EFFECTS OF LOCAL MEDIA ADVERTISEMENT ON DOMESTIC TOURISM

(CASE STUDY OF KENYA TOURISM BOARD)

BY

STUDENT NAME
REGISTRATION NUMBER

PRESENTED TO: SUPERVISOR NAME

A PROJECT PROPOSAL SUBMITTED TO THE KENYA METHODIST UNIVERSITY

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD DEGREE
IN BUSINESS ADMINISTRATION

OCTOBER 2014

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 DECLARATION

This research proposal is my original work and has not been presented to any other examination
body.

Signature:………………………… Date:…………………

Name: Student’s name

This research proposal has been submitted for defense with my approval as the Kenya Methodist
University Supervisor.

Signature:………………………… Date:…………………

Name: SUPERVISOR NAME

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 ABSTRACT
Tourism is a very important source of revenue for Kenya. But most of this revenue is from
international tourists. However, international tourists cannot always support the tourism industry,
especially in years of economic, political, and social turmoil. A vibrant domestic tourism can
cushion the industry from fluctuations of the international tourism market and bring stability and
predictability in the industry. This study seeks to establish the effect of advertising of tourist
destinations in Kenya on local media has on domestic tourists’ turnover with specific reference
to Kenya Tourism Board.

The population of the study will be local Kenyans touring various tourist sites within Kenya. A
sample of 245 respondents will be drawn using stratified, and simple random sampling procedure
from a population, which will be heterogeneous. The population will be divided according to
different geographical locations of the tour sites namely Nairobi Region, Coastal Region and Rift
Valley Region. The research will use questionnaires for data collection purposes. The
questionnaires will be pre-tested to ensure clarity of the questions.

Data will be analyzed using quantitative and qualitative techniques and will be presented using
descriptions, tables, diagrams, charts and graphs. Under each of the findings, percentages will be
used to interpret the data.

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 ACKNOWLEDGEMENT

I wish to appreciate my supervisor Dr/Mr. XYZ for her/his guidance in compiling this research
proposal and my colleagues for their assistance and support. Finally, I thank my family and
relatives for supporting me through these studies financially and prayers.

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TABLE OF CONTENT

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ABBREVIATIONS
GDP: Gross Domestic Product.

SEM: Search engine marketing.

SERPS: Search engine research pages.

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 CHAPTER ONE

1.0 INTRODUCTION

1.1 Background Study

The tourism sector in Kenya has been one of the key economic drivers generating approximately
10% of the country’s GDP and 9% of total formal employment. In 2010 for instance, foreign
exchange earnings from the sector rose by 17.9% to KSh 73.7 billion in 2010 from KSh 62.5
billion in 2009. Further, due to its many linkages to other sectors (including agriculture,
manufacturing, banking and finance, wildlife, entertainment and handicrafts), tourism has shown
great potential to generate employment and wealth. Such realities have seen the sector being
given strategic importance in the country’s socio- economic development agenda. For instance,
the Economic Recovery Strategy for Wealth and Employment Creation (ERSWEC) 2003-2007
and the Vision 2030 have recognized the contribution of the tourism sector to the country’s
economic growth, environmental sustainability and creation of job opportunities. To realize the
sectors contribution to the country’s socio-economic development, several policies and strategies
have been outlined including the National Tourism Master Plan Tourism Policy, the Tourism Bill
2010, and the Vision 2030 among others. Within the Vision 2030 for instance, Kenya aims to be
one of the top ten long- haul tourist destinations in the world, offering a high-end, diverse, and
distinctive visitor experience.

Kenya is endowed with a unique combination of tourist attractions spread throughout the
country comprising of tropical beaches, abundant wildlife in natural habitats, scenic beauty, a
geographically diverse landscape and diverse cultures from the country’s 42 ethnic communities.
Such a rich heritage has seen tourism become a leading economic sector in the country
contributing about 12% of the country’s Gross Domestic Product (GDP) and accounting for over
9% of total wage employment.

Since tourism is an important source of revenue to Kenya’s economy, local media

advertisements of various tourist destination sites are aimed at making the destinations much
more appealing to those touring the destination sites. While the perspectives of the international
visitors and particularly those of tourists from the developed countries, have been the basis for

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advertising tourist destination sites in most developing countries’ tourist destinations (for
instance in Kenya’s case domestic tourists’ perspectives can be argued to be an inclusive
perspective noting that support of the local industry by the locals can realize improved quality in
product and services, maintenance of occupancy levels and ultimately the confidence of
international visitors.

