AN ASSESSMENT OF THE EFFECTS OF PRODUCT DEVELOPMENT ON

DOMESTIC TOURISM IN KAKAMEGA COUNTY, KENYA

BY
(NAME)
(REG NO)



A Senior Project Submitted to Department of Tourism Management, (I NSTI TUTI ON) in Partial
Fulfillment of the Requirements for the Award of the Degree of Bachelor of Tourism
Management.


MONTH, 2014
i

DECLARATION
Declaration by the student
I hereby declare that this senior research project is the end result of my own work and that due
acknowledgement has been given in the references to all sources of information be they printed,
electronic, or personal. No portion of this research project has been submitted in support of any
application for any other degree or qualification of this or any other university, or other institutes
of higher learning.
STUDENTS NAME
ADM NUMBER
Signature. Date


Declaration by the Supervisor
This senior research project has been submitted for examination with my approval as a university
supervisor.
SUPERVISORS NAME
Signature.. Date.
Department of Tourism Management
INSTITUTION

ii

DEDICATION

iii

ACKNOWLEDGEMENT






iv

LIST OF TABLES
Table 3.1: Target Population......................................................................................................... 14
Table 3.2: Sample Population ....................................................................................................... 15

Table 4.1: Demographic Profile of the Respondents .................................................................... 19
Table 4.2: Tourism products motivating visits to Kakamega ....................................................... 20
Table 4.3: Duration of stay and visit to attraction sites and facilities in Kakamega ..................... 23
Table 4.4: Preferred means of transport when visiting tourist attraction sites.............................. 24
Table 4.5: Product development and diversification motivate one to revisit a destination .......... 25
Table 4.6: Challenges to tourism product development ............................................................... 25
Table 4.7: Strategy policies to promote the level of domestic tourism ........................................ 26

v

LIST OF FIGURES
Figure 1.1: Conceptual Framework of Tourism Product Development and Domestic Tourism .... 6

Figure 4.1: Motivation factors for travelling ................................................................................ 20
Figure 4.2: Accommodation facilities motivating tourist to visit Kakamega ............................... 21
Figure 4.3: Duration of stay and visit to attraction sites and facilities in Kakamega ................... 22
Figure 4.4: Tourism Activities according to the Choice of Trip................................................... 24

vi

LIST OF ACRONYMS
ABS Australian Bureau of Statistics
ABS Australian Bureau of Statistics
DMO Destination Management Organization
ETC European Tourism Commission
SLTDA Sri Lanka Tourism Development Authority
SPSS Statistical Package for Social Sciences
TPD Tourism Product Development
UNTWO United Nations World Tourism Organization

vii

TABLE OF CONTENTS
DECLARATION ............................................................................................................................. i
DEDICATION ................................................................................................................................ ii
ACKNOWLEDGEMENT ............................................................................................................. iii
LIST OF TABLES ......................................................................................................................... iv
LIST OF FIGURES ........................................................................................................................ v
LIST OF ACRONYMS ................................................................................................................. vi
ABSTRACT ................................................................................................................................... ix
CHAPTER ONE: INTRODUCTION ............................................................................................. 1
1.0 Introduction ........................................................................................................................... 1
1.1 Background to the Study ....................................................................................................... 1
1.2 Problem Statement ................................................................................................................ 3
1.3 Purpose of the study .............................................................................................................. 4
1.4 Research Objectives .............................................................................................................. 4
1.4.1 General Objective ........................................................................................................... 4
1.4.2 Specific Objectives ......................................................................................................... 4
1.5 Research Questions ............................................................................................................... 4
1.6 Justification of the Study ....................................................................................................... 4
1.7 The Scope of the Study ......................................................................................................... 5
1.8 Conceptual Framework ......................................................................................................... 6
CHAPTER TWO: LITERATURE REVIEW ................................................................................. 7
2.0 Introduction ........................................................................................................................... 7
2.1 Concept of Tourism ............................................................................................................... 7
2.2 Concept of Domestic Tourism .............................................................................................. 8
2.3 Tourism Product Development ............................................................................................. 9
2.4 Significance of Tourism Product Development .................................................................. 11
2.5 Challenges in Implementing Tourism Development Policies ............................................. 12
CHAPTER THREE: METHODOLOGY ..................................................................................... 13
3.0 Introduction ......................................................................................................................... 13
3.1 Study Area Location............................................................................................................ 13
3.2 Research Methodology ........................................................................................................ 13
3.2.1 Research Design ........................................................................................................... 13
3.2.2 Target Population ......................................................................................................... 14
3.2.3 Sample Size .................................................................................................................. 14
3.2.4 Sampling Techniques ................................................................................................... 15
3.2.5 Data Collection Techniques .......................................................................................... 15
3.2.6 Data Analysis and Presentation .................................................................................... 16
3.2.7 Limitations of the Research Study................................................................................ 16
3.2.8 Ethical Considerations .................................................................................................. 17
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CHAPTER FOUR: FINDINGS .................................................................................................... 18
4.0 Introduction ......................................................................................................................... 18
4.1 Demographic Profile of the Respondents............................................................................ 18
4.2 Motivations for Tourism in Kakamega ............................................................................... 19
4.2.1 Motivating factors when creating new tourism products ............................................. 19
4.2.2 Products motivating visits to Kakamega ...................................................................... 20
4.2.3 Accommodation facilities motivating tourist to visit Kakamega ................................. 21
4.2.4 Duration of stay and visit to attraction sites and facilities in Kakamega ..................... 21
4.3 Significance of Product Development on Domestic Tourism ............................................. 22
4.3.1 Reasons for Creation of New Tourism Services .......................................................... 22
4.3.2 Tourism Activities according to the Choice of Trip ..................................................... 23
4.3.3 Preferred means of transport when visiting tourist attraction sites .............................. 24
4.3.4 Product development and diversification motivate one to revisit a destination ........... 24
4.4 Challenges and Solutions for Tourism Product Development Process ............................... 25
4.4.1 Challenges to tourism product development ................................................................ 25
4.4.2 Strategy policies to promote the level of domestic tourism ......................................... 26
CHAPTER FIVE: DISCUSSION, CONCLUSION AND RECOMMENDATIONS .................. 27
5.0 Introduction ......................................................................................................................... 27
5.1 Demographic Profile of the Respondents............................................................................ 27
5.2 Motivations for Tourism in Kakamega ............................................................................... 27
5.2.3 Accommodation facilities motivating tourist to visit Kakamega ................................. 28
5.2.4 Duration of stay and visit to attraction sites and facilities in Kakamega ..................... 28
5.3 Significance of Product Development on Domestic Tourism ............................................. 29
5.3.1 Reasons for Creation of New Tourism Services .......................................................... 29
5.3.2 Tourism Activities according to the Choice of Trip ..................................................... 29
5.3.3 Preferred means of transport when visiting tourist attraction sites .............................. 29
5.3.4 Product development and diversification motivate one to revisit a destination ........... 30
5.4 Challenges and Solutions for Tourism Product Development Process ............................... 30
5.4.1 Challenges to tourism product development ................................................................ 30
5.4.2 Strategy policies to promote the level of domestic tourism ......................................... 31
5.5 Conclusion ........................................................................................................................... 31
5.6 Recommendations ............................................................................................................... 32
REFERENCES ............................................................................................................................. 33
APPENDICES .............................................................................................................................. 36
APPENDIX I: QUESTIONNAIRE .......................................................................................... 36
APPENDIX II: THE WORK PLAN ......................................................................................... 40
APPENDIX IV: THE MAP OF THE STUDY AREA ............................................................. 41


ix

ABSTRACT
The effects of product development in the tourism industry have gone to a notch higher to a level
of determining the competence of a destination. A destination competiveness is nowadays
described by how diversified and of how quality its attractions are. Therefore, the aim of this
research study is was to find out how tourism product can lead to revamping of domestic tourism
in Kakamega. Its main objective is to assess the effects of product development on domestic
tourism in Kakamega County. Specific objectives covered aspects on: the forms of new tourism
products; the types of motivations for tourism; the significance of product development on
domestic tourism; challenges faced during tourism product development process in Kakamega.
This study adopted a mixed methods research approach and employed a survey research design.
Respondents included tourism operators, tourists and the local community from Kakamega
County. The sample population for this study was 150 respondents to be identified through
simple random sampling. Both primary and secondary data were collected. Primary data
provided fresh information as the secondary data appreciated existing literature vital for
development of this project. Secondary data was collected from published and unpublished
materials including published books, journals, periodicals, articles and pamphlets with relevant
information. On the other hand, primary data was collected by use of semi-structured
questionnaires to the respondents. The data collected was processed in order to identify any
inconsistencies before coding and being fed into the computer to facilitate its analysis. Data was
analyzed inferentially and descriptively using SPSS and MC Excel and presented through use of
graphs and tables. The study found out that tourism product development is the pillar to
revamping and survival of domestic tourism in Kakamega County. From the findings, in order to
ensure a successful process of creating new and diversifying tourism products, all stakeholders
should be involved in policy formulation and implementation of tourism product development
strategies. The results will be; tourism will improve the provision of facilities that the local
population can also enjoy, thereby improving their quality of life. As the living standards of
population rises, so does demand for leisure and recreational provision. Consequently, the
growth of domestic tourism will be indispensable if all the strategies for tourism development are
practiced.


