Evaluation of Participatory Communication in Sustainable Tourism in Kenya: A Case of Maasai Community Living Near Maasai Mara Game Reserve

Abstract

The Maasai Mara Game Reserve is one of the most popular tourist destinations in Kenya and contributes significantly to the country's economy. However, the rapid growth of tourism in the area has led to environmental degradation and socio-cultural challenges, such as land-use conflicts and cultural exploitation. The implementation of sustainable tourism practices is crucial to mitigate these negative impacts and ensure the long-term viability of the industry. This study sought to evaluate participatory communication in sustainable Tourism in Kenya: A Case of Maasai Community Living near Maasai Mara Game Reserve. Specifically, the study sought to evaluate the level of information sharing in sustainable Tourism in Kenya; to establish stakeholder/local community involvement in sustainable Tourism in Maasai Mara Game Reserve and to assess the communication channels used in sustainable Tourism in Maasai Mara Game Reserve. This study was guided by participatory framework and communication theory. This study utilized descriptive research design. The target population was therefore 250 respondents comprising of residents, Maasai Mara leadership (chiefs and community leaders) and Narok County council leadership from the six wards. The sample size was determined using the Taro Yamane Formulae which was formulated by Yamane in 1967. Therefore, the sample size was 154. The stratified random sampling technique targeted the population to realize 154 respondents. Data collection was through structured questionnaires and interview guides. For clarity and organization, the data was processed by use of SPSS software, a tool designed for comprehensive statistical analysis. SPSS offers a range of formulas and statistical functions that facilitate the interpretation of data. Qualitative data from interviews were subjected to thematic analysis, one of the most used approaches in qualitative research. For quantitative data derived from closed-ended questions, both descriptive and inferential statistics were utilized through SPSS version 24. Multi-linear regression analysis was performed to explore associations among dependent and independent variables. The study concludes that the level of information sharing significantly impacts sustainable Tourism in Maasai Mara Game Reserve. The findings from this study indicate that frequency, timeliness, and accessibility influence sustainable Tourism in Maasai Mara Game Reserve. The study concluded that there was a significant effect brought about by stakeholder involvement on sustainable Tourism in Maasai Mara Game Reserve. The result of the study concludes that channels of communication are significant determinants of sustainable Tourism in Maasai Mara Game Reserve. Based on the findings, this study recommends that the ministry of Tourism should foster stronger relationships with local communities by actively encompassing them in tourism planning and decision-making processes and establish regular community forums where information about tourism initiatives, benefits, and potential impacts can be shared.