In the past, Kenya’s local media tourist destination adverts have concentrated more on appealing
the international visitors and less on the domestic tourist. Kenya’s domestic tourist market is a
vast revenue generation source even though less awareness has been created on domestic
tourism.

Fuchaka Waswa (2012) reveals that Kenya’s domestic tourist market comprises of mainly a
huge population of Kenyan adult urban residents, both citizens and foreign nationals who are
considered as being endowed with high disposable income, education, exposure and mobility;
factors considered favorable for tourism demand.

Kenya Tourism Board

This is a state corporation that was created under the section 29 of the 2011 Tourism act. It is a
body corporate with a perpetual succession and a common seal and is capable of suing or being
sued, borrowing money and entering into contracts. The authority has its headquarters in Nairobi
with regional offices in other towns such as Kisumu and Mombasa. Its main role is regulating the
tourism sector in Kenya.

Other functions of the authority include: formulating guidelines and prescribing measures for
sustainable tourism throught the country, regulating tourism activities and services countrywide,
in accordance with the national tourism strategy, registering licensing, and grading all
sustainable tourism and tourist related activities and services including cottages and private and
private residences engaged in guesthouse services, ensuring the development and
implementation of high quality tourism sector

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The authority promotes good tourism majorly through advertising the tourism services of the
country via local media. The local media is a system in itself, comprising of mediums such as
internet advertising, radio advertising, television and print medium.

The authority is supervised by a board of directors, with the chairperson being an appointee of
the president. Since it is a corporation, most of its activities, including marketing, financed by the
government directly through funds allocated to tourism in the national budget.

Effects of Local Media Advertisements on Domestic Tourism: Case Study, Kenya Tourism
Board.

Problem Statement:

International tourism sector has been the foreign exchange earner in Kenya since the country’s
independence in 1964. A report by Kenya Tourism Board (2012) shows that in 2012, tourism
contributed 403.7 Kenya Shillings to the country’s GDP. However since 2013, the industry has
faced major setbacks due to the travel warnings issued by various embassies from the Europe
continent due to terrorism threats. As a result of these travel advises, the industry’s earnings
reduced radically in 2014 by 94 Billion Kenya Shillings while international arrivals decreased by
1.2 million, Bloomberg (2014).

These challenges have prompted the Kenya Tourism Board to seek on maximizing domestic and
regional tourism revenues that has been low as it can fill the low season gap as well as
compensate for the decrease in GDP earnings from the tourism sector. Domestic tourism also has
the capacity create awareness to Kenyan citizens on the importance of conserving the
environment through viewing the natural ecosystem that exists in national parks, reserves and
conservation aquariums.

The researcher believes that the international tourism shock may take time to recover and as
such, domestic tourism should be advertised through local media to create awareness to Kenyans
on tourism attraction sites that exist at various places in Kenya as such increase on number of
locals that go for local weekend getaways and holiday which in return will increase the tourism
revenue. Secondly, advertising domestic tourism will contribute toward the economy’s self-

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sustainability such that in the absence of international arrivals, tourism hotels and cottages don’t
have to be closed down and employment in the tourism sector will I the long run stabilize.
Finally, advertising domestic tourism through local media will lead to majority of Kenyans
visiting domestic sites, learning more about different forty two cultures and these, the researcher
believe, will contribute towards national cohesion through appreciating the culture, geographical
and local language diversity in the country.

1.3 Objectives of The Study

1.3.1 General Objectives

The general objectives of this study will be to examine the effects of local media advertisement
on domestic tourism.

1.3.2 Specific Objectives

The specific objectives of the study will be:

i. To examine the influence of internet advertising on domestic tourism.

ii. To analyze the effect of print publication advertising on domestic tourism.
iii. To find out to what extend radio advertising affect domestic tourism.
iv. To analyze the influence of television advertising on domestic tourism.

1.4 Research Questions

The following research questions will guide the study:

i. How does internet advertising influence domestic tourism?
ii. To what extend does print publication advertising affect domestic tourism?
iii. What is the effect of radio advertising on domestic tourism?
iv. To what extend does television advertising influence domestic tourism?

