Methods used by the Kenya tourist board in marketing adventure tourism in Mount Kenya region
Muratha, Charles (2013)
Muratha, Charles
Tampereen ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013082814812
https://urn.fi/URN:NBN:fi:amk-2013082814812
Tiivistelmä
The aim of this bachelor’s thesis was to examine the methods used by the Kenya Tourism Board in marketing adventure tourism in Mount Kenya region. This study focused on the Mount Kenya region which was chosen because it has a wide range of sites for camping such as Minot’s, Shipton's and Old Moses. The region also offers wide opportunities of other adventure tourism activities such as mountaineering, trout fishing, and white water rafting. Adventure tourism in the study region is not well developed and marketed making the area an ideal study site given that little or no research on adventure tourism has been carried out in the region.
The study used descriptive survey design in which data was collected by using both open and close-ended questionnaires. The questionnaires were delivered to 40 tourists selected within the region. The questionnaires were also delivered to 13 campsites to obtain information on the methods of marketing of adventure tourism in the study area.
It is widely acknowledged in the marketing field that knowing customers and then predicting and meeting their expectations is the key to success where adventure tourism is considered as a physical phenomenon, involving tourists taking physical activities in an unfamiliar and often an inhospitable environment. Therefore tourism practitioners need to recognize detailed characteristics of tourists and their patterns in consuming tourism products and services in order to effectively identify their target segments.
The study used descriptive survey design in which data was collected by using both open and close-ended questionnaires. The questionnaires were delivered to 40 tourists selected within the region. The questionnaires were also delivered to 13 campsites to obtain information on the methods of marketing of adventure tourism in the study area.
It is widely acknowledged in the marketing field that knowing customers and then predicting and meeting their expectations is the key to success where adventure tourism is considered as a physical phenomenon, involving tourists taking physical activities in an unfamiliar and often an inhospitable environment. Therefore tourism practitioners need to recognize detailed characteristics of tourists and their patterns in consuming tourism products and services in order to effectively identify their target segments.