Content Marketing and Performance of Domestic Tourism in Nairobi City County Wildlife Parks

Abstract

Domestic tourism is vital in the Kenyan economy, contributing to job creation, income generation, and sustainable growth. However, Kenya's domestic tourism industry has declined recently, with a notable drop in visitation to the wildlife parks in Nairobi City County since 2019. This decline may be attributed to low awareness levels, ineffective marketing strategies, and a lack of targeted communication. This study explored the influence of content marketing on the performance of domestic tourism. The study was conducted in four wildlife parks in Nairobi City County, Nairobi National Park, Giraffe Centre, Snake Park, and Mamba Village, with a descriptive research design. Convenience sampling was used to select a sample of 388 respondents, consisting of 384 tourists and four marketing managers from the respective animal parks. Data was collected through structured questionnaires administered to domestic tourists visiting the wildlife parks and interviews with marketing managers. Descriptive statistics provided insights into various aspects of the data, whereas correlation and regression analyses were conducted to examine deeper relationships within the data. The analysis reveals a correlation coefficient (R) of .610 between content marketing and domestic tourism performance, indicating a moderate positive relationship. The coefficient of determination (R square) of .372 suggests that content marketing accounts for 37.2% of the variation in tourism performance. The study recommends leveraging content marketing strategies to increase domestic tourism in Nairobi City County’s wildlife parks.