ANALYSIS OF THE UPTAKE OF DOMESTIC TOURISM

SERVICES BY THE LOCAL COMMUNITIES: CASE OF

UNIVERISTY STUDENTS

ABSTRACT
The main goal of this study is to investigate the impact of domestic tourism among locals, how
they perceive it and If they actually practice it. The study used a descriptive research approach
to investigate the impact. The specific objective included finding out how locals view domestic
tourism take a look at the challenges faced with the uptake of domestic tourism. In order to
achieve the goal of the study, the target population were locals who were interviewed so as to
collect data. The study will used questionnaires consisting of both closed and open ended
questions to collect data related to the specific objectives. Data was analyzed using bar graphs,
pie charts and tables which were used to highlight the impact of domestic tourism.

TABLE OF CONTENTS
2

Declaration .i
Dedication..ii
Acknowledgment..iii
Abstract ....iv
Table of contentsv
Definition of key terms.........vi
Chapter One 1
Introduction and background............1
Problem statement..2
The purpose of the study3
Research questions.........3
Objective of the study3
Hypothesis..4
Significance of the study4
Limitations of the study.........4
Chapter Two.5
Literature review..5
Theoretical orientation...5
Empirical review8
Conceptualization.10
Operationalization ...12

Chapter Three15
Theoretical background15
Chapter Four .........16
Research methodology.........16
Introduction .........16
Research design16
Sampling design...16
Data collection.........17
Data collection and techniques18
Data analysis and reporting18
CHAPTER 5..20
RESEARCH FINDINGS AND ANALYSES....20
Introduction...20
Response Rate...20
Table 1: Response Rate..21
Data Analysis and Presentation21
Results and Finding.......................................................................................................................21
Gender of the respondent...............................................................................................................21
Table 2: Gender of the respondent.................................................................................................21
Age bracket of the respondents......................................................................................................22
Table 3: Age bracket of respondents.22

Figure 1: Age bracket of respondents23

Educational level of the respondent...23
Table 4: Educational level of respondents.24
Figure 2: Educational level of respondents (percentage)...24
Time period of domestic tourism practise....................................................................................25
Table 5: Time period of domestic tourisim practice..25
Means of travelling.....................................................................................................................25
Table 6: means of travelling..25
Figure 3: The means of travelling..26
Do you enjoy practising domestic tourisim...................................................................................26
Table 7: do you enjoy practising domestic tourisim..27
Fig 4: people enjoying practise do domestic tourisim...27
CHAPTER 6.............................................................................................................................28
SUMMMARY, RECOMMENDATIONS AND CONCLUSION................................................28
Summary........................................................................................................................................28
Drawbacks..28
Recommendations.....................................................................................................................28
Suggestions for further studies.......................................................................................................29
CONCLUSION......29

References .........30
Appendix I ....31
Appendix II ...........34
Appendix III...........35

Definition of Key terms.

Domestic Tourist
It refers to the travel of Nationals within their own country in search of leisure, recreational
activities and business away from their usual places of residents for more than 24 hours WTO
Resident
In this study resident represent one who has lived in Nairobis residential estates for a period
over 12 months.
WTO
It refers to World Trade Organizations
Tourist
This refers to one who is in a destination for the purpose of leisure, recreational activities and
business away from their usual places of residents for more than 24 hours.
Tourism
This is the temporary short-term movement of people destination outside the places they live and
work and the activities they are involved in during the period in the holiday destination. Tourism
involves movement for all purpose and excursions.

Primary Data
This is first hand information, which will be gathered by the researcher form the field.
Questionnaires and Interview schedules will be used to generate information on the nature and
extent of domestic tourism. The researcher to form opinion will use personal observation.
Secondary Data.

Secondary data will be obtained from publication and official documents. Such data will provide
an insight in to the nature and extent of domestic tourism prior to the actual survey. The use of
already collected data has the merit of being low in cost

