positively influence community attitudes toward tourism development. However, environmental impacts have a negative effect (β = -.126, p<.05). Qualitative findings revealed that residents had mixed attitudes toward tourism development in Rimoi National Reserve, appreciating its economic benefits like job creation but fearing environmental harm and unequal gains. While some embraced cultural exchange, others were concerned about tradition loss and social inequalities. The study concludes that economic, environmental and social-cultural tourism impacts have a significant impact on community attitudes towards tourism development. The study recommends the development of sustainable tourism initiatives that prioritize economic benefits and community well-being, implementation of environmental conservation programs, and promotion of socio-cultural exchange and understanding between tourists and the local community. The results of this study have invaluable implications for policy and tourism management and practice in the development of targeted interventions for sustainable tourism development.
The Relationship Between Internal Marketing and Quality Service Delivery in the Hospitality Industry
Quality service delivery forms the basis of customer satisfaction and loyalty, key aspects for the long-term sustainability of the businesses within the hospitality industry. This has made internal marketing one of the most important strategic methods to treat employees as internal customers. This study sought to establish the relationship between internal marketing strategies and quality service delivery; internal marketing tools and quality service delivery; managerial commitment and quality service delivery. The study was conducted through survey and explanatory research designs. The target population for the study included employees and managers from five selected star-rated hotels. Purposive sampling was used to sample five hotels for the study. Stratified random sampling technique was used to primarily ensure that the target population was adequately represented in the sample while simple random sampling was used to select the respondents in the study. A sample of 116 employees was used. Data was analyzed using descriptive and inferential statistics. Correlations and multiple linear regression tests were adapted to appreciate the analysis of data through the statistical package for social sciences. Data from the interview schedules was analysed using content analysis. The data revealed that internal marketing is affected by factors related to: internal marketing strategies, internal marketing tools and managerial commitment in service organizations. The results showed that managerial commitment towards internal marketing had the highest significance on quality service delivery at β =0.729, (p<0.001) followed by internal marketing tools at β=0. 639, (p<0.001) and the least significant factor being internal marketing strategies at β=0. 601, (p<0.001). It was concluded that internal marketing would significantly be achieved when; managerial commitment, internal marketing tools and internal marketing strategies were enhanced. It is therefore very essential for service organizations to make keen considerations on ensuring loyalty at work, a sense of belongingness, employee recognition, regular employee appraisals, and giving managerial support to employees at work for quality service delivery to be effective. The researcher recommends that organizations should conduct an annual job satisfaction survey, incorporate work force in decision making, ensure a conducive working environment for employees, have an appraisal policy and procedure which should be continuous in the organization, reward systems be put in place for staff who perform satisfactorily in the organizations, and empower employees to ensure quality service delivery.
Sowing the Seeds of Tourism Growth among Peripheral Rural Communities: Evaluating the Contribution of Missionaries’ Guesthouses to Tourism Development in West Pokot County, Kenya
Despite their many years of existence in rural areas offering services to rural recreationists, little is known about the contribution of missionaries’ guesthouses (MGHs) in West Pokot County to tourism development in the area. That is, despite their potential to support tourism growth in these rural areas which lack most basic tourism support infrastructures, these MGHs have not featured in discussions on spreading tourism to rural areas. This paper examined the potential Contribution of MGHs to tourism development and management in West Pokot County, Kenya. The study was guided by Butler’s Tourism Area Life Cycle (TALC) Model developed by Butler in 1980. Sequential explanatory research design was employed integrating both quantitative and qualitative approaches. The target population included 7,103 households, 550 on Missionary Guesthouses (MGHs) guests, 11 MGH managers, 11 MGH management committee members, 4 Church Income-Generating Unit (IGU) managers, and 2 county tourism officers in West Pokot County. A sample size of 369 households and 236 MGH guests was determined using Krejcie and Morgan’s (1970) table, while all key informants were included through a census approach. Simple random sampling was applied to select households and guests, whereas purposive sampling was used for key informants. Data collection utilized structured and semi-structured questionnaires for households and guests, and in-depth interviews for key informants. A pilot study was conducted to ensure instrument reliability and validity, with Cronbach’s Alpha used to test reliability. Quantitative data were analyzed using SPSS version 26, employing descriptive statistics such as frequencies, percentages, means, and standard deviations. Qualitative data were analyzed thematically to derive key insights into MGHs’ contributions to tourism. Findings indicate that MGHs play a significant role in supporting rural tourism. Stakeholders agreed that MGHs contribute to tourism viability (Mean = 4.266, SD = 0.490) and promote the county as a tourist destination (Mean = 4.255, SD = 0.563). They also provide essential resources, improve governance and management skills (Mean = 3.937, SD = 0.704), and serve as flagship tourism development projects (Mean = 4.048, SD = 0.532). However, infrastructure challenges persist, as indicated by the relatively lower mean score for accessibility improvements (Mean = 3.667, SD = 0.573). Guest perspectives further affirm the positive impact of MGHs on tourism. Over 80% of guests acknowledged their contribution to tourism viability and marketing of the region. Qualitative findings from key informant interviews (KIIs) and focus group discussions (FGDs) revealed that MGHs act as tourism incubators, setting quality standards, providing human resource training, and promoting a community-led tourism model. The study concludes that MGHs have played a transformative role in promoting community-based rural tourism in West Pokot County. Their contributions range from infrastructure development and skills training to tourism governance and marketing. The study recommends that in order to enhance rural tourism in West Pokot County, the county government should collaborate with missionaries to develop a locally relevant tourism policy aligned with community needs. Missionaries should take the lead in defining tourism service standards, developing tourism products, and providing hospitality training to local communities to improve service quality.
