IMPACTS OF TECHNOLOGY TO THE MARKETING OF TOURISM PRODUCTS A

CASE STUDY BOMAS OF KENYA AND GIRAFFE CENTRE.

KIPS TECHNICAL COLLEGE

DIPLOMA IN TOURISM MANAGEMENT

SYOMBUA MUINDI

CENTRE CODE: ……………………………………..………………………………..

INDEX NUMBER: …………………………………………………………..

ADMISSION: ECO/H08-11/0702/22

SUPERVISOR NAME: MR.JOHNSON

EXAM SERIES: JULY 2024

THIS PROJECT IS SUBMITTED TO KENYA NATIONAL EXAMINATIONS

COUNCIL FOR THE AWARD OF DIPLOMA IN TOURISM MANAGEMENT

MODULE II

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DECLARATION
I Elizabeth Syombua Muindi declare this project as my own original work and has not been
presented for any award in this or any other institution.

It is therefore submitted to the school of hospitality and tourism department, KIPS Technical
College, for the fulfilment for award of Diploma in Tourism Management.

CANDIDATES NAME: MUINDI ELIZABETH SYOMBUA

SIGN: …………………………………………………………………………….

DATE: ……………………………………………………………………………

SUPERVISOR’S NAME: MR JOHNSON KINYITA

SIGN :……………………………………………………………………………

DATE: …………………………………………………………………………..

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DEDICATION
I dedicate this work to the Almighty God and thank Him for guidance and strength. Wisdom to
write this research project. It is also my hope that he will bless the work of my hands. I also
dedicate it to my wonderful and beloved parents my mum, Mrs. Marrieta Muindi and my dad
Mr Samuel Ndambuki for their advice and sacrifices they made to see me successful through
my studies.

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ACKNOWLEDGEMENT
I am gratefully indebted to all those who have contributed to the success of this project. First
and foremost I recognize and uphold gratitude to Almighty God whose power has made me
come this far. My sincere gratitude goes to my supervisor, Mr Johnsone Kinyita for tirelessly
and willingly sharing his scholarly experience and for making this project a success
undertaking. He has been available for consultation, his professional guidance and supervision
added value to this work.

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Contents
DECLARATION....................................................................................................................................2
DEDICATION........................................................................................................................................3
ACKNOWLEDGEMENT.....................................................................................................................4
ABSTRACT............................................................................................................................................5
CHAPTER ONE.....................................................................................................................................6
1.0 INTRODUCTION..................................................................................................................6
1.1 BACKGROUND OF THE STUDY.......................................................................................7
1.2 STATEMENT OF THE PROBLEM..........................................................................................7
1.3 PURPOSE OF THE STUDY.......................................................................................................8
1.4 OBJECTIVES OF THE STUDY.................................................................................................9
1.5 RESEARCH QUESTIONS..........................................................................................................9
1.6 SIGNIFICANCE OF THE STUDY...........................................................................................10
1.7 LIMITATIONS OF THE STUDY.............................................................................................10
1.8 DELAMINATION OF THE STUDY........................................................................................11
1.9 SCOPE OF THE STUDY...........................................................................................................12
1.10 CONCEPTUAL FRAMEWORK............................................................................................12
CHAPTER TWO..................................................................................................................................14
LITERATURE REVIEW....................................................................................................................14
2.0 INTRODUCTION......................................................................................................................14
2.1 REVIEW OF RELATED STUDIES.........................................................................................15
2.1.1 THE IMPACTS OF TECHNOLOGY TO THE MARKETING OF TOURISM
PRODUCTS IN BOMAS OF KENYA AND GIRAFFE CENTRE..........................................15
2.1.2 The systems of fighting against false information on marketing of tourism products in
Bomas of Kenya and Giraffe Centre...........................................................................................16
2.1.3 The tourism products found in Bomas of Kenya and Giraffe Centre..............................17
2.1.4 The role of government to tourism products in Bomas of Kenya and Giraffe Centre. . .17
2.2 SUMMARY.................................................................................................................................18
CHAPTER THREE..............................................................................................................................20
RESEARCH DESIGN AND METHODOLOGY...............................................................................20
3.0 INTRODUCTIONS....................................................................................................................20
3.1 RESEARCH DESIGN................................................................................................................20
3.2 STUDY AREA/LOCATION OF THE STUDY........................................................................21
3.3 TARGET POPULATION..........................................................................................................21
3.4 SAMPLING TECHNIQUE AND SAMPLE SIZE...................................................................21
3.4.1 SAMPLING TECHNIQUE.................................................................................................21
3.4.2 Sample size...........................................................................................................................22
3.5 DATA COLLECTION INSTRUMENTS.................................................................................22