CHAPTER ONE
INTRODUCTION
1.1 Background
Tourism is the provision of services to people who travel to destinations away from home in
order to meet their recreational needs, or to meet other people and enjoy new experiences. These
include tangible elements such as transport, food and beverage, tours, souvenirs, accommodation
and the intangible elements including services provided by staff and volunteers, accommodation
and the intangible elements including services provided by staff and volunteers, as well as
interaction with locals, domestic tourism is the travel of Nationals within their own country in
search of leisure, recreational activities and business away from their usual places of residents
for more than 24 hours WTO.
The development of tourism in Kenya between 1900 and 1940 was based on Big Game Mworia
(2000). Travelers were attracted from Europe and North America for wildlife viewing and big
game hunting in the Game Park and reserves. Tourist up to the 1960s consumed undifferentiated
and mass tourism products; diverse cultural and environmental products were not given any
attention.
Between 1963 and 1988, the number of tourist arrivals had increased six fold Sindiga (1999).
Affluent tourist from the United Kingdom, United States and Switzerland were attracted to
Kenya. This was because the exchange rates for Kenyan shilling were higher. For instance 1 US
dollar to 7.143 (1963-1972), this gradually rose to 17.247 against 1 US dollar in 1988. The South
African market declined and the link existing tourist through Jomo Kenyatta, Mombasa and
Malindi international airports realized an increased visitor reception Sindiga (1999). As a result
more hotels were built along the cost, in game parks and reserves. To reach international
standards, various government agencies were created to plan, organize and control tourism
development in Kenya.
The Kenya Tourist Development Corporation was created in 1965 through an act of parliament
to monitor the operation of the hotels and other tourist accommodation facilities. KTDC opened
its offices in UK and US and other Far East countries. The ministry of tourism and wildlife
9

MTW was formed in 1966 to make polices on tourism and wildlife matters, which include
allocating tourism resources to activities carried out by other tourism bodies.
The ministry of Tourism and Wildlife in Kenya attempted to promote domestic tourism publicly
through domestic tourism exhibitions and by charging Kenyans Low rates, organizing Group
Tours and Encouraging Instructions to hold convention, board meeting and seminars away from
base stations.
1.2 Statement of the Problem.
The enumerated benefits accruing from domestic tourism attraction sites in Kenya are scarcely
visited by Kenyans natives WTO (2002). Tourism products and services are not well understood
and formulating an appropriate marketing strategy is difficult. Kenyan natives traditionally
considered tourism products like wildlife as a resource that was theirs and it played an important
role in their local cultures, diets and economies (2002).
Studies show that local communities are not leisure-minded and do not utilize tourist hotels as
much as foreign visitors to the country since most of them prefer visiting friends and relatives.
The marketing products and services. The domestic Tourism Council formed by the Kenyan
Tourism Development Corporation took measures to encourage Kenyans and students in
particular to appreciate their country and to discourage those taking foreign travel.
African Tours and Travel, a Kenyan hotel chain and other private owned hotel chains have a
policy of establishing hotels in underdeveloped rural areas so as to purchase inputs from local
community and to encourage local tourist participation Mark Andya (2000).
However there was low demand for rural tourism, which meant underutilization of tourist
facilities and therefore inadequate returns on addition there is scanty information on the nature
and extent of various social economic groups. Different social economic groups usually
distinguish their status in education and the kind of goods and services that they consume
including tourism WTO (2002). This study determines the nature and extend of the uptake of
domestic tourism services among the local communities. The study also finds out how domestic
tourism among locals has been performing and changing over years.

10

1.3 The Purpose of The Study

The Domestic tourism market have benefited stakeholders who include the students, Lectures,
parents, Friends and other staff members. Researchers intending to venture into domestic tourism
parents, Friends and other staff members. Researchers intending to venture into domestic tourism
have a base through existing gaps in the areas for future research in the study. Those planning for
community development through domestic tourism have benefited from the study.
Encourage domestic tourism among locals .Encourage locals to appreciate their country and to
discourage those taking foreign travel. Enable a better understanding of tourism products and
services and formulating an appropriate marketing strategy. Encourage locals to be leisure
minded and to utilize tourist hotels as much as foreign visitors.
1.4 Research Questions
The questions this research will try to answer include:1. What are the benefits accruing from domestic tourism?
2. Is the tourist attraction sites frequently visited by locals?
3. Are the tourism products and services well understood and formulated and are
appropriate marketing strategies difficult or not?
4. Are local communities leisure minded and do they utilize tourism hotels as much as
much as foreign visitors?
5. What are the gaps that exist between the locals tourist expectations and the actual service
delivered?
1.5 Objectives of The study
The primary objectives of this study are to gain the knowledge of domestic tourism in Kenya.
Further, it is to set to evaluate the nature and extent of domestic tourism among the locals.
1. To determine what benefits accrue from domestic tourism.
2. To find out whether the locals frequently visit tourist attraction sites.
3. To find out if the tourism products are well understood and formulated and are suitable
for marketing strategies.
4. To determine whether locals are leisure minded and if they utilize hotels as much as
foreign visitors.
5. To identify the gaps that exists between local tourist and the actual services delivered.

