Study of The Aspects Used By Commercial Airlines In Facilitating Domestic Tourism In Kenya

Abstract

This study sought to find out how commercial airlines are facilitating domestic tourism in Kenya. Domestic tourism involves locals visiting fun places, holiday destinations and entertaining centers for their own relaxation or fun activities within the national boundaries. The locals may decide to visit such places to get away from the usual pressure associated with work, monotony of daily living and time to bond with the family. Domestic tourism has seen a significant increase that has been caused by several external influences that have impacted on the consumers. Several organizations, both public and private sectors have encouraged domestic tourism by giving incentives to persons interested. In this paper data was collected from the print media. The aim of the study is to identify the means, in which commercial airlines use to reach the domestic tourist as well as ways that commercial airlines use to promote domestic tourism in Kenya. The study concluded that commercial airlines have largely employed print media to communicate to the consumers the following; reduction of fares, increased frequency of specific routes, and introduction of new routes. The advertisements are especially heavy during the period following long holidays, which shows that the airlines are appealing to the consumers who are working to take advantage of the period and travel to a different destination to unwind and also spend time with the family. Commercial airlines have greatly encouraged domestic tourism by offering reduced fares to popular destinations, and tour operators not wanting to be left behind offer discounted packages on air fare and accommodation during this season.

Key words: Airlines, domestic tourism, print media