Abstract
This exploratory study examined the extent to which US tour operators promote culturally responsible behaviours to tourists who plan trips to Kenya. An examination of the travel brochures containing information on Kenya was performed to understand the role tour operators play in educating tourists. Brochures were examined for specific words, such as ethics, values, tolerance, respect, religion, moral beliefs, social and cultural traditions, responsible tourism, customs, rules and guidelines and education and training. Content analysis was used to analyse data. The results revealed that US tour operators do not effectively communicate culturally responsible behaviours to tourists. The implications of the results are discussed.
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