School of Tourism and Hospitality Management (PT)
http://repository.mut.ac.ke:8080/xmlui/handle/123456789/2880
2024-03-29T05:22:25ZAn Assessment of Social Media Platforms on Guests’ Choice of Fine Dining Restaurants in Selected Cities in Kenya
http://repository.mut.ac.ke:8080/xmlui/handle/123456789/6398
An Assessment of Social Media Platforms on Guests’ Choice of Fine Dining Restaurants in Selected Cities in Kenya
Kung’u, Samson Kuria
Despite the popularity of Social Media Platforms, limited data and studies have assessed the influence of Social Media Platforms on guests' choice of fine dining restaurants. Fine dining restaurants are defined as exceptional restaurants from regular restaurants in terms of food, pricing, staff training, and level of service. The objective of this study was to assess the influence of Social Media Platforms on guests’ choice of fine dining restaurants in Nairobi, Mombasa, and Kisumu Cities. Four specific objectives of the study were formulated. The first objective was to assess the influence of Social Media Platforms on guests' choice of fine dining restaurants. The second objective was to assess the moderating influence of socio-demographic factors on Social Media Platforms on guests’ choice of fine dining restaurants. The third objective was to investigate the moderating influence of individual factors on Social Media Platforms on guests’ choice of fine dining restaurants. The fourth objective was to determine the joint influence of Social Media Platforms, socio-demographic factors, and individual factors on guests’ choice of fine dining restaurants. The Pragmatism philosophical stance influenced doing a mixed-method (concurrent nested/embedded) survey. The study was carried out in Nairobi, Mombasa, and Kisumu Cities. These locations have the highest number of fine dining restaurants besides being a metropolitan tourist destination. Both Mombasa and Kisumu cities had four fine dining restaurants each and were included in the study. Nairobi city had 36 fine dining restaurants and a simple random sampling technique was used to select four study units. Data were collected using questionnaires from 307 guests and 36 managers. All the respondents were purposively sampled. A combination of scheduled online and physical interviews were conducted with the 36 managers. Four null hypotheses were formulated and either accepted or rejected at 0.05p-value with corresponding t-statistics at n-1 degree of freedom. To enhance the reliability and validity of the research instruments, piloting was done in similar study units but not included in the actual study. Ethical considerations were observed to protect the rights and confidentiality of the respondents. Qualitative data were organized into categories, themes, sub-themes, and concepts for interpretation. The qualitative results revealed the most popular Social Media Platforms. Further verified was the presence of influence of Social Media Platforms on guests' choice of fine dining restaurants with about two-thirds of the guests, as middle-aged married men. The Quantitative data were analyzed using SPSS version 22 to generate descriptive statistics, inferential, statistics, and regression analysis. Revealed were significant positive effects of Social Media Platforms on explained variations of about 32% on guests' choice of fine dining restaurants. Also revealed were insignificant effects of social demographic factors on guests' use of Social Media Platforms to choose fine dining restaurants but significant positive effects of individual factors on guests’ use of Social Media Platforms in the choice of fine dining restaurants. The study concluded that Social Media Platforms significantly influence guests' choice of fine-dining restaurants. Potential guests are likely to trust reviews and comments posted by previous customers to make decisions Managers and owners of fine dining restaurants should install infrastructure that enables guests to use Social Media Platforms. This study contributes to the understanding of theories of consumer behavior from the perspective of fine dining restaurants. Also provided is knowledge for sharing with stakeholders and for policy developments.
