Influence of Marketing Strategies on Performance of Cultural Heritage Tourism in Kenya

Abstract

Adequate information about tourist products and services in a destination can attract tourists and influence performance of tourism business. This study sought to determine the Influence of Marketing Strategies on Performance of Cultural Heritage Tourism in Western Kenya. Descriptive embedded case design and Cross-sectional survey design was adopted for the study. The target population consisted of 6 sites, 18 Focus Group Discussion for respondents, 16 Key informants and 8,014 members of households living within the selected Cultural Heritage sites in Western Kenya. The selected heritage sites were: Kit Mikayi, Crying stone, Sikele Sia Mulia, Thimlich Ohinga, Obama Kogelo Cultural Heritage and Kisumu Museum. A sample size of 357 respondents from 6 heritage sites was sampled for the study using purposive for heritage sites, stratified random sampling for respondents from household heads, and saturated sampling for key informants under the study. Primary data was collected by use of Questionnaires, Focus Group Discussions and Interview Schedule. Quantitative data was analyzed using descriptive and inferential statistical techniques. Statistical tests, Pearson product-moment of correlation were used to investigate the relationship between independent and dependent variables. Statistical package for social sciences (SPSS) version 20 was used to analyze data. Hypothesis was tested at 95% confidence level (α = 0.05). Qualitative data was analyzed using thematic framework.  The findings of the present study indicated that marketing strategies improved social economic performance of Cultural Heritage Tourism in Western Kenya. Marketing strategies have not been fully exploited in Cultural Heritage sites in Western Kenya. Traditional Marketing Strategies were frequently used than non-traditional marketing strategies to attract potential tourists. The study recommended that both traditional and non-traditional marketing strategies should be employed to reach potential tourists in order to make Cultural Heritage sites in Western Kenya more competitive locally and globally. The Cultural heritage sites should be rebranded and upgraded to make them more attractive and competitive. The Kenya Tourism Board in collaboration with other stakeholders should aggressively market cultural heritage tourism.

Keywords: Marketing strategies, Cultural Heritage Tourism, Performance, Tourist products and services, Destination, Western Kenya