The Role of Marketing and Promotional Campaigns in Enhancing Tourism Stability in Nairobi County, Kenya

Abstract

Domestic tourism has been hailed as a major contribution to many economies throughout the world. As a result, it has become vital for major tourist stakeholders to promote domestic tourism as a way of cushioning tourism during times of global crises. Although domestic tourism in Kenya is promoted for a variety of rationality, the primary goal was to level out the seasons structure and thus preserve jobs year-round. Years later, it appears that this goal has not yet been met. Domestic tourism in the country is still fragmented, poorly organized, and badly received. The research aimed to evaluate the role of marketing and promotional campaigns in enhancing tourism stability in Nairobi County, Kenya. A descriptive research design was utilized, focusing on 120 tourism businesses and tour operators located in Nairobi City County. The sample consisted of 120 managers, selected through stratified random sampling. Semi-structured questionnaires were used to gather data. The collected data were analyzed using both descriptive and inferential statistics. Descriptive analysis involved the use of frequencies, percentages, and means, while Pearson’s moment correlation was applied to assess the relationship between dependent and independent variable. The correlation analysis results revealed there was a significant positive linear correlation between marketing and promotion and tourism stability (p-value < 0.005, r=0.958). According to the findings, marketing and promotional methods improve domestic tourism, but their effects vary by strategy and business. Creative marketing, influence engagement, and mass media campaigns can work, but audience reception depends on implementation. Based on the findings, further research is recommended to explore the long-term impact of specific domestic tourism strategies such as differentiated pricing, infrastructure investment, and digital marketing on tourism stability in Nairobi County.