Doctor of Philosophy in Hospitality and Tourism Management, 2022
2022-10-01T00:00:00ZEnvironmental Commitment and Adoption of Green Practices Among Star-Rated Hotels Along the Kenyan Coast
http://repository.mut.ac.ke:8080/xmlui/handle/123456789/6396
Environmental Commitment and Adoption of Green Practices Among Star-Rated Hotels Along the Kenyan Coast
Irungu, Robert Wachira
The hospitality and tourism industry is one of the key economic sectors expected to take a leadership role in transforming the emerging green economy. The economic pillar of Vision 2030 in Kenya acknowledges the crucial function of natural resources. Direct promotion of these resources relate to environmental protection and efficient utilization of resources. Kenya stands to secure more incredible benefits from hospitality and tourism by 2030. Policy and strategy framework must be established to move away from intensive material and carbon approaches to delivering visitor experiences by implanting green practices. The stakeholders’ role in adopting green practices has seldom been investigated. In Kenyan hotels going green is a recent phenomenon that hotel sector management longs to adopt. Limited research studies have been undertaken to establish how environmental commitment influences the adoption of green practices in the Kenyan hotel sector. This study primarily sought to establish the effect of environmental commitment on adoption of green practices in star-rated hotels along the Kenyan Coast. To achieve this, the study sought to 1) establish current and potential green practices adopted in star-rated hotels along the Kenyan Coast, 2) determine the role of stakeholder engagement in the adoption of green practices, 3) establish the current and potential benefits of green practices adopted by star rated hotels, and 4) determine the moderating effect of environmental leadership on the relationship between environmental commitment and adoption of green practices among star-rated hotels along the Kenyan Coast. Using an embedded mixed methods design, quantitative and qualitative approaches were embraced. Sample hotels for the study were identified using stratified random selection. Stratification of management tiers for the choice of experts, general managers and heads of the section was applied. Data was obtained using semi-structured questionnaires, interview schedules and an observation checklist. Analysis of quantitative data included descriptive statistics and multiple linear regression, one sample t-test and moderated multiple regression using SPSS 21. Qualitative data were analysed thematically using NVivo 12. The results revealed a growing recognition and adoption of green practices among star-rated hotels along the Kenyan Coast (p=≤0.000≤0.05). The regression model with stakeholders’ engagement and perceived benefits was statistically significant [F (2,103) =151.736, p<.000]. The regression model explained 74.7% of the variation in the adoption of sustainable practices by the star-rated hotels in this study (R=.864, R2=.747). The effect of the stakeholders’ engagement (β =.760) and perceived benefits (β =.242) on the adoption of green practices was positive and statistically significant (p<.001 and p<.05, respectively). The regression model with the moderator (environmental leadership) explained 80.9% of the variation in the adoption of green practices by the hotels in this study (R=.900, R2=.809), demonstrating that the moderating variable accounted for an additional 6.3% of the variation, which was statistically significant (p<.001). Therefore, this study makes several recommendations. The results of this study suggest that stakeholder engagement, stakeholder perceived benefits, and the moderating effect of environmental leadership have a statistically significant effect on the adoption of sustainable practices among star-rated hotels in Coastal Kenya. In addition, this study has contributed to developing a statistical model with predictor variables that starrated hotels and capacity-building institutions can use to predict the adoption of green practices. This study recommends that star-rated hotels, in partnership with hotel associations and related capacity-building institutions, develop a standard framework for monitoring and evaluating stakeholders’ environmental expectations in adopting green practices by providing minimum performance indicators.
Doctor of Philosophy in Hospitality and Tourism Management, 2022
2022-10-01T00:00:00ZEfficacy of Travel Motivation on Destination Loyalty Among Domestic Tourists in the Coast Region of Kenya
http://repository.mut.ac.ke:8080/xmlui/handle/123456789/6388
Efficacy of Travel Motivation on Destination Loyalty Among Domestic Tourists in the Coast Region of Kenya
Wang'ombe, Lawrence K.
Despite the marginal growth recorded in the tourism sector in Kenya, the domestic visits and estimates fall far below the expectations. This study aimed at assessing the efficacy of travel motivation on destination loyalty among domestic tourists in the Kenyan Coast. The study was guided by the following specific objective to; determine the travel preferences and frequency of domestic tourists visiting diverse attractions in the Coast Region of Kenya; investigate the influence of travel motivation aspects on destination loyalty of domestic tourists in the Coast Region of Kenya; examine the mediating effect of satisfaction on the relationship between travel motivation and destination loyalty of domestic tourists in the Coast Region of Kenya; and assess the moderating effect of contextual factors on the relationship between travel motivation and destination loyalty among domestic tourists in the Coast Region of Kenya. The study area comprised frequented attractions in the Coast region of Kenya. The study adopted an embedded mixed approach comprising descriptive survey (quantitative) and explanatory research designs (qualitative). Simple random sampling and purposive techniques were adopted for domestic tourists, destination managers and experts respectively. Data was collected using questionnaires and interview schedules. Four