Analysis of Demographic and Travel Characteristics of Domestic Tourists’ Visiting Coast Region, Kenya

Abstract

Purpose: With the increased tourism demand among domestic tourists in Kenya their travel needs for tourism products and services varies considerably due to their unique characteristics. The purpose of this study was to identify demographic and travel characteristics exhibited by domestic tourists in the Coast region of Kenya. Methodology: The study adopted explanatory research approach while cross-sectional survey design was used to collect quantitative data from domestic tourists’ visiting Coast region, Kenya. Simple random sampling technique was used to select respondents while data was collected using self-administered structured questionnaires and analyzed using descriptive and Chi-square techniques. Notably, 400 questionnaires were distributed of which 371 were successfully analyzed representing 73.3% return rate. Findings: It was found out that both demographic and travel characteristics significantly influence the final travel choice and purchase decisions among domestic tourist in Kenya. Subsequently, form the analysis demographic and travel characteristics are pivotal in forming basis for market segmentation, positioning and branding initiatives in a destination. The findings indicated that duration of current visit is dependent on annual income (𝟀2=23.055, p=0.027), number of times visited is dependent on age (𝟀2=30.579, p=0.015), while travel arrangement is dependent on age (𝟀2=9.986, p=0.041). The mode of transport depended on age (𝟀2=52.645, p=0.012) and mode of transport is dependent on education (𝟀2=44.734, p=0.006). Recommendations: Based on the findings, it is imperative for destination managers to focus on: identification and prioritization of preferred local appeal; avail market information based on travel needs of domestic tourists, and; constantly carry out periodical market surveys in order to address market dynamics for increased travel propensity for sustainability of the industry.