Effects of Strategies Employed by Kenya Tourism Board to Promote Kenya Abroad as a Tourist Destination

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dc.contributor.authorMibei, Purity Chepkoech
dc.date.accessioned2024-10-11T07:06:22Z
dc.date.available2024-10-11T07:06:22Z
dc.date.issued2013-06
dc.descriptionMASTER OF BUSINESS ADMINISTRATION in Strategic Management
dc.description.abstractThe purpose of the study was to explore strategies employed by Kenya Tourism Board to promote Kenya abroad. Its objectives were to identify strategies employed by KTB in promoting Kenya abroad, determine the effects of tourism promotion on a destination and identify the challenges faced by KTB in its efforts to promote tourism. Causal- comparative research design was used by the study and it targeted staff of the Kenya Tourism Board, CEOs and marketing managers of major domestic hotels in Mombasa. The study used the census approach to select a sample size of 49 respondents. Questionnaires were used in data collection, which was analyzed using the Statistical Package for Social Sciences (SPSS) version 20. The study found that 17(39.4%) of respondents used the web as a marketing tool and this was the most used type of marketing tool by the respondents. Other strategies preferred were eco-tourism exploration of cultural heritage and use of key sport personalities. The study further established that the main positive effects that promotion of tourism had on a destination were increase in revenue, increase in foreign exchange and the promotion of cultural tourism. The main challenge that was faced in marketing was political instability since when a country faces political unrest, tourists fear to travel and travel bans are imposed on the destinations. The study concluded that that the strategies that were employed to promote tourism abroad were effective and that this effectiveness was attributed to marketing plan which majority of the respondents said they had and which was annually updated. The study recommended that organizations should market domestic tourism during both the peak and low season. Awareness should be raised on the kind of effects that promoting of tourism abroad have on a destination and the strategies that most tourism organizations use to promote tourism. The negative impacts that tourism promotion abroad have should be minimized to ensure that a destination gets maximum benefits from the promotion of tourism
dc.description.sponsorshipDaystar University, School of Business and Economics
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/5340
dc.language.isoen
dc.publisherDaystar University, School of Business and Economics
dc.subjectKenya Tourism Board
dc.subjectpromote Kenya abroad
dc.subjectpromote tourism
dc.titleEffects of Strategies Employed by Kenya Tourism Board to Promote Kenya Abroad as a Tourist Destination
dc.typeThesis

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