11

1.6 Hypothesis of the Study

1. There is a relationship between the level of income and the uptake of domestic tourism
2. There is a relationship between the level of communication and the people who practice
3.There is a relationship between the tourisim products and the marketing strategies
4 there is a relation-ship between local tourists and the actual services delivered
5There is arelationship between locals and the number of times they utilize the hotels

1.7 Significance of The Study

locals, Lectures, parents, friends, other staff members and researchers wanting to research more
on Domestic Tourism. The data generated lead to an understanding of nature and extent of
domestic tourism among locals .This study will also encourage domestic tourism by influencing
the service industries to offer better packages for students so as to attract them. The study
encourages locals to appreciate their country and to discourage those taking foreign travel.
1.8 Limitation of the study
The limitation of the study that was encountered while carrying out the research includes.
Hostility of JKUAT students; some of the students were hostile and may did not provide the
relevant information pertaining to the research. Some of the information they provided us with
was not be reliable. There was lack of systematic and detailed secondary data. This is a common
problem in most research work. There was lack of systematic and detailed secondary data this is
because JKUAT University do not have an elaborate database. The available data was not
reliable since it did not conform to the facts on the ground. There was difficulty in collecting
primary data due to the unwillingness of respondents to respond this was because many people
were cautious about the people they give information to. There was lack of resources to conduct
the research.

CHAPTER TWO
LITERATURE REVIEW

12

2.1 Introduction
Tourism is a vital section of the economy. Statistic released early this year by the world tourism
organization WTO revealed that international tourism growth slowed by 3.8% in 1997 mainly
due to the Asian financial crisis. Tourist arrival registered the highest growth in Africa by 7.4%
followed by Middle East and America by 6.1% and 5.4% respectively, the survey added.
Despite the growth of tourist arrivals to Africa, the situation in Kenya, a previously top favorite
destination for tourist. Kenya experienced a historical crisis in the tourism industry from the late
month of 2000 and the slump is still being experienced with the overall growth drop projected to
be about 60%. Another survey conducted by the WTO and whose statistics were released late in
July this year, 750,000 tourist visited Kenya in 2002. Against the figure of 850, 000 visitors
recorded in 2002.Tourism was previously Kenya major foreign exchange earner. Political
uncertainties, fuelled by constant inter ethnic clashes were the most dominant factor attributed to
the slump. During the months at the end of the 1997 ethnic clashes erupted in parts of the coat
province mainly in Malindi, a very popular joint with tourists due to its serenity and sandy
beaches.
The political instigated clashes resulted in the withdrawal of tourists from their hotels due to
insecurity. Foreign tour operators especially from Kenya principal market of Europe had to
cancel or suspend their flights into Kenya. This chapter encompasses the theoretical orientation,
theoretical framework, empirical review, research gaps, conceptualization, conceptual
framework, operationalization and operational framework.
2.2 Theoretical orientation
It shows the conceptual model, which encompasses the major variables and their possible
patterns of influence on each other and eventually on domestic tourism participation among
locals. Consideration is made of the relationship between independent variables and dependent
variables.
2.2.1 Goal Theory
This theory asserts that motivation is driven primarily by goals or objectives that individuals set
for them. This theory suggests that it is the goal itself that provides the driving force performance
13

improves when individuals set specific rather than vague goals. For example locals may set a
goal to uptake domestic tourism each year after having saved money the whole year.
2.2.2. Expectancy Theory
This theory asserts that individuals behavior is formed not on objective reality but on his or her
subjective perception of that reality. The core of this theory relates to how a person perceives the
relationship between three things Effort, Performance and Reward. The factors involved
stimulating an individual to put effort into something based on individuals personal perception
of the situation.
These include Expectancy which is the effort of an individuals personal perception or belief that
a p[particular act will produce a particular outcome, instrumentality which is the extent to which
the individual perceives that effective performance will lead to desired reward and valiance
which is the strength of that belief that attractive rewards are potentially available
Expectancy

Extrinsic
Instrumentality

Effort

Performance

Valiance

Reward

Intrinsic

2.2.3Reinforcement Theory
This theory asserts that a given behavior is determined to some extent by rewards or punishment
obtained from previous behavior, which has an effect of reinforcing current sections. For
14

example : locals are not leisure- minded and most students prefer visiting friends and relatives as
well as drinking out in noisy pubs and open air clubs in the evening and weekends this is the
reason these locals dont participate in domestic tourism.
2.24 Equity Theory
This theory asserts that people make comparison between themselves and others in terms of what
they invest in their work (input) and what outcomes they receive from it. When people perceive
unequal situation they experience Equity Tension which they attempt to reduce by appropriate
behavior either positively or negatively.
2.2.5 Theoretical Framework
The figure below is a diagram, which represents the four theories discussed above and their
relationship with the variables as locals uptake in domestic tourism.
Fig 2.1 Theoretical framework
Goal Theory

Expectancy Theory

The uptake of domestic tourism among

locals

Reinforcement Theory

Dependent Variable
Equity Theory

Independent Variable
Source: Author (2011)

