Assessment of Seasonality on Performance of Star-Rated Beach Resorts in the Coastal Region of Kenya

Abstract

Hotel sector have bright vision for the growth of travel and tourism industry by providing the country’s economic growth. Despite increased efforts by the beach resorts managers and Government of Kenya to make them a driving force in achieving the national economic growth, they have continued to suffer from annual seasonal fluctuations in the volume of business due to tourism seasonality each with different expectations and demands. This paper assessed seasonality and performance of star-rated beach resorts in the coastal region of Kenya. Mixed method approach was used to do a cross- sectional survey. Questionnaires and interview schedule were used to collect data. Target population comprised of managers (23) and guests (586). Managers were purposively selected while guests were randomly sampled. Descriptive and inferential statistic were used to analyse quantitative data while qualitative data was analysed thematically. Results revealed high Standard Deviation (1.27), observed in October-December and April-July (1.8) while low Standard Deviation (0.51) was observed in April Easter week and December-March (0.85). Thus, a homogeneity of the responses that April Easter week and December- March are actually peak seasons interpreting to good performance. A number of factors were perceived to cause seasonality; internationally, climatic changes and travel patterns while domestically, holidays, religious festivals, sports and trade fairs. The study recommended extensive assessment on causes, impacts and effective management strategies to smoothen performance.