Factors influencing recommendation of sub-Saharan Africa travel products: A Hong Kong–Kenya importance–performance analysis

Monica WC Choy and Ken Kamoche
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Monica WC Choy: Technological and Higher Education Institute of Hong Kong, Hong Kong
Ken Kamoche: University of Nottingham Business School, UK

Tourism Economics, 2022, vol. 28, issue 4, 1101-1128

Abstract: 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.

Keywords: China Hong Kong; importance–performance analysis; Kenya; sub-Saharan Africa; travel agency; tourism destination marketing and management (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:sae:toueco:v:28:y:2022:i:4:p:1101-1128

DOI: 10.1177/13548166211018286

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