2.3 Empirical review

15

according to Arch G. Woodside, John C. Crotts and Rich Harrill in the journal international
journal of culture ,tourism and hospitality Research he outlined the primary objective of
international journal of culture, tourism and hospitality research and his finding were that the
journal was designed to serve a s a valuable platform for new theory and research articles that
integrate multidisciplinary perspectives in describing ,explaining ,predicting and influencing
tourism and hospitality behavior within and across cultures.
According to Donald Sinclair in the journal international for contemporary hospitality
management he outlined the primary objective of making the case for the development of sports
education as a critical element in the growth of sports tourism in the Caribbean. He tied too
reviews some of the key definitions offered in the literature for sports, tourism and sports
education. it then discusses the status of sports tourism in the Caribbean, using the CWC 2007
event as the main focus. The paper then proposes a template of education curriculum for
adoption in the Caribbean region. His findings were that both the strengths and weaknesses of
the sports tourism infrastructure in the Caribbean are reported in the journal. While the
Caribbean possesses viable resources for tourism, as well as a strong foundation in sport, the
institutional arrangements and formulae for developing sports tourism are either lacking or weak.
The author saw a direct route from this paper to the offices of tourism, sport and tertiary
education administrators in the Caribbean. The paper proposed a workable model aimed at
creating a greater synergy between sport and between sport and tourism in the Caribbean.
According to Sonja Sibila Lebel and Borut Milfelner in the journal Kybernetes they outlined the
primary objective of working out an innovative organization model for tourism destinations in
rural areas. They outlined the problematic of tourism development in rural areas and
implemented the concept of network management and the systems theory: they developed an
innovative approach to destination management for non urban areas. They found out that the
network management means a new lesson for destination management. Their model has been
conceived to systematically deal with different sub systems and both systemic and non systemic
entities in a rural destination. The model introduces an original approach to the destination
management and allows its application in a wide range of real situations. It can help achieving a
better organization and thus an improved competitiveness of a rural destination.

16

according to Ibrahim Ajagunna in the journal international of contemporary hospitality

management the aims of this paper was to examine how to let crimes and harassment have
impacted the tourism and hospitality industry in juice, and to evaluate the approaches that the
government has employed in reducing the level of crimes and harassment against tourists on the
island. A qualitative approach was employed as the focus for this study. Surveys of residents
business entrepreneurs, and tourist at two resort areas in Jamaica were sources of data for this
paper.
The findings suggest that moving towards sustainability of the tourism industry in Jamaica
requires immediate, radical changes in attitudes, values and practices of the business community
the government and the media, as well as cooperation from local residents. With the problems of
crime and harassment being reported in both the local and foreign news, the tourism industry in
Jamaica has suffered not only from bad publicity but also from the perception of Jamaica as a
dangerous destination. The paper concludes that, while the tourism industry has been impacted
negatively as a result of the increase in the number of violet crimes and harassment, less
attention has been paid to both immediate and emote causes of these problems.
According to Graham Hankinson in the journal of services marketing most studies of destination
brand images have been conducted from the perspective of the leisure tourist. This study
identifies brand images from a business tourist perspective (people visiting destinations for
business meetings, incentive events, conferences and exhibitions) and tests their relationships
with perceived quality and commercial criteria. Data on the brand image attributes associated
with 15 UK destinations promoting themselves as business tourism centers were collected via
repertory grid analysis from a sample of 25 organizations using business tourism facilities.
A self completion questionnaire was used to measure managers ratings of the of the perceived
quality of each destination and the commercial criteria used to select a destination. The data were
analyzed using content analysis, exploratory factor analysis and correlation analysis. The content
analysis identified eight clusters of brand image attributes. Subsequent factor analysis identified
three underlying dimensions-overall destination attractiveness, functionality, and ambience.
While all three were correlated with perceived quality, commercial criteria were dominated by a
destinations functional rather than ambience attributes. The results of the study provide a more

17

informed and systematic basis on which to develop a destinations business tourism positioning
strategy by providing a framework for selecting relevant brand image attributes.
2.3.1 Research gaps
There has been comparatively little directed towards the theoretical, policy and operational
issues related to Caribbean sports tourism. This research lacuna creates a vacuum of intellectual
support and guidance for tourism scholars, tourism and sport administrators. The focus is limited
to destination management in rural areas only. Although several methods suit different types of
destinations, some seem to be less adequate for rural areas. The model was intended to search an
optimal organizational model only.
The city of Kingston, which is considered to be highly prone to violet crimes, was not considered
in this study. The time frame of the study did not allow for this, and so the research focus was
more on re sort areas. Tourism products and services are not well understood and formulating an
appropriate marketing strategy is difficult.
2.4 Conceptualization
This section of the research outlines the possible causes of action, which encompasses the major
variables, and their possible patterns of influence on each other and eventually lead to domestic
tourism participation by locals.
2.4.1 Infrastructure
Infrastructure is generally structural elements that provide the framework supporting an entire
structure. The term as diverse meanings in different fields, but is perhaps most widely
understood to refer to roads, airports and utilities. These various elements may collectively be
termed civil infrastructure, municipal infrastructure, or simply public works, although they may
be developed and operated as private sector or government enterprises. It can also refer to
information technology, informal and formal channel of communication, software development
tools, political and social networks, and beliefs held by members of particular groups.
2.4.2 Level of income

