THE ROLE OF HOTELS IN THE CONSUMPTION OF CULTURAL TOURISM IN KENYA

摘要: Tourism is Kenya's leading foreign exchange earner, yielding the country over US$500m annually. The industry contributes 10% of GDP to national economy. However, considering that experienced a slump period 1994-2003, there are challenges on how sustain current tempo growth in midst growing competition, especially wildlife-based tourism. There general feeling tourism Kenya needs avoid reliance wildlife and diversify its product base. stakeholders (led by government) seeking means strategies differentiating offering order become destination choice international markets. It with foregoing mind this study focused investigating possibility incorporating cultural as augmenting diversifying product. This view fact has vast ethnic diversity total 42 groupings. These groups spice up heritage various attractions including music, food, dress, architecture, artifacts, dances, language, religious monuments, prayer worship, family, government leadership. question research wanted answer hotels could contribute development Kenya. Being key component beneficiaries improved performance tourism, hotels, have crucial role play shaping nature offering. established many taken specific measures support including: architectural designs layouts depict surrounding culture; incorporation local culture branding naming facilities; inclusion traditional tastes choices food; selection staff uniform based colours; emphasis uniqueness overseas marketing campaigns; formation lobby for concluded recommendation it would be great gain if fraternity develop consistent frameworks promoting part consumption. then provide unique strategic formula an edge her competitors.