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A STUDY ON THE INFLUENCE OF DISTRIBUTION CHANNELS ON THE PERFORMANCE OF TOURISM INDUSTRY IN NAIROBI COUNTY


Rose Omedo

Masters Student, Jomo Kenyatta University of Agriculture and Technology, Kenya

Dr. Gordon Karanja Ngugi

Jomo Kenyatta University of Agriculture and Technology, Kenya


ABSTRACT

This study sought to fill this gap in literature by determining the influence of distribution channels on the performance of the tourism industry in Nairobi County. The target populations was drawn from a population frame of three hundred and fifty (350) Tour and Travel firms who are  members  of  Kenya  Association  of  Tour  Operators  (KATO)  located  in  Nairobi. From the target population of 350 a sample size of 10% was taken giving a respondent base of 35 respondents consisting of managers. Quantitative data was edited to eliminate inconsistencies, summarized and coded for easy classification in order to facilitate tabulation and interpretation descriptive statistics was used in describing the sample data in such a way as to portray the typical respondent and to reveal the general response pattern. The study found out that technology has transformed the tourism in Kenya and that that technology influences the choice of distribution channel by clients of your company, to a great extent. The study concludes that, technology has transformed the tourism in Kenya, the use of technology leads to greater Profitability to Suppliers of tourism products and that perceived usefulness of technology has led to its increased use as a distribution channel. The study also concludes that the existing social networks play a fundamental role as a medium for the spread of information on available/new distribution The study finally recommended that organizations should come up with effective HRM practices systems since it’s a powerful reinforce that affects peoples’ performance.


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