18

Levels of disposable income affect the way we live, the quality of the home and work
environment, and the ability of people to uptake in domestic tourism services.
2.4.3 Incentives
An incentive is any factor (financial or non financial) that provides a motive for a particular
course of action, or counts as a reason for preferring one choice to the alternatives. It can be
further being sub- divided into remunerative incentives. Moral incentives and coercive
incentives.
2.4.4 Incentives
The cost of up taking domestic tourism among locals may be expensive because of the packages
being offered by tour companies. The cost of transport based on a safari minibus with pop up
roof for viewing to- and fro Nairobi- Kisumu Nairobi. Park entry fee Impala Park, room
accommodation and all meals, driver allowances and park fees for vehicles and driver.
Fig. 2.2 conceptual framework

Infrastructure
Level of
income

Uptake of Domestic Tourism

among local communities.

Incentives
Independent
variable

dependent variable

Cost

Source Author (2011)

2.5 Operationalization

19

This section will seek to address the operations that will measure the concept variables through
specific observation.
2.5.1 Transportation
It provides organizing structure and support for the system or organization it serves, whether it is
a city, a nation, or a corporation. Transportation is the ability to take people, raw material and
finished goods from one place to another. The transportation network in the country is not well
established making it difficult to move from one tourist site to another.
For example transport based on a safari minibus with pop up roof for viewing to and fro NairobiKisumu- Nairobi will be quite expensive because of the road network which is poorly
established.
2.5.2 Communication
This is the ability to convey information from one person to another. The uptake of domestic
tourism among locals has not been possible because of the lack of communication between the
companies offering domestic tourism.
2.5.3 Standard of living
The minimum level of income will determine the standard of living of a country as well as the
ability to uptake in domestic tourism. If the standard of living is low it means that people are
struggling to make ends meet and they can therefore not be able to uptake in domestic tourism.
2.5.4 Remunerative incentives
Remunerative incentive or financial incentives are said to exist where an agent can expect some
form of material reward especially money in exchange for acting in a particular way.
2.5.5 Moral Incentives
Its said to exist where a particular choice is widely regarded as the right thing to do, or as
particularly admirable, or where the failure to act in a certain way is condemned as indecent. A
person acting on a moral incentive can expect a sense of self esteem, and approval or even

20

admiration from her community; a person acting against a moral incentive can expect a sense of
guilt, and condemnation or even ostracism from the community.
2.5.6 Coercive Incentives
Its said to exist where a person can expect that the failure to act in a particular way will result in
physical force being used against them(or their loved ones) by others in the community for
example by inflicting pain in punishment, or by imprisonment, or by confiscating or destroying
their possessions.
2.5.7 Price
The cost of domestic tourism services is quite expensive especially for locals.

21

Fig 2.3 Operational framework

Transportation
Infrastructure
Communication

Uptake of domestic
tourism among locals.

Level of income

Incentives

Standard of living

Remunerative

Moral

Cost

Variable

Coercive

parameter

Source: Author (2011)

22

statistics

CHAPTER THREE
3.1 Theoretical Background
According to john maynard an economist, men are disposed as to increase their consumption as
their income increases but not as much as the increase in their income. According to him
disposable income is by the major determinant of current consumption. if disposable income
increases, consumers will increase their planned expenditure. thus we assume consumers are
utility maxi misers that is they wish to obtain as much ability as they can, subject to no other
constraints, the consumer would consume where the total utility is greatest. however we must
consider two complicating factors:
1. consumers income is limited
2. consumer must distribute expenditure between many different commodities.
factors thus it must be considered that a consumer will not opt to take his family for a vacation
when he has not finished paying fees for his children thus the more his disposable income the
more likely he is able to uptake tourism.
According to Ezensberger (1958) tourism refers to an important manifestation of modern
culture. since its beginning in the nineteenth century ,the tourist movement has not been able to
attract the attention of historians, today mass tourism argues that ezensberger is still propelled by
romantic notions of the far away, the pristine and the untouched and by the desire to escape a
socially reality that is increasingly experienced as confined and suffocating. Paradoxically the
desire falls victim to its own inherent dialectics, the yearning to be free from society becomes
harnessed by the very society it seeks to escape .Ezensberger interest in the history of tourism is
itself historically motivated. during the mid and late (1950s)west Germany witnessed a dramatic
increase in the volume of travel when the travel wave followed the food wave,sex wave and the
concomitant ,baby boom as the latest symptom of post war recovery. Written at the birth of mass
tourism in Western Europe, ezensberger analysis of the entrapping logic of this movement takes
on prophetic proportions when compared to importance of tourism today.

