Abstract
Abstract
 International tourism in Kenya has become increasingly vulnerable to international shocks, giving rise to interest in domestic tourism as an attempt to sustain the tourism market. The County Government of Nakuru has accordingly put in place various measures to market the sector domestically. This study aimed to assess the effect of these measures on performance of domestic tourism of the County Government of Nakuru, Kenya. The basic communication theory as developed by Schramm was used to guide the study. The study employed the proportionate stratified sampling design with three strata namely tourist hotels, tourist attractions and the Ministry of Trade, Industrialisation, Tourism and Wildlife Management at the County Government of Nakuru. Simple random sampling by raffle was further used inside each stratum in order to give each subject an equal chance of being selected. Data was collected through structured questionnaires comprising of closed-ended questions. Data was analysed using SPSS and Excel spreadsheets. Findings indicated a strong relationship of all the independent variables to the dependent variable This led to the conclusion that promotional marketing activities do influence performance of domestic tourism. Consequently, it was recommended that adequate resources should be allocated for promotional activities, especially financial resources and human resources. For better effectiveness, it was recommended that the promotional activities should be integrated rather than applied separately, and that all stakeholders should be engaged.
Highlights
Background to the StudyThe tourism industry has been recognised as a growing phenomenon whose impact can be significant if developing countries like Kenya utilize it to their advantage
The results of the analysis suggest that advertising volumes exert the most impact among the variables studied, followed closely by the number of advertisements and the frequency of advertisements
A conceptual framework that captured the relationships between the independent and the dependent variables was developed and a random sample was selected
Summary
The tourism industry has been recognised as a growing phenomenon whose impact can be significant if developing countries like Kenya utilize it to their advantage. In 2016 the country was ranked second to South Africa in the popularity of MICE tourism in Africa by the International Congress and Conference Association, as reported by the Oxford Business Group (2017). The marketing of tourism in Kenya has been the prerogative of the government. This task is undertaken by the Kenya Tourism Board (KTB). Recognising the importance of domestic tourism, the KTB launched a USD 300000 marketing campaign in January 2016 with the aim of sensitizing Kenyans about the various tourist spots in the country, as was reported by the Oxford Business Group (2017)
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