Performance of Domestic Airlines in Kenya

2025-02-04T03:28:38+00:00

Purpose: The study sought to examine the effect of strategic management practices on the performance of domestic airlines in Kenya. This comes when the domestic airlines in Kenya face tremendous challenges orchestrated by dynamics in the operating environment and disruptions in the global markets. Domestic airlines have seen a surge in customer shuns rates due to low customer satisfaction. Moreover, most domestic airline players have faced a steady decline in sales revenues and overall market share. This raises the question of what could be the remedy to upscale organizational performance of domestic airlines. The study specifically addressed the effect of environmental scanning, strategy formulation, strategy implementation, and strategy evaluation on the performance of domestic airlines in Kenya.

Methodology: The study employed a causal research approach and targeted 129 employees from 43 domestic Kenyan airlines. A questionnaire was used to collect primary data, which was analyzed using descriptive and inferential statistics.

Results: The findings revealed that strategic management practices (environmental scanning, strategy formulation, strategy implementation, and strategy evaluation) significantly influenced the performance of domestic airlines in Kenya.

Implications: Domestic airlines should expand and continue performing in the competitive market. Managers have the duty to integrate strategic management practices through vigorous environmental scanning, formulation of strategies that respond to market demands, effective implementation of developed strategies, and evaluation of implemented strategies to ensure they align with the external operating market for enhanced performance.

Exploring the Virtual Reality in Tourism Marketing for Improving Efficiency and Better Consumer Experience

2025-02-04T21:21:52+00:00

Purpose: This study examines the transformative potential of Virtual Reality (VR) in tourism marketing, emphasizing its role in enhancing efficiency and sustainability. It aims to bridge the gap between theoretical advancements and practical applications of VR in tourism.

Methods: A PRISMA-based systematic literature review was conducted, analyzing studies from 2021 onwards. The study explores various VR applications in tourism marketing, such as dynamic pricing, customer segmentation, and real-time personalization, while addressing challenges like data privacy and algorithmic bias.

Results and Discussion: Findings indicate that VR enhances consumer engagement, improves travel decision-making, and fosters immersive destination branding. VR-driven marketing strategies, including virtual tours, interactive campaigns, and personalized experiences, have significantly influenced consumer behavior and increased booking conversion rates. However, challenges remain, such as accessibility barriers, high implementation costs, and potential discrepancies between virtual and real-world experiences.

Implications: VR presents a strategic advantage for tourism marketers by offering immersive previews, enhancing customer trust, and supporting sustainability initiatives. Policymakers and industry leaders must address infrastructure and ethical concerns to maximize VR’s potential.

Originality: This study provides a comprehensive overview of VR’s role in tourism marketing, integrating insights into its technological applications and market impact, which remain underexplored in current literature.

Business Perspective Review

Performance of Domestic Airlines in Kenya

Exploring the Virtual Reality in Tourism Marketing for Improving Efficiency and Better Consumer Experience