FACTORS INFLUENCING CONSUMPTION OF TOURISM PRODUCTS AND SERVICES BY EMPLOYEES IN THE HOSPITALITY SECTOR IN KENYA
Authors:
Kabii, Francis & Noel, O. Olweny
Abstract:
Domestic tourism has for a long time been said to be the main driving force of travel and the tourism sector in Kenya. Various studies have been done to investigate factors that influence people to consume tourism products and services, limited studies have been conducted solely on employees in the tourism and hospitality sector who normally market and sell these products to other visitors. Therefore, this study sought to establish Factors Influencing the Consumption of Tourism Products and Services by Employees in the Hospitality Sector in Kenya. The target population was 436 employees in travel agents, tour companies, and others from 3 stars to four-star hotels that were randomly selected for training in the tourism and hospitality sectors who had attended refresher course training in Kenya Utalii College. The study used a descriptive method and triangulated employing both qualitative and quantitative research methods in collecting data. Quantitative data was analyzed using descriptive statics where Chi-square goodness of fit was applied, Content and thematic analyses were used to analyses qualitative data. Spearman correlations and multiple regression statistical techniques were used to test and investigate the relative influences of the study variables on factors influencing consumption of tourism products and services by employees. The majority (65%) were males with 35% being females. Sixty-six percent were over 30 years old with the majority (80%) having worked in the tourism sectors for less than 15 years. The majority (94%) were earning less than USD 1000 per month with a minority (6%) earning more than USD 1000. The study found out that 42% of employees sometimes have a holiday with 43% (?2=72, df =4, p<0.05) attesting that their family members always accompany them when having a holiday. While the remaining 58 % said they hardly have any holiday reasons being (81%) lack of disposable income (?2=746, df =3, p<0.05) 61% due to family commitments (?2=318, df =3, p<0.05). A review of the regression coefficients reveals that most of the factors that hinder employees from having a holiday were significant with lack of disposable money being the strongest determinant factor on whether respondents have a holiday or not (?=0.51) in addition, all the variables on use of services/facilities once employees go for the holiday were significant with relaxing on the beach has the strongest way factor (?=0.184), The majority (80%) of the respondents use the distance of the destination in a selection of holiday destination (?2=285, df =3, p<0.05) close to 76% ( ?2=156, df =3, p<0.05) who indicated the availability of public transport influence their destination in Kenya.