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Mediating Effect of Management Strategies on Seasonality, Consumer Travel Behaviour and Performance of Star-Rated Beach Resorts in the Coastal Region of Kenya

Received: 13 December 2022     Accepted: 11 January 2023     Published: 30 January 2023
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Abstract

Hotel sector have bright vision for the growth of travel and tourism industry by providing the country’s economic growth. Despite increased efforts by the beach resorts managers and Government of Kenya to make them a driving force in achieving the national economic growth, they have continued to suffer from annual seasonal fluctuations in the volume of business due to tourism seasonality and consumer travel behaviour, each with different expectations and demands. This paper assessed mediating effect of management strategies on seasonality, consumer travel behaviour and performance of star-rated beach resorts in the coastal region of Kenya. Mixed method approach was used to do a cross-sectional survey. Questionnaires and interview schedule were used to collect data. Target population comprised of managers (23) and guests (586). Managers were purposively selected while guests were randomly sampled. Descriptive and inferential statistic were used to analyse quantitative data while qualitative data was analysed thematically. Specific strategies used to manage seasonality that were identified included price differentiation, product and market diversifications, product and policy mixing, promotional campaigns, seeking government assistance and forming partnerships with other stakeholders, among others. The study revealed that generally, all the strategies were important in managing seasonality. This observation was because in all the strategies, the mean rating was more than 3.0. Nevertheless, top three ratings were observed in market diversification (mean = 4.78), improved service quality (mean = 4.74) and product diversification (mean = 4.70). The study recommended that beach resort managers should perfect on the three effective marketing strategies such as market diversification, price differentiation, improved service quality and product diversification to manage impacts of seasonality on the performance of star-rated beach resorts.

Published in International Journal of Hospitality & Tourism Management (Volume 7, Issue 1)
DOI 10.11648/j.ijhtm.20230701.12
Page(s) 11-15
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2023. Published by Science Publishing Group

Keywords

Management Strategies, Performance, Star-Rated Beach Resorts, Coastal Regions

References
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[2] Baron, R. M. & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations. Journal of Personality and Social Psychology, 51, 1173-1182.
[3] Burugu, R. W. (2020). "Hotel Managers’ Perceptions and Responses as Countermeasures for Seasonality in Kenya’s Tourism Industry." African Journal of Education, Science and Technology 6, no. 1 244-254 Butterworth-Heinman.
[4] Carvalho, P. M. O. T. D. (2022). Japanese income tourism: An exploratory study of Portuguese luxury hotel management strategy (before and after Covid-19).
[5] Connell, J., Page, S. J. & Meyer, D. (2015). Visitor Attractions and Events: Responding to consumers when visiting green hotels in Malaysia. International Journal of Innovation, Creativity and Change, 11 (11), 11-25.
[6] Fernández-Morales, A., Cisneros-Martínez, J. D., McCabe, S. (2016). Seasonal concentration of tourism demand: decomposition analysis and marketing implications. Tour. Manage. 56, 172–190.
[7] KAHC (2017). Domestic Tourism Providing Alternative Market to Coast Hotels in Kenya.
[8] Konovalova, E. E., Yudina, E. V., Bushueva, I. V., Uhina, T. V., & Lebedev, K. A. E. (2018). Forming approaches to strategic management and development of tourism and hospitality industry in the regions. Journal of Environmental Management & Tourism, 9 (2 (26), 241-247.
[9] Lancaster, G. & Massingham, L. (2007). Marketing case studies, second edition; published by Butterworth-Heiemann.
[10] Lozano, J., Rey-Maquieira, J., & Sastre, F. (2021). An integrated analysis of tourism seasonality in prices and quantities, with an application to the Spanish hotel industry. Journal of Travel Research, 60 (7), 1581-1597.
[11] Murad, M. A., Al-Kharabsheh, A., & Al-Kharabsheh, A. (2021). Crisis Management Strategies in Jordanian Hotel Industry. Journal of Environmental Management & Tourism, 12 (2), 578-587.
[12] Mwamburi, S. (2016). Causes and Effects of Tourism Seasonality: Case Study: Maasai Mara National Reserve, Kenya.
[13] Nair, G. K. (2019). Dynamics of pricing and non-pricing strategies, revenue management performance and competitive advantage in hotel industry. International journal of hospitality management, 82, 287-297.
[14] Njagi, C. W., Ndivo, R. M. & Manyara, G. (2017) Understanding the travel motivation among youth travelers in Kenya: The “push” and “pull” paradigm.
[15] Ogerson, C. M., Birkenstein, A. & Mwongera, N. (2018). Coastal tourism and economic inclusion in Indian Ocean rim association states.
[16] Omare, M. (2016). The factors that affect Kenyan domestic tourists from visiting tourism online. Tour. Econ. 22 (6), 1380–1403.
[17] Qiang, M. (2020). Does climate drive tourism seasonality in cultural destinations? Comparative study. Current Issues in Tourism, 23 (22), 2756-2761.
[18] Resell, J. & Sansó, A. (2017). “Yearly, Monthly and Weekly Seasonality of restaurants. Asia-Pacific Journal of Innovation in Hospitality and Tourism, 5 (1), 1-20.
[19] Sajjad, A., Jillani, A. & Raziq, M. M. (2018). Sustainability in the Pakistani hotel industry: an empirical study. Corporate Governance: The International Journal of Business in Society.
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  • APA Style

