12 research outputs found
Employee Retention Strategies
No full textEmployee retention strategies refer to the organizational policies aimed at retaining employees, reducing turnover and attrition, and ensuring employee engagement. The main goal is to meet the expectations of employees without losing sight of the company’s goals to ensure maximum return on investment. The hospitality and tourism industry faces the challenge of employing and retaining employees more than other industries. This could also be attributed to poor work conditions, business failures in some sectors of economies, global financial crises and pandemics such as COVID-19. There has been a competitive shift in the business environment, not only in the business world but also in the mindset of employees who are willing to switch whenever they are dissatisfied with any aspect of their job (Bitok, Nzioka and Munyiri, 2019)
Sustainable tourism and economic growth nexus in Kenya: policy implications for post-Covid-19
No full textPurpose: The COVID-19 global pandemic has caused an unprecedented socio-economic impact. It has also raised our awareness of the role sustainability needs to play in our economic activities. This study investigated how sustainable tourism has contributed to economic growth in Kenya.
Research Methodology: Eviews 10 software was used to analyze the time-series data. Drawing on data from 1995 to 2020, Johansen co-integration, Granger causality, and regression approaches were used.
Results: The study found out that tourism employment and GDP are positively connected to economic growth in Kenya. The causality was unidirectional from economic growth to tourism contribution to GDP and employment, with a long-run linkage of the study determinants.
Limitations: Since this research used the secondary sources of data, similar studies in the future may concentrate on the primary data sources to investigate the relationship between tourism employment and economic advancement.
Contribution: At the new normal in the post-Covid-19 period, the study suggests that legislators and tourism policymakers should focus on the policies aimed at promoting sustainable tourism. Sustainable tourism should be managed following the three pillars of sustainability.
Keywords: Development, Domestic, Moderate, Regional, Scenari
Contribution of Sustainable Tourism to Economic Growth in Kenya: Implications for Policy
No full textSustainable tourism presents an essential engine for social and economic development, and has a great capability for stimulation of employment and enterprise, especially for youth and women. Over the last decades, the measurement of sustainable tourism has been expanded and diversified even as debates on the appropriate approaches continue. In spite of this, the significance of sustainable tourism to employment and GDP is mostly underestimated in policy-making and strategy in tourism development. In recent years, there have been limited studies that established the effects of sustainable tourism development on economic growth. A longitudinal research design was adopted in obtain secondary data about Kenya from the World Travel and Tourism Council and the International Monetary Fund. E-views 10 software was used to analyze the time-series data. Drawing on the data from 1995 to 2020, Johansen co-integration, Granger causality, and regression approaches were used. Tourism GDP and tourism employment were adopted as measures of sustainable tourism, while real GDP per capita was employed as a measure of economic growth. The study found out that tourism employment and GDP are positively connected to economic growth in Kenya (β = 0.546086, p=0.000 < 0.05). The results indicated unidirectional association between economic growth, contribution to GDP and tourism employment. The findings indicated that a rise in Kenya’s economic growth significantly improves sustainable development of the tourism industry. The study suggests that legislators and tourism policymakers should focus on the policies aimed at promoting the ability of the tourism industry to provide more employment opportunities and contribute to GDP by tapping on the current economic growth. For long-term economic growth, tourism should be developed following the three pillars of sustainability
Do Tourists Prefer Sustainable Operators? Exploring Behavioural Responses to Cultural Sustainability Practices
No full textPurpose: This study investigates the influence of cultural sustainability practices on tourist behaviour among tour operators in Nairobi City County, Kenya. Design and methodology: A dual exploratory-correlational research design was used, guided by Global Sustainable Tourism Council (GSTC) criteria to assess cultural sustainability practices through 11 binary indicators. Data were collected from 114 tour operators and 342 tourists using stratified random sampling. Cultural sustainability scores were standardised into Z-scores and categorised into five adoption levels (Very High, High, Moderate, Low, and Very Low). Statistical analysis included Kruskal-Wallis tests, Dunn's post-hoc comparisons, and Spearman's correlation analysis examining relationships between sustainability practices and five tourist behaviour dimensions. Findings: Results revealed 60.3% of operators demonstrate moderate cultural sustainability adoption, while only 10.6% achieve high or very high levels. Strong positive correlations were found between cultural sustainability practices and tourist loyalty (r = .660, p < .001), tourist choice (r = .603, p < .001), average length of stay (r = .584, p < .001), spending behaviour (r = .540, p < .001), and ambassadorial behaviour (r = .528, p < .001). Kruskal-Wallis tests confirmed significant differences across all behavioural variables (p < .001), with tourists consistently preferring, remaining loyal to, recommending, spending more with, and staying longer with operators demonstrating higher sustainability adoption. Practical implications: Cultural sustainability represents a strategic business advantage. Operators should prioritise comprehensive sustainability implementation for competitive positioning. Policymakers should develop targeted interventions to address implementation barriers. Originality and value: This study provides a comprehensive empirical validation of cultural sustainability practices and tourist behaviour relationships in Kenya's tourism sector
ICT Marketing and its Influence on the Growth of Serviced Accommodation Facilities in Kwale County, Kenya
No full textThe hospitality industry is increasingly utilizing Information Communication Technology (ICT) for product and service development, serving a discerning customer base. The dynamic and complex business environment demands constant innovation and adaptation of management concepts and emerging technologies. This study aimed to assess the influence of ICT staff marketing and the growth of serviced accommodation facilities in Kwale County, Kenya. A descriptive design research method was adopted and focus on serviced accommodation facilities within Kwale County. The data mainly used primary data and supported by some secondary which was collected using a semi-structured questionnaire (closed and open-ended questions). The questionnaires were dropped and collected at a later time to owners, supervisors, and managers of the serviced accommodation facilities. The sampling was done through simple random sampling and the size was 254 respondents. Descriptive and inferential statistics such as regression analysis was used and the former presented using mean, percentages, graphs, and frequencies. Thematic analysis was used to present qualitative aspects and help group data for statistical analysis. Findings from the study indicate a strong correlation between ICT marketing and the growth of SAFs in Kwale County. (R = 0.698). Some of the barriers to ICT adoption identified include high costs, lack of infrastructure, insufficient training, and resistance from staff. Strategic Recommendations for Improving ICT marketing include; more government support, more incentives, and continuous training among staff. The findings of this study were useful to various stakeholder groups including academicians, policy makers, hotel managers, and potential investors.