Social Customer Relationship Management Process Dimension and Hotel Relationship Quality in Nairobi, Kenya
The main purpose of this study was to establish the mediating effect of customer perceptions on the relationship between the dimensions of the social customer relationship management process and relationship quality. The study utilized an explanatory research design with a target population of an average of 16,464 customers per month from online hotel bookings from three five-star rated hotels in Nairobi. A sample size of 390 was selected using simple random sampling for customers. Data was collected from customers using a structured questionnaire. The results for the direct effect indicated a positive and significant effect of processes dimension on relationship quality in hotels. Further, customer perceptions partly mediated the relationship process dimensions and hotel relationship quality. The study concludes that the process dimension of social customer relationship management significantly affects relationship quality through customer perceptions. Thus, the study recommends that hotels focus more on the hotels process dimensions as they seem to majorly affect relationship quality. Although Social CRM strategies were found not to affect relationship quality, realigning the strategies from sales and marketing to link with processes and data could boost relationship quality. The study recommends that management should focus on training employees on social media and organizational processes while constantly monitoring and addressing issues raised in social networks to build robust customer relationships
Role of Tourism Policies on The Sustainable Development of Tourism and Hospitality Industry: A Review
The tourism and hospitality industry is one of the largest industries in the world generating a range of economic benefits although it is undergoing a number of challenges. This brings in the importance of sustainability in this industry, which has however remained as a complex challenge to the industry players. Despite this, there is less research effort that has looked at the tourism and hospitality policies at the global level and relate this to the Kenya tourism and hospitality policy and how it contributes towards sustainable tourism. For this paper review, the scooping review methodology was used to describe the tourism policies and sustainable tourism. Scoping review is an established method for evidence synthesis. This review sets out to provide a strategic view of the study of policy in tourism. The review has highlighted the importance of tourism policy in fostering sustainable tourism. The review highlights that the tourism and hospitality policy define a decision-making process where every country has its unique set of policies with different sets of objectives from where governance can be realised. The study also established several tourism policies adopted for development and sustainability in the industry which included purchasing policies, natural capital policy and Environmental conservation policies. Each of these policies have inherent weaknesses which occur due to climate change, costs of energy, risk factors that affect business performance, visitor arrivals, and the management of tourism resources. Kenyan tourism policy on sustainable tourism and hospitality guides the tourism and hospitality sector in Kenya. Other policy and legal instruments that have a bearing on tourism are The National Wildlife Conservation and Management Policy, Wildlife Conservation and Management Act 2013, Environmental Management and Conservation Act (EMCA) 1999, Climate Change Act 2016 and Public Private Partnership Act 2013. There are a number of provisions that allow the policy to enhance sustainable tourism in Kenya. Even though the existing policies play as significant role trying to ensure sustainability in the industry, policy integration and constant revision remains a priority.