1

CHAPTER ONE: INTRODUCTION
1.0 Introduction
This chapter contains the background to the study, problem statement, purpose of the study
research objectives, research questions, justification of the study, and significance of the study,
scope of the study, theoretical framework and the conceptual framework.
1.1 Background to the Study
Tourism is an important indicator in the economy of many countries. While international tourism
has been highlighted due to its capacity for generating foreign exchange as an export earner,
something which many destinations direly needed in their formative years of tourism
development, domestic tourism has been neglected both as an area of development and as a
subject of research. Statistics on domestic tourism, vital to any economic analysis, are either
unavailable or unreliable since there are no standard measurement systems. International
tourism, on the other hand, had the advantage of a system where arrivals and departures were
measured at frontier points and expenditure was in foreign currency (UNTWO, 2012). Domestic
tourism has been increasing steadily over a considerable period of time. It makes a substantial
contribution to the industrys overall financial resilience, sustainability and functionality in fact
many tourism businesses would not survive if it were not for the year round patronage of
domestic visitors (Tourism2025, 2014). It has become significant because it can cushion the
tourism during low periods of international arrivals. With the aggressive promotion of the
domestic sector, local business expected to increase significantly (Gachie, 2014).
The present study of domestic tourism draws heavily on regional tourism offices which, while
still not completely uniform nor foolproof, nevertheless give a realistic picture of domestic
tourism. As far as previous surveys are concerned, a major hurdle had been the lack of
uniformity in the surveys to give clear-cut universal definitions. This has led to a question of
comparability of the statistics on domestic tourism. For example, according to UNWTO (2012)
international tourists are measured on the basis that they spend at least one night in the
destination but data provided by some of the countries on domestic tourism include same day
trips which inflate the numbers. This is tantamount to mixing tourists and excursionists in the
statistical data of arrivals. UNWTO (2012) estimated that domestic tourists accounted for
approximately 4 billion tourists (83%) out of 4.8 billion tourists per year in 2008. Likewise, the
2

UNWTO's economists estimate that at the global level domestic tourism represents 73% of total
overnights, 74% of arrivals and 69% of overnights at hotels, 89% of arrivals and 75% of
overnights in other (non-hotel) accommodations.
The success of domestic tourism however, depends on product development and product
diversification. Product development involves creating value to the tourist destinations in order
to increase tourist arrivals in these destinations. Value creation in a tourism destination can be
determined by the specialization through the creation of products targeted toward specific market
segments (Masip J. D., 2006). The creation of tourism products is a process that needs different
elements and follows some steps. The initial step is where all basic elements are taken into
account, afterwards the product is created and finally it is communicated to the market so that it
can be consumed by a part of tourism demand (Masip J. D., 2006). Afterwards, tourist
destination organizations would need to develop and diversify their products so as to increase
their competitiveness in the tourism industry. However, although product development is a
prerequisite for satisfying tourists needs and changing demands as well as insuring the
profitability of the industry, new-product development has been nearly ignored in most tourism
marketing literature. There has been very little interest in the new product development processes
in tourism companies and how the new innovations are developed into product concepts
(Komppula, 2001). Nonetheless, product development improves the profitability of tourism
businesses by increasing the number of products and services available for tourists as well as
the number of visits, length of stay and spending by individual visitors (Government of the
Northwest Territories, 2014).
In the literature of destination development, planning and marketing, a destination is viewed as
an amalgam of individual products and experience opportunities that combine to form a total
experience of the area visited (Murphy, Pritchard, & Smith, 2000). Komppula (2001) suggest
that the destination product comprises of five elements: attractions, facilities, accessibility,
images and price. These elements as focused on satisfying tourists needs during their stay. They
are supposed to perform the role of capitalizing the tourist potential of a destination, thus
becoming a catalyst for tourism development (Moraru, 2011). Bearing in mind the dynamics of
tourism industry, a continuous process of development and diversification of tourism services in
view of satisfying the consumer is a must.
3

Tourism product development is a complex intertwined process that involves research,
information, planning, training and implementation, bringing all of these together (Avery, 2014).
The planning and organizing of tourism products involves: knowing what one has as a starting
point and being able to identify what may be missing; securing community understanding and
engagement to be inclusive in planning and impact; learning about tourists interests, behavior
and needs to better serve and inform; developing a comprehensive strategy to planning,
developing, training and stewardship to guiding development and maintenance; collaborating
across various destinations and communities for larger impact to build destination and to conduct
joint marketing; identifying what success will look like and developing methods and measures to
assess your success and continually improve visitors tourism experience (Avery, 2014).
According to Moraru (2011), the development and diversification of tourism services are argued
and advocated by numerous specialists studying modern tourism, being considered as key
elements for potential valorization. The necessity to develop and diversify tourism services is
obvious in any destination where the extremely valuable tourism potential must be accompanied
by adequate tourism services (Moraru, 2011).
1.2 Problem Statement
Domestic tourism has been declining for many years because of tourism destinations and
operators concentrating a lot of their time to the lucrative international tourism. The growth of
domestic tourism has therefore been dismal thus it is perceived to be unreliable to increase
tourism revenues. This problem is attributed to the fact that most tourism products for the
domestic market are old and most of the time they are not diversified. Many tourism managers
have failed to convince domestic tourists because they lack high-end tourists products to match
the local tourism demand. Although there has been gradual development of new tourists
products, little focus has been put on the local market and local tourism stakeholders. This may
also be due to the fact that the products do not support the well-being of the indigenous people; it
does not support local developments, and finally, domestic tourism is unable to cushion the
entire tourism industry during the low season.
This problem of ineffectiveness of domestic tourism can be resolved by ensuring proper
development policies on new tourism products. Such policies will lead to strategic development
priorities and principles for the various economic and social sectors, one of which will be
4

tourism. The identification of tourism product development opportunities in line with these
strategies will be determined through the understanding of tourist markets trends and tastes
through market research; and the realization of the opportunities will require capital investment
and marketing (UNWTO and ETC, 2011).
1.3 Purpose of the study
The aim of this study is to assess the effects of product development on domestic tourism in
Kakamega County. It is viewed to increase the understanding of tourism product development
and the role it play in various tourism destinations, especially in Kakamega in Kenya. The
process of product development is vital in increasing attractiveness of destinations. In the view
of these processes, the study aims to establish that positive effects of tourism product
development. On the other hand, the study will outline clear strategies and policy frameworks to
prevent creation of tourism products that are insignificant in the success of domestic tourism.
1.4 Research Objectives
1.4.1 General Objective
To assess the effects of product development on domestic tourism in Kakamega County
1.4.2 Specific Objectives
i. To determine the forms of new tourism products in Kakamega County
ii. To explore the types of motivations for tourism in Kakamega
iii. To assess the significance of product development on domestic tourism
iv. To analyze challenges faced during tourism product development process
1.5 Research Questions
i. What are the forms of new tourism products in Kakamega County?
ii. What are the types of motivations for tourism in Kakamega?
iii. What is the significance of product development on domestic tourism?
iv. What are the challenges faced during tourism product development process?
1.6 Justification of the Study
Developing and diversifying the product refers to its updating function of market demands, the
process resulting in the emergence of a more or less modernized product or even in the
emergence of a completely new product. Tourism managers have engaged in processes and
5

programs especially in the field of tourism product development that are worth for appreciation.
However, these policies cannot be effective if the significance of the resultant tourism products
is not realized. Of the specific importance is the realization of the effects and impacts of product
development for a booming domestic tourism in various destinations. These impacts have not yet
been realized thereby sending a signal that efforts of tourism product development are ineffective
as they are supposed to be.
Every time DMOs have set up objectives to realize new tourism products. In cases where these
objectives are not met, these bodies are usually called to account, and hence this has been the
trend in the tourism field. For this reason, a lot of studies need to be done to highlight and give
solutions on how new tourism products can be effective in enhancing the development of
domestic tourism and reduce overdependence on international tourism. Therefore, this study is
justified because it tries to bring out these solutions. It also emphasizes that all tourism
stakeholders need to be involved in tourism product development policies in order to ensure
positive effects on tourism destination are realized.
1.7 The Scope of the Study
The study on the assessment of effects of product development on domestic tourism was
conducted between June 2014 and September 2014 through a cross-sectional sample design. The
study was conducted in randomly selected tourism facilities from within Kakamega County. The
target population was the tourism facilities managers, tourists and local communities in the
Kakamega locality. Data was gathered by the researcher using questionnaires and studying
previous literature and statistics on tourism products development and their significance.