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1.5 Significance of the Study

The outcome of this study will provide key insights about the effect of local media
advertisements on domestic tourism to the management of Kenya Tourism Board. The
organization will be in a better position to know why local media advertisements on domestic
tourism should be intensified so as to increase the income earned from Kenya’s domestic tourism
market, improve quality in product and services, maintain occupancy levels and ultimately boost
the confidence of international visitors.

The organization will also be made aware of the consequences if local media advertisements on
domestic tourism are ignored like ranging from fluctuations of tourism sector earnings in
situations of decrease of foreign tourists into Kenya. The number of international tourists to
Kenya may decrease in occasions such as terrorists attacks causing insecurity, like for instance
the year 2014 has witnessed a declined tourism earnings in Kenya due to multiple Al- shabaab
attacks. Political unrest can also send away foreign tourists thus a decline in tourism sector
earnings.

The employees will be sensitized on their role when handling local media advertisements on
domestic tourism so as to ensure a smooth flow of the domestic market tourism activities to
avoid income fluctuations in case of a decreased number of foreign tourists. The research will
bring out the role each party should play and therefore accountability and responsibility will be
enhanced and in turn lead to appreciation of local media advertisements on domestic tourism.

The government will be able to use the information obtained to ensure that local media
advertisements on domestic tourism meet the set minimum advertisement requirements and to be
able to support such advertisements. Hence the support of such advertisements will enable Kenya
boost its yields from the domestic tourist market so as to match with the yields from Kenya’s
foreign tourist market. This will enable Kenya’s tourism sector be at par with the best global
tourist destination countries.

This study will be important to the researcher as it will trigger need for research on other areas
affecting day to day tourism activities in Kenya and also to future researchers, it will provide a
background for their studies and act as a source of reference.

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1.6 Scope of The Study

This study will target the local media advertisement industry where most advertisements on tour
ism have placed much focus on attracting the foreign tourists with less focus being put on
attracting the domestic tourist. Although the local media industry makes various advertisements
on tourism, most of them are designed in a way which has failed to consider the input of Kenya’s
domestic tourists.

Specifically, the study will target Kenya tourism board authority which is a state corporation that
plays the duty of enhancing and developing good quality tourism through ways such as
advertising of the various tourist destination sites to make them appealing to the local and
foreign tourists.

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1.7 Definition of terms

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 CHAPTER TWO

LITERATURE REVIEW

2.1 Introduction.

This chapter presents the literature review, conceptual frame work, theoretical review, and
empirical review, critique of the review and the research gap of the study.

2.2 Review of theoretical literature.

2.2.1 Modernization theory

Walt Rostow (1960) explained that modernization theory has had an impressive impact on
development. Modernization refers to a model of progressive transition from a pre- modern or
traditional to a modern society (Mandarins of the future 2003) Modernization theory stresses on
the process of change, while referring to social and cultural structures and the expansion of
existing industries. societies are like natural beings that mature through different stages of
evolution driven by internal dynamics then develop into more complex levels. For an economy
to achieve modernization, key .aspects such as expansion of industries and urbanization must be
embraced. The key components of development paradigms include modernization, economic
neoliberalism and alternative development. The effect of modernization theory on development
is that it has enabled the spread of modernization across borders through the integration of
economic and social cultures. Annual trans-border tourists in the past has rose to 937 million per
annum by 2010 and are expected to double by the year 2015.Tourism industry has enabled
capitalism to spread throught the world. It is argued that linkages to local communities are an
important component of appropriate and sustainable tourism development which in turn should
be planned with other sectors of the economy under the broader concepts of sustainable
development.

Domestic tourism is a component of tourism which, if taken seriously can help accelerate the
modernization process of a country. Construction of small and medium sized hotels,
accommodation facilities like guest houses and carrying out local media advertisements to boost
domestic tourism i does not only increase the gross domestic product (GDP) but also a part of the
modernization process in an economy.

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2.2.2 Theory of psychogenic needs.

