Analysis of and Recommendations for Kenya's Tourism Sector
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Inhaltsangabe:Introduction: This paper analyzes the performance of Kenyas tourism sector with a view to assessing tourism cluster cooperation, competitiveness and its sustainability impacts on the overall economy. The theoretical foundation is based on Porters Diamond Model and builds on the cluster concept and typology. This integrates competitiveness and performance improvements within the economic, social, cultural, environmental and political dimensions. The results of the analysis provide possible strategic guidance for the public sector in regard to tourism policies. Similarly, it provides strategies for competitiveness, interaction, and sustainability between the public sector and the private sector. In order for Kenya to achieve its goal of improving and sustaining tourism earnings (where do we want to go?), I examined the nations current position (where are we now?) and provided an analytical foundation for cluster development dialogue and design (how do we get there?). Chapter 1-5 examines the sectors external and internal environment with the help of the STEEP (Social, Technological, Economical, Environmental, and Political factors) analysis that builds in turn, on SWOT (Strength, Weaknesses, Opportunities and Threats) as an analytical tool. In addition, Porters model examines the clusters performances, identifies factors that trigger development and sustainability, and the role of the governments and related institutions in the sector. After the agricultural sector, the tourism sector is the second largest contributor in foreign earnings. In 2008, the sector witnessed a major decline in revenues in as a result of post-election violence. Given that the tourism sector touches all sectors of the economy, the decline in tourism earnings was a huge blow to the nation as the sector employs more than 407,000 people directly and indirectly (World Travel and Tourism Council 2009). Furthermore, the sector has been susceptible to market price fluctuations, increasing competition, political instability, and the recent global recession. Kenya offers several natural, geographical, historical and cultural assets namely; wildlife, coastal beaches, alternative tourism, which include sports, hiking mountain-climbing, golf, sports, cruise tourism, safari rallies, among others. However, some of these areas are underdeveloped and offer opportunities for diversification of the tourism product and market. The national governments strategy targets high-end and mass tourism, sustainable tourism development as well as niche markets. Despite the efforts undertaken by the public and the private sector to improve the situation, the sector still faces a number of challenges. These include: poor infrastructure, corruption and bribery, poor cluster linkages, outdated policies, lack of information, political instability, and inadequate financial structures. Chapter 6 concentrates on how the country can achieve competitive advantage and improve tourism revenues. With the aid of reviews of the past and current data, policy initiatives, and literature on the cluster, the analysis concludes with recommendations to both the private and public sector stakeholders in order to improve the sectors performance. Handling the aforesaid resources, a road map for the entire sector is required so as to promote these assets and increase productivity. However, this requires appropriate measures for improving infrastructure, curbing corruption, increasing investments, maintaining stability, implementing environmental policies, and investing on human resources and capability. To ensure a favourable tourism development scenario, it is of vast significance that grounds should be established for harmonious and effectively coordinating mechanisms within the tourism cluster. As tourism plays an important role in Kenyas economy, the aim of the country is to improve and stabilize the sector and ensure a permanent source of revenue largely independent from market volatility. Moreover, increased competitiveness and performance of the tourism sector regionally and globally will contribute to the countrys poverty alleviation. Inhaltsverzeichnis:Table of Contents: LIST OF FIGURES4 LIST OF TABLES5 LIST OF ACRONYMS6 LOCATION MAP7 EXECUTIVE SUMMARY8 1.INTRODUCING KENYA11 2.ANALYSIS OF KENYAS TOURISM SECTOR13 2.1STEEP ANALYSIS17 2.1.1Social Factors17 2.1.2Technological Factors18 2.1.3Economic Factors19 2.1.4Environmental Factors21 2.1.5Political.

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