hundred (400) questionnaires were distributed and the return rate was 73.3%. Further, 5 destination managers and experts were interviewed. Data analysis was done using various techniques such as; ANOVA, Chi-square, multiple linear regression, hierarchical multiple regressions, Pearson correlations, one sample t-test and descriptive analysis. The research findings were an indication that the majority of the National and Marine Parks within the Coastal touristic circuit are popular among domestic tourists since they were highly visited and revisited due to exceptional experiences on offer. The research findings were an indication that the majority of the museums and historical sites such as; Fort Jesus, Gede ruins and Malindi museum are popular among domestic tourists. These destinations denote the authentic and rich culture among the native people visiting the Coast Region of Kenya. The model summary results indicate that 44.2% of total variation in destination loyalty was explained by travel motivation aspects denoted as destination attributes and sociopsychological factors. The relationship between travel motivation and destination loyalty was mediated by satisfaction (β=0.234, t=07.356, p=<0.000) implying that when customers’ expectations are confirmed they tend to be satisfied and are likely to recommend and revisit. The hierarchical multiple regression demonstrated that contextual factors have a moderating effect on interaction between travel motivation and destination loyalty since the model was significant {R2 = 0.255, F (7, 371) = 12.12, p =0000}. The model accounted for 25.5% of variation on destination loyalty. This means that the composite elements of contextual factors namely; political, economic, technological and socio-cultural factors significantly moderates the interaction between travel motivation and loyalty behaviour of domestic tourists. All the three null hypotheses were tested and rejected. The study recommendations need to; prioritize the ever-growing youth market segment through legislation; creating exceptional tourist experiences and a comparable research studies should be carried out in other destination areas visited by domestic tourists in Kenya.
Doctor of Philosophy in Hospitality and Tourism Management, 2022
2022-11-01T00:00:00ZMarketing models for performance among four and five star Hotels in Kenya
http://repository.mut.ac.ke:8080/xmlui/handle/123456789/4690
Marketing models for performance among four and five star Hotels in Kenya
Kariru, Antoneta N.
Kenya has been slow in adjusting to the external hospitality environment and adopting competitive marketing strategies as evidenced by the higher growth of tourism in competitor countries. Marketing models such as the four P’s which were developed for monopolies within the manufacturing industries of developed countries and overlook modern consumer trends such as guests’ experiences are however being used by hotels in Kenya which operate in a monopolistic and perfectly competitive service oriented industry. This study therefore examined marketing models for performance among four and five star hotels in Kenya. The specific research objectives were to; examine factors which influence the guests’ purchase decisions, establish the hotels’ marketing strategies, assess guests’ and managers’ perceptions on the marketing strategies, develop a marketing model for the hotels, establish the direct effects in the relationship between the new marketing strategies and performance and the mediating roles of customer and market performance in the relationship between the new marketing strategies and financial performance. The study adopted the contingency theory and applied the mixed sequential exploratory research design. The study population comprised of managers and customers in hotels. Hotels in Nairobi and Mombasa were selected using cluster sampling. The guests who were interviewed (n=26) and those who filled in self-administered questionnaires (n=198) were selected using convenience sampling. Managers who preferred to complete self-administered questionnaires (n=102) or talk freely of their marketing activities through semi-structured interviews (n=9) were conveniently sampled. Data was analysed using descriptive, thematic, content, narrative and gap analysis and structural equation modeling. The findings showed that the guests’ purchase decisions depended on their perceptions of the marketing strategies; the hotels focused on promotions and their customers and there were gaps in managers’ and guests’ perceptions of the marketing strategies. A new marketing model which mapped the product, ambience, hospitality, service, destination, value and communication strategies was therefore developed and validated after confirming its validity, reliability and predictive relevance. The R2 for cash inflow was .58, profits .78 and return on investment .65. Thus the guests’ perceptions of the marketing strategies influenced their purchase decisions although the hotels embraced a narrow range of marketing strategies which could be improved. The study concluded that the factors which influence the guests’ purchase decisions are the atmosphere, food, facilities, amenities, hospitality, location, accessibility, price, value, discounts and security; the hotels employ customer relationship management and promotions; the guests and managers have positive and negative perceptions of the marketing strategies; a new marketing model which addresses guests’ experiences can be adopted; the new marketing strategies directly, positively and negatively influence performance and that customer performance and market performance partially, indirectly or fully mediate the relationship between the new marketing strategies and financial performance. The hotels should therefore involve guests in developing their products and experiences; embrace a broader range of modern marketing strategies; close the gaps in managers’ and guests’ perceptions of the marketing strategies; adopt the new marketing model and take advantage of the effects of the marketing strategies on performance.
2016-01-01T00:00:00Z