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 3.6 PRE-TESTING...........................................................................................................................22
3.7. DATA COLLECTION METHODS AND PROCEDURES...................................................23
3.8 DATA ANALYSIS TECHNIQUE.............................................................................................23
3.9 ETHICAL CONSIDERATIONS...............................................................................................23
CHAPTER FOUR................................................................................................................................24
DATA ANALYSIS, PRESENTATION AND INTERPRETATION................................................24
4.0 INTRODUCTION......................................................................................................................24
4.1 RESPONSE RATE.....................................................................................................................24
Table 2: respondents per age class..............................................................................................25
Table 3: number of respondents who used technology..............................................................25
Table 4: response on knowing Bomas of Kenya and Giraffe centre.........................................26
Table 5: transport used by tourists.............................................................................................26
Figure 2: How tourists got affected by use of technology..........................................................27
Figure 2: percentage of tourists affected by technology.............................................................27
Table 6: response on purpose of visit..........................................................................................27
Fig 3: tourists rate of negative effects of technology..............28
4.2 PRESENTATION OF FINDINGS............................................................................................28
CHAPTER FIVE..................................................................................................................................29
Summary of findings, conclusion and recommendation....................................................................29
5.0 INTRODUCTION......................................................................................................................29
5.1 SUMMARY OF FINDINGS......................................................................................................29
5.2 CONCLUSIONS.........................................................................................................................30
APPENDICES......................................................................................................................................31
APPENDIX A: REFERENCES.......................................................................................................31
APPENDIX B: AUTHORIZATION LETTER..............................................................................32
APPENDIX C: QUESTIONNAIRE................................................................................................33
APPENDIX D: BUDGET.................................................................................................................35

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ABSTRACT
A study on how technology has affected the marketing of tourism products in Bomas of Kenya
and giraffe centre. In order to identify the key issues which should be worked on so as to
improve the marketing of tourism products. Finding ways to improve the technology usage and
also present it from harming tourism.

Data of the study was collected between October to December 2023, with a target sample size
of 800 which was calculated 100% confidence level with an average of 60,000 tourists whom
visit the above mentioned destinations per annum. 500 tourists of 10 nationalists were
interviewed through a self-administered. Questionnaire, using a systematic sampling technique
whereby one questionnaire was issued to the tourists at the entry to bomas in an hourly interval
basis.

Analysis indicates that the females were more satisfied than males. Many of the tourists come
for official trip, others come for adventure, recreation, personal trip and employment. To
enhance the marketing of the products, there is need of government support for the tourism
sector like, improvement of infrastructure and technology also offering training for people to
have knowledge on how to use technology.

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 CHAPTER ONE
1.0 INTRODUCTION
Research is a critical analysis of existing conclusions or theories with regard to the newly
discovered fact are necessary in and over changing world positively or negatively. In a
research, you can find solution to the problems through systematic collection, analysis and
interpretation of the data. My research project will be mostly based on how the technology and
innovation has affected the growth of tourism globally and internationally.

In my research chapter one will be covering the background of the study. This sub topic will be
more explaining on where the technology was invented and how it has impacted the marketing
of tourism products both negatively and positively. Therefore I will be giving into details the
statement of the problem, the purpose of the study, objectives of the study same research
questions which will be gotten from the objectives. Then the significance of the study,
limitations of the study, delimitation of the study, scope of the study, assumption of the study
and finally conceptual framework. Researching on technology has led to more positive and
negative impacts to the whole world. Based on marketing of tourism products, technology has
to be used in order to reach a large number of people. Through technology people acquire new
skills and it also creates more jobs thus improving living standards.

People have joined various institutions in order to improve their skills on technology becoming
engineer, technicians, mechanics, media personalities and many more. However technology
was there and will continue to be there even to the future generations. Due to availability of
technology, life has become easier since the work which needed more people and hours can be
done by one person using technology.