6

1.8 Conceptual Framework











The figure above is a conceptual framework of the relationship between tourism products
development and domestic tourism. In the figure, the choice of the type of tourism product
development is entirely influenced by tourists motivation factors such as psychological
(relaxation, exercise and health, sex), emotional (nostalgia, romance, adventure, escape, fantasy,
spiritual needs), personal (visits to relatives and friends, new friends), personal development
(raising the level of knowledge, learning a new skill), status of the tourists (fashion, exclusivity,
getting a good offer) and culture (sightseeing, experience of other cultures). Consequently, if the
tourism products developers manipulate their products to suit these factors, the effects of TPD
will be positive to the growth of domestic tourism.
Nonetheless, the process of TPD is always marred with unprecedented challenges. In the figure
above, such challenges that mar the process of TPD need to be controlled by enhancing proper
policy frameworks such as undertaking the inventory and mapping of all tourism sites and
products, encourage public participation in products development and promote all tourism
concepts. Essentially, growth of domestic tourism highly depends on the process of TPD and
product diversification with issues such as tourism motivation and policy frameworks as
intervening factors. Meanwhile, the challenges to TPD process are the external environment
factors that may affect the entire process as shown in the figure above.
Motivating
Factors
Tourism Product
Development
(IV)
Policy
Frameworks
TPDs
Challenges
Domestic
Tourism (DV)
Figure 1.1: Conceptual Framework of Tourism Product Development and Domestic Tourism
7

CHAPTER TWO: LITERATURE REVIEW
2.0 Introduction
This chapter contains the literature review; what other scholar have written about assessing
corporate social responsibility in the hospitality industry. It gives the concept of tourism, concept
of hospitality in tourism industry, concept of domestic tourism, tourism product development,
significance of tourism product development and the challenges faced when developing new
tourism products.
2.1 Concept of Tourism
Verma (2013) defines tourism as the sum of the phenomena and relationships arising from the
interaction among tourists, business suppliers, host government, host communities, origin
governments, universities, community colleges and non-governmental organizations, in the
process of attracting, transporting, hosting and managing the tourists and other visitors. Tourism
as a phenomenon means the movement of people (both within and across the national borders
(Verma, 2013). It is basically composed of three elements, namely, man (the human element as
the author of the act of tourism), space (the physical element which is consumed by the act
itself), and time (the temporal element which is consumed by the trip itself and the stay at the
distribution). The time element, however, is variable in line with the distance between the points
of departure and the destination areas/countries, modes of transport used and duration or length
of stay at the destination. These three elements, indeed, comprise the crucial conditions for the
life of tourism phenomenon as there could hardly be any such activity in the absence of even any
one of these (Verma, 2013).
The percept of tourism is typified by: a movement of people to different destinations having two
elements one, the journey and two, the stay both of which come off not within but outside the
normal are/place of domicile and work. The movement is primarily temporary nature and for
relatively a short duration making it different from migration. Tourism brings about activities
dissimilar to those of the host population of the place visited. The prime purpose for participation
in tourism is by and large recreation and certainly not the purpose of seeking permanent
residence or employment remunerated from within the place visited. Being a tourist is to
practice, as Crouch (2002) argues that the tourist is considered in terms of mental and physical
reflexive practices, where the individual participates as a multi-dimensional human being, the
8

individual emerges as a subject, as an active (but not free) agent doing tourism. Tourism, in an
abstract sense, is basically a pleasure activity implying a use of readily disposable incomes and
of free time of ones own free will (Crouch, 2002).
An inherent feature of difference between tourism and other forms of leisure, pleasure and
recreation is the travel component. Moreover, money grossed in ones acknowledged domicile is
spent at the destination and en route to it (Verma, 2013). Tourism, in this sense, represents a
particular use of leisure and a particular form of recreation, but does not include all uses of
leisure or all forms of recreation. Conceptually, tourism is therefore distinguished in particular
from the related concepts of leisure and recreation, on the one hand and from travel and
migration, on the other hand (Verma, 2013)
2.2 Concept of Domestic Tourism
UNWTO (2014) defines a domestic traveler as any person residing in a country who travels to a
place within the country, outside his or her usual environment for a period not exceeding 12
months and whose main purpose of visit is other than the exercise of an activity remunerated
from within the place visited. UNWTO (2012) estimated that domestic tourists accounted for
approximately 4 billion tourists (83%) out of 4.8 billion tourists per year in 2008. In contrast to
international tourists, domestic tourists know the destination, its language, its customs, its laws,
its climate, its cultural context. Domestic tourists are more demanding, especially when it comes
to the quality of products, and also with regard to their consumer-protection rights (Pierret,
2011). Domestic tourists tend to look for a wide diversity of types of destinations and tourism
activities, that is, the range of product offerings should be as broad as possible. Therefore,
domestic tourism is practiced more in a sedentary (staying in the same place) than a nomadic
manner, the latter being more suited for more distant destinations (SLTDA, 2014).
Domestic tourism visits are usually frequent and with more repeat stays, notably with family and
especially in the rural region of provenance of many urban residents (Pierret, 2011). Land
transport is predominantly used, accounting for 88% compared to 51% for international tourism.
Likewise, the UNWTO's economists estimate that at the global level domestic tourism represents
73% of total overnights, 74% of arrivals and 69% of overnights at hotels, 89% of arrivals and
75% of overnights in other (non-hotel) accommodations (UNWTO, 2012). Given that the
obstacle represented by trip expenses is reduced, domestic travelers seek the best price-quality
9

ratio, or often the lowest possible price, in all segments of the tourism value chain, that include
accommodation, food services, tourism activities and shopping. They therefore seek alternative,
non-hotel accommodations because, among other things, they tend to return several times to the
destination and, while there, they prepare subsequent stays by informing themselves about the
local accommodation offerings (Pierret, 2011).
The social composition of domestic tourism is broader; it involves all social strata, from the
richest to persons with modest (but stable) incomes. Domestic tourism is highly represented by
families, children and teenagers and households with modest but stable incomes. This is more
compared to international tourism. This social diversity has given rise to a large diversity in the
demand, in terms of accommodation and tourism products as well as activities and destinations
(UNWTO, 2012). The unit expenditure is markedly lower than in international tourism,
especially interregional tourism, but the overall volume of expenditure is markedly higher
(Pierret, 2011).
2.3 Tourism Product Development
There are several ways to define tourism products. It may consist of one or a combination of
components, including physical goods, services, experiences, events, persons, places, properties,
organizations, information and ideas (Kotler, 2001). On the other hand, TPD can be seen as
embracing all elements with which the visitor to a destination comes into contact, including
infrastructure (for example, transport and utilities), the service personnel, places of lodging,
attractions and activities, facilities and amenities (UNWTO and ETC, 2011). It can also be
defined as comprising only those attractions, activities and facilities that are specifically
provided for the visitor.
Without the infrastructure to support the development of the things tourists wants to see and do
on their visit, TPD cannot fully succeed (UNWTO and ETC, 2011). Therefore, the tourism
industry must respond to the changing wants and needs of consumers and stakeholders.
Successful business models today reflect a holistic approach to development and governance.
With the business philosophy and model, it is necessary to consider the effect TPD concept may
have on the environment and community, and what is the social obligation to positively work
within these boundaries (Alberta Tourism, 1991).
10