Henry Murray (1893-1988) describes a need as a “potentiality or readiness to respond in a

certain way under certain circumstances. The psychogenic need theory is a personality theory
based upon needs and motives. The theory suggests that our personalities are a reflection of
behaviors controlled by needs. While some needs are temporary and changing, other needs are
more deeply seated in our nature. According to Murray, these psychogenic needs function mostly
on the unconscious level but play a major role in an individual’s personality. Murray identifies
two types of needs: primary and secondary needs. Primary needs are based upon biological
demands such as need for oxygen, food and water. Secondary needs according to Murray are
generally psychological, such as the need for nurturing, independence, recreational facilities and
achievement. He explains that all people have these needs but each individual tends to have a
certain level of each need. Once people get satisfied with their primary needs, they get motivated
to satisfy their secondary needs.

Domestic tourism aims at allowing locals in a country to exercise needs such as exhibition, play,
success, accomplishment affiliation, recognition and leisure. Henry Murray’s theory of
psychogenic needs works well with local media advertisement’s support for domestic tourism
since human beings desire to fulfill their secondary needs once they have fulfilled the primary
needs. Tourism is a recreational need that can be satisfied every person to distinct levels.

2.3 Empirical Review

2.3.1Internet Advertising on Domestic Tourism

Internet advertising is also called online marketing or online advertising. This is a form of
marketing and advertising which uses the internet to deliver promotional marketing to target
consumers (American Marketing Association 2011) It includes email marketing, search engine
marketing (SEM) and social media marketing.

E-mail marketing entails directly marketing a commercial message to a group of people using
email. In its broadest sense, every email sent to a potential or current customer is considered
email marketing. In advertising domestic tourism to the target population, email marketing can

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be carried out through different types of emails. Transactional emails for instance convey
information regarding the action that triggered it. Direct emails or interruption emails involve
sending an email solely to communicate a promotional message. The local media can collect a
list of possible domestic tourists to send direct messages on Kenya’s tourist destination sites to
them. This way, the local media can reach a substantial number of email subscribers who have
opted to receive email communications on domestic tourism. Besides, direct email marketing
produces higher response rate (Harvard Business Review 2012).With the response rate, the
expected number of domestic tourists can be known.

Search Engine Marketing (SEM) is a form of internet advertising that involves the advertising of
websites by increasing their visibility in search engine results pages (SERPS) through
optimization and advertising. SEM may use search engine optimization (SEO), which adjusts or
re-writes website content to achieve a higher ranking in search engine pages. Search engines are
models that help people find information quickly, such as Google and yahoo. In advertising
domestic tourism in Kenya, the local media can increase the visibility of those websites that
promote tourism destination sites in the search engine that most Kenyans use.SEM is a very cost
efficient advertising mean that can enable the local media reach a wide number of Kenya’s
search engine users.

Another form of internet advertising that the local media can use to promote domestic tourism is
social media marketing. Social media marketing is the process of gaining website traffic or
attention through social media sites. (Trattner, C Kappe 2013) The various social media
platforms include facebook, twitter, linked in, instagram and dating sites like Kenya Cupid.
Social media marketing programs usually center on efforts to create content that encourage
readers to share it across their social networks. With social media advertising, the local media
can send messages about the importance of taking holidays to Kenya’s destination sites, and then
the underlying messages will spread from user to user on social media. Photos of travel
destination sites as well as supporting facilities at those sites such as hotels can be shared on
social media. The messages presumably appears to come from a trusted source and most
Kenyans will end up embracing domestic tourism .Most Kenyans have embraced the use of
social media platforms especially face-book, and because of this if the local media can use social

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media advertising in marketing domestic tourism, a large number of domestic tourists can be
witnessed than before.

2.3.2 Print Publication Advertising Impact on Domestic Tourism

Print media advertising involves the use of national newspaper, local newspaper, newspaper solo
inserts, specialty publications and magazines in order to promote a product or a service.
Advertisements are made by media in print form.