Keywords: ICT marketing, serviced accommodation facilities, hospitality Industry and Tourism Growth
Assessing the Relationship between Service Reliability and Customer Satisfaction in Restaurants within 3 to 5-Star Hotels in Bujumbura Province, Burundi
No full textThe hospitality industry has experienced significant growth, which has resulted in heightened customer demands. In order to remain competitive, restaurants must provide services that meet customers' expectations. Meeting high service quality standards is essential for dining establishments to satisfy customer needs and expectations. However, Burundi's hospitality sector faces service provision challenges contributing to business instability. Therefore, this study sought to evaluate the relationship between service reliability and Customers satisfaction in restaurants within 3 to 5-star hotels. The study focused on three to five-star hotels in Bujumbura, Burundi's capital, to measure customers' experiences with hotel management using the DINESERV model. Descriptive statistics was used to determine the frequency, percentage, and means. The targeted population for the research was 299,000 people from Bujumbura city from which a sample size of 315 respondents was gotten. The data was analyzed using Statistical package of Social sciences (SPSS), presenting the results in graphical formats and run at 95% confidence level and 0.05 level of significance. The study employed a random sampling method of 25 three to five-star hotels, including their restaurants, with a suggested 35 restaurants to be included. Data collection utilized mixed research methods, combining qualitative and quantitative techniques through structured questionnaires and interview guides. The findings revealed a statistically significant relationship between service reliability and customer satisfaction in restaurants within 3 to 5-star hotels (p= 0.001< 0.05). Thus, null hypothesis was rejected. The study concludes that customers are greatly satisfied with restaurant that ranked highest in reliability in terms of their services. In view of the findings, the study recommends that restaurants management should focus on service reliability practices to enhance satisfaction of their customers.
Keywords: Service Reliability, Customer Satisfaction, Hotel Restaurants, Bujumbura Province, 3 to 5-Star Hotel
Demand Factors and The Employment of Persons with Disability in 3-5 Star Hotels in Nairobi City County, Kenya
No full textThe study sought to explore the demand factors influencing the employment of persons with disabilities (PWDs) in 3-5-star hotels in Nairobi City County, Kenya, amid the observed lower employment rates of PWDs compared to able-bodied individuals. Employing a descriptive survey research design, the study gathered both qualitative and quantitative data from 32 organizations, including 31 hotels and the National Council for Persons with Disability, using a census sampling technique. Data were collected through semi-structured questionnaires for HR personnel and an interview schedule for the manager of the National Council for Persons with Disability. a relatively minor role, accounting for 8.8% of the employment of Persons with Disabilities (PWDs) in Nairobi's 3-5-star hotel sector. Despite existing legislation setting a 5% employment quota for PWDs, none of the hotels in the study met this requirement, indicating a significant gap in the demand for PWD employment within this industry. The study recommends that the Kenyan government review and ensure the effective implementation of policies and legislation related to the employment quotas for PWDs. This includes providing better support and information to employers on making accommodations for PWDs and the advantages of utilizing financial incentives. These measures aim to encourage and increase the employment of PWDs in the hotel sector.
