EFFECTIVENESS OF PROMOTION STRATEGIES ON TOURISM ATTRACTIONS IN NYAMIRA, COUNTY KENYA: A CASE FOR MANGA RIDGE
EFFECTIVENESS OF PROMOTION STRATEGIES ON TOURISM ATTRACTIONS IN NYAMIRA, COUNTY KENYA: A CASE FOR MANGA RIDGE
Gesembe Kwamboka Lusariah - Tourism and Hospitality Management Department, School of Business and Economics, Kisii University, Kenya
Dr Mong’are Omare, PhD - Tourism and Hospitality Management Department, School of Business and Economics, Kisii University, Kenya
Dr. Yobes Benjamin Nyaboga, PhD - Tourism and Hospitality Management Department, School of Business and Economics, Kisii University, Kenya
ABSTRACT
The unique scenery of Nyamira County is one of the Gusii highlands for tourism attraction. It provides a rich of refreshing breathing taking view with fertile land. Manga rich in Nyamira County is one the area with attractive cliff for tourism which has not been utilized for marketing of tourism attractions. Hence, the purpose of the study was to assess on the effectiveness of tourism promotion strategies on tourist attraction in Nyamira County. The specific objectives was to establish the effect of tourism product promotion on tourist attraction, to assess the effect of tourism brand loyalty on tourist attraction in Nyamira county, influence of tourism product diversification on tourist attraction in Nyamira County, and establish the effect of competitive factors on tourist attraction at Nyamira County. The study employed descriptive research design. The target population of 182705 households will be used. Stratified sampling was used to arrive at a sample size of 398 respondents through sampling formulae of Yamane of 1967 as applied by Israel (2012). The study used questionnaire which was distributed by the researcher. Validity was measured by use supervisor’s comments and opinion. Pilot study was conducted at Nakuru Menengai crater. The study used descriptive statistics such frequency, mean and standard deviation using SPSS. The results were presented by tables, figures and charts. The study was of significance from its major findings that was used for policy makers, researchers, and marketing of tourism products. The study sought to determine the effect of product promotional strategy on tourism attractions. The study concluded that tourism attraction promoted hotel characteristics using unique sceneries. There is no difficulty in managing tourist promotion sites for tourist attraction. The study sought to point out the extent to which building brand loyalty has enhanced tourist attraction. The results concluded that brand performance moderated by the extent of franchising within each brand in tourism, and brand perceptions enhances hotel attraction would show whether variations in market value are materialized. Customer satisfaction is a key to brand growth. The study sought to examine product diversification on tourism attractions. The opinion on product diversification whether is closely linked to tourist attraction. The results concluded that product diversifications closely linked to tourist attraction or customer equity. There is no difficult to retain existing product unless they are diversified with experience. The researcher sought to indicate opinion whether a competitive factors is closely linked to tourist attraction. The study showed that tourism product had significant influence on tourism development; however, competitiveness factors can be critical interventions by different determinants.
