Facility utilization and challenges faced in satisfying Consumer Needs: A Case Study of Kitale Museum, Kenya

Abstract

Visitors‘ travel needs are diverse and they keep changing ranging from recreation, business, education, visiting friends and relatives, health treatment, cultural events, sports, meetings, incentive travel and tourists in transit. Kenya has many recreation facilities and attractions such as wildlife reserves, parks, beaches, hotels, spas and museums. However the number of visitors to historical sites and museums is very low compared to those visiting wildlife and beach attractions. Museums are very traditional and passive in presentation of their products and these are uniform regardless of the visitor‘s demographic characteristics. Furthermore the trends in today‘s tourism are focused more on adventurous activities that are well interpreted. This study was conducted in Kitale Museum in Kenya and the main objective of this study was to assess the utilization of Kenya‘s regional museums in order to establish whether the museums meet the needs and expectations of its visitors from the product it offers, interpretation of those products and service delivery. The patterns and trends of visitors to museums and factors influencing their visit were also analyzed. The study was carried out in Kitale Museum and adopted an explanatory research design by interviewing 176 visitors and 6 museum workers using structured questionnaires and face to face interview with the museum curator. Secondary data was collected from the museum registry, newspapers, journals and the internet. Data collected was then analyzed using descriptive and inferential statistics. Study findings revealed that majority of the visitors (97%) were local visitors from different parts of Kenya whose main purpose of visit was education (66.5%), fun (26.1%) and visiting friends and relatives (7.4%). The study revealed a significant association between income level and the visitor‘s expectation (χ 2 =77.781, df=12, p<0.000). Majority of the visitors learnt about the museum through word of mouth and visitation patterns are unpredictable. From the findings, it can be concluded that the museum is underutilized by non student local and international visitors. The study recommends that the Museum increase tourism facilities and products to cater for all visitor types. It should also establish effective and modern ways of developing and interpreting its products by the museum staff and by involving the local communities. It should embrace aggressive marketing techniques, establish its market and segment it so as to serve each visitor type effectively. The study recommends that museum should develop spaces for communities to air their views on ethnic clashes and violence in Kenya and reinforce security in museums so that facilities are not vandalized or the visitors harassed. The study further recommends that the Kenyan government in collaboration with the National Museums of Kenya and the Ministry of Tourism should develop, implement, monitor and evaluate existing and new policies about museums so that all stake holders are involved, operate profitably to the benefit of its visitors, and that the policies are in line with the National Tourism Policy and Vision 2030.