Key words: Demand Factors, Employment, Disability, 3-5 star hotel
Influence of Market Development Strategies on Sustainable Conservation of Heritage Sites in Nyeri County, Kenya
No full textIn the recent years, heritage sites have faced numerous challenges, including cultural commercialization, organic dilapidation, development pressure, inadequate marketing and improper use and maintenance. Kenya has begun to embrace sustainable heritage tourism development goals that are aligned with Kenya\u27s Vision 2030. This paper examines the influence of market development strategies on the sustainable conservation of selected heritage sites in Nyeri County. Ansoff\u27s marketing and sustainable development theories underpinned the study’s theoretical foundation. A cross-sectional descriptive survey design was adopted. The target population included local community, tourists, and key informants from the County government of Nyeri, the National Museums of Kenya, and site supervisors. The sample size was 762 respondents, consisting of 384 locals, 367 tourists, and 11 key informants. Data were collected using questionnaires and interviews. Quantitative data analyzed using the SPSS through descriptive and inferential analysis. Qualitative data followed a content analysis, with responses grouped as themes. The response rate for questionnaires was 66.2%, while that of interviews was 100%. The results of correlation analysis revealed that market development strategies (r=0.551, p=0.000) statistically exhibited a positive significant relationship with the sustainable conservation of heritage sites in Nyeri County. The study concluded market development strategies a catalyst for attaining sustainable conservation initiatives by promoting tourism activities using aggressive marketing techniques, utilize market segmentation to increase customer bases, and having a management department that orchestrates viable marketing ideas resulting to increased market bases, translating into sustainable initiatives of heritage sites to meet the demand and uphold sustainability. The study recommends a market development strategy to be anchored on the County\u27s economic policies and plans to ensure that heritage sites are allocated the required funds to develop their marketing goals, with a structured management team for accountability on matters of heritage sites and active involvement of the locals
Perceptions of tourism students towards career choice in the Kenyan tourism industry: a comparative study of Moi University and Kenya Utalii College
No full textA number of researches investigating on tourism students’ career choices and course of
study selection have been widely documented. However, few studies have been carried out
focusing on the process and context in which the Kenyan students make decisions about
their careers. The study sought to establish the types of tourism careers sectors preferred
by most tourism students, especially for formal employment, informal employment and
entrepreneurship. Cognitive Motivational Theory and Attribution Theory which identifies
the impact of internal and external factors affecting student career decisions were adopted.
This was a descriptive and comparative study that utilized qualitative and quantitative
research methodology. From the total population of 660 persons, 192 student respondents
were chosen for the study using stratified simple random sampling based on their year of
study, and 5 lecturers with over five years experience in teaching were chosen purposively
from Moi University (MU) and Kenya Utalii College (KUC). Questionnaires were
administered to tourism students and semi-structured interviews to tourism lecturers. Data
was analyzed using descriptive and inferential statistical techniques. The results revealed
that a large proportion of students at the diploma level opt to pursue entrepreneurship as
compared to the undergraduates who opt for formal employment. This study can be
academic and also relevant for policy making in developing countries through unmasking
the complexities in designing tourism policies within different socio-economic settings. This
research adds to the existing literature, moreso, on sustainability-driven employment and
entrepreneurship as perceived by tourism students and developers on their roadmap to
achieving Kenya’s Vision 2030.https://www.academia.edu/14823980/Perceptions_of_tourism_students_towards_career_choice_in_the_Kenyan_tourism_industry_a_comparative_study_of_Moi_University_and_Kenya_Utalii_Collegehttps://www.semanticscholar.org/paper/Perceptions-of-tourism-students-towards-career-in-%3A-College/bd5ba5129d6d7d59d0426bdcbbc70e4572a9ad7
Types of Adventure Tourism Product and Sustainable Tourism Development in Nakuru County, Kenya
No full textTourism destinations globally are pursuing product diversification to enhance competitiveness and meet evolving traveler preferences. Adventure tourism has emerged as a significant growth sector, offering unique experiences that combine physical challenges with environmental and cultural engagement. The tourism industry in Kenya faces significant challenges in optimizing adventure tourism's contribution to sustainable development. While several studies have explored various tourism aspects, there remains a significant gap in understanding how adventure tourism products contribute to sustainable development in Nakuru County, particularly regarding types of adventure tourism products. Thus, the study examined the effect of types of adventure tourism products on sustainable tourism development. The theoretical framework was grounded in Weaver's Model and Diffusion of Innovation Theory, supported through a correlational research design. The target population comprised 507,751 individuals including adventure tourists at four key adventure sites (Lake Nakuru National Park, Hell's Gate National Park, Menengai Crater, Mt. Longonot National Park) and seven key stakeholder groups in Nakuru County. Using stratified random sampling, 400 respondents were targeted and 378 complete responses were received, achieving a 94.5% response rate. The findings revealed a significant positive relationship between types of adventure tourism products and sustainable tourism development, with a correlation coefficient of r=.643 (significant at p=0.000). The regression analysis confirmed this relationship, with types of adventure tourism products (β=0.315, t=9.398, p=0.000) showing a significant positive effect on sustainable tourism development. The study recommends that adventure tourism operators should improve the structure and definition of their adventure products, with clear safety protocols and cultural sensitivity, while tourism authorities should establish comprehensive product development guidelines. Future research should explore additional variables beyond adventure tourism products and conduct comparative studies in other counties to identify region-specific versus universal factors in adventure tourism's contribution to sustainable development.
Keywords: Adventure tourism, sustainable development, Nakuru County, Keny