1.1 BACKGROUND OF THE STUDY

According to my research, technology was developed 3.3 million years ago in China. It spread
to other continents worldwide e.g. German, Spain, America, London, Canada and many more.
Technology has brought development to countries leading to sustainable growth. Through
technology there was development of infrastructure, health facilities and many more. It lead to
improvement of transportation, communication systems, agriculture, medication, astronomy,
education and metal logy thus bringing about effective service delivery.

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Through use of technology there was invention of wheel in Egypt. During the 13th dynasty, the
earliest wheeled transport emerged. People could transport their goods by wheel. They also
introduced potter’s wheel which was made of clay, ox-powered water wheels, horse driven
chariots for transportation.

Communication systems were also improved due to existence of technology in East Africa. On
the Swahili coast, the Swahili language was written in Arabic scripts. The people of Uganda
developed a form of writing based on a floral code and the use of talking drum was widespread
as well . The Agikuyu of Kenya used a mnemonic – pictographic device they called Gikandi to
record and spread knowledge. This kind of memory device uses a pictorial symbolism which
proceeds by simplified pictures, tracing only part of an object or a conventional image.

Technology evolved in three stone ages; the Palaeolithic, the Mesolithic and the Neolithic.
Through the ages there was invention of various tool which man used for survival. There was
also invention of metal in three ages namely; the chalcolithic, the bronze age and the Iron Age.
The metal formed tools which man could use to perform his task.

1.2 STATEMENT OF THE PROBLEM

Technology has brought many problems in Kenya such as reduction of labour, damage to the
environment, crime and tourism and data security, cultural disruption, economic inequality,
unemployment and job displacement. Due to technology the task which was performed by
more or a group of people can be done by one person through operating machines. Some works
automatically others manually. Without technology people overworked leading to some
quitting their jobs as they lacked a time to rest. For instance many employees at Giraffe Centre
were reduced due to availability of technology those who worked in recording the data of
visitors they were replaced with computers and laptops.

As technology has brought new techniques of making work easier it has rendered many
Kenyans jobless. Many people lost and others are still losing their jobs due to introduction of
technology in the industry. There is increment of crime and terrorism as technology has also
allowed for individuals to carry out the act of committing crimes right from their homes under
anonymity. This is known as cybercrime and can be defined as an online criminal act while
using a computer or other electronic devices to cause harm to others.

Technology has led to job displacement to the workers from the parks. When new economic
activities emerge in other parts the workers are being displaced. Some workers got displaced
from giraffe centre to safari walk leading to change in job and also wages. The labour

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displacing effects of technology is more than offset by compensating mechanisms that create or
reinstate labour, suggesting that wide spread technology, driven unemployment is not
supported by empirical evidence. However, low skills production and manufacturing workers
have been adversely affected by technological change, highlighting the need for up skilling and
reskilling strategies.

There is economic inequality due to development of technology. Rapid technological change

decreases the demand for low skilled workers, where work can be automated and increases the
demand for educated workers who work in new technology based jobs. In giraffe centre, the
workers who were not skilled in technology they got changed their jobs and also wages. Some
were changed from receptionists to gate men due to lack of technological skills. In order to
retain their jobs, many had to go for trainings to acquire technological skills. This has led to an
increase in professional and technical jobs which tend to have higher wages, like receptionists,
managers, tour guides, tour operators and many more.

1.3 PURPOSE OF THE STUDY

Researching on how technology has impacted marketing of tourism products. I purpose to find
a solution to the problem facing the marketing of the products which are brought by usage of
technology. I found much has to be done to tourism sector especially in Bomas of Kenya and
Giraffe centre. Technology has been an important source to the tourism as it has brought to
sustainability. Despite of technology bringing positive impacts to marketing of tourism it has
also brought more disadvantages to the tourism sector.

The following are the purposes of the study;

To gain knowledge of how technology has been used in marketing of tourism products. In
Bomas of Kenya technology has been used to portray important information to tourists about
different communities, posters hanged on the entrance to advice the visitors about rules and
regulation they are expected to follow in the destination.

