An In-Depth Thematic Analysis of Customer Driven Factors Influencing the Purchase Decisions of Guests in Four and Five Star Hotels in Kenya

Abstract

It is apparent that Kenya's tourism marketing strategies are not effective. One way for hospitality facilities in the country to stay ahead of competitors is by addressing the ever changing needs of their guests. Various factors also influence the purchase decisions of guests in four and five star hotels. These factors should nonetheless form the bases of the marketing strategies of the hotels. This study consequently explored the purchase decisions of guests in the hotels with a view of enhancing the tourism performance of the country. The guests, who were interviewed, identified the atmosphere, hospitality, food, facilities, amenities, location, accessibility, price, value, discounts and security as being the key factors behind their purchase decisions. These should subsequently be addressed by hospitality marketers in the country.