The role of marketing in the performance of small scale tour firms In narok a case of smile world safaris and kaswan tours and Safaris

Abstract

The purpose of this research project was to investigate the role of marketing on the performance of small scale tour firms in Narok. The study‟s main objective was to determine how and to what extent marketing impacts on the performance of small scale tour firms. The specific objectives were; to determine the role of marketing to small scale tour firms, the importance attached to marketing by small scale tour firms, the strategies employed in marketing, marketing communication media used, the challenges faced by small scale tour firms in marketing and how these firms deal with these challenges. The study is significant to the management of small scale tour firms, their employees, the government, education institutions and other researchers. The study was conducted on all tour firms found within Narok town and target the management and other staff of the tour firms. The research was carried out between January 2016 and April 2016. The study used a descriptive research design where sample size of 25 respondents was selected from a target population of six tour firms within Narok and did not included use of sampling techniques as small scale firms do not employ a large number of employees. Questionnaires consisting of closed-ended questions were administered to employees in the tour firms. The data collected was analyzed using quantitative analysis. Data was presented through tables, charts and pie charts and results from the data analysis indicated that significant relationship exist between marketing and the overall performance of small scale tour firms, and recommends among others; partnerships between small scale tour firms, government support initiatives, an evaluation of marketing strategies and channels to identify the best for small scale tour firms and completion regulation to protect small scale tour firms against unfair competition. The study identified the following areas of research; the effects of government policies on the growth of tourism SMEs, the effects of completion and geographic location on the growth of small scale tour firms.