Newspaper advertising is one of the common modes of print media advertising on most
countries. The newspapers can either be national newspapers or local. Newspaper marketing
does not depend on the target audience having a television or radio at a certain time in order to
receive the message of the advertisement. All that they require is for the target audience to
literate so as to be able to read the newspaper advertisements. In newspaper advertising, photos
are attached to the message to make the adverts appealing to the reader and the message is made
as precise as possible. Newspaper advertising comes in two major divisions: display or
classified. Newspaper advertisements considered display, are those that span multiple columns
horizontally, of high profile and take up in many cases significant portions of the page.
Classified advertising is usually the cheapest option for most people and appeals to those who
are after a certain market. Most readers rarely get to read the classified adverts. Newspaper
advertising is relatively cheap if used to advertise domestic tourism. Most potential domestic
tourists in Kenya are literate and are customers of most Kenyan local and national newspapers.
The local media should employ classified advertisements in newspapers to encourage domestic
tourism. Little has been done to advertise domestic tourism on the newspapers. National
newspapers that can be used to advertise and boost domestic tourism in Kenya include: The
Standard and The Nation. Local newspapers such as The Nairobian should be used as domestic
tourism advertising arena by local media since they are famous among the young urban
population that have the resources to tour Kenya.

Magazines are print media publications, usually periodical that are published electronically
(Christopher Zara 2012).Online magazines are a version of magazines. They are generally
published on regular schedule and contain a variety of content. The magazines are sold to readers
for a price, either on a per issue basis or by subscription, where an annual or monthly fee is paid

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and issues are sent by post to readers. Some magazines are published and distributed to
qualifying readers for free. Magazines are of various topics such as Automobile Magazines,
Humor Magazines, Computer Magazines, Pornographic magazines, Music magazines and sports
magazines. In local media advertising, adverts on domestic tourism should be attached to
magazine pages with attractive topics to the reader. Adverts on where Kenyans can take holidays
should be included in magazines that are purchased and read extensively by most Kenyans.

Specialty publications and newspaper solo inserts are other forms of print media advertisements
despite the fact that they are infamous in Kenya. However they present a cheap mode of
domestic tourism advertisements. Newspaper Solo inserts on Kenya wildlife and the south coast
sandy beaches for instance, should be extensively be used to inform and educate people on
domestic tourism.

2.3.3 Radio Advertising.

The use of radio to market products and services is slowly fading away in these days of social
media and facebook fan pages. However, radio can still be employed in advertising of domestic
tourism services to the target audience. Different radio stations have different formats from
news/talk to oldies to rock. A marketer should decide who he/she is trying to reach (teenagers,
families, urban men, suburban mums) and then choose the radio format that reaches one’s
audience. Radio advertisements engage listeners by constructing a 30- or 60 second story,
keeping the product being sold at the forefront throught, covering all key points in an efficient
and entertaining way and finishing with a call to action such as phone number.

In advertising tourist destinations to domestic tourists on radio, it should be remembered that

people listening to the advertisement are properbly doing something else at the same time, like
driving in their cars or doing household chores. For this reason, Key information should be
repeated, such as the travel destination name and the name of the recreational activities at the
named destination, could be horse riding. The Phone number of the destination site or address
should be repeated at least three times. The music and tone of the advert should also fit the
station that the radio advert will be airing on.

The commercial radio industry is further classified into national radio stations and local radio
stations (Pandora 2014) These two classifications are based on the language used at the stations.

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National radio stations are those that broadcast using the official languages of the country. In the
Kenya arena, national radio stations are those that broadcast and advertise in English or
Kiswahili languages. Examples of such stations include: The English Service, Radio Citizen and
Hope FM. They have a nationwide outreach. In advertising domestic tourism, these nationwide
radio stations can be employed so as to pass the message to a wide number of people.

Local radio stations are those that broadcast in the native ethnic language that they have been
licensed to. They broadcast to a specific ethnic group and not to all the 42 ethnic groups of
Kenya. For example Inooro FM and Egesa FM. They should be of much help in advertising to
illiterate people of an ethnic group who may be having money to spend on tourism. The tourism
destination advertised in nationwide radio stations should still be advertised in local radio
stations. The message should be translated into the ethnic language and advertised at local
station. Doing this will see to it that the illiterate people, that forms a better part of Kenya’s
population are not left of domestic tourism.

