The Effects of the Marketing Mix on Choice of Tourist Accommodation by Domestic Tourists in Kenya

Abstract

A proper marketing mix is crucial for the success of any tourist destination. This study examines the effects of the marketing mix on choice of tourist accommodation by domestic tourists in Kenya. This study was conducted in selected tourist destinations within Nairobi city and Nakuru town with a sample size of 384 respondents: 254 respondents from Nairobi city and 130 respondents from Nakuru town surveyed using multistage sampling procedure. Primary data was collected through questionnaires and analyzed using SPSS 16.0. This study revealed that the price, products/service, location, people, processes, physical evidence and promotions were all important attributes in determining choice of accommodation by local tourists in Kenya. This study encourages the tourism and hotel industry players to have a thorough understanding of the Kenyan domestic tourist so that they can have focused marketing strategies and marketing mixes targeted and packaged towards satisfying the needs of different market segments.