Development cannot take place unless the necessary factors of production are available in the
destination (Cole, 2010). This entails: land availability of the scale and in the appropriate locality
to realize the product development and market potential without undue negative impact on the
environment and community living in the vicinity (Stabler, Papatheodorou, & Sinclair, 2010);
labor availability in the form of a supply of trained personnel, or persons that can be trained, to
meet the TPDs needs (Jafari, 2003); investment capital availability for the product
developments from domestic sources or, should the government policy be open to it, from
foreign investors; a strong system of local enterprise in the form of SMEs and larger corporations
able to supply to, and operate in, the tourism sector (UNWTO and ETC, 2011). Although the
attractiveness of a destination for foreign investment is a key determinant of tourism
development strategy in the broad sense, the local availability of the necessary factors of
production is still most significant for the types of tourism products being considered to be
developed (Wang & Pizam, 2011).
Moreover, a tourism destination needs good product portfolio strategy so as to develop tourism
from the existing supply of the destination. This portfolio should be based on the existing
attractions and resources. However, it should take into account the essential infrastructures,
facilities and services needed to make the development come true (Masip D. J., 2006). During
the process other criteria will be needed to help in the accurate evaluation of the real success
potential of the different products. These criteria can be economic, social, cultural,
environmental or political, among others (UNWTO and ETC, 2011). For examples, the market
potential assigned to the product, the image creation and positioning of a destination, the
attractiveness of public or private investment, the foreseen level of investment, the expected
results, the social cost-effectiveness of the demonstration effect that can mean the creation of
new products (Dolnicar & Huybers, 2010).
Following this idea, the creation of a complementary supply can help in the definition of an
adequate product development for a destination. But, always bearing in mind a clear and
coherent development strategy that will try to create the services, to be able to be differentiated
from the competition, and taking into account the needs of the different actors present through
the process of development and creation of new products (Masip D. J., 2006). Furthermore, the
tourism product development policy should be based on sustainable criteria that should stand on
11

three key areas: development, planning and marketing. It should also take into account the limits
and speed, priorities, etc, of the development and management of tourism (UNWTO and ETC,
2011). The management of a tourism destination goes hand in hand with tourism policy and a
clear and specific vision of the development, planning and marketing issues that should be
applied. The management of a destination and its tourism products needs an organization that
leads, coordinates and directs the different agents involved (both public and private) in the
development of tourism products (Moraru, 2011). The creation of products has to be oriented
toward specific markets and specific targets, to be able to offer the adequate products to fulfill
their needs and expectations and, therefore promote the creation of value within a tourism
destination (Masip D. J., 2006).
2.4 Significance of Tourism Product Development
The significance of TPD for enhancing domestic tourism can be discussed from the benefits of
domestic tourism perspective. According to SLTDA (2014), domestic tourism produces social
and cultural benefits for the domestic population who might not otherwise be able to experience
the cultural and natural richness of their own countries. Through the opportunities for the
exchange of ideas and practices that domestic travelers can bring, residents will also potentially
develop stronger interest in promoting ethnic, racial and religious tolerance; deeper appreciation
of the country's natural and cultural diversity; and greater awareness of the achievements of
national institutions (SLTDA, 2014). It enables residents to use their growing disposable
incomes and their leisure time to participate in productive and satisfactory experiences. Domestic
tourism is a potential contributor to the quality of life of resident populations, if it is carefully
planned and properly delivered. It can also encourage public and private travel organizations to
create the receptive, accommodation, attraction and entertainment facilitates needed to compete
in key travel markets at home and abroad (UNWTO, 2012).
Domestic tourism helps to re-distribute wealth within the nation's boundaries. This re-
distribution can be targeted to encourage the transfer of currency and other physical and human
resources from relatively affluent portions of the country to economically less prosperous
regions, through the strategically focused domestic tourism program. It also spreads development
opportunities into other regions through the use of local resources that are natural and human
suited to the domestic market as opposed to the international markets (UNWTO, 2012). By
12

encouraging the regions to develop events, attractions and services that is suited to the domestic
travelers and local, political, social and business institutions to gain an opportunity to hone their
organizational and program delivery skills. Domestic tourism also helps to stabilize the
frequently cyclical and seasonal flows of international tourism. By encouraging domestic tourism
during the off peak demand periods normally associated with international tourism;
opportunities exist to fortify the tourism facility and program utilization levels (Pierret, 2011).
2.5 Challenges in Implementing Tourism Development Policies
Although DMOs across various tourism destinations strive to develop and diversify their tourism
products, there are still some bottlenecks that hinder realization of product development policies.
Essential information about a tourism product requires publishing in various forms and
packaging in free hand-out leaflets and maps or booklets for sale. This service boosts confidence
and satisfaction to visitors. However, some tourism destinations do not have a tourism
management plan without which there cannot be clear objectives or consistency in making
management decisions (Witt & Moutinho, 1994). It is normal for variety of cultural promotion
items to be displayed and marketed by local community groups, but this is may not be the case at
some destinations. Cultural and historical information about the local people is indispensable to
create an appealing cultural tourism around tourism destinations (Taiti, 2000).
Inadequate management capacity and capability such as inadequate or contradictory policies and
regulations concerning utilization of tourism products is a challenge. In Kenya, the management
of wildlife and forest resources is characterized by existence of inadequate or contradictory
policies and regulations concerning their utilization, the consequence being lack of competent
legal authority (Taiti, 2000). Cases of misinformation may be also a challenge to product
development (Edgell & Swanson, 2013). For example, tourism operators may constantly talk
about insecurity in tourist sites thus scaring tourists away. Therefore, tourism fails to pay its
benefits to the destinations and local people, thus perpetuating to loss of revenues. Other
challenges may be due to sidelining local people in tourism policy frameworks (Hall, 2007). For
example, local communities may be denied opportunities of tourism related trade in cultural
crafts and dances (Taiti, 2000). In such cases, investment opportunities are deferred and tourism
stakeholders are engrossed in uncertainty
13

CHAPTER THREE: METHODOLOGY
3.0 Introduction
This chapter presents a detailed description of the research methodology. It describes techniques
that will be used in the research to collect and analyze the data. It includes a description of the
study area, research design, sampling techniques, data collection procedures and data analysis
and presentation techniques.
3.1 Study Area Location
The study took place in Kakamega County. Kakamega County is located in the Western
Province of Kenya. It has a total Population of 1,660,651 with a population density of 515 PER
SQ. KM and covers an area of 3,244.9 SQ. KM (Kenya Mpya, 2012).
The main economic activities include large-Scale sugarcane farming, Mixed Farming,
commercial businesses, 'Boda-Boda' transport business. Major tourism attractions in the county
include as Kakamega Forest, Caves, and Crying Stone of Ilesi (Kenya Mpya, 2012).
3.2 Research Methodology
3.2.1 Research Design
This study adopted a mixed methods research approach using a survey research design technique
to assess the effects of product development. Mixed methods research is defined as a research
approach: focusing on research questions that call for real-life contextual understandings, multi-
level perspectives, and cultural influences; employing rigorous quantitative research assessing
magnitude and frequency of constructs and rigorous qualitative research exploring the meaning
and understanding of constructs; utilizing multiple methods (for example intervention trials and
in-depth interviews (Dedoose, 2012). Survey research is a commonly employed methodology in
library and information science (Gore, Nordberg, & Porun, 2009). The survey approach seeks to
discover relationships that are common across organizations and hence to provide generalized
statements about the object of study (Gable, 1994).
For the purpose of this study the survey approach was a highly appropriate method for
investigating the dynamics of effects of tourism product development on domestic tourism in
Kakamega County.
14

3.2.2 Target Population
This study was conducted in selected tourism facilities in Kakamega County. The target
population consisted of 89,418 people which represent10% of the total population of the study
area. The researcher used this size because of time constraints and inability to access the large
population of UGC due to cost constraints. The researcher picked the target group because they
are directly influenced by the topic under study. The target population included tourism
operators, domestic tourists and the local community. The researcher picked the target group
because they are directly influenced by the topic under research study.
Group Target Population
Tourism operators 100
Domestic tourists 200
Local community 150
Total 450
Table 3.1: Target Population
(Source: Researcher, 2014)
3.2.3 Sample Size
Sample size includes the number of participants or objects in a research study. Researchers use
this sample size to represent a larger proportion of their study (Braud, 2010). It is not the target
population, but rather a group of individuals who are actually studied (Kazerooni, 2001).
A sample of 150 respondents will be randomly selected. This will represent 33 percent of the
total target population. Among these, 33 were tourism operators; 66 domestic tourists and 50
local communities. This number was chosen because it was an ideal representative population of
the entire population in the study region. The number is also manageable considered that this is a
survey study research design that does not require a large population size but smaller sample for
in-depth data analysis.



