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| dc.contributor.author | KILONZO, JENNIFER MUKAI | |
| dc.date.accessioned | 2025-03-11T08:11:30Z | |
| dc.date.available | 2025-03-11T08:11:30Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | https://ir.gretsauniversity.ac.ke/xmlui/handle/20.500.12736/4243 | |
| dc.description.abstract | In the current competitive business environment, the use of advertisement as a marketing strategy cannot be out looked in order to remain competitive in the tourism industry. Advertising has been embraced by many as a result of increased technological advancement, where by social media, broadcasting channels and other technologies have been embraced to market and create awareness about the existence of a product and services in a destination. This study therefore, sought to evaluate the influence/effectiveness of destination advertising on tourism performance in Thomsons Falls, Laikipia County. The specific objectives of this study were to examine the various methods of advertising used in Thomsons Falls, to determine the perception of tourists on the effectiveness of the methods used for advertising, to determine the impacts of the different forms of advertising on tourism performance and also to determine the challenges of advertising. Descriptive research design was used in this study. The study employed purposive sampling method in selecting the sample elements. Primary data was collected using questionnaires and interview schedules. Secondary data was collected from documented information to supplement the primary data. The respondents were the employees in Thomsons Falls, TRA officers Laikipia County and the visitors. The target population was 160 respondents, where 50 respondents were accessed as the sample size. Data was processed and analyzed quantitatively. The analysis was done with the help of Statistical Package for Social Science (SPSS) and Excel. Measures of central tendency were used to analyze the quantitative data. The data was presented in form of graphs, tables and charts indicating the frequencies, mean and percentages. The key findings were that: Advertising results to increased profits by 23% to the tourism organizations. This is as a result 15% increase in visitor numbers, the study also concurred that advertising helps in retaining a firms competitiveness in the market and enables a firm to compete favorably as provided by 21% of the respondents. The research found out from 42% of the respondents population that the use of social media, personal selling and media broadcasting are the most embraced marketing tools which are effective to both the organization and the clients. The study findings and recommendations are useful to the travel and tourism industry stakeholders, the government, all other linked industries and the entire society, and it emphasizes on the importance of advertising and how it affects tourism performance. Key terms: Destination Marketing, Tourism Performance | en_US |
| dc.publisher | Gretsa university | en_US |
| dc.subject | Research project | en_US |
| dc.title | EVALUATING THE INFLUENCE OF DESTINATION MARKETING ON TOURISM PERFORMANCE: A CASE STUDY OF THOMSON FALLS, LAIKIPIA COUNTY, KENYA | en_US |
