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

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.

Design Method for Travel E-commerce Platform Based on HHO imparoved K-means Clustering Algorithm

“…Step 4: Compute the objective function using equation (1). Verify that the function converges or that the difference between two neighboring values of the objective function is less than a given threshold and stop.…”

“…With the rapid growth of the national economic level, people's quality of life and living standards have improved, and tourism consumption accounts for an increasing proportion of people's daily consumption [1]. With the rise of the E-commerce industry, the development of data mining technology, machine learning algorithms, the rapid development of intelligent tourism service technology, tourism E-commerce has become an important means for people to obtain tourism information and tourism product booking [2].…”

Quality Analysis of Health Center Service Management for Efforts to Improve Patient Satisfaction

“…Reliability tests are performed on question items that are declared valid. This test measures a questionnaire, an indicator of a variable or construct (Lankia, 2022) (Choy, 2022). A variable is reliable if it has a Cronbach Alpha (α_Cronbach) more than the r table.…”

Post-COVID-19 travel intentions to Kenya from Hong Kong by applying the extended theory of planned behavior (ETPB)

“…Before the COVID-19 pandemic, Kenya ranked third in Sub-Saharan Africa behind South Africa and Nigeria (Balala, 2019). Despite the impressive performance among sub-Saharan African tourist destinations, Kenya's numbers of international tourist arrivals trails behind other Asian, European, and North American tourism destinations (UNWTO, 2019a), which may be due to concerns associated with quality of life, medical care, literacy rate, health, pollution (Manrai et al, 2019), safety and visa concerns (Deichmann and Frempong, 2016), terrorism, incidence or casualties (Buigut and Amendah, 2016), vaccination concerns (Adongo et al, 2021), and tourist transport provision and infrastructure (Choy and Kamoche, 2022). Since travelers tend to conflate countries in the African continent with other African countries, pandemic outbreaks such as Ebola and Covid have also weakened image of Africa as a safe travel destination.…”

“…China (including Hong Kong and Macau) ranked the 4th largest source market, accounting for 4% of Kenya's total inbound international arrival (Balala, 2019). However, the number of tourists from Hong Kong remains unrevealed (Choy and Kamoche, 2022). Benefitting from soaring China-Kenya bilateral ties, the number of holidaymakers from China to Kenya increased exponentially by 280%, from 29,774 in 2015 to over 84,000 in 2019 (Xinhua, 2019; KTB, various years) (see Figure 1).…”