The quantity and quality of research output available on the subject of domestic tourism in Kenya is yet to be sufficiently documented. This review evaluates trends in the studies carried out on this subject and establishes perspectives revealed in these studies' findings. Methodologically, this is a conceptual review of integrative nature in which the reviewer summarized the findings of other studies conducted on domestic tourism in different parts of Kenya. Both published and unpublished works addressing domestic tourism in Kenya, and authored in the English language from January 1990 to August 2020 have been considered in the review. The reviewer used keywords to search relevant databases, arriving at thirty two pieces of work that were reviewed. The analysis focuses on themes covered by previous studies, methodologies used, and perspectives revealed in key findings. The review established a gap in existing literature in terms of quantity, quality, and scope, as discussed in the document. Recommendations are highlighted on ways to improve future research on domestic tourism in Kenya. This review will inform future approaches to research on domestic tourism in Kenya, for better policies and practice.
This study sort to establish the perceptions of the Hungarian citizens on the involvement of the Roma community in ecotourism. The study targeted domestic tourists through an online survey. A descriptive survey research design was adopted and sampled 247 domestic tourists who had visited tourist destinations in Somogy County and Baranya County in Hungary. Analysis of the quantitative data collected revealed that Hungarian citizens perceive the Roma people’s culture and their natural environment as have the potential to facilitate ecotourism development in rural destinations in Hungary. Approaches to full integration of the Roma community in ecotourism development in rural parts of Hungary are recommended.
This study sought to investigate the effect of push and pull motivation factors on the satisfaction, and revisit behaviour of domestic tourists. A survey was conducted on a sample of 258 domestic tourists visiting Machakos People’s Park in Kenya, where quantitative data was collected through a structured questionnaire and analyzed by descriptive and inferential statistics using the SPSS software. The findings revealed that both push and pull motivational factors affected the satisfaction of domestic tourists, and that satisfaction positively affected revisitation. These findings are instrumental for theory, policy and practice among relevant stakeholders in revitalizing the role of domestic tourism. The three variables in the current study are intricately interrelated. Tourism industry players could base on this associations to tailor their operations and marketing strategies towards invigorating domestic tourism.
As one of the oldest forms of tourism, domestic tourism remains vital for any destination especially in this post Covid-19 era when tourists are extremely sensitive to cross-border travel. Therefore, an understanding of how marketing communication channels affect the motivation, consumption behavior and satisfaction of domestic tourists is crucial in promoting this form of tourism. This study aims to investigate the influence of marketing communication channels on the motivations, consumption behavior and satisfaction of domestic tourists visiting Machakos People’s Park, in Kenya. To achieve this, a survey was conducted on a sample of 258 domestic tourists visiting Machakos People’s Park. Quantitative data was collected through a structured questionnaire and analyzed by descriptive and inferential statistics using SPSS software. Explorative factor analysis was performed to distinguish the push and pull motivation factors, and descriptive measures were determined. Thereafter, cross-tabulation and chi-square determination were performed to test the associations between marketing communication channels and the other variables in the study. An alpha level of .05 was used for these statistical tests. The findings revealed that marketing communication channels had a significant influence only on the consumption behavior of domestic tourists but not on their motivations and satisfaction. These findings are instrumental for the marketing communication and management of Machakos People’s Park, and similar domestic tourist destinations.
The concept of green marketing mix is as well as the conventional marketing mix refers to the satisfaction of customer needs, wants, and desires related to the maintenance and preservation of the environment. Consumers interest in environmental care creates opportunities for companies to apply green marketing and to increase sales. Green marketing becomes an alternative strategy helps the company's image, adds value to the company's business, even consumers demand green choices and will to pay higher prices. The marketing strategy includes the company's external and internal factors. The marketing mix strategy is the basic idea and generic function of marketing which consists of product, price, place, and promotion elements to shape the occurrence of sales. Developing the concept of green marketing mix (green marketing mix) is inseparable from the traditional 4P concepts (product, price, place, promotion), except a number of additional component are closely related to the intent of green marketing itself and other very influential things. The implementation of a green marketing strategy requires a fundamental, comprehensive and integrated approach in all functional aspects of marketing, including the overall marketing mix, such as product design, pricing, location and promotion.
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