Factors Determining Gastro-Tourism Promotion of Indigenous Foods in Hotels Within Western Tourist Circuit, Kenya

Abstract

Tourism promotion in Kenya has been conducted with a view that neglects an important tourism component - food. Despite this, tourists' demand for local indigenous foods is reportedly increasing. Local hospitality organizations have not been keen to follow this changing trend and instead serve tourists the same convention foods they ponsume back in their home countries while ignoring their experience concerns. The main Objectives of this study therefore were (a) to identify factors determining gastro-tourism promotion of indigenous foods within hotels in the Western Tourist Circuit, and (b), to assess hotel's performance in gastro-tourism promotion. This study adopted a sequential explanatory research design in which quantitative and qualitative data were collected using questionnaires and key informant interviews respectively. The study population consisted of top and middle level hotel managers in the Western Tourist Circuit. 166 managers were drawn from 62 hotels using multi-stage sampling technique in the quantitative phase. Stratified random sampling was used to select seven top level managers as key informants in the qualitative phase. Quantitative data collected was analysed using Descriptive statistics, Factor Analysis, Regression and Correlation analysis in SPSS. Qualitative data gathered were subjected to Content analysis in NVIVO 9.2. The research identified Food preparation process, Food preparation benefit, Food preparation output; Food service process, Food service output, Food service input; External food related activity and Internal food related activity as important factors in gastro-tourism promotion. Of the eight factors, the process aspects of food preparation and service in a hotel set up as well as external food related activities came out as the most important factors of gastro-tourism promotion. Qualitatively this was attributed to the need for various forms of experiences such as learning, participatory and adventure, which would make tourists feel appreciated and satisfied. Although hotel managers perceived these factors as important in gastro-tourism promotion in the Western Tourist Circuit, the performance of the hotels in gastro-tourism promotion generally did not conform to managers' perceptions. The study attributed this to seasonality, acceptability, religion among other factors which were thought to influence hotels ability to utilize indigenous foods and facilities in promoting gastro-tourism. The implication of this finding to hoteliers and tourism professionals is that particular attention should be paid on those factors perceived to be more important in gastro-tourism promotion, the concern being maximizing tourists' experiences. Further studies should however be conducted with tourists and the local community in the picture and a comparison be made.