Factors influencing recommendation of sub-Saharan Africa travel products: A Hong Kong–Kenya importance–performance analysis

Choy, Monica W.C.; Kamoche, Ken

Abstract

This study adopts an exploratory sequential mixed method approach to examine perceptions of Hong Kong travel agencies on factors influencing recommendation of Kenya travel products. First, we conducted 32 in-depth interviews with outbound travel practitioners to collect qualitative exploratory data. Based on 39 identified attributes, we then developed a questionnaire well-adapted to the outbound travel practitioners and study purpose. With survey data of 239 travel agency practitioners, we then conducted an importance-performance analysis (IPA) to rate and analyze six identified factors: Catering and Ancillary Services, Shopping, Tourist Transport Provision and Infrastructure, Hotel Accommodation, Institutional Support and Destination Image. The results suggest that in a resource-constrained situation, priority should be given to enhancing Tourist Transport Provision and Infrastructure. This paper provides a starting point for further research on strategic tourism marketing and management within the under-researched Asia-Africa nexus.

• Journal Article Type: Article
• Acceptance Date: Apr 23, 2021
• Online Publication Date: May 25, 2021
• Publication Date: 2022
• Deposit Date: Jun 2, 2021
• Publicly Available Date: Jun 8, 2021
• Journal: Tourism Economics
• Print ISSN: 1354-8166
• Electronic ISSN: 2044-0375
• Publisher: SAGE Publications
• Peer Reviewed: Peer Reviewed
• Volume: 28
• Issue: 4
• Pages: 1101-1128
• DOI: https://doi.org/10.1177/13548166211018286
• Keywords: Tourism, Leisure and Hospitality Management; Geography, Planning and Development
• Public URL: https://nottingham-repository.worktribe.com/output/5622541
• Publisher URL: https://journals.sagepub.com/doi/10.1177/13548166211018286