EFFECT OF TECHNOLOGY INNOVATIONS ON STRATEGIC POSITIONING OF KENYA’S TOURISM SECTOR

Arnold Muindi Muthama, Magdalene Ndeto

Abstract


Strategic positioning is concerned with critical decisions that determine the brand and corporate image of a firm in the market place; including the types of segments sand benefits that are targeted. Hence, positioning is defined as strategy that focuses on identifying and directing resources in a particular market segment. In respect to segmentation –based strategic positioning, firms respond to demands by coming up with strategies that are different compared to other market segments. The general objective of this study was to determine the effect of technology innovations on strategic positioning of Kenya’s tourism sector. The study adopted descriptive research method. The target population of comprised of 363 employees working in the headquarters of the 10 parastatals in the Ministry of Tourism and Wildlife. The study used simple random sampling in the selection of 190 staff. This study used both primary and secondary data. Secondary data was obtained from the annual reports in 10 parastatals in Ministry of Tourism and Wildlife. Questionnaire was used to collect primary data (both qualitative and quantitative data). Thematic analysis was used to analyze qualitative data and the outcomes were presented in continuous or prose form. Analysis of quantitative data focused on descriptive and inferential statistics through the aid of Statistical Package for Social Sciences (SPSS ver. 22). A pilot study was conducted in Tourism Regulatory Authority. Descriptive statistics entailed computation or calculation of mean, percentage, standard deviation and frequency. Inferential statistics focused on regression analysis and Pearson correlation analysis. Person correlation analysis was used to determine the strength of relationship between elements under investigation. Regression analysis determined the existing relationship between variable under investigation. The results were presented in table and figures. The study established that technological innovation has significant effect on the strategic positioning of Kenya’s tourism sector. The study recommends that the tourism sector should use a computerized system to accelerate and improve decision making, optimize internal business process and increase operational efficiency. In addition, the study recommends that the tourism sector should leverage visual media, paid ad campaigns and identify keep moments on booking journey so as to effectively show case Kenya tourist attraction sites.


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