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With the aim to identify the image of and the potential of Kenya as a destination, three objectives were set in Chapter I. After extensive literature review, the methodology was stated in Chapter III. This was a quantitative study in which primary data was collected through survey questionnaires. The findings and conclusion have been presented below. The study concludes that Kenya offers various attractions such sports, adventure, nature-based holiday, wildlife and safaris and beach and cultural tourism. However, nature and wildlife tourism are the only ones that are largely advertised for as is evident from some of the brochures from different countries. The perception of Kenya in the minds of the people is that of a country with low cost of living, a country where theft and robbery is common, or a country that specializes in wildlife tours and nature-based tourism. Nowhere has beach tourism or cultural tourism been publicized. People derive their perceptions either through their own experience or through the media. The tour operators play a critical role in projecting the right image of any destination. The tour operators in turn, should be educated and familiarized with the destination by the host country government. The study concludes that Kenya carries a poor brand image in the minds of the people. The brand image can be enhanced through proper marketing strategy and through educating the tourists. Table of Contents Chapter I: Introduction 1.1 Background 1 1.2 Rationale for the study 2 1.3 Research Aims and Objectives 2 1.4 Structure of the study 3 Chapter II: Literature Review 2.1 Kenya – as a destination 5 2.1.1 Mass tourism and decline 6 2.1.2 Tourist activities in Kenya 8 2.2 Motivation for tourism 9 2.3 Brand image in tourism 10 2.4 Role of tour operators 13 Chapter III: Methodology 3.1 Research philosophy 14 3.2 Purpose and phenomenon of research 14 3.3 Epistemology 14 3.4 Research approach 15 3.5 Data collection 15 3.6 Data collection instrument 16 3.7 Research Design 16 3.8 Ethical concerns 17 Chapter IV: Findings and Discussions 4.1 Introduction 18 4.2 Findings from survey 18 4.3 Discussions 24 Chapter V: Conclusion and Recommendations 5.1 Conclusion 27 5.2 Limitations 28 5.3 Recommendations 28 References 30 Appendices 32 Figures and Charts Figure 2.1 Brochure of Ministry of Tourism 11 Figure 2.2 Brochure of UK-based tour operator 12 Figure 2.3 Brochure of an Australian-based tour operator 13 Chart 4.1 Age Group 18 Chart 4.2: Occupation 19 Chart 4.3: Visited Kenya 19 Chart 4.4: Purpose of visit 20 Chart 4.5: Duration of stay 20 Chart 4.6: Accommodation used 21 Chart 4.7: Image of Kenya 21 Chart 4.8: Perceptions of safety 22 Chart 4.9: Source of information 22 Chart 4.10 Memorable experiences 23 Chart 4.11: Perception 24 Chapter I: Introduction 1.1 Background One of the changes brought about by globalization is change in consumer demand. Changes in consumer demand have impacted several business sectors including the tourism sector. As demand for new sectors has developed tourists constantly seek newer destinations. In the 20th century tourism has grown as the world’s largest industry even surpassing industries such as autos, steel, electronics, and agriculture (Sirgy & Su, 2000). Tourism is a large source of foreign exchange, employment and enhanced income due to which all attention and resources are diverted towards this industry. Changes have occurred in the structure of the society as a result of more purchasing power in the hands of the people. This is one of the strong reasons that tourism worldwide has grown proportions. It thus becomes the responsibility of the destination managers
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