Influence of travel motivation aspects on destination loyalty of domestic tourists' visiting Coast region, Kenya

Abstract

<strong>Abstract:</strong> Despite the marginal growth recorded in the tourism sector in Kenya, the domestic visits and estimates fall far below targets and expectations due to a number of reasons affecting tourism demand at this level. The specific objective was to; examine the influence of socio-psychological and destination attributes on destination loyalty among domestic tourists in Kenya with an intention of providing prerequisite information on travel experiences and needs as per the study constructs. Simple random sampling technique was adopted for domestic tourists while data was collected using structured questionnaires. Data analysis carried out using various techniques such as; descriptive and inferential statistical techniques comprising t-test and simple linear regressions were used to examine the significance of the relationships between study variables. In this study, 400 questionnaires were distributed to domestic tourists, while the return rate was 92.7%. From the regression coefficients, results the socio-psychological factors and destination attributes were all significant predictors of destination loyalty at 5% level of significance since the p value was less than 0.0001. The model summary results indicated, R-square = 0.442, implying that socio-psychological and destination attributes factors explains 44.2% of destination loyalty. The null hypothesis was tested and rejected since the results indicated that socio-psychological factors and destination attributes have a significant influence on destination loyalty. It is evident from these findings that the socio-psychological aspects are more predominant when compared with destination attributes. Since, destination attributes and socio-psychological factors explain 44.2% of destination loyalty, 55.8% of the variation is still unexplained, thus the study <em>recommends</em> further study be conducted aimed at establishing other factors influencing destination loyalty. <strong>Keywords:</strong> Travel motivation, Destination attributes, Socio-psychological, Destination loyalty, Word of mouth, Revisit intentions, Domestic tourists. <strong>Title:</strong> Influence of travel motivation aspects on destination loyalty of domestic tourists’ visiting Coast region, Kenya <strong>Author:</strong> Lawrence Wang’ombe, Dr. Joseph Njoroge, Dr. Peace Agufana <strong>International Journal of Novel Research in Marketing Management and Economics</strong> <strong>ISSN 2394-7322</strong> <strong>Vol. 9, Issue 3, September 2022 - December 2022</strong> <strong>Page No: 31-42</strong> <strong>Novelty Journals</strong> <strong>Website: www.noveltyjournals.com</strong> <strong>Published Date: 05-October-2022</strong> <strong>DOI: https://doi.org/10.5281/zenodo.7147601</strong> <strong>Paper Download Link (Source)</strong> <strong>https://www.noveltyjournals.com/upload/paper/Influence%20of%20travel%20motivation-05102022-1.pdf</strong>