Analysis of domestic tourists’ demographic and travel characteristics in Kenya

Abstract

Demographic and travel characteristics are significant in forming the basis for market segmentation, positioning, and branding initiatives for a destination. This study sought to examine demographic and travel characteristics exhibited by domestic tourists and their effects on purchase decisions and travel choices. The study adopted both quantitative and qualitative research approaches. A simple random sampling technique was used to select domestic tourists, while data was collected using a structured questionnaire and analysed using descriptive and Chi-square techniques. Four hundred questionnaires were distributed, out of which 371 were returned, representing a 73.3% rate. The findings indicated that the duration of the current visit is dependent on annual income (𝟀 2 = 23.055, p = 0.027), the number of times visited is dependent on age (𝟀 2 = 30.579, p = 0.015), while travel arrangement is dependent on age (𝟀 2 = 9.986, p = 0.041). The mode of transport depends on age (𝟀 2 = 52.645, p = 0.012), and on education (𝟀 2 = 44.734, p = 0.006). The study recommends focusing on identifying and prioritizing preferred local destinations and attractions for the domestic tourist market depending on demographic and travel characteristics to increase travel propensity for the sustainability of the industry.