Tourism Marketing in Masai Mara National Reserve
Mungai, George (2011)
Oulun seudun ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011080812563
https://urn.fi/URN:NBN:fi:amk-2011080812563
Tiivistelmä
The objective of this thesis was to describe the channels in tourism marketing of Masai Mara National Reserve (MMNR) in Kenya to attract tourists to the destination and the developments of interactive activities with the communities around the area. The thesis was aimed at establishing marketing methods to enable MMNR to achieve the status of an all season destination.
The theoretical framework of the thesis focused on the communication process, an overview of the tourism industry in Kenya, factors affecting tourism and the development trends in regard to destination being competitive. The main characteristics of various destinations in Kenya was hig-hlighted in the thesis with an in depth research of the tourism aspects in Masai Mara. Question-naires to groups of people involved in different levels in Masai Mara added more insight from real life situations.
The results of the thesis detailed that tourists utilized a wide variety of tourism promotion me-thods. The internet was the most common advertising media for low cost advertising. Trade fairs and exhibitions were used to promote the destinations. Distributing of information to different media was the most effective in public relations. Suggestions for further developments in Masai Mara are service delivery, communication and better infrastructure. One of the important aspects is to diversify the tourist products to be more completive.
The theoretical framework of the thesis focused on the communication process, an overview of the tourism industry in Kenya, factors affecting tourism and the development trends in regard to destination being competitive. The main characteristics of various destinations in Kenya was hig-hlighted in the thesis with an in depth research of the tourism aspects in Masai Mara. Question-naires to groups of people involved in different levels in Masai Mara added more insight from real life situations.
The results of the thesis detailed that tourists utilized a wide variety of tourism promotion me-thods. The internet was the most common advertising media for low cost advertising. Trade fairs and exhibitions were used to promote the destinations. Distributing of information to different media was the most effective in public relations. Suggestions for further developments in Masai Mara are service delivery, communication and better infrastructure. One of the important aspects is to diversify the tourist products to be more completive.