To advice the tourists on how to secure their data to avoid data insecurity. Many of the tourists
have been losing their data through phones, laptops and many more. Others are being conned
through social media platforms. Some accounts have been hacked through cyber bullying.

To have knowledge on how technology has affected the marketing of tourism products. After
introduction of technology to Kenya many of the employees lost jobs. There was culture
disruption, data insecurity and many more.

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To have knowledge on what can be done to stop the misuse of technology so that the
technology can be used in better ways. Through educating the tourists about technology, they
can be able to use it to bring positive impacts to their lives e.g improving living standards
through job creation. Students can use it for studies, the tourism products can be marketed
through use of technology such as printing newspapers with pictures of the products to be sold,
advertising through television and social media platforms. Regulating social media platforms
and introducing punishment to those who misuse the technology can be the way to stop the
misuse.

1.4 OBJECTIVES OF THE STUDY

Research on technology impact to marketing of tourism products, I got some objectives on the
same research which was able to explain by the end of the research.

The objectives are as follows;

1. To find the impacts of technology of the marketing of tourism products in Giraffe

Centre and Bomas of Kenya.
2. To develop systems to fight against false information in the tourism industry in Kenya.
3. To investigate the tourism products found in Bomas of Kenya and Giraffe Centre.
4. To investigate the government’s plan on supporting the marketing of tourism products
if Giraffe Centre and Bomas of Kenya.

1.5 RESEARCH QUESTIONS.

These are the questions I came up with after getting my objectives;

1. What are the impacts of technology to the marketing of tourism products in Bomas of
Kenya and Giraffe Centre?
2. What are the steps for fighting against information in marketing of tourism products in
Bomas of Kenya and Giraffe Centre?
3. What are the tourism products found in Bomas of Kenya and Giraffe Centre?
4. What are government plans on supporting the marketing of tourism products in Bomas
of Kenya and Giraffe Centre?

1.6 SIGNIFICANCE OF THE STUDY

Technology has been a most essential mean since it was introduced in our country. It has
brought both positive and negative impacts especially in tourism sector. Studying the impacts
of technology in marketing of tourism products has enhanced my knowledge about technology
and tourism.in order to use technology someone need to have expertise knowledge about it.
Doing this research, I found it was more advantageous having knowledge about technology and
how it has been used in the marketing of tourism products.
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I have been able to identify the impacts brought by the technology to the tourism sector. Mostly
in marketing of tourism products in bomas of Kenya has been extremely improved by use of
technology since it could reach a large number of people. The following are the significances
of studying impacts of technology in marketing of tourism products;

It has helped to know how technology can be used for the purposes of marketing tourism
products. I order to have the knowledge they should pass through a training pertaining
technology such as use of social media platforms e.g Facebook, WhatsApp, Instagram and
twitter also via internet.

1.7 LIMITATIONS OF THE STUDY

As I was undertaking my research at Bomas of Kenya and Giraffe Centre I had to face the
following challenges;

1. Language barrier – the big number of population was foreigners and they couldn’t
speak the national language which is English and Kiswahili.so I had to speak their
language which was German and French which was so hard for me to communicate
effectively to them.
I was unable to gather the right information and finish my research as I couldn’t
understand their language.
2. Financial challenges – travelling from home to Giraffe Centre and Bomas of Kenya was
somehow hard as I lacked sufficient fare for those three destinations. Entrance fee was
also a challenge as I’m still a student and not working.
3. Lack of suitable data collection tools. Doing my research without a smartphone or a
laptop made me gather little information than I could have gathered. If I used
smartphone or laptop could make my work easier and I could be able to record the
information faster. With use of those gadgets the information could be kept for future
reference.
4. Some of the respondents were not ready to take research questions only few were able
to answer as required the others were rude. Others claimed to be busy in the industry.
Poor network coverage thwarted the continuation of our case study to far – fetched
places.