23

CHAPTER FOUR
RESEARCH METHODOLOGY
4.1 Introduction
This method consists of methods and procedures that were used to obtain data pertaining to the
uptake of domestic Tourism among locals. The research design, sampling design sampling
procedure, research instruments and data collection procedures are described. Relevant methods
of data analysis are highlighted.
4.2 Research Design
Locals are revitalizing the domestic tourism industry used a descriptive survey design to analyze
the uptake of Domestic Tourism as perceived. This design enabled the researcher to gather
information, summarize, present and interpret information for the purpose of clarification.
4.3 Sampling Design
4.3.1 Study Population
The categories of respondents studied are JUKAT students, lecturers, parents, friends and other
staff members. They formed a basis from which the sample for the study was drawn; the
students were targeted to represent the customers of domestic tourism services in JKUAT
4.3.2 Sampling methods and techniques
Probability sampling
In probability sampling each element in the population has equal, independent chances of being
selected. These sampling method used in this research include.:
4.3.2.1 Simple Random Sampling
In simple random sampling the researcher establishes what is known as sampling framework
(actual list of sampling units or elements from which the sample will be be selected). The
sampling unit in the research is the number of students in JKUAT the sampling frame is the
roster of all this students.
24

4.3.2.2. Stratified Random Sampling

It is a variant simple random sampling in which the population is first divided into two or more
sub groups. The aim here is to obtain a greater degree of representativeness. It sub divides the
population into homogeneous sub sets from which an appropriate number of elements can be
selected at random.
4.3.3 Sampling Procedure
In this chapter we use the sampling technique to determine the sample size of JKUAT University.
Strata
Post graduates
undergraduates
diploma
Certificates
Pre -university
Total

Population
200
200
200
200
200
1000

Ratio
0.3
0.3
0.3
0.3
0.3
1.5

Sample size
60
60
60
60
60
300

4.4 Data Collection

The researcher will seek permission from the JKUAT administration before proceeding to collect
data from the field. The researcher will carry out a preliminary survey on the targeted JKUAT
students to be acquainted with the field of study. Two research assistants will be trained so that
they can deliver questionnaire and accept properly answered questions. Coded assisted questions
will be handed over to the two field assistant and the researcher himself to be filled out as the
questions are being administered.

4.4.1 Primary Data

This is first hand information which will be gathered by the researcher from the field.
Questionnaire and interview schedules will be used to generate information on the nature and
extent of domestic tourism. The researcher to form opinions will use personal observation.
4.4.2 Secondary Data

25

Secondary data will be obtained from publications and official documents. such data will provide
an insight in to the nature and extent of domestic tourism prior to the actual survey. the use of
already collected data has the merit of being low in cost.
4.5 Data collection methods and techniques
Questionnaires were used to collect data from JKUAT students. the questionnaires include open
ended and closed ended questions. in closed ended questions the respondents responses will be
limited to tickling the correct answer. From close ended questions a specific answer will be
required from the respondent. The open ended question will give the respondents a chance to
discuss further on a particular issue.
The researcher to form opinions will use observation method. Interview schedule such as
personal interview will be used to collect data from the JKUAT students. This guide will help the
researcher to be systematic when asking questions. The content of the interview schedule include
age, course studied, specialization course and motivation.
4.6 Data analysis and Reporting
Upon the completion of data collection, the questionnaire were scored and data coded for
analysis.
The result was be presented in tables and figures. Frequency distribution figures and percentages
were used because they are easier to read and interpret.
4.8 Ethical Issue
Ethics is an inquiry into the nature of good morality where the term morality is taken to mean
moral judgment. While carrying out the research the information obtained from students was
strictly confidential and used only for the purpose of the research.

4.9 Expected Outcome

26

What I expect from this research is for many JKUAT students to uptake domestic tourism
services so that it can in the long run improve the economy of Kenya. The data generated will
lead to an understanding of nature and extent of domestic tourism among JKUAT students. The
research will also try to fill the gaps exist between the locals tourist expectation and the actual
service delivered. I also expect that the tourism products and services will be well understood.

27

CHAPTER 5:
RESEARCH FINDINGS AND ANALYSES

4.1 Introduction
This chapter presents the results of the data collected and further discusses the
findings. I used quantitative analysis to analyze data collected using the
questionnaires. The tables and figures in this chapter were derived from the findings
of the study. The target population was 100 percent.