2.3.4 Television Advertising

Television (TV ) is a telecommunication medium that is used for transmitting and receiving
moving images and sound. Television can transmit images that are monochrome (black and
white) or in three dimensions. The television set has become common place in homes,
businesses and institutions, particularly as a vehicle for entertainment, advertising and news. The
availability of storage media such as video cassettes , DVDs and high definition Blu-ray discs
has enabled viewers to use the television set to watch recorded material such as movies and
broadcast material. Internet television has seen the rise of television programming available via
the internet through services such as iplayer, Hulu and Netflix. In 2009, 78% of the world’s
households owned at least one television set an increase of 5% from 2003.( Dolmio Report 2009)

In advertising, television has a been used as an advertising medium nearly since the day the
device was introduced in 1939.TV established itself in most households and has been since used
my marketers due to its ability to help marketers reach a mass audience (Natasha Gilani 2004).
TV advertising is one of the most popular ways of conveying a mass message. It offers a
powerful impact and reaches a wide audience. The television is a convenient advertising and
flexible advertising medium owing to its widespread popularity and the ease with which a

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message can reach millions of viewers both nationally and internationally. In the past, TV has
been used by the tourism sector in Kenya to advertise tourism destinations. It mostly targeted
foreign tourism to Kenya. TV should be used to emphasize the need for domestic tourism to
Kenyan citizens. Since most Kenyans currently own TV sets, the adverts will yield a positive
impact on domestic tourism.

In advertising domestic tourism on TV, various approaches and different combinations of audio,
video and text should be used to reach the target population. Audio and visual effects create a
lasting impact in an advert. The use of an interaction of color, sound, sight, drama, and motion in
TV adverts should be employed to ensure that the message is strongly and persuasive.
Additional tactics and props such as attractive models, elaborative sets, enchanting graphics and
audio- visual effects should be used to further enhance impact

Television advertisements can take various forms, such as broad casted advertisements as well
as stored advertisements. Broad casted advertisements are those that are aired during live
broadcasting of TV programs. Stored advertisements are in form of video clips for instance, that
are stored on storage materials such as DVDs, Blu-ray discs or video cassettes alongside movies
or songs then can be played on TVs. Video clips on domestic tourism should be prepared, having
details of various tourism destinations in Kenya and a message of importance of domestic
tourism. This should be in turn stored in DVDs and distributed to potential domestic tourists to
encourage them to take holidays within Kenya.

2.4 Conceptual Framework

Conceptual framework is a process of taking a construct or concept and refining it by giving it a

conceptual or theoretical definition. It is the schematic diagram which shows the dependent and
independent variables included in the study (Urco 2009).

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Fig 2.1 Conceptual Framework

Independent Variables Dependent Variable

Internet Advertising

P
Print media advertising
D
Domestic Tourism
Radio advertising

Television Advertising.

2.5 Operationalization

2.5.1 Internet Advertising

This is a form of marketing and advertising which uses the internet to deliver promotional
marketing to target consumers. It takes various forms such as Search engine marketing (SEM),
E-mail marketing and social media marketing. The purpose of internet advertising is to persuade
internet users to participate in domestic tourism. It also serves to inform and educate nationals
about their role in domestic tourism and benefits accrued to them for touring the country.

If internet advertising is ignored, most internet users may never see the need to take holidays
and visit the country’s domestic tourist destinations. Tourism will always be seen as a preserve
for foreign visitors to Kenya, and in the decline of the foreign tourist number, Kenya’s income
will greatly decrease since tourism is a major income earner to the country.

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2.5.2 Print Media Advertising

Print media encompasses the use of newspapers: local and national, newspaper solo inserts,
magazines and specialty publications. National local and national newspaper advertisements on
domestic tourism can help spread the need for domestic tourism to the readers. Magazines are
produced on a periodic basis and if advertising of domestic tourism is done using magazines, a
periodic increase on domestic tourism can be witnessed.

Failure to advertise domestic tourism in newspapers will mean a limited number of domestic
tourists. Most newspaper readers are considered literate, urbanized with a disposable income to
carry out domestic tourism. Failure to advertise to them the need for domestic tourism will see
them left out. A low number of domestic tourists make foreign tourism lose confidence in the
country as a tourist destination site. Print media advertisement is important if domestic tourism is
to rise to great heights.