Getting 'Entangled': A Chaos Theory Perspective on Crisis Management Practices in the Hotel Industry in Kenya
Effective crisis management is paramount in the rapidly evolving global hotel industry. This study delves into a novel approach, applying chaos theory principles—the interconnectedness of factors, sensitivity to initial conditions, and the emergence of self-organising behaviours to unravel crisis management practices that can disentangle Kenyan hotels from chaotic situations that arise from crises. The research addresses a critical gap in existing literature, as prior studies have often overlooked the specific application of chaos theory principles within Kenya's unique socioeconomic and cultural context. By adopting a chaos theory perspective, this research dissects the intricate and often unpredictable dynamics of getting entangled in crises in Kenyan hotels. The study's methodology involves a comprehensive analysis of 510 management personnel from diverse star-rated hotels in Mombasa County, employing Partial Least Squares Structural Equation Modelling (PLS-SEM) to validate the proposed theoretical framework. The findings confirm the significance of sensitivity to initial conditions and the emergence of self-organising behaviours in enhancing crisis management practices. The interconnectedness of factors did not significantly impact crisis management in this context. The results provide actionable insights for hotel industry professionals, policymakers, and scholars, offering a fresh lens to view and enhance crisis management practices tailored to the specific needs of Kenyan hotels. Specifically, hotels that are more sensitive to initial conditions and foster self-organising behaviours among their staff demonstrate more effective crisis responses and resilience. These results highlight the importance of proactive strategies that enhance sensitivity to initial conditions and promote self-organising behaviours, enabling hotels to navigate chaotic situations and disentangle from crises effectively. By embracing chaos theory principles, hotels can cultivate a culture encouraging autonomy, collaboration, and adaptability, strengthening their crisis management practices and ensuring resilience in the face of unpredictable challenges. Moreover, bridging this research gap contributes valuable knowledge that enriches the academic discourse and empowers the hotel industry stakeholders with practical strategies to handle crises.
Leadership Power for Sustainable Performance of Zero-rated Hotels in Eldoret, Kenya
The hospitality industry, particularly zero-rated hotels, operates within a complex framework where power dynamics significantly influence organizational behavior and sustainable performance. This study delved into the intricate interplay of leadership power bases, specifically positional and personal powers, within the context of zero-rated hotels in Eldoret town, uncovering their impact on sustainable performance. Grounded in the Contingency theory and Sustainable Balanced Scorecard framework, the research employed a mixed-method approach, combining self-reported questionnaires and nominal group discussions. Results highlighted the pervasive misuse of legitimate, reward, and coercive power, hindering sustainable performance. Expert power emerged as a positive influencer, fostering a culture of learning and collaboration, while referent power faced skepticism. Information and connection power, when misused, create imbalances and conflicts. Multiple regression analysis results confirmed that both positional power (β=-.416, p=.004) and personal power (β=-.478, p=.001) impacted hotel sustainable performance negatively. The study recommends leadership development, transparent communication, fairness, employee empowerment, positive interpersonal relationships, continuous learning, and employee well-being initiatives to address power dynamics and enhance sustainable performance in zero-rated hotels. These findings have significant implications for organizational strategies and policies, emphasizing the need for ethical leadership and inclusive practices to foster a conducive environment for long-term success in the hospitality sector.
Socio-Economic Link between Poverty, Environment and Tourism around Protected Areas: A Case Study of Communities Adjacent to Ruma National Park, Kenya
In many parts of the world, the degradation of land and water resources is worsening while the social and economic conditions of people are not being improved. Among the reasons for this is the perception held by some that the sustainable management of the environment and economic development are competing priorities. Economists and social scientists concede that a causal link exists between the states of the environment vis-à-vis the levels of income in any population, particularly for underdeveloped and developing economies. Kenya’s chances of realizing its vision 2030 will depend increasingly on the way the country manages its natural or nature-based assets. The implication therefore is that the environment should not be treated as a competitor but as a core component of the natural resource base of human and social development. This work assessed the nature and state of the environment-poverty-tourism relationship at Ruma National Park (RNP), Kenya. Basically, the work evaluated how existence of the park has contributed to development and poverty reduction, or the lack of them, for the adjacent communities. The study was based on the ideology that hardly will local populations conserve a natural resource that they are not benefiting from. The results revealed that despite their support for conservation of the park and the ecosystem, the general feel within the local population is that a lot needs to be done if the ecosystem is to be conserved sustainably. Based on the findings of the study, the paper recommends strategies for the realization of environmental sustainability which is the gateway to achievement of all the other UNMDGs.