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1.8 DELAMINATION OF THE STUDY
In the study of impacts of technology on marketing of tourism products I encountered
many challenges which could hinder me from conducting my research effectively. I
choose my study on technology for it has brought many effects to the tourism sector
which has caused stagnation to the growth of tourism leading to reduction on the
number of tourists visiting Bomas of Kenya and Giraffe Centre. Technology has
impacted the marketing of tourism negatively leading to the following impacts;
environmental damages, cultural disruption, loss of traditional skills, cyberbullying and
unemployment. In order to gain a detailed information about the factors for my target
population.
Despite of the challenges I faced in the study, I managed to complete my task. The
research was carried for 3 months. The target population was 800 participants; 400
given questionnaires and 400 interviewed. The research was done to portions of
students, men and women. The challenges I encountered being lack of suitable data
collection, tools, language barrier, hostile community, financial challenges though those
were not the only challenges faced, there were other related problems I could have
chosen but they were screened off from the view. However, as my study emphasized on
impacts of technology, I used the said technology in order to conduct my research
which made my work easier thus all data I collected were recorded on laptop for future
reference. My study was intended to help understand how tourists in Bomas of Kenya
and Giraffe Centre are being affected by use of technology and come up with a way to
avoid those effects for better marketing.

1.9 SCOPE OF THE STUDY

This scope of study is limited to recruiting 800 volunteers between the ages of 18 to 84
yrs. who will be contacted using questionnaires and interviews. This study will last for
a maximum 3 months. This research will be solving the impacts brought by technology
to the marketing of tourism products in Bomas of Kenya and Giraffe Centre. Due to this
originality in being the first study to name conceptualise and explore this concept, the
focus lies on a hostile qualitative in depth exploration. The emphorical testing of the
developed model quantitative means thus goes beyond the scope of this study and is left
for future research. With the respect to theoretical frameworks and methodological
approaches, several decisions had to be taken to determine the comprehensiveness and
boundaries of research. Within the services given by technology on marketing of
tourism. The scope is limited to tourism experiences on technology rather than related
concepts such as customer experience or heritage experience.
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 1.10 CONCEPTUAL FRAMEWORK
Independent variables dependent variables

Mapping of tourism products

 GIS mapping
 Presentation and conservation
 Digital interpretation Technology for sustainable tourism
development

 Enhanced opportunities
 Better targeting
 Optimization
 Enhanced experiences
Experience capturing

 Service offerings
 Business models
 Tourists expectations

Technological interpretation

 Visibility of Kenya’s tourism

products
 Diversified tourism products
 Enhanced market segmentation
 Awareness and branding
Technological environment
 Big data analytics
 Leadership
 Governance
 Financing
Digital marketing  Partnership
 Moderating variables
 Transformation needed
 Strategic approach
 Development of AL-powered
apps
 VR technology
 Wearable technology

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 Digital technologies has brought significant transformation to the tourism industry in
the following ways;

a) Increasing the variety and volume of tourism products, services and experiences,
functionality accelerating the speed of economic transactions market awareness and
feedback
b) Revolutionizing tourism enterprises, products and experiences business, ecosystems
and destinations.
c) Transforming the traditional roles of tourism producers and consumers with new
roles, relationships, business models and competencies, leading to customization of
visitor experiences and enhanced visitor satisfaction.

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 CHAPTER TWO
LITERATURE REVIEW
2.0 INTRODUCTION
The chapter is based on some objectives and questions. I formed from my research. It will be
about the research done at Bomas of Kenya and Giraffe Centre. In this chapter I will be
explaining into details the questions obtained from the research about impacts of technology in
marketing of tourism products. The objectives are;

i) To find the impacts of technology to the marketing of tourism products in Bomas of

Kenya and Giraffe Centre.
ii) To find how government protocols on technology affects the marketing of tourism
products in Bomas of Kenya and Giraffe Centre.
iii) To investigate the tourism products found in Bomas of Kenya and Giraffe Centre
iv) To investigate the government plans on supporting the marketing of tourism
products in Bomas of Kenya and Giraffe centre.

In this chapter, the above objectives will be explained into details.

2.1 REVIEW OF RELATED STUDIES

2.1.1 THE IMPACTS OF TECHNOLOGY TO THE MARKETING OF TOURISM
PRODUCTS IN BOMAS OF KENYA AND GIRAFFE CENTRE.
In this case, there are both positive and negative impacts of technology in marketing of tourism
products in Bomas of Kenya and Giraffe Centre.

