Submitted by: Submitted by clarin
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Pages: 29
Category: Business and Industry
Date Submitted: 07/17/2014 09:02 PM
AN ANALYSIS OF THE TOURISM INDUSTRY IN KENYA
BY:
D61/66054/2013 – CLARINE MONYANGI BOWA
A GROUP ASSIGNMENT SUBMITTED TO DR. OGUTU
10TH APRIL 2014
TABLE OF CONTENTS
INTRODUCTION 3
KEY SUCCESS FACTORS (KSF) IN TOURISM INDUSTRY IN KENYA 4
1. Quality of service 4
2. Marketing 6
3. Technology 7
DRIVERS OF CHANGE IN THE TOURISM INDUSTRY IN KENYA 9
Development of new products; holiday packages 9
Open sky benefits and low-cost airlines 9
Government Initiatives 10
Changing Consumer Dynamics 10
Terrorism Threats 10
Hosting of International Events 11
Technological Advancements 11
Rising Poaching Cases 11
DOMINANT ECONOMIC FEATURES 12
COMPETITION IN THE TOURISM INDUSTRY 14
Intensity of competitive rivalry within the tourism industry 16
Threat of new entrants 16
Threat of substitute products or services 17
Bargaining power of customers (tourists) 18
Bargaining power of suppliers 18
REFERENCES: 20
INTRODUCTION
Tourism in Kenya has seen steady growth since independence. The sector slowed down in the 1990s, but it is currently the country's largest foreign exchange earner, followed by flowers, tea and coffee. Many travelers who visit Kenya are safari-bound tourists who go to visit the various tourist attractions in Kenya. African safari is what Kenya is renowned for and thus has come to be known as the heart of the African safari. Kenya has diverse wildlife and spectacular landscapes. The country occupies an area of 58,367 square kilometers, out of which approximately 44,359 square kilometers or 7.5 percent is wildlife conservation area. The existing system comprises of 21 National Parks, 4 National Marine Parks, 23 National Reserves, 5 National Marine Reserves and 1 Local Sanctuary. Some of the wildlife that can be seen in the National Parks and Reserves are lions, elephants, rhinos, buffaloes, wildebeests, zebras, kudus, elands, gerenuks, hyenas, baboons, Thomson's and Grant's gazelles, giraffes, bushbucks, waterbucks, leopards, cheetahs, hippos,...