Abstract:
Tourism is a key driver of development accounting for 10% of GDP worldwide. Despite
the fact that domestic tourism accounts for a significant proportion of this industry
globally, its uptake in developing countries is still lower than the international
threshold. This study therefore, sought to evaluate the influence of demographic
characteristics, travel preferences, motivation and constraints (independent variables)
on domestic tourism participation and non-participation (dependent variable) of
residents of Nairobi City County. The study hypothesized that there was no significant
difference in the independent variables of domestic tourism participants and non-
participants. It also hypothesized that there was no relationship between the
independent variables and the dependent variable. The main theory informing the study
was the motivation-opportunity-ability theory. Descriptive and explanatory sequential
research designs were used. The study targeted both domestic tourists (participants) and
non-tourists (non-participants) drawn from Nairobi residents aged above 18 years.
Systematic sampling was used to pick 337 participants from selected tourist
destinations while multi stage sampling was used to select 339 non-participants from
shopping centres in Nairobi. Purposive sampling was used to select 4 key informants
from institutions involved in domestic tourism. Data was collected using questionnaires
and an interview schedule. Reliability test for the questionnaire resulted in an alpha
value of 0.875. Binary logistic regression analysis revealed that preferences, (B=1.412,
p<0.001) and constraints (B=-1.311, p<0.001) significantly predicted participation,
while motivation (B=. 065, p=0.515, ns) was not a significant predictor. The resultant
logit model was as follows: P dt /(1-P ndt ) = exp (0. 943+ 1.412 preferences - 0.065
motivation - 1.311constraints). Chi square results showed that demographic
characteristics influenced participation and that they exhibited a mix of both similarities
and differences between participants and non-participants. The independent t-test
revealed significant differences between participants and non-participants for
preferences, motivation and constraints. The participating respondents displayed
stronger preferences than the non-participating respondents (t =-3.04, df =674,
p=0.002). They were also more motivated than the non-participating ones (t =-9.96, df
=674, p=0.001). Conversely, the non-participating respondents displayed more
constraints than the participating ones (t =-15.18, df =674, p=0.001). Thematic analysis
revealed that domestic tourists prefer affordable products and memorable experiences,
are motivated by fun and the need to bond, and are constrained by lack of product
variety and cost. The study concluded that the main determinants of participation in
domestic tourism were demographic characteristics, preferences and constraints. These
variables differed between participants and non-participants. It was recommended that
in order to increase participation, there was need to diversify products to meet the
preferences of the two groups. Market segmentation based on demographic profiling
was seen as key in identification of the most lucrative segments to target with specific
products. There was also need to mitigate the main constraints namely; lack of free time
and cost of products for participants, and lack of product variety and travel culture for
non-participants. The study contributes to new knowledge in domestic tourism
participation and non-participation by comparing the two groups, hence enabling
formulation of strategies that retain existing tourists and those that convert the non-
tourists into active participants.