    Kwenga Mugao Japhet. (2023). Mediating Effect of Management Strategies on Seasonality, Consumer Travel Behaviour and Performance of Star-Rated Beach Resorts in the Coastal Region of Kenya. International Journal of Hospitality & Tourism Management, 7(1), 11-15. https://doi.org/10.11648/j.ijhtm.20230701.12

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    ACS Style

    Kwenga Mugao Japhet. Mediating Effect of Management Strategies on Seasonality, Consumer Travel Behaviour and Performance of Star-Rated Beach Resorts in the Coastal Region of Kenya. Int. J. Hosp. Tour. Manag. 2023, 7(1), 11-15. doi: 10.11648/j.ijhtm.20230701.12

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    AMA Style

    Kwenga Mugao Japhet. Mediating Effect of Management Strategies on Seasonality, Consumer Travel Behaviour and Performance of Star-Rated Beach Resorts in the Coastal Region of Kenya. Int J Hosp Tour Manag. 2023;7(1):11-15. doi: 10.11648/j.ijhtm.20230701.12

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  • @article{10.11648/j.ijhtm.20230701.12,
      author = {Kwenga Mugao Japhet},
      title = {Mediating Effect of Management Strategies on Seasonality, Consumer Travel Behaviour and Performance of Star-Rated Beach Resorts in the Coastal Region of Kenya},
      journal = {International Journal of Hospitality & Tourism Management},
      volume = {7},
      number = {1},
      pages = {11-15},
      doi = {10.11648/j.ijhtm.20230701.12},
      url = {https://doi.org/10.11648/j.ijhtm.20230701.12},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijhtm.20230701.12},
      abstract = {Hotel sector have bright vision for the growth of travel and tourism industry by providing the country’s economic growth. Despite increased efforts by the beach resorts managers and Government of Kenya to make them a driving force in achieving the national economic growth, they have continued to suffer from annual seasonal fluctuations in the volume of business due to tourism seasonality and consumer travel behaviour, each with different expectations and demands. This paper assessed mediating effect of management strategies on seasonality, consumer travel behaviour and performance of star-rated beach resorts in the coastal region of Kenya. Mixed method approach was used to do a cross-sectional survey. Questionnaires and interview schedule were used to collect data. Target population comprised of managers (23) and guests (586). Managers were purposively selected while guests were randomly sampled. Descriptive and inferential statistic were used to analyse quantitative data while qualitative data was analysed thematically. Specific strategies used to manage seasonality that were identified included price differentiation, product and market diversifications, product and policy mixing, promotional campaigns, seeking government assistance and forming partnerships with other stakeholders, among others. The study revealed that generally, all the strategies were important in managing seasonality. This observation was because in all the strategies, the mean rating was more than 3.0. Nevertheless, top three ratings were observed in market diversification (mean = 4.78), improved service quality (mean = 4.74) and product diversification (mean = 4.70). The study recommended that beach resort managers should perfect on the three effective marketing strategies such as market diversification, price differentiation, improved service quality and product diversification to manage impacts of seasonality on the performance of star-rated beach resorts.},
     year = {2023}
    }
    

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  • TY  - JOUR
    T1  - Mediating Effect of Management Strategies on Seasonality, Consumer Travel Behaviour and Performance of Star-Rated Beach Resorts in the Coastal Region of Kenya
    AU  - Kwenga Mugao Japhet
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    DO  - 10.11648/j.ijhtm.20230701.12
    T2  - International Journal of Hospitality & Tourism Management
    JF  - International Journal of Hospitality & Tourism Management
    JO  - International Journal of Hospitality & Tourism Management
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    EP  - 15
    PB  - Science Publishing Group
    SN  - 2640-1800
    UR  - https://doi.org/10.11648/j.ijhtm.20230701.12
    AB  - Hotel sector have bright vision for the growth of travel and tourism industry by providing the country’s economic growth. Despite increased efforts by the beach resorts managers and Government of Kenya to make them a driving force in achieving the national economic growth, they have continued to suffer from annual seasonal fluctuations in the volume of business due to tourism seasonality and consumer travel behaviour, each with different expectations and demands. This paper assessed mediating effect of management strategies on seasonality, consumer travel behaviour and performance of star-rated beach resorts in the coastal region of Kenya. Mixed method approach was used to do a cross-sectional survey. Questionnaires and interview schedule were used to collect data. Target population comprised of managers (23) and guests (586). Managers were purposively selected while guests were randomly sampled. Descriptive and inferential statistic were used to analyse quantitative data while qualitative data was analysed thematically. Specific strategies used to manage seasonality that were identified included price differentiation, product and market diversifications, product and policy mixing, promotional campaigns, seeking government assistance and forming partnerships with other stakeholders, among others. The study revealed that generally, all the strategies were important in managing seasonality. This observation was because in all the strategies, the mean rating was more than 3.0. Nevertheless, top three ratings were observed in market diversification (mean = 4.78), improved service quality (mean = 4.74) and product diversification (mean = 4.70). The study recommended that beach resort managers should perfect on the three effective marketing strategies such as market diversification, price differentiation, improved service quality and product diversification to manage impacts of seasonality on the performance of star-rated beach resorts.
    VL  - 7
    IS  - 1
    ER  - 

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Author Information
  • Faculty of Social Sciences and Technology, The Technical University of Kenya, Nairobi, Kenya

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