Factors influencing recommendation of sub-Saharan Africa travel products: A Hong Kong–Kenya importance–performance analysis
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Monica WC Choy [2] ; Ken Kamoche [1]
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[1] University of Nottingham
University of Nottingham
Reino Unido
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[2] Technological and Higher Education Institute of Hong Kong, Hong Kong
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- Localización: Tourism economics: the business and finance of tourism and recreation, ISSN 1354-8166, Vol. 28, Nº. Extra 4, 2022 (Ejemplar dedicado a: Africa Rising - Tourism Economics Research in Africa), págs. 1101-1128
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
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 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 article provides a starting point for further research on strategic tourism marketing and management within the underresearched Asia–Africa nexus.