4.1.1 Response Rate

Out of the 100 questionnaires that were sent, 80 were filled and responded to. This
represented a 80% response rate hence the analysis was done using the 80
questionnaires which were returned.
The response rate is presented in table 1 below:

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Table 2: Response Rate

Response

Frequency

Percentage

80

20

20

20

Responded

Did not respond

100

100

Total
Source: Research data (2011)

4.2 Data Analysis and Presentation

The data was collected using mode, analyzed quantitatively through weighted
average and was presented by use of bar graphs, line graphs, pie charts and tables.

4.3 Results and Findings.

4.3.1 Gender of the respondent
Regarding the gender of the respondents, 30% of those who responded were female
and 70% were male.
Table 2: Gender of the respondent

Gender of the

Frequency

Percentage

respondent
Male
Female

60
20

70
30

29

Total

80

100

Source: research data (2011)

4.3.2 Age bracket of the respondents

As shown in table 3 below, 50% of the respondents were aged between 18-25 years,
25% aged between 26-30 years, 18.8% aged between 31-35 years, 5% aged
between 36-40 years.
Table 3: Age bracket of respondents

Age bracket of

Frequency

Percentage

respondents
18-25 years
26-30 years
31-35 years
36-40 years
Total

40
20
15
5
80

50%
25%
18.8%
6.2%
100%

Source: Research data (2011)

30

Figure 4: Age bracket of respondents

50
45
40
35
30
Column3

25
20
15
10
5
0
18-25 yrs

26-30 yrs

31-35 yrs

36-40 yrs
.

Source: Research data (2011)

4.3.4 Educational level of the respondent

Table 4 below shows the level of education of the respondents, 50% are taking a
degree education level, 25% are taking a diploma , 18.95% are taking a certificate,
6.2% are doing their masters.

31

Table 4: Educational level of respondents

Educational level

Frequency

Percentage

Degree

40

50

Diploma

20

25

Certificate

15

18.8

Masters

6.2

Total

80

100

Source: Research data (2011)

Figure 5: Educational level of respondents (percentage)

Educational level of respondents (percentage)

masters

certificate

Educational level of
respondents

Diploma

Degree
0

10

20

30

40

Source: Research data (2011)

32

50

60

4.3.5 Time period of domestic tourism practise

Regarding the period of domestic tourisim practise as per the respondents as shown
in table 2 below, 10% have been in existence for less than 10 years, 27.5% have
been in existence for 10 years, 25% have been in existence for 15 years and 37.5%
have been in existence for 20 years.

Table 5: Time period of domestic tourisim practise

Time period of domestic tourism

Frequency

Percentage

Less than 10 years

10

10 years

22

27.5

15 years

20

25

20 years

30

37.5

Total

80

100

Source: Research data (2011)

4.3.6 Means of travelling

As shown in table 3 below, 12.5% have been using air transport, 62.5% have been
using road transport, 25% have been using rail transport and 0% use water
transport..

Table 6: means of travelling

Means of travelling

Frequency

Percentage

Air transport

10

12.5

Road transport

50

62.5

Rail transport

20

25

Water transport

Total

80

100

Source: Research data (2011)

Figure 6: The means of travelling

33

Length of time(percentage)
Air transport
Road transport
Rail transport
Water transport

Source: research data (2011)

4.3.7 Do you enjoy practising domestic tourisim

Table 4 below shows the number of people who enjoy practising domestic tourism,
10.8% use fax, and 37.8% use the telephone, 9.5% have a website, 31.1% use emails, 8.1% market through the radio and 2.7% use the television.

34

Table 7: do you enjoy practising domestic tourisim

Do you enjoy practising domestic

frequency

tourisim

Percentage

yes

67

83.75

no

13

16.25

Total

80

100

Source: Research data (2011)

Fig 4: people enjoying practise do domestic tourisim.

view of locals concerning practise of domestic tourism

yes
no

Source: Research data (2011)

35

CHAPTER 6: SUMMMARY, RECOMMENDATIONS AND CONCLUSION.