15

Group Target Population Percentage (%) Sample Population
Tourism operators 100 100 x 33% 33
Domestic tourists 200 200 x 33% 67
Local community 150 150 x 33% 50
Total 450 350 x 33% 150
Table 3.2: Sample Population
(Source: Researcher, 2014)
3.2.4 Sampling Techniques
This study used simple random sampling technique to select the sample. The sampling technique
refers to basic technique where a group of subjects are selected for study from a larger group.
Each individual was chosen entirely by chance and each member of the population had an equal
chance of being included in the sample.
This technique was selected by the researcher because the study aimed at getting data from any
individual of the target group. The technique was advantageous because it is free of classification
error, and it required minimum advance knowledge of the population other than the frame. Its
simplicity also made it relatively easy to interpret the data collected.
3.2.5 Data Collection Techniques
3.2.5.1 Primary Data
In the primary data collection methods the researcher employed the use of questionnaires. The
selection of this technique was guided by the nature of research design and the data to be
collected. The researcher was mainly concerned with the views, opinions, perceptions, feelings
and attitudes of the respondents and such information can only be collected through the use of
questionnaire technique. Questionnaires were ideal for this study because of the associated time
constraints and the sensitivity of the information given during data collection (Broshenka &
Castro, 2007).
A total of 149 questionnaires were administered to different groups of respondents the local. The
questionnaires were researcher-administered, and were mainly closed questions.
16

3.2.5.2 Secondary Data
Secondary data relating to the topic of study was attained from published books, journals,
periodicals, articles and pamphlets with information similar to the study. Secondary data
contributed toward the formation of background information, needed by both the researcher in
order to build constructively the project and the reader to comprehend more thoroughly the
survey outcome.
3.2.6 Data Analysis and Presentation
The data collected was quantitative and qualitative; hence the researcher used both descriptive
and inferential statistics. For descriptive purposes, statistics that describe or summarize was
produced for quantitative data and to a lesser extent for qualitative data (ABS, 2013). By making
inferences about quantitative data from the research sample, estimates or projections for the total
population were produced (ABS, 2013).
Data was analyzed using the SPSS. SPSS is computer package that aid in quantitative data
handling, that is, it organizes collected data and creates an output file from data for easy
transferring of data and runs statistical tests (Corvelay, 2013). The researcher used Microsoft
Office Excel to create graphs, pie charts and tables.
Pie charts, graphs and tables have been used in data presentation
3.2.7 Limitations of the Research Study
i. At the completion of the interpretation of the findings in the final report, the researcher
discovered that the way data gathered inhibited the ability to conduct thorough analysis of
the results.
ii. The lack of data and/or reliable resource limited the scope of the research analysis, the
sample size and was a significant obstacle in finding a trend and a meaningful relationship.
iii. Although the research on this topic has been conducted by various scholars, there was still
limited information about effects of tourism product development.
iv. Use of self-reported data which contain several potential sources of bias was limitation
factor. There was exaggeration (representing outcomes or embellishing events as more
significant that is actually suggested from the data) from the respondents.
17

3.2.8 Ethical Considerations
Ethics is defined as a method, procedure, or perspective for deciding how to act and for
analyzing complex problems and issues. The researcher therefore had the following as ethical
considerations
The researcher will therefore have the following as ethical considerations
i. Confidentiality and anonymity of the informants: The identity of individuals from whom
information was kept strictly confidential.
ii. Gender equality: Gender equality was born in mind during the research. The researcher
ensured data was collected from both male and female respondents, without bias of any kind.
iii. Restrain from coercion: The respondents were not coerced to give information. It was
ensured that the respondents are willing to give information and to participate in the study.
iv. Restrain from academic fraud: The truth of the results was based on factual interpretation of
data. Whatever the nature of the results acquired, they are reported honestly and accurately.
18

CHAPTER FOUR: FINDINGS
4.0 Introduction
This chapter discusses the presentation of the findings. The purpose of the study was to assess
the effects of product development on domestic tourism in Kakamega County, Kenya. The study
also sought to examine some of the challenges faced and solutions when implementing TPD. The
study made use of frequency tables and percentages graphical charts to present data findings.
4.1 Demographic Profile of the Respondents
The gender distribution of the respondents consisted of 50% for both male and female
respondents. Majority (37.3%) of the respondents were aged between 31-40 years, 31.3% were
aged between 41-50, 16% represented those aged between 20-30 and 15.3% aged above 50. On
marital status, 18.7% were single, 62.7% were married, 7.3% were divorced and 11.3% were
widowed. 70% of the respondents reached college, 18% reached university level and 12% were
of secondary education level. Majority respondents were tourist accounting for 44.7%, 33.3%
were local community and only 22% were tourism operators. For the experience in work, 34%
have worked for between 16-20 years, 30% have worked for 11-15 years, 14% for over 20 years
and only 8.7% and 7.3% having worked for less than 5 years and 6-10 years respectively. With
regards to the level of income, 28% earn between (in Kenya shillings) 30001-40000, 26%
earning between 20001 and 30000, 22.7% earn over 40000 and only 7.3% earning lower than
10000.

Frequency Valid Percent
Gender Male
75 50.0
Female 75 50.0
Age in years 20-30 24 16.0
31-40 56 37.3
41-50 47 31.3
Above 50 23 15.3
Marital Status Single 28 18.7
Married 94 62.7
Divorced 11 7.3
Widowed 17 11.3
Level of Education Secondary 18 12.0
College 105 70.0
19

University 27 18.0
Occupation Tourism operator 33 22.0
Tourist 67 44.7
Local community 50 33.3
Working experience Less than 5 years 13 8.7
6-10 years 11 7.3
11-15 years 45 30.0
16-20 years 51 34.0
Over 20 years 21 14.0
Not applicable 9 6.0
Income level (in Kshs) 0-10000 11 7.3
10001-20000 24 16.0
20001-30000 39 26.0
30001-40000 42 28.0
Over 40000 34 22.7
Table 4.1: Demographic Profile of the Respondents
(Source: Research findings, 2014)
4.2 Motivations for Tourism in Kakamega
4.2.1 Motivating factors when creating new tourism products
When asked what important motivating factors would drive them to visit Kakamega, 41.3%
chose psychological to be most important, 29.3% more important, 26% saw it to be important
while 0.7% chose it as less important. On the other hand54.7% of total respondents found
emotional factors to be most important motivating tourism factors, 35.3% chose it as more
important while only 10% agreed that it is just important factor. On personal factors, 57.3%
viewed it as most important, 24.6% said it is more important and 18% said it is just important.
Majority of 43.3% viewed personal development as most important factor, 38% said it is more
important while a minority of 18.3% chose it as important motivating factor. With regards to
status as a motivating factor, 48.7% chose is as a most important factor, 37.3% believed it more
important while only 13.3% chose it as important as well. On cultural motivating factors, half of
the respondents find it as the most important while 34% viewed it as more important and just
16% chose is as important.
20


Figure 4.1: Motivation factors for travelling
(Source: Research findings, 2014)
4.2.2 Products motivating visits to Kakamega
When asked which tourist product would pull them to Kakamega, 23.3% of the respondents
chose bull fighting, 16.7% jointly chose bird-watching and wildlife tourism and ecotourism and
17.3% cock fighting. As far as natural attraction and home-stays are concerned, they received a
13.3% and 12.7% of respondents choice.
Frequency Percent Valid Percent
Cumulative
Percent
Bird-watching and wildlife tourism 25 16.7 16.7 16.7
Ecotourism 25 16.7 16.7 33.3
Bull fighting 35 23.3 23.3 56.7
Natural attractions 20 13.3 13.3 70.0
Cock fighting 26 17.3 17.3 87.3
Home stays 19 12.7 12.7 100.0
Total 150 100.0 100.0

Table 4.2: Tourism products motivating visits to Kakamega
(Source: Research findings, 2014).

.0
10.0
20.0
30.0
40.0
50.0
60.0
psychological emotion personal personal devt status culture
41.3
54.7
57.3
43.3
48.7
50.0
29.3
35.3
24.7
38.0
37.3
34.0
26.0
10.0
18.0
18.7
13.3
16.0
.7
Motivations for travel
most important more important important less important least important
21

4.2.3 Accommodation facilities motivating tourist to visit Kakamega
The respondents were asked to respond to what accommodation facilities they would prefer to
stay in on the category of luxury hotels, lodges, homes of friends and relatives, mid price hotels
and budget hotels. Out of the total respondents, 71.3% said yes on luxury hotels, 76% chose
lodge category, 72% chose both homes of friends and relative and mid price hotels equally. Only
budget hotels received 64% of total respondents acceptance.