2.5.3 Radio Advertising.

Approximately 82 % of Kenyans have radios at their homes and that 76% of Kenyans have to
the country’s 120 radio stations, (Open Society Foundations 2013). Radios are owned
extensively at both the urban and rural Kenya. Radio advertisements therefore have a wide
coverage and can market domestic tourism to both the literate and the illiterate who have
disposable income to spend on domestic tourism. Radio stations are either national or local
based. The local based radio stations broadcast in local ethnic languages that they have been
licensed to. Advertisements made in national radio stations can be translated and advertised at
local radio stations to increase numbers of domestic tourism.

If radio advertisements are left out, the illiterate individuals with disposable income to spend on
domestic tourism will be marginalized. Those that rely only on local radio stations
advertisements will be locked out of domestic tourism.

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 2.5.4 Television advertisements

In advertising, television has a been used as an advertising medium nearly since the day the
device was introduced in 1939.TV established itself in most households and has been since used
my marketers due to its ability to help marketers reach a mass audience (Natasha Gilani 2004).
Television advertisements are famous since they incorporate both audio and visual aspects
making the advertisement much more appealing to the target audience. Television advertising
has worked in the past to attract foreign tourists and if used well, it can work for domestic
tourism as well.

If ignored, television advertisement can have big negative impacts on the domestic tourism. This
is because, tourism, unlike other products, is an intangible products. Potential tourists have no
idea of what the destination sites look like since they can’t be touched. The visual aspect of the
TV is important since it shows images of destination sites, facilities available at the places and
helps interested individuals to choose where they want to travel to. Minus the visual aspect,
many Advertisements may fail to attract the domestic tourists.

Fig 2.2 Operational Framework E-mail Marketing

Search engine marketing

Internet advertising
Social media marketing

Print media advertising Newspapers

Domestic Magazines
Tourism
Specialty publication
Radio advertising
Local radio stations
National radio stations

Television Advertising Recorded material

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Broadcast material
 CHAPTER THREE
3.0 RESEARCH DESIGN AND METHODOLOGY
3.1 Introduction.
This section outlines the research methodology to be used on this study. The chapter concentrates
with the following areas: research design, target population, sample design and procedure, data
collection instruments and procedures as well as the data analysis.
3.2 Research Design

According to (Mugenda and Mugenda, 2003), a survey research design is a plan for the research
work which aims at providing participants of the research with guidelines for which to collect
and analyze data. A survey research design seeks to obtain information that describes existing
phenomena by asking individuals about their perceptions, attitudes and values (Mugenda and
Mugenda, 2003). Descriptive research design enables the researcher to obtain information that
describes existing phenomena by population of study by generally taking raw data and
summarizing it to a usable form (Mugenda and Mugenda, 2003). This study will employ a
descriptive research survey. This method will be utilized because it is very reliable for it will
involve measurement, classification, analysis and interpretation of the data and hence giving
accurate account of the characteristics of that particular situation, phenomenon, community or
even a person.

3.3 Target Population

The target population will consist of 250 respondents from the construction sites, workshops and
the office. The table below shows the summary of the target population.

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Table 3.1 Target population

Category Target Percentage

Rift Valley Region 80 32
Coastal Region 80 32
Nairobi Region 50 20
Other Regions 40 16
Total 250 100
Source: Author (2014)
3.4 Sample Design and Procedure.
According to Salemi, (2000), a sample is a subset of the population of interest. Sampling is the
process through which a researcher studies part of the population and generalizes his findings to
the entire population. This is only made possible if the sample size is representative and large
enough. This research will select a sample from the local tourists visiting various tour
destinations in the Rift Valley Region, Coastal Region, Nairobi Region and others. This will be a
representative sample because the above geographical regions have tour sites that are frequently
visited by majority of Kenyan Tourists. Some of the places include Maasai Mara National
Reserve that is located at the Rift Valley, Watamu Marine Park that is located at the Coastal
Region and Nairobi National Park that is located in Nairobi Region.
Stratified random sampling will be used as shown below:

Table 3.2 Sample size

Category Target Sample size Percentage
Rift Valley Region 80 56 32
Coastal Region 80 56 32
Nairobi Region 50 35 20
Other Regions 40 28 16
Total 250 175 100
Source: Author (2014)

The stratums will be from the four regions selected for study; Rift valley Region, Coastal
Region, Nairobi Region and other tourism sites in the rest of the places within Kenya labeled as

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‘Other Regions’. This form of probability sampling will help in minimizing bias since the
information obtained from each stratum will be compared to establish the relationship that exists.
Simple random sampling will be used to select 70% of respondents from each stratum. The total
number of respondents will be: Rift Valley Region 56, Coastal Region 56, Nairobi Region 35 and
other regions 77. Therefore the total number of the respondents who will participate will be 175.