The following are the positive impacts of technology on marketing of tourism products;

1. (Cristiana 2008) many people in the USA use internet to book their trips to various
destinations. Technology has been used to make work easier. For instance a task which
was taking hours through usage of technology it takes minutes to complete.
2. Reduction of paper work- through the use of technology gadgets such as laptops,
computers, and smartphones information can be recorded in them rather than recording
in books. This has helped also to conserve the environment.
3. Through the use of technology it has improved the marketing of tourism products as
they can be posted to social media platforms and also get advertised on internet.
4. Education – using technology people have been able to understand the tourism products
and also they have been able to do research about the products.

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5. (dis 2010) therefore technology has taken this a notch higher as everything is done in
comfort of their house. It has reduced much travelling as through the use of technology
they can do their bookings from home.
6. Informing – tourists have been able to receive important information about different
destinations for example the precautions tourists should take before entering the
destination. The policies etc. (Cristiana 2008, p.346) people are able share information
in their remote locations through personal computers fax machines, cell phones, email
and the internet in real time.

NEGATIVE IMPACTS
1. Unemployment - many people got sacked from jobs as technology was introduced.
A task the needed man power was performed by use of computer or laptops or
machines. Marketing of tourism products before technology it was done by people
through calling for seminars, conferences and so on but since technology came
marketing began to be done through an advertisement on televisions, social Medias
and also printing newspapers and distributing them to public.
2. Damage to the environment – clearing the land where animals used to live greatly
affects the environments natural cycle leading to displacement of wildlife.
Technology uses and depletes many of earth’s natural resources. It also leads to
water pollution where the marine ecosystem is destroyed leading to death of aquatic
animals.
3. Data insecurity – tourists’ information are being recorded online leading to
increased data collection and sharing whereby as more and more of personal
information is being collected and shared online. Zipf 2002 p.57 – people have
improvised ways of hacking or gaining into the website of organisation to steal
important information. There is a greater risk that is information could be accessed
or misused by others.
4. Cultural disruption- the wide spread adoption of Western technology, media and
online platforms has led to a dilution of traditional Kenyan cultural practices and
values. This has included change in clothing, language and even religious beliefs as
people are exposed to different world views through technology.
5. It has also led to loss of traditional skills especially in Bomas of Kenya where tribes
are not able to show case their traditional skills as they were before. As modern
technology becomes more prevalent, traditional skills and crafts are getting

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 forgotten thus lowering the level of tourist attractions in Kenya. Traditional skills
are becoming less halved, which brings a negative impact to the cultural heritage.
6. Cyberbullying and online harassment – the use of technology has exposed
individuals to cyberbullying and online harassment which can be psychologically
damaging and negatively impact mental health to the tourists. (Jungsum and
Hardm.2010, p 735) another challenge is increased risk of cybercrime and hacking.

2.1.2 The systems of fighting against false information on marketing of tourism products
in Bomas of Kenya and Giraffe Centre.
Technology has brought false information spread by bloggers of the tourism destinations.
Many of tourists from foreign countries have been misled by some users of technology. The
information have been causing fear to tourists visiting Kenya, like terrorism and many more.
Tourists have been robbed through internet which has brought fear among them. According to
Jungsum and Harding (2010) the virtual world presents challenges of maintenance and follow
up (p.735.” it requires a lot of investment in internet use in terms of updating the links and
responding to many blogs that are sent.”

There is need for tourist information in Bomas of Kenya and Giraffe Centre to be secured and
the data collected to be kept safe to avoid system hacking. Some people may gain entrance to a
system host on the internet to gain access to any information that may be confidential. Such
individuals may falsify the information hence leading to misinterpretation and loss of tourists.
Furthermore, the number of tourists that visit website may not be enough as expected. Thus
cause huge loss since the destination may not be able to raise enough revenue hence affecting
the level of income. “People have improvised ways of hacking or gaining into the website of
destination to steal important information. This exposes the destination to risk (zipf 2002,
p.57). The use of technology needs to be regulated by the stakeholders in order to avoid the
false information and any bad effect can come from internet. Those misusing the technology
need to be given a stun punishment in order to reduce those negative effects of technology to
the tourists.

