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

Kwenga Mugao Japhet

doi:doi:10.11648/j.ijhtm.20230701.12

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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

Kwenga Mugao Japhet

Published in International Journal of Hospitality & Tourism Management (Volume 7, Issue 1)

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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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
Y1  - 2023/01/30
PY  - 2023
N1  - https://doi.org/10.11648/j.ijhtm.20230701.12
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
SP  - 11
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

Kwenga Mugao Japhet

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

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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
Y1  - 2023/01/30
PY  - 2023
N1  - https://doi.org/10.11648/j.ijhtm.20230701.12
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
SP  - 11
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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