Influence of advertisements and events on popularity of Golf tourism in Nairobi and Kiambu counties, Kenya

Abstract

Golf tourism plays an important role in positioning a destination, helps upgrade host destination infrastructure, provides employment opportunities, and compensates for conventional tourism seasonality. Despite the above benefits and the availability of world-class golf courses and facilities, accessibility, and retail shops for golf equipment in Nairobi and Kiambu counties golf tourism has not reached the prime of its popularity levels. Additionally, there have been studies on promotion, economic contribution, and sustainability of golf tourism, these studies have focused on famous international golf destinations this study intended to bridge the knowledge gap, thus the purpose of this study was to explore the influence of advertisements and golf events on popularity of golf tourism in Nairobi and Kiambu Counties. Specifically, this study sought to establish the influence of online advertisements on popularity of golf tourism, influence of broadcast advertisements on the popularity of golf, influence of print media advertisements on popularity of golf, influence of golf tournaments and golf charity events on popularity of golf tourism. A case study research design was used to gain an in-depth understanding of the promotion of golf tourism and how it has affected awareness, interest, and consumer intentions. The target population comprised of 12 golf tourists (golfers and spectators) and 12 golf marketers (golf course marketing officers, Kenya Tourism Board business developers, golf union officials, local business employees, and tour operators) as the key respondents. A purposive sampling approach was used to select golfers and golf marketers while convenience sampling was used to select golf spectators. The sample size consisted of 24 respondents. Data was collected through semi-structured interviews. Multiple data source triangulation was used to ensure reliability and construct validity and content validity was ensured. Data processing and analysis of all the objectives were done using the MAXQDA software version 20.3.0 the study used inductive thematic analysis to obtain the research findings and the results were presented using charts, verbatims, graphs, and tables. The study established a positive influence of online advertisement on awareness, interest, and consumer intentions (action, choice, and preference), the study found that print media has an influence on awareness, and finally broadcast has an influence on awareness, desire, and interest. Also, according to the research findings, there is a positive influence of golf tournaments on awareness interest, and customers' intention (loyalty and revisit), and golf charity events on awareness, interest, and customer intentions (loyalty, retention, and referrals). The findings of this study have policy and practice implications as the study provides insights into advertisement strategies and the impacts that each form has, policymakers should consider integration between the traditional forms, events, and online advertisements should be done so that maximum realization of the influence of these promotion tools can be felt in Nairobi and Kiambu counties. Additionally, the study recommends that golf courses, golf unions, the Kenya Tourism Board, the Ministry of Tourism local businesses should collaborate to create integrated marketing to boost golf tourism popularity.