Analysis of factors influencing the middle and high end segments of the tourism industry in Kenya

Abstract

This project focused on factors influencing the middle and high end segments of the tourism industry in Kenya with a view of increasing arrivals and in return income generation through the high yield segment. This study specifically was carried out on various tour operators in the country. The objective of the study was to establish factors influencing the middle and high end segments of the tourism industry as perceived by tour operators in Kenya. The study sought to investigate the factors influencing the middle and high end segments of the tourism industry in Kenya. To meet these objectives. primary data was collected through the use of a questionnaire. The researcher used a simple random sampling to identify tour operators who were involved in the study. Various levels managers were the ones who responded on the questionnaire. The data collected was analysed using frequency tables, percentages and other statistical measures. The findings from the analyses led to three major conclusions: • The study established that the tour firms targeting high yield tourists are conscious of factors influencing the segment and that they have taken measures to address guest concerns individually and through their parent association as well as ministry of tourism The results of the study showed that most of the tour operators in the tourism industry had engaged in various strategies to ensure they attract high yield tourists, Such measures included new product development, diversification and market penetration as well as innovation to offer unique experiences.

In view of these conclusions, the following recommendations were made to the tour companies in Kenya • The companies that do not continuously monitor strategic issues and factors affecting the high yield segment throughout the year need to take deliberate steps to do so in order to be able to realize the full potential of the tourism industry • Tour companies need to push the government to invest more in infrastructure development and also improve quality on existing products that are sought after by visitors • The tour companies need to change and adapt new strategies to improve quality product development and ensure service offered is of the highest quality as the high yield tourist tastes and preferences have changed over time.