Influence of conference Tourism in enhancing Nairobi County as a competitive Tourism destination in Kenya

Abstract

The Kenyan tourism products have over the years been predominantly based on wildlife and beach attractions. Due to diminishing number of tourist attracted by wildlife and beach products, the country is diversifying into other tourism products like conference, culture and sports tourism in order to enhance its competitive advantage. This study sought to determine the influence of conference tourism in enhancing Nairobi County as a competitive tourism destination. The specific objectives were to: determine the relationship between elements of conference tourism and Nairobi County as a competitive conference tourism destination, assess the effects of emerging issues in conference tourism on enhancing Nairobi County as competitive a tourism destination and explore the relationship between conference tourism promotional strategies and Nairobi County as a competitive tourism destination in Kenya. The study was guided by integrated model of destination competitiveness. The study adopted descriptive and explanatory research designs that involved collecting, analysing, and interpreting quantitative and qualitative data to explain the phenomenon under study. The target population comprised of 288 operational staff and 9 senior managers from 9 selected tourism organizations. Slovin's formula was used to determine the sample size of 167 operations staff. Simple random sampling technique was used to select 167 operational staff while purposive sampling was used for the 9 senior managers. Questionnaires and interview schedule were used to collect primary data from operations staff and senior managers respectively. Primary quantitative data was analysed using descriptive and inferential statistics while qualitative data was analysed using content analysis. Cronbach's alpha results revealed pre-tested questionnaires had an acceptable internal consistency for tourism elements (α=0.8), emerging issues (α=0.7) and adopted promotional strategies (α=0.7). This therefore, indicated that questionnaire were reliable and fit for data collection. Oral interview with key informants (managers of tourism organizations) established that overall, key conference tourism elements, tourism promotional strategies adopted emerging issues. These have influenced Nairobi County as a competitive tourism destination. Regression model (r2=0.610) indicated that conference tourism influenced 61% of destination competitiveness variability. The study revealed conference tourism destination elements (β=0.575) influenced the most. Multiple linear regression analysis results revealed that key tourism elements (β=1.748, p=0.001), emerging issues (β=0.074, p=0.001) and promotional strategies adopted (β=0.218, p=0.001) significantly influence the enhancement of Nairobi County as a tourism destination. The study concludes that available tourism elements, emerging issues in conference industry and promotional strategies adopted for conference tourism in Kenya have significantly enhanced Nairobi County as a tourism destination. In order to enhance Nairobi County as a tourism destination the study recommends for the improvement of quantity and quality of accommodation facilities in order to attract high numbers of tourist. The study also recommends for development of strategies to address emerging issues that may hinder or enhance the competitiveness of Nairobi County as tourism destination.