THE INFLUENCE OF TRAVEL PREFERENCES ON DOMESTIC TOURISM PARTICIPATION BEHAVIOUR IN KENYA: AN ANALYSIS OF TOURISTS AND NON-TOURISTS

Abstract

Purpose of the study: The purpose of this study was to examine the influence of travel preferences on domestic tourism participation behaviour of domestic tourists by comparing the preferences of both domestic tourists and non-tourists in Nairobi county, Kenya. Methodology: The study adopted descriptive and explanatory research designs. The target population was residents of Nairobi County aged above 18 years. Close-ended questionnaires were used to collect data from 337 domestic tourists in five tourist sites and 339 non-tourists in eight shopping malls within Nairobi. Descriptive analysis, the independent t-test and multiple regression tests were used to analyze the resultant data. Main Findings: The results from the independent t-test showed significant differences between domestic tourists and domestic non-tourists with the tourists displayed stronger preferences than the non-tourists (t =-3.04, df =674, p=0.002). The regression analysis revealed that preferences significantly predicted participation behaviour for both domestic tourists (β=0.287, p<0.001) and domestic non-tourists (β= -0.316, p<0.001). Applications of this study: The findings of this study contribute to the understanding of the influence of tourism preferences on domestic tourism participation from the viewpoint of both tourists and non-tourists. This is key to supporting both product developers and destination marketers to avail of the right products and formulate the right marketing messages. It also serves to extend the debate on domestic tourism non-participation. Novelty/Originality of this study: The study contributes to existing knowledge by clearly bringing out the gap in the current domestic product offering and marketing messages through a comparison of the preferences of domestic tourists and non-tourists. This knowledge is required to maintain the existing domestic market (current tourists) and also to tap into the lucrative potential market that is made up of the current non-tourists.