5.1: Summary
This chapter discusses the findings and how they are connected to the objectives of
the study. It contains the summary, conclusions and recommendations of the study.
The title of the study is based on the uptake of domestic tourisim among locals.
5.1.3: Drawbacks
There are challenges that were established in study as far as the uptake of domestic
tourisim is concerned

Some of the potential prospects do not have accses to the internet and eventhough you have
advertised through the internet then it is not accessible to them meaning there market shere may
be reduced since the potential customers are not aware of the services offered and this may pose
as a challenge.
There is need to use funds inorder to advertise this is because inorder for the tourisim industry to
sell itself it must incur expences so as to achieve ther there goals.this may sometimes be a
challenge because sometimes they may end up using more funds as compared to what revenue
they get.
In case of using websites, some of the websites also have poor navigation, which makes it
difficult for visitors to find what they are looking for especially those created with a marketing
view, not a customer service point of view.
5.2: Recommendations
I would recommend for the tourisim industry to engage more in advertising so as to
make the people aware of there ther services,also they could work with the
government so as to be able to promote tourisim.another way to entice the locals so
as they can adopt domestic tourisimis by offering favourable and affordable
offers,this will attract the locals,also the tourisim industry should try and sell there
products online since it a growing country which is adopting current technolgy and
most buisnneses are selling ther produts online and so should the tourisim industy
adopt this trend.
36

5.3 Suggestions for further studies

This study was carried out among the locals of juja a case study of the university
threfofe this is a small portion of the population and only views of this people were
highligted ,thus asimilar study should be carried out inorder to give more results
and so the tourisim indusrtry would know what to do differently so as to be able to
improve there services.

5.4: CONCLUSION:
From the study it has been noted that locals do pertake domestic tourisim and they
do enjoy it but not all of them share the same views about the uptake of domestic
tourisim,some are ignorant and do not take intrest in such things as uptake of
domestic tourisim others preffer to travel abroad other than uptake domestic
tourism and others may want to engage in domestic tourisim but have very little
knowledge as to the places they can travel to.

37

REFERENCES
Arbuckle J.L, and W. Wothke( 1999). Amos 4.0 Users guide. Chicago: Small waters
Ateljievie,L. (1999) Edited by A.G Woodside,G.I Cruoch, J. A Mazanec, M. Oppermann, and
M.Y Sakai London.CABI,pp 193-210. Tourist motivation values and perception in consumer
psychology of tourism, Hospitality and Leisure.
Arch G Woodside, John C, Crotts and Rich Harrill- International journal of culture, Tourism and
hospitality Research (2007)
Donald Sinclair-International journal of contemporary hospitality management (2005).
Denise F. Polit and Bernadette P. Hungler- Nursing Research Principles and methods, Fifth
Edition pg 229-236.
Mworia (2000) crop raiding by Elephants and Baboons around Karura forest Degree project,
Kenyatta University.
Sonja sibila Lebe and Borut Milfelner in the journal Kybernetes (2006)
Sindiga (1999) Tourism and African development, change and challenges of tourism in Kenya
Ibrahim Ajagunna- International journal of contemporary hospitality management (2006)
Hankinson in the journal of services marketing (2005).
G.A Cole Management Theory and Practice 6th edition, pg 44-46.
World bank (200) Attacking Poverty, World Development Report 200/01, Oxford New York
World Tourism Organization (2000) current travel and tourism indicators
w.w.w emerraldinsigt.com
w.w.w W.T.O.com

38

INSTRUCTIONS
Please respond to the questions, giving your honest view based answer on your knowledge and/or
experience by ticking in the boxes beside the options or writing your opinion, comments and suggestions
in the spaces provided.
SECTION A: PERSONAL INFORMATION
1. Name _________________________________________________ (optional)
2. Gender: Male

Female

3. Age bracket
18-25 years

26-30 years

31-35 years

41-45 years

46-50 years

Over 50 years

4. Your education level.

certificate
Diploma
Higher diploma
Degree
Any other

39

36-40 years

SECTION B:

5. For how long have you been practicing domestic tourism?

Less than 10 yrs
10 yrs
15 yrs

Any other specify ..

6. What are your most frequent travel destinations?
(1.)
.
(2.)
.
(3.)
.
(4.)

Any other specify ..

7. Which means of transport do you use?
Air
Road
Rail

8. Do you enjoy practicing domestic tourism?

Yes
No
9. If yes, how? Please indicate.

10. If no, do you intend to practice it in future?

11. Give
an
opinion
about
what
you
think

about

domestic

tourism

40


..
12. What
factors
hinder
you
from
practicing
domestic
tourism?...................................................................................................................................
.................................................................................................................................................
.................................................................................................................................................
...................................................................................................................................

41

Appendix i.
4.11.1 Schedule of activities
This section contains a list of activities and time of implementation
Activities
Month
Research proposal
G.A Oral defense proposal
Proposal corrections
Piloting instruments
Data collection
Data processing and analysis
Final compilation and
submitting
Final defense and correction

Time of implementation
JANUARY
FEBRUARY

Source (author 2011)

42

MARCH

Appendix ii.
4.11.2 Budget
This involves all the costs incurred or is likely to be incurred during the study.
Activity
stationary
Typing and printing
Binding
Total

Cost per unit

500
20
50
570

No. of unit
2
25
3
30

43

Total cost (kshs)

1000
500
150
1650

13.

44