Competitive strategies adopted by travel agents in Kenya

Abstract

This study sought to determine the competitive strategies adopted by travel agents in Kenya and to establish the challenges faced by travel agents in initiating competitive advantages and applying strategies so formulated. The study will aid management in their steps towards developing competitive advantages and pursuing market leadership. The study has reviewed literature on competitive strategies and strategic management. In addition, the literature review has also explored Porter's model in relating the five forces of competition to the travel agents industry. The study was conducted using a cross sectional survey design. The design is appropriate when the study is largely descriptive and proposes to use sample statistics in making generalizations about population parameters. The population of interest is all the lATA approved travel agents in Kenya. Simple random sampling method will be used. The main instrument in Data collection was through semi structured questionnaires targeting senior managers in each travel agency such as Chief Executives, General Managers and Marketing managers. Data collected was analyzed based on primary statistics using SPSS Package. The study found out that the travel agencies use strategies such as engaging highly skilled staff, automation of business processes, intensive staff training, advertisements and publicity and offering wide range of services. The findings of this study have important implications to the management of travel agencies as well as the researcher and academics.