Training Needs Assessment (TNA); a Solution for Effective Hotel Employee Training Outcomes in Kenya
Employee training needs assessment has increasingly become a vital component that defines effectiveness of training outcomes. Despite comprehension of the importance of training needs analysis, hotel managers incessantly rely on action oriented training plans. Such are ad hoc plans which are neither systematic nor grounded on holistic incorporation of suitable training needs indicators, training plans and robust evaluation processes. Furthermore, managers are distracted by busy schedules biased to planning and realizing sales targets, which hardly give precedence to training needs assessment for quality service delivery. As a result, training needs assessment is often founded on varied reactions to internal and external environment forces which often are not best practices for achieving effective training outcomes in hotel management, production and operation. Using semi-structured questionnaires, survey data was collected from 161 respondents in selected rated hotels within Nairobi Central Business District. The objective of the study was to identify the training needs assessment gap affecting achievement of effective training outcomes. Descriptive and factor analyses were performed on the data collected. The results revealed that hotel management training teams are typically action oriented and highly influenced by the nature of service of the hotel industry. Despite manager’s supportive culture to training needs assessment processes, their industrious schedule undermines the critical process, since previous reports are rarely considered to inform future trends or training needs. Organizational goals and not employees perceptions are used thus employees are de- motivated to commit to the process. Lastly, post evaluation is not keenly monitored to ensure transfer of skills gained in the work place. The study concludes that the assessment process should be holistic, flexible and systematic and fit within feasible and budgeted limits. Training needs assessment would be a solution for the future of the industry’s growth, consistent efficiency and productiveness especially in the long-term.
Perceived Factors Affecting Consumption of Indigenous Foods in Selected Hotels in Nakuru County, Kenya
The main objective of this study was to investigate the perceived factors affecting consumption of Kenyan indigenous foods in Nakuru County. The study was carried using descriptive survey design. The sample size was 140. Purposive sampling was used to select the hotels while stratified random sampling was used to select respondents. Questionnaires were used to collect primary data, while secondary data was obtained from journals, books and hotel records. Descriptive and inferential statistics were used to analyze data. From the results it was established that the frequency of eating Kenya indigenous food varied between the different age brackets (X2 = 22.037, df=4, P=0.000). It was also noted that there exists a positive relationship between consumption of indigenous food and sensory characteristics of the food.
Entrepreneurial Marketing Strategies and Sustainability of Hospitality Event Management Ventures in Eldoret Town, Kenya
Marketing assist entrepreneurs achieve their business goals and objectives hence, choosing and adopting the right strategies is crucial in determining the sustainability of an Event Management Venture (EMV) in terms of profitability, increase in market share and attracting new customers. Strategies employed by competitors can negatively affect sustainability of EMVs. This paper explored the relationship between entrepreneurial marketing strategies adopted and sustainability of hospitality event management ventures within Eldoret Town. It specifically determined the relationship between unethical marketing strategies, growth strategies, pricing strategies promoted by the ventures and sustainability of event ventures. The study used a correlation research design and a target population of 43 entrepreneurs. Data was collected by use of structured questionnaires. Descriptive statistics was used to analyze the data. Additionally, Pearson Moment Correlation Coefficient was used to test the following hypotheses: Ho1- there is no significant relationship between unethical marketing strategies and sustainability of EMVs; Ho2- there is no significant relationship between growth strategies and sustainability of EMVs and Ho3- there is no significant relationship between pricing strategies and sustainability of EMVs. Findings from the study revealed that the entrepreneurial marketing strategies such as lowering prices for products and services and discrediting competitors were detrimental to the growth and survival of the ventures despite the fact that they were beneficial to the entrepreneur on a short-term basis. Consequently, as entrepreneurs engaged in cut-throat competition and played undercutting tactics, they failed to maximize profits which could affect the sustainability of ventures. The results of the hypotheses tested showed an insignificantly weak relationship between the strategies and sustainability of ventures. All three hypothesis tested recorded an r>0.5 and p>0.005 indicating that the coefficient is insignificantly different from 0. The study concludes that entrepreneurial marketing strategies are unrelated to sustainability of EMVs.
Residents’ Perception of Slum Tourism Development in Kibera, Nairobi, Kenya
The development of slum tourism in Kibera and other slums around the world has generated considerable reactions from many commentators as evidenced by the numerous reports in the international news agencies. This paper examines the attitudes and perceptions of Kibera residents towards the development of slum tourism and the major factors influencing these attitudes and perceptions. A mixed methods research approach was employed for the study. Questionnaires, semi-structured in- depth interviews and participant observation as an auxiliary instrument were used to collect primary data. A total of 13 residents selected purposively were interviewed. Questionnaires were also administered to 168 households selected randomly in Kibera slums. Data was analyzed both quantitatively using multiple regression and correlations and qualitatively using thematic analysis. The findings indicated that the residents of Kibera slums generally hold negative attitudes towards slum tourism. Both intrinsic factors, e.g. age and external factors like the level of benefits, and social impacts accruing from slum tourism were found to shape the attitudes of the residents. The outcomes of this study consolidate the body of knowledge in the context of resident perception of slum tourism. Utilizing the findings can help maintain a harmonious relationship between the host residents and tourists. Understanding the antecedents of support by local residents towards tourism development is crucial for policy makers and businesses because the success and sustainability of any development depends on active support of the local population. It is also one of the few attempts to examine the influence of intrinsic factors not just on the attitudes as a whole, but either on positive or negative attitudes. The study recommends that the tourism players should allow and enhance interactions between the slum tourists and the locals to foster a harmonious relationship between the host residents and tourists.
