The Effect of promotional mix tools on the sales performance of tourist destinations in Kenya

Abstract

Promotional mix tools are important in making a business increase demand for the goods or services the business is offering. For businesses to survive, they need to incorporate these promotional tools which include sales advertising, sales promotion, personal selling, and public relations to their sales strategy. Tourist destinations attract a lot of income throughout the seasons in Kenya. However, Kenya being a third world country, prospective tourists fmd it hard to believe a country like Kenya would have amazing travel destinations they would enjoy. It is therefore great for travel agencies and firms to utilize these promotional mix tools to attract any future travel prospects that may have doubts about touring Kenya, and this in turn will lead to an increase in the sale performance of these travel firms in Kenya. The purpose of this study is to establish the effect of these promotional mix tools on the sales performance of tourist destinations in Kenya. The research adopted a descriptive design to explain the relationship between the variables for this research. The sample size was comprised of 45 employees from travel agencies from travel agencies in Kenya. Purposive sampling was used to get the agencies that fit the description of the study. Primary data was also obtained through a semi-structured questionnaire and data analysis will apply multiple regression and correlation in determining the importance of variables and detecting the relationship between variables.