Pull Motivation Factors Influencing Tourists’ Destination Loyalty in the Lake Victoria Region Tourism Circuit, Kenya

Abstract

Purpose: The purpose of this study was to identify push motivation factors influencing tourists’ destination loyalty in the Lake Victoria Region Tourism Circuit, Kenya. Methodology: The study adopted an explanatory research approach based on a cross-sectional survey design to collect and analyse quantitative data. This study proposed destination loyalty the most appropriate indicator of destination competitiveness. Self-administered questionnaires were used to collect quantitative primary data to help understand tourist push motivation factors and destination loyalty. The instrument was pre-tested using 20 tourists who were not included in the final study. The study population consisted of 461 tourists drawn from the circuits’ 26 classified hotels, based on the region’s 35% average occupancy rate. Multi-stage sampling technique was used to get 299 tourists whereby proportionate sampling followed by simple random sampling was used to identify hotels while convenience sampling helped obtain actual respondents. Findings: Tourist push motivation factors indentified include psychological factors (PY), self development factors (SDF), green consumption factors (GCF), and socio-cultural factors (SCF). Recommendations: Based on the findings, the researcher suggests that destination managers should: give more consideration to providing facilities and environment that allow the visitors to have fun; pay close attention to the needs of the tourists to develop their personal interests; address desires of tourist who prefer identifying with destinations that respect rights of the minority and; lastly, pay attention to the needs of personal safety and security by tourists respectively. The findings of this study offer guidelines to destination managers in the Lake Victoria Region Tourism Circuit Kenya, in monitoring and enhancing the destinations competitiveness based on destination loyalty