INFLUENCE OF MARKETING STRATEGIES ON THE PERFORMANCE OF TOUR OPERATOR FIRMS IN KENYA
Abstract
Tour operator firms face the challenge of increased competition, which results in more choices for customers who demand to get value for their money. The study sought to determine the influence of marketing strategies on the performance of tour operator firms in Kenya. Marketing mix theory provided support for the research. Using a descriptive cross-sectional study methodology, the research was conducted using a positivist philosophical perspective. All 271 categories A-E tour enterprises that were registered with the KATO as of the 31st of December in 2018 were included in the target audience. Utilizing a stratified sampling approach, a sample size of 159 individuals was determined to be appropriate. The main data for this research was obtained via semi-structured questionnaires. In order to analyze the data, statisticians used tools including inferential statistics, descriptive statistics, and regression analysis. The results showed that the tour operator firms' total performance was greatly affected by their marketing strategies. The study findings provide important information for policy makers with regard to how effectively manage tour operator firms by leveraging on various marketing strategies in order to realize improved performance in these companies. The managers of travel and tourism businesses gain insights into customer preferences and behaviour. By adopting the best marketing mix strategies, they can deliver on destinations, types of travel experiences, and pricing preferences, companies can tailor their offerings to match what consumers’ needs and wants for competitive advantage.
Keywords: Distribution Strategy, Firm performance, Marketing strategies, Price Strategy, Product Strategy, Promotion Strategy, Tour Operator Firms
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