Local Residents’ Understanding of Ecotourism in Manguo Wetland, Limuru, Kenya
The aim of this study was to investigate and document local residents’ understanding of the concept of ecotourism at Mangua wetland. Specifically, the study sought to establish the level of understanding and participation in ecotourism, establish current use and benefits of the wetland, determine barriers to participation in ecotourism, and provide recommendations for building support and commitment for sustainable use of the wetland. Methods used included primary document analysis, a survey of participants and quantitative analysis. The analysis revealed poor knowledge and practice of ecotourism, limited information and awareness, and degradation of the wetland due to increasing human population, and aggressive and abusive use of the wetland. A range of ways to promote sustainable ecotourism are proposed including; increased community participation in wetland and ecotourism planning, training of technical local expertise, minimizing local burdens, maximizing local benefits and reducing uncertainty, government support, and partnership with the private sector to improve the image and attractiveness of the wetland. The study provides managers with strategies for managing sustainable ecotourism development and wetlands management.
Measuring Tourist Satisfaction with Service Quality in Marine Protected Areas, Kenya
Over the years, studies on marine-based tourism have largely focused on the characteristics of tourists who visit their destination and its contribution to the national economy. Consequently, there has been paucity of information on tourist satisfaction with the service quality attributes in marine protected areas. This study used a case of Mombasa Marine National Park and Reserve (MMNP&R) to measure tourist satisfaction with the quality of services offered. Primary information was collected by the use of questionnaires. The results indicated that there were Ten (10) attributes about MMNP&R with which tourists were satisfied and Five (5) attributes with which they were dissatisfied. The mean value of the respondents’ overall perceived level of satisfaction was 5.36, which tended towards the high end of the satisfaction scale.
Impact of Information and Communication Technology (ICT) on Service Delivery in selected Hotels in Coast Region, Kenya
Information and communication technology is important in the provision of services in the hospitality industry. It not only speeds up the services being provided but also ensures that guests are satisfied and can therefore bring about repeat purchases. The hospitality industry is very delicate and the manner in which the services are offered determines the number of customers to frequent the establishment. Therefore, to enhance competitive advantage, managers will need to incorporate more guest-service technologies within their key offerings to customers or be left behind. The pace of technological change is presenting the hospitality industry with many new opportunities and the management of information technology will be a key business activity in the future. Therefore, the purpose of this study was to examine the impact of Information and Communication Technology (ICT) on service delivery in the hospitality industry.
Women Employment in Tourism Businesses: A Case Study of Eldoret Town, Kenya
The tourism industry besides being a leading foreign exchange earner in Kenya is also a source of employment for citizens. Moreover, it has been heralded as an industry that creates diverse employment opportunities for women. In spite of this gender consideration, tourism studies in Kenya have not yet been placed centrally within such a debate. This study adopted a survey research design and used the case study of Eldoret town to investigate the employment of women in tourism businesses. Specifically, the study investigated the extent to which women were employed in tourism businesses. Both primary and secondary data were collected. Primary data were collected through questionnaires and interviews while secondary data was collected from a review of both published and unpublished literature such as books, journals, magazines and the internet. The target population included all employees working in tourism and hospitality enterprises, who were sampled through simple random sampling to get a sample size of 150 respondents. To enhance the reliability of the questionnaire, a pilot study was undertaken. The questionnaires were edited in the light of the results of the pilot study. The data was organized, tabulated and analyzed using the Statistical Package for Social Sciences (SPSS). Basic tallies and percentages were done, and significant differences between the tallies were assessed using Chi-Square Goodness-of-Fit test. All statistical tests were done at an alpha of 5%. Finally, results were presented using percentages, frequencies, means and tables. The findings reveal that women are concentrated in the lowest paid and lowest skilled sectors of the tourism industry. In addition, the study established that lack of female-work friendly practices, empowerment, involvement in the governance of tourism resources, policy, skills, family commitments, and cultural beliefs, nature of work, gender discrimination and inequality in sharing tourism benefits are the main challenges facing women employees in the tourism industry. The study recommends that tackling these gender based obstacles will enable women in Kenya to make a fuller contribution to the economy and improve their families’ livelihoods.