Figure 4.2: Accommodation facilities motivating tourist to visit Kakamega
(Source: Research findings, 2014)
4.2.4 Duration of stay and visit to attraction sites and facilities in Kakamega
When asked how long they would visit and stay in tourism facilities and attractions respectively,
34% chose 1-2 weeks for staying in tourism facilities such as hotels, 23.3% chose 4-7 days, 22%
would stay for more than a month while just 13.3% would stay for 1-3 days. On the other hand,
37.3% would visit tourism facilities for 1-2 weeks followed by 22% for more than one month
and 21.3% for 4-7 days. Only 18% would visit tourist sites for 1-3 days.
.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
Luxury hotel Lodge friends/relatives Mid price hotel Budget hotel
71.3
76.0
72.0 72.0
64.0
28.7
24.0
28.0 28.0
36.0
Motivating accomodation facilites to stay in
yes no
22


Figure 4.3: Duration of stay and visit to attraction sites and facilities in Kakamega
(Source: Research findings, 2014)
4.3 Significance of Product Development on Domestic Tourism
4.3.1 Reasons for Creation of New Tourism Services
The respondents were also asked to give reasons for why tourism destinations need to create new
services. Out of the total respondents, 54% strongly agreed while 46% agreed that new services
are introduced so as to maintain the sales level. Majority 61.3% strongly agreed that new
services maximize product capacity use while 35.3% agreed. Only 3.3% disagreed. In the case
that new services balances product portfolio, 54.7% strongly agreed, 38.7 agreed while just 4%
and 2.7% rather agreed and disagreed respectively. 74.75 of the respondents strongly agreed,
19.3% agreed while minute 2.7% and 3.3% rather agreed and disagreed respectively that new
service creation results to customer loyalty. On the perception that new services would satisfy
clients if competitors exit the market, 66% agreed, 49% agreed. Only 20% rather agreed while
just 10% and 5% disagreed and strongly disagreed with the statement.



.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
Visit tourism facilities Visit tourist attraction sites
7.3
1.3
13.3
18.0
23.3
21.3
34.0
37.3
22.0 22.0
Duration of stay/visit to tourism facilites/sites
not a day 1-3 days 4-7 days 1-2 weeks more than one month
23


Strongly
agree
Agree
Rather
agree
Disagree
Strongly
disagree
New services introduced to maintain sales
level
54% 46.0% 0 0 0
New services maximize capacity use 61.3% 35.3% 3.3% 0 0
New services balances product portfolio 54.7% 38.7% 4.0% 2.7% 0
New products brings customer loyalty 74.7% 19.3% 2.7% 3.3% 0
New services satisfy customers when
competitors exit market
49% 66.0% 20.0% 10.0% 5.0%
Table 4.3: Duration of stay and visit to attraction sites and facilities in Kakamega
(Source: Research findings, 2014)
4.3.2 Tourism Activities according to the Choice of Trip
The respondents were asked what activities they would engage in while on vacation. 40% chose
natural ecological sites to be most important, 18.7% viewed it as more important, 38.7% said its
important and an insignificant 2.7% said was less important. On ethnic and cultural events, 20%
said it was most important activity, 40.7% said it was more important while 39.3 chose it as
important as well. Knowing local people was 25.5% most important activity, 26.7% said it is
more important while 44% and 4% viewing as it important and less important tourist activity
respectively. For the choice of archeological activities, 20.7% perceived it as most important,
22.7% more important, and 42.7% perceived it as important. Only 14% of the respondents
looked at it as a less important tourist activity to choose from.
24


Figure 4.4: Tourism Activities according to the Choice of Trip
(Source: Research findings, 2014)
4.3.3 Preferred means of transport when visiting tourist attraction sites
Slightly half of the respondents (50.7%) preferred air as a means of transport, with 33.3%
preferring road transport and just 16% choosing other means of transport such as railways.
Frequency Percent Valid Percent
Cumulative
Percent
Road 50 33.3 33.3 33.3
Air 76 50.7 50.7 84.0
Others e.g railways 24 16.0 16.0 100.0
Total 150 100.0 100.0
Table 4.4: Preferred means of transport when visiting tourist attraction sites
(Source: Research findings, 2014)
4.3.4 Product development and diversification motivate one to revisit a destination
When asked if product development would motivate tourists to revisit a destination, 70.7% said
yeas while 29.9% did not accept that product development would encourage them to revisit a
destination.

40.0
20.0
25.3
29.3
20.7
18.7
40.7
26.7
31.3
22.7
38.7
39.3
44.0
39.3
42.7
2.7
4.0
14.0
.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
natural ecological
sites
ethnic
culture/events
know local people guided excursion archaeological
interest
Tourism Activities according to the Choice of Trip
most important more important important less important least important
25

Frequency Percent Valid Percent Cumulative Percent
Yes 106 70.7 70.7 70.7
No 44 29.3 29.3 100.0
Total 150 100.0 100.0
Table 4.5: Product development and diversification motivate one to revisit a destination
(Source: Research findings, 2014)
4.4 Challenges and Solutions for Tourism Product Development Process
4.4.1 Challenges to tourism product development
Asked what might be the challenges to tourism product development, 31.3% chose missing
technical information and guides as most important, 18.7% chose it as more important, 39.3%
viewed it as serious and 10% and 0.7% viewed it as less serious and least serious respectively.
On the challenge of inadequate management capacity and capability, 4.7% saw it as most
serious, 20.7% said it was more serious, 49.3% serious, and 22.7% agreed it is less while 2.7%
said it was a least serious problem. Only 11.3% said disinformation as most serious problem,
5.3% looked at it as more serious while the majority (44%) chose disinformation just a serious
issue. Also a significant 34.7% viewed it as less serious with just 4.7% claiming it is the least
serious problem. With regards to encroachment of conservation areas as a threat to tourism
product development, slightly over half of the respondents (54.7%) chose it as the most serious,
36.7% said it is more serious while just 2.7% and 6% viewing it as less a less and least serious
problem respectively. As far as neglected of tourism infrastructure and poor accommodation
facility was concerned, 20% said it was most serious, 36% saying its more serious and majority
44% claiming it to be serious.

Most
serious
More
serious
Serious
Less
serious
Least
serious
Missing Technical Information and Guides 31.3% 18.7% 39.3% 10% 0.7%
Inadequate management capacity and capability 4.7% 20.7% 49.3% 22.7% 2.7%
Disinformation 11.3% 5.3% 44% 34.7% 4.7%
Encroachment of conservation areas 54.7% 36.7% 2.7% 6% 0
Neglected infrastructure and poor quality of
accommodation
20% 36% 44% 0 0
Table 4.6: Challenges to tourism product development (Source: Research findings, 2014)
26

4.4.2 Strategy policies to promote the level of domestic tourism
In order to solve the problem associated with tourism product development, 50.7% chose
inventory mapping of tourist products and sites as most important, 43.3% said its more important
and just 6% said it is more important solution. On the strategy of developing tourism products
through public participation 43.3% viewed it as most important, 10.7% chose it as more
important and majority 46% said it is just important solution. On diversification of tourism
products and attractions, 40.7% of the respondents said it is more important strategy, 17.3%
chose it as more important whereas 39.3% and 1.3% said it is important and less important
policy strategy respectively. With regards to promotion of tourism concepts 57.3% of the
respondents chose it as most important, 11.3% viewed it as more important whereas 26.3% said
it is important. Only insignificant 3.3% and 2% said promotion of tourism concepts is less and
least important respectively.

Most
important
More
important
Important
Less
important
Least
important
Inventory and mapping of tourism sites
and products
50.7% 43.3% 6% 0 0
Develop through public participation,
county tourism policy and strategic plan
43.3% 10.7% 46% 0 0
Diversify tourism products and
attractions
40.7% 17.3% 39.3% 1.3% 0
Promote tourism concepts
57.3% 11.3% 26.3% 3.3% 2%
Table 4.7: Strategy policies to promote the level of domestic tourism
(Source: Research findings, 2014)

