Effects of specific destination marketing strategies employed by tour firms in Kenya

Abstract

This paper is a research work on specific destination marketing strategies employed by tour firms in Kenya.Kenya’s tourism activity has always been a high source of foreign exchange in Kenya. With regard to this, this study aimed at investigating the effects of certain specific destination marketing strategies of the tour firms in Kenya. Data was collected using semi-structured questionnaires and analysed using mainly descriptive statistics. The study found out that the touris attraction events, the tour firms’ image and the country’s image. The researcher will undertake a research study to find answers to fundamental questions that are of essence in destination marketing strategies of tour firms in Kenya. The research was undertaken within a framework of a set of philosophies (approaches). It will use procedures, methods and techniques that have been tested for their validity and reliability, designed to be unbiased and objective. Research was conducted via quantitative or qualitative methods. Quantitative methods were useful when a researcher seeks to study large-scale patterns of systems, while qualitative methods were more effective when dealing with interactions. The researcher was aiming to achieve philosophies - approaches e.g. qualitative, quantitative and the academic discipline in which the researcher has been trained, Validity - correct procedures was applied to find answers to fundamental questions, reliability - to the quality of a measurement procedure that provides accuracy and, unbiased and objective – to take each step in an unbiased manner and drawn each conclusion to the best of the ability of the researcher.