DESTINATION DEVELOPMENT PILLARS ON ESTABLISHMENT OF TOURISM INDUSTRY IN NYANDARUA COUNTY, KENYA
DESTINATION DEVELOPMENT PILLARS ON ESTABLISHMENT OF TOURISM INDUSTRY IN NYANDARUA COUNTY, KENYA
Sarah Wamaitha Irungu - Student, Master of Arts in Public Policy and Administration, Kenyatta University, Kenya
Eddah Kipchumba - Lecturer, Department of Public Policy and Administration, Kenyatta University, Kenya
ABSTRACT
Tourism holds great potential for economic development, and establishing a robust tourism industry remained a key priority for emerging destinations such as Nyandarua County in Kenya. This study comprehensively analyzed the critical factors influencing the establishment of the tourism sector, with a focus on enforcement mechanisms and branding. The study offered insights that informed both regulatory policy formulation and entrepreneurial decision-making, aiming to build a competitive and resilient tourism industry in the region. It provided practical guidance to establish Nyandarua County as both a sustainable and competitive tourism destination. The study implemented three theoretical models as its foundation: the Destination Competitiveness Model, and Destination Image Theory. The research adopted a descriptive framework and focused on Nyandarua County’s tourist sites together with community leaders as study subjects. The study targeted 109 respondents, consisting of government officials, NGOs, tour guides, environmentalists, and conservationists, who were chosen through purposive sampling, while local community members and hotel and lodge owners were selected through stratified sampling based on Taro Yamane’s formula (1967) and the sampling ratio method by Mugenda and Mugenda (2003). The study sample size total was 87 which comprised of 75 questionnaire respondents and 12 interview respondents. The research design combined qualitative and quantitative data collection methods through a mixed-methods approach to achieve a comprehensive analysis. Descriptive and inferential statistical methods, together with regression analysis, were used to process the data and determine relationships between independent and dependent variables related to tourism industry establishment. The research conducted both closed-ended surveys and open-ended interviews with essential stakeholders, including travelers, tour guides, hotel administrative staff, and representatives from environmental and conservation organizations. The data collection instruments underwent a pre-test evaluation, which led to the use of Cronbach’s Alpha to measure their internal consistency. SPSS software was used for data analysis through frequency tables, thematic analysis methods, and chart presentations. Emphasize development of infrastructure through enhancing roads, utilities, sanitation, tourism facilities and connectivity. Encourage the public-police relationships to enlist funds and enhance effectiveness in investments related to tourism. Develop and execute an effective marketing and brand strategy with the help of digital platforms, partnerships, and market research to make Nyandarua County more visible and competitive in terms of tourism.
