Media Publicity and the Performance of International Tourism in Kenya

Abstract

The main purpose of the study was to determine the relationship between media publicity and the performance of international tourism in Kenya. The research adopted a descriptive survey of the tourism sector in Kenya. The population of the study was the six government parastatals in charge of promoting tourism in Kenya and the six other affiliates. Primary data was used for the purpose of this study. The data was collected using a semi structured questionnaire consisting of both open and closed ended questions. The questionnaires were coded and data cleaned before analysis where the closed ended questions were analyzed quantitatively, using descriptive statistics and open ended questions analyzed qualitatively using content analysis and the results presented under identified themes as per the objectives of the study. The study findings established that media publicity has a great impact on an organizations performance and therefore a negative publicity on a firm can cause a decrease in its clientele level and a reduction in the financial position of the firm. While a positive media publicity on the organization would encourage more clients and customers to the firm thereby increasing the organizations business performance. Media publicity also influenced to a large extent the international tourists ‟ arrivals in the country. The study made recommendations based on the study findings as follows: it is of importance to encourage the media to portray the country in a positive light. Though playing their role in creating awareness, it is also important to consider the repercussions of such publicity to the various sectors in the country such as the tourism sector. The government should also take their role of safeguarding the tourism sector by encouraging the media houses to advertise on the tourists‟ sit e and resorts in the country such as the eighth wonder of the world. The government can also impose laws on the media houses that would prevent them from taking part exposing exaggerated dirty linen to the outside world. The information given out should be first considered of its effects and any screening done