27

CHAPTER FIVE: DISCUSSION, CONCLUSION AND RECOMMENDATIONS
5.0 Introduction
This chapter presents the discussion of the findings, conclusions and recommendations for
practice and further research on the problem.
5.1 Demographic Profile of the Respondents
It is worth noting that majority of the respondents have an income level of over Kshs.20, 000.
This implies that the tourism operators in Kakamega County need to put into place aggressive
product development and diversification in order to tap these people who might have more
disposable income (March & Woodside, 2005). Although the respondents were not entirely
tourists, diversifying tourism product to suit different market segments will even prompt the
local community to start visiting certain tourists attractions in Kakamega County.
5.2 Motivations for Tourism in Kakamega
5.2.1 Motivating factors when creating new tourism products
Tourists are always motivated by variety of factors as seen in the study results. However, the
results revealed that people travelling for domestic tourism are most motivated by personal
factors, followed by emotional and cultural factors. On other hand, almost all the tourism
motivation factors under study are equally important to the choice of trip to tourists (Zainal,
Radzi, Hashim, Chik, & Abu, 2012). The implication for these results is that tourism product
developers when they are preparing tourism in Kakamega County need to include products that
evoke tourists emotions; services that leave an exhilarating experience. It implies that the
tourism services are one which evoke personal development and one that brings out the real
status of the tourists.
5.2.2 Products motivating visits to Kakamega
Each of these motivation factors makes an important contribution to the understanding of the
most adorable specific tourist attractions in Kakamega. According to the results, majority of
respondents chose bull fighting (23.3%) as their preferred tourist product followed by cock
fighting. These two are most relevant cultural events in Western Kenya. For the tourism product
developers, it implies that cultural tourism is the way to go for domestic tourism (Smith &
Richards, 2013). Consequently, other cultural tourism must be a pillar of all other tourism
28

products in Kakamega. Additionally, the results revealed that ecotourism is also regarded as a
prime form of tourism to domestic travelers, accompanied by bird watching and wildlife tourism
(Ritchie & Crouch, 2003). The implication is that as long as these form of tourism continue to be
practiced, all the tourism stakeholders will play a leading role in conserving the environment by
protecting the wildlife as well as the vegetation in Kakamega forest as its environs. The result
will be enhancing sustainable tourism development.
5.2.3 Accommodation facilities motivating tourist to visit Kakamega
Kakamega is the most populated County in Kenya and therefore, for it to rejuvenate its status as
a domestic tourism hub, accommodation facilities are key to its success. From the results
majority respondents of over 65% of the total equally agreed that accommodation is equally
important for the development of tourism products. These results revealed that tourist visiting
Kakamega County would most likely prefer to stay in lodges, mid price hotels and luxury hotels.
In like manner, respondents revealed they would wish to stay in homes of relative and friends.
The idea behind this is that price for accommodation facilities shapes the decision of travelers
who would wish to stay for more than a day in tourist destinations (Ritchie & Crouch, 2003).
Although the results indicate that the respondents prefer affordable accommodation facilities, the
need for luxury hotels (71.3% acceptance) is as well an important factor to uplift the level of
Kakamega County as a prime destination for high-end domestic tourists.
5.2.4 Duration of stay and visit to attraction sites and facilities in Kakamega
In the discussion foregoing, the results on the duration on which tourist in Kakamega would
prefer to visit and stay in tourism facilities and sites indicate that accommodation facilities are
indispensable in the process of tourism product development (Ransley & Ingram, 2012). This is
supported with the results that majority respondents would prefer to stay in Kakamega from one
week to more than a month. The results imply that diversification of tourist accommodation
facilities to suit needs of different domestic market segment. For tourist attractions, product
features that will prolong the stay of tourists should be the most significant consideration of
tourism services and product developers (Ritchie & Crouch, 2003).
29

5.3 Significance of Product Development on Domestic Tourism
5.3.1 Reasons for Creation of New Tourism Services
Creating new diversified tourism products is a thing that tourism operators need to understand.
According to the results, there are reasons why domestic tourism operators need to create new
products. As revealed in the study findings, customer loyalty is most dependent on an inventory
of diversified tourism products (March & Woodside, 2005). With a large customer base, tourism
operators would be able to maximize the capacity use of their product line. Moreover, according
to the results, new product development is significant for development of domestic tourism
because they maintain the sales level of the existing tourism products as well as balancing the
entire tourism product portfolio (March & Woodside, 2005). However, the findings reveal that
tourism operators should not create new products in cases of competitors existing markets.
Instead developing new tourism product should be an end to have competition edge over
competitors. For the purpose of this study tourism product developers in Kakamega County will
edge out its rivaling regional destinations by improving their tourism product portfolio.
5.3.2 Tourism Activities according to the Choice of Trip
Although tourism comprises of many activities to participate in, the results revealed that people
visiting Kakamega are more attracted by enjoying the local culture as well as knowing the local
people. Domestic tourism as per the results is more dependent on the cultural and traditional
aspect of the destination. The implication of these results is that cultural tourism still plays a
leading role in the development of domestic tourism. For the tourism product developers the
catch in increasing arrival of domestic tourists is to develop niche cultural tourism products such
as local foods, creating and supporting more traditional events, and local crafts and handiworks
will be key to realize the effects of tourism development (Smith & Richards, 2013). However, to
increase the marketability of the destination to domestic travelers, the results revealed that
activities such as guided excursions and natural ecological sites will supplement the prime
tourism product that is cultural tourism (Gunn & Var, 2002).
5.3.3 Preferred means of transport when visiting tourist attraction sites
As much diversification of tourism is concerned, the means of transportation to these areas are as
well important. As the study findings revealed, the air transportation is the most accepted form of
travel by majority of the respondents. Transportation is an essential part of the tourism industry
30

and it plays an important role as well. It is because of the improvement of transportation that
tourism has expanded (Studymode.com, 2010). For example, the use of low-cost carriers has
been very successful, particularly in the business and domestic tourism markets (Cape Town
Tourism, 2014). In Australia for example, aviation is a strategic priority for Tourism Australia in
achieving Tourism 2020 for both domestic and international tourism markets (Tourism Australia,
2013). However, road transportation is as well important to tourism development. Consequently,
tourism has been trying to meet the demands of the tourists and that means improving the
transportation facilities and building better transport systems, including high-quality highways,
railways and airports as well as the accessibility of support services such as petrol stations,
motels and restaurants which will ease the tourism industry to improve. These factors also help
during the decision making process, why do tourists choose different forms of holiday
destination and transport (Studymode.com, 2010).
5.3.4 Product development and diversification motivate one to revisit a destination
The importation of product development and diversification cannot be overlooked. According to
the findings majority respondents (70.7%) said they are motivated to revisit a destination because
of its variety of products. The implication is that as long as a destination is to remain relevant to
tourists, diversifying its product portfolio is the means to its end.
5.4 Challenges and Solutions for Tourism Product Development Process
5.4.1 Challenges to tourism product development
However, the process of tourism product development cannot be without any associated
challenges. The study sought to find most serious challenges to TPD. As reveled in the study,
new developed tourism has failed to reach their goals due to mostly missing technical
information and guides to destinations in which they are. Technical information and guides help
travelers to understand the culture of the destination and the way of life of its inhabitants. They
promote the cultural and natural heritage and at the same time impress on the visitors the
significance of the place they are visiting (San Francisco Shuttle Tours, 2008). Secondly, for
areas products situated in Kakamega forest, they have failed to grow due to issues such as
encroachment to the forest. With issues such as neglect of tourism infrastructure and at times
poor quality of accommodation facilities (Thomas & Augustyn, 2007; March & Woodside,
31

2005), the results indicate that the process of tourism product development is still a challenging
activity.
5.4.2 Strategy policies to promote the level of domestic tourism
Nevertheless, all is not lost as revealed in the findings. Most importantly, the results shows that
tourism operators need to seek participation of all affected stakeholders in the process of creating
new products. For example, the local community who are highly affected by the results of
tourism industry should be on the top list of every tourism operators. It may be through ensuring
effective participation of domestic tourism authorities in the decision-making process in order to
enhance their economic efficiency (Korres, 2007). Additionally, tourism operators will have to
improve the training of its staff, improve incentive systems for operators and employees and also
maintain the coherence of the tourism industry and its linkage with society as a whole (Korres,
2007). Once the stakeholders are involved, the results revealed the tourism operators will then
have to map and diversify all its tourism products. Afterwards, the last solution will be to
promote all the mapped and diversified tourism concepts (Ritchie & Crouch, 2003; Burns,
Palmer, & Lester, 2010).
5.5 Conclusion
In conclusion, tourism product development is a very important issue in the domestic tourism
industry. With the dynamism associated with the industry, tourism operators should be obliged to
be more aggressive to meet the needs of domestic travelers. The role of domestic tourism
management bodies is to ensure that all tourism stakeholders are involved in the tourism
destination development policies. As a result, the fruits of tourism will be realized by the county
government, the tourism operators as well as local community. Tourism will improve the
provision of facilities that the local population can also enjoy, thereby improving their quality of
life. As the living standards of population rises, so does demand for leisure and recreational
provision. Tourism can meet both these needs: first, by bringing in visitors to the area to visit the
attractions, participate in the activities and utilize the facilities developed; and, second, by
providing these attractions, activities and facilities for local people to patronize. Although
domestic tourism demand alone is insufficient to justify the development, it can serve as the top
up for the features created principally for the visitor market; hence the need to develop new
tourism products in Kakamega County.
32

