Determinants of domestic tourism participation and non- participation amongst residents of Nairobi City County, Kenya

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.