The Effects of Destination Marketing on Tourism Performance in West Pokot County

  • Tulel Cherop Patricia Karatina University, Kenya
  • Dr. Beatrice Ombaka Karatina University, Kenya
  • Dr. Ann Kariuki Karatina University, Kenya
Keywords: Destination marketing, new markets, tourism performance


Tourism is an ever-growing service industry with great development potential. It has become one of the most important drivers of socio-economic development worldwide and has attracted interest for research. Many nations rely on tourism industry as a key source for foreign exchange, private sector growth, infrastructure development, and poverty alleviation in terms of employment opportunities and improvement of the welfare of the people in tourist destinations. According to United Nation World Tourism Organization, development agencies and policymakers are increasingly advocating tourism as an effective way to reduce poverty in least-developed countries. However, lack of proper marketing strategies is a challenge in many county governments, posing further challenge in tourism performance. The general objective of the study was to assess the effect of destination marketing on tourism performance in West Pokot County. Specifically, the study sought to establish the influence of awareness creation, developing new markets, advertising and branding on tourism performance in west Pokot County. To achieve these objectives, descriptive research design was used. Target population consisted of employees of hotels, officials of tour firms and officers in the ministry of tourism in the County Government of West Pokot. Purposive sampling technique was used and a total of 41 respondents selected. Data was collected using structured questionnaires and analyzed using descriptive and inferential statistics. The study established that 41.8 % of the changes in tourism performance in West Pokot County was attributed to destination marketing.  The P- value was 0.000 indicating that destination marketing had a significant influence on  tourism performance of west Pokot County. The study recommends that destination marketing should be promoted by all the stakeholders involved and the funds allocated to destination marketing should be increased. This will promote the performance of tourism since destination marketing increases awareness among domestic and foreign tourists.

Article Views and Downloands Counter

Download data is not yet available.


American Marketing Association. (2011). Brand resource library dictionary. http://parmarket

Baker, M. & Cameron, E. (2008). Critical success factors in destination marketing. Tourism and Hospitality Research, 8(2).

Bhatia, A. K. (2007). The business of tourism: Concepts and strategies. Delhi, India: Sterling Publishers.

Bolan, P., & Williams, L. (2008). The role of image in service promotion: focusing on the influence of film on consumer choice within tourism. International Journal of Consumer Studies 32. 382–390.

Boniface, B. & Cooper, C. (2009). Worldwide destinations casebook 2nd Ed. The Geography of Travel and Tourism. Uk. London.

Cirikovic, E. (2014). Marketing mix in tourism. Retrieved from http://www.dukagjinicollege. eu/research/Elida%20Cirikovic%28fq_135-141%29. pdf. Accessed on 15.02.2019

Dwyer, L., & Kim, C. (2003). Destination Competitiveness: A model and determinants. Current Issues in Tourism, 6(5), 373

Goeldner, C., & Ritchie, B. (2000). Tourism: principles, practices, philosophies (12th ed.). Hoboken, New Jersey: John Wiley & Sons.

GOK, (2004). Kenya Central Bureau of Statistics. Government printer: Nairobi.

Gooroochurn, N., & Sugiyarto, G. (2005). Competitiveness indicators in the travel and tourism industry. Tourism Economics. 11, 25-43.

Hall, C. M. (2005). Tourism: Rethinking the social science of mobility. Harlow, UK: Pearson Education.

Johns, N. & Mattsson, J. (2005). Destination development through entrepreneurship: A comparison of two cases. Tourism Management. 26: 605:616.

Kiprutto, N., Akama, J. & Sitati, N. (2007). Marketing of the north rift region as a tourist destination in Kenya. (Unpublished Master’s Thesis). Department of Tourism and Tour Operations Management, Moi University, Kenya.

Kotler, P., Bowen, J. T. & Makens, J. C. (2006): Marketing for hospitality and tourism, (4th edition), Pearson Education Ltd., New Jersey, USA.

McKercher, B., Ho, P., & du Cros, H. (2004). Attributes of popular cultural attractions in Hong Kong. Annals of Tourism Research, 31(2), 393–407.

Moradkhani, M., (2014). Trend of tourism in Iran with emphesise of Zorastian places. Dissertation. Tehran: Islamic Azad University, Science and Research Branch.

Mugenda, O. M. & Mugenda, A. G. (2003). Research Methods, Quantitative and Qualitative Approaches. Nairobi: African Centre for Technology Studies.

Ngoriarita, J. P. (2009). Assessing the efficacy of sports tourism in peace making amongst the North Rift Pastoralists: A case study of the annual Tegla Loroupe peace races. Unpublished M.Phil. Thesis. Moi University.

Rong, W. & Z. Mu, (2013). Tourism effect and marketing strategy of convention and exposition industry, a case study of Shenzhen city of China. Journal of Service Science and Management 6: 151-159.

Saarinen, J. (2003). The regional economics of tourism in Northern Finland: The socio-economic implications of recent tourism development and future possibilities for regional development. Scandinavian Journal of Hospitality and Tourism, 3(2), 91-113.

Solomon M., Bamossy G., Askegaard S., & Hogg. M. K., (2006). Consumer behavior: European perspective, (3rd edition), Prentice Hall. New Jersey. ISBN 978-0-273-7 1472-9

Tasci A. & Kozak, M. (2006). Destination brands vs destination images: do we know what we mean? Journal of Vacation Marketing, 12(4).299317.

The Kenyan Wall Street. (2019). Kenya Recorded 37.7% increase in number of international tourists in 2018.

Tourism Research Institute. (2018). Tourism sector performance report.

UNWTO, (2007). Development assistance. World Tourism Organization, Madrid.

UNWTO. (2012). International tourism its one billion. Press Release No. 12076.

UNWTO. (2014). International tourism exceeds expectations with arrivals up by 52 million in 2013. Madrid: United Nation World Tourism Organization.

Yasarata, M., Altinay, L., Burns, P., & Okumus, F. (2010). Politics and sustainable tourism development – can they co-exist? Voices from North Cyprus. Tourism Management, 22, 345–356.

How to Cite
Patricia, T., Ombaka, D. B., & Kariuki, D. A. (2020). The Effects of Destination Marketing on Tourism Performance in West Pokot County. Africa Journal of Technical and Vocational Education and Training, 5(1), 96-110. Retrieved from