5.6 Recommendations
Destinations should focus on providing pre-trip information about the variety of high quality
tourism products and associated activities that they have to offer to tourists and other travel
enthusiasts.
Develop and promote tourism products that focus on species that are unique to the destination or
that would be unique to potential visitors. Develop and promote unique tourism products that
will attract domestic travelers. For instance, many city dwellers may travel to Kakamega to
Luhyia culture and may be attracted to areas that offer exhilarating opportunities.
Tourism products should be developed to accommodate tourists of all ages. Ensure that services
and facilities adequately meet the needs of all ages and people with different levels of income.
Destinations should ensure that services and facilities range from very affordable to high-priced
luxury. Accommodation facilities should range from budget (campgrounds, inexpensive motels,
cabins and bed and breakfasts) to luxury (high quality, expensive hotels and bed and breakfasts).
Tourism activities should range from free and self-guided to organized tours with associated
costs. Even if tourists partake in free activities, they are likely to spend their money on other
things in the community, such as food services.
Tourism operators can also establishing stakeholders solidarity for Kakamega County as a
whole by creating and enhancing partnerships between stakeholders and the communities of
Kakamega locality. Community solidarity may be enhanced if residents are working towards the
same goal towards TPD. Moreover, combining efforts with the local community may enable an
ecosystem approach to environmental management
Another way to realize the significance of TPD in Kakamega is to ensure that the County is fully
aware of the importance of tourism to the community. Regular visitor surveys should be
conducted to assess the amount of money spent in the County during tourist activities. Such
surveys need to be conducted on a more frequent and regular basis. Their results should be
presented to the County tourism destinations management, the County government and to the
community. The County is more likely to become involved if the benefits of tourism activities
are fully realized.
33

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36

APPENDICES
APPENDIX I: QUESTIONNAIRE
I am a student pursuing a Bachelor of Tourism Management degree in the Department of
Tourism Management of Chepkoilel University. I am carrying out a research on Assessment of
the Effects of Product Development on Domestic Tourism in Kakamega County, Kenya. The
proposal is partial requirement by the University for the Award of the degree of Tourism
Management. I request kindly for your participation in the study by providing information as
requested below. The information hereby given will be used for academic purposes only and will
be treated with utmost confidentiality.
Yours sincerely,
Students name
Section A: General Information (Tick Where Appropriately)
1. Gender [1] Male [2] Female
2. Age (years) [1] 21-30 [2] 31-40 [3] 41-50 [4] Above 50
3. Marital Status [1] Single [2] Married [4] Divorced [5] Widowed
4. Level of Education [1] Primary [2] Secondary [3] College [4] University
5. Occupation [1] Tourism operator [2] Tourist [3] Local community
6. Working experience [1] Less than 5 years [2] 6-10 years [3] 11-15 years
[4] 16-20 years [5] Over 20 years [4] Not applicable
7. Income level (in Kshs) [1] 0-10000 [2] 10001-20000 [3] 20001-30000
[4] 30001-40000 [5] Over 40000
Section B: The Types of Motivations for Tourism in Kakamega
8. How important are the following tourism motivating factors when creating new tourism
products and services for domestic tourism development? Options: 1-Most Important; 2-
More Important; 3- Important; 4- Less Important; 5- Least Important.
Psychological (relaxation, exercise and health, sex) [1] [2] [3] [4] [5]
Emotional (nostalgia, romance, adventure, escape, fantasy, spiritual
needs)
[1] [2] [3] [4] [5]
Personal (visits to relatives and friends, new friends) [1] [2] [3] [4] [5]
Personal development (raising the level of knowledge, learning a [1] [2] [3] [4] [5]
37

new skill)
Status (fashion, exclusivity, getting a good offer) [1] [2] [3] [4] [5]
Culture (sightseeing, experience of other cultures) [1] [2] [3] [4] [5]
9. Which of the following products motivates you to visit Kakamega County as a tourist
destination?
[1] Bird watching /wildlife tourism [2] Ecotourism [3] Bullfighting
[4] Natural attractions [5] Cockfighting [6] Home stays
10. In what kind of the following accommodation facilities would you wish spend at least night
one night trip to Kakamega County? Options 1-Yes, 2- No
Luxury hotel (e.g. Hilton), or bed & breakfast (e.g tourist homes) [1] [2]
Lodge (hunting, fishing lodge) [1] [2]
Home of friends or relatives [1] [2]
Mid price hotel (e.g. Holiday Inn) [1] [2]
Budget hotel (Best Western) [1] [2]
11. How long would you stay in/visit tourism sites and facilities such as hotels and lodges in
Kakamega? (Tick once in each category in bold)
Visit tourism facilities Visit tourist attraction sites
Not a day [1] [1]
1-3 days [2] [2]
4-7 days [3] [3]
1 -2 weeks [4] [4]
More than one month [5] [5]
12. Does product development and diversification motivate you to revisit a destination?
[1] Yes [2] No
13. How do you agree with the following reasons for the creation of new tourism services? Use
the options; 1- Strongly Agree; 2- Agree; 3- Rather Agree; 4-Disagree; 5- Strongly Disagree
When a service has reached the maturity and is declining, new
services may be sought so as to maintain the sales level
[1] [2] [3] [4] [5]
New services may be developed as a way of maximizing capacity
use
[1] [2] [3] [4] [5]
New services balances the organizations product portfolio,
reducing the risk of depending only on a few services
[1] [2] [3] [4] [5]
38

An organization introduce new services in order to keep the clients
and obtain their loyalty
[1] [2] [3] [4] [5]
When an opportunity arises to satisfy clients with a new
service, following a competitor exiting the market
[1] [2] [3] [4] [5]
Section C: The Significance of Product Development on Domestic Tourism
14. How important are the following tourism activities to the choice of trip a tourist may take to
Kakamega? Options: 1-Most Important; 2- More Important; 3- Important; 4- Less
Important; 5- Least Important.
Visits to appreciate natural ecological sites (e.g forests, or animal
reserves)
[1] [2] [3] [4] [5]
Enjoying ethnic culture/events (e.g. festivals, music,
neighborhoods, food, local crafts and handiwork)
[1] [2] [3] [4] [5]
Getting to know local people [1] [2] [3] [4] [5]
Short guided excursion/tour [1] [2] [3] [4] [5]
Visiting places of archaeological interest [1] [2] [3] [4] [5]

15. What is your preferred means of transport when visiting tourist attraction sites in Kakamega
County?
[1] Road [2] Air [3] Other means e.g railways
Section C: Challenges Faced During Tourism Product Development Process
16. What among the following challenges to tourism product development are serious to
domestic tourism in Kakamega? 1- Most serious, 2- More serious; 3- Serious; 4- Less
Serious; 5- Least Serious
Missing Technical Information and Guides e.g published essential
information concerning a tourism product
[1] [2] [3] [4] [5]
Inadequate management capacity and capability e.g inadequate or
contradictory policies and regulations concerning utilization of
tourism products.
[1] [2] [3] [4] [5]
Disinformation e.g tourism operators constantly talking about
insecurity in the area thus scaring tourists away
[1] [2] [3] [4] [5]
Encroachment of conservation areas such as Kakamega Forest
National Reserve
[1] [2] [3] [4] [5]
Neglected infrastructure and poor quality of accommodation in the
County e.g poor hotel facilities and impassable roads
[1] [2] [3] [4] [5]
39

17. Rank the following strategy policies to promote the level of domestic tourism in Kakamega
in order of importance. Use options; 1-Most Important; 2- More Important; 3- Important; 4-
Less Important; 5- Least Important
Undertake the inventory and mapping of all tourism sites and
products to enable the county to fully understand and document
tourism the resources
[1] [2] [3] [4] [5]
Develop, through public participation, the county tourism policy,
law and strategic plan to guide aspects of all tourism development
and promotion with the objective of enhancing sustainability.
[1] [2] [3] [4] [5]
Work on efforts to diversify county tourism products and
attractions in order to have even distribution of destinations in the
county
[1] [2] [3] [4] [5]
Promote tourism concepts e.g ecotourism, rural tourism and home-
stays which will raise awareness of the local community in regard
to sustainable tourism engagements
[1] [2] [3] [4] [5]

----------END---------
Thank You for Your Participation

40

APPENDIX II: THE WORK PLAN
The table below shows the main activities that were accomplished in the research project. Its the
main work plan and reflects the time by which all tasks and activities were executed and
realized.
ACTIVITY
Jan
2014
Feb
2014
March
2014
April
2014
May
2014
June
2014
Consultation
Research Proposal
Development


Research Permit Acquisition
Pilot Study/Pre-Test
Data Collection, Analysis, and
Interpretation


Project Writing and Compiling
Project defending/presentation
Project Submission

41

APPENDIX IV: THE MAP OF THE STUDY AREA

Map of Kakamega County (Source: Kenya Mpya, 2012)