3.5 Data Collection Instruments and Procedures

The tools of data collection translate the research objectives into specific questions/ items, the
responses to which will provide the data required to achieve the research objectives, (Mugenda
and Mugenda, 2008).

The various methods of data gathering involve the use of appropriate recording forms. These are
called tools or instruments of data collection. They consist of:- Observation schedule, Interview
guide , Interview schedule , Mailed questionnaire , Rating scale , Checklist, Document
schedule/data sheet and Schedule for institutions Each of the above tools is used for a specific
method of data gathering: Observation schedule for observation method, interview schedule and
interview guide for interviewing, questionnaire for mail survey, and so on (Mugenda and
Mugenda, 2008) . The study will use structured questionnaire which will be administered to all
the elements in the sample. In conclusion, the data for this study will come from primary
sources: this is from the interviews from the sample elicited from the administration of the
structured questionnaire.

Primary data will be collected using a questionnaire covering the effect of local media
advertisement on domestic tourism in. The questionnaire will contain both structured and
unstructured questions. The open-ended questions will be used to limit the respondents to given
variables in which the researcher is interested, while unstructured questions will be used in order
to give the respondents room to express their views in a more pragmatic manner (Kothari, 1990).

Secondary data will be gathered from existing information from credible and recognized sources
and selection of literature that will be essential and relevant. The data will comprise of materials

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that are desirable, current, accurate, sufficient and relevant and will be collected from library
textbooks, Internet and Magazines and personnel files in the organization.

For validity and reliability a pilot study will be conducted before the final questionnaires are
distributed to the respondents. This will be done by randomly. The random sample will ensure
that all the respondents get an equal chance of participating in the pilot study. The instrument
will be reviewed based on the pre-test experience. Validity according to Gall, (2003) refers to the
degree to which a test measures what it purports to measure. According to Sudman & Blair
(1998) there is always a chance that some questions could cause problems and questionnaire
piloting is needed to identify and eliminate such problems. The questionnaires will be
administered on domestic tourists visiting specific tour destinations within the selected
geographical area of study.

3.6 Data Analysis and Presentation

Before analyzing the data, it will be edited, cleaned and coded. There after data will be analyzed
using Statistical Package for Social Sciences (SPSS) and presented using frequency tables and
charts. Data collected from all the respondents will be presented using tables and percentages.
This will make it easy to facilitate comparisons and the making of critical statistical inferences in
order to make the relevant and informed conclusion from the study.

3.7 Limitations of the Study

Kenya has a total 19 national parks and game reserves, these excludes cultural, historical and
colonial tourism attractions such as Fort Jesus, Hell’s Gate and the Maasai Culture that attract
tourist from all over the world. Due to time and finance constrains, the researcher will only
collect data from four tourists destinations namely Watamu Marine Park, Nairobi National Park,
Amboseli National Park and the Thompsons Waterfalls. The researcher will draw a conclusion
based on the findings from the above four destinations.
3.8 Research Ethics
In the course of answering the questionnaires, some respondents may hesitate to participate for
fear of victimization for giving honest answers that may portray the employer in bad image .This
research will only conducted to voluntary participants during data collection without any

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coercion. The researcher will exercise high degree of professionalism, confidentiality and
integrity to ensure that the information that is given will only used for the intended purposes an
introductory letter will used to enhance this ethical issue.

REFERENCES

Kothari C. R. (1990). Research Methodology method & Techniques - Second Edition. New
Delhi: New Age International publisher

Gall, M., Gall, J., & Borg, W. (2003). Educational Research. Boston: Pearson Education, Inc.

Mugenda. O.M. & Mugenda A.G, 2003. Research Methods: Quantitative & Qualitative
Approaches. Nairobi, African Centre for Technology Studies

Mugenda. O.M. & Mugenda A.G, 2008. Social Science Research: Conception, Methodology &
Analysis. Nairobi, African Centre for Technology Studies
Sudman. S & Blair E, 1988. Marketing Research. Boston. McGraw Hill

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