2.1.3 The tourism products found in Bomas of Kenya and Giraffe Centre.
In Bomas of Kenya there are many tourism products which attracts more tourists visiting the
place. In this place there are rich culture of Kenyan’s 42 different ethnic groups as they live on
their day to day basis. This is clearly demonstrated through traditional dances, music, songs
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and folklore. There is splendor arena where acrobatic show are performed. It also has a
wonderful display of mud huts and traditional Kenyan homesteads. These traditional houses are
set out in clusters according to the region. The homes are grouped with the first wife’s hut,
second wife’s hut, granary etc. In addition to the main attractions, the dancers and the
traditional homesteads, there is also a large wooden play area for young children a small, low-
key villages of craft shops and other attractions.

In Giraffe Centre there are various tourism attractions giraffes’ being the most attraction.
Tourists got attracted by the ways these creatures interact and also take part in contributing to
their conservation. There is also a bar and restaurant at the destination which offers a variety of
refreshment and food at a fair price for tourists.

2.1.4 The role of government to tourism products in Bomas of Kenya and Giraffe Centre
The marketing of the tourism products is more important to the country as it will increase more
tourist visitation to the country and create revenue generation. Tang and Jang, 2009 “ In the
contemporary era, governments are more active and involve activities influencing to reap
benefits from the tourism industry.” Government implement different policies to influence the
environmental, economic and social aspects. In the process of regional marketing participants
divided into two categories. One is the managers of government, from the public level- city
planning departments, business development sectors, the tourism sector, the meeting
department, public information sector, infrastructure management sector.

President Uhuru Kenyatta (2018) “ We will do all it takes to improve our technology to
influence marketing of tourism products in our country by constructing more roads, improving
security in destinations. The government is aiming to develop more tourism attraction in
Bomas of Kenya and Giraffes Centre. With the development of country system of governance
will help to develop communities through partnerships. Through developing an infrastructure
supporting tourism attraction and the degree of proximity of the source, target market, source
level and local hospitality and economic prosperity. The government provides good hardware
for tourist to improve the accessibility of destination. In the marketing point of view, external
transport, large scale infrastructure belongs to the external micro-economic environment for the
marketing tourism enterprises which cannot be changed by the tourism companies by
themselves provide tourists with safe and satisfying sift environment. The so called soft
environment is the comprehensive evaluation of the law, peoples’ cultural quality, and the local
peoples’ hospitality of the religion.

Technology CS Joe Mucheru (2020) ” We have a strategy on how to regulate the technology
users.” Through the development of corresponding laws and regulations, government manage

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comprehensively the environment and provide good information consulting services for the
tourists, playing an irreplaceable role to provide a good environment to reduce the risk faced by
tourists. President Uhuru Kenyatta (2021) “ The government will provide free training to our
youths, on how to use technology in all institutions” Through the shaping and communications
of regional tourism image attract potential tourists to travel. Tourism product is intangible; its
marketing must rely on the packaging image.

2.2 SUMMARY
Technology being the main factor researched on, it has brought much impacts on marketing of
tourism in bomas of kenya and giraffe centre. In this chapter there are related studies, the first
one being the impacts of technology on marketing of tourism products in bomas of kenya and
giraffe centre in the case, there are both positive and negative impacts. The positive impacts
being; reduction of paper work where all the tourism information are recorded on laptops or
computers, education as many tourists are able to learn through use of internet, there reduction
of much travelling as tourists can do this books through the internet. Informing, any tourism
message passed through phone call, internet, email and other devices. The negative impacts
are; unemployment brought by use of technology, where the task which could be perfomed by
people is done through the internet, damage to the environment, technology users has depleted
many natural resources, leading to destruction and death of animals. Data insecurity where
tourists personal information are insecure on internet. Others being cultural disruption, loss of
traditional skills and cyber bulling and online harassment.

The system of fighting against false information on marketing of tourism product in bomas of
kenya and giraffe centre being the second related study. The research has revealed that there
are a lot of false information shared to tourists visiting bomas of kenya and giraffe centre.
There is need for tourist information to be secured and data collected to kept safe to avoid
system hacking.

The third being tourism products found in bomas of kenya and giraffe centre. In bomas of
kenya, the products found are the rich culture of kenya’s 42 different ethnic groups, some
activities like performing traditional dances, music,songs, folkline and acrobatic shows. It also
has a wonderful display of mud huts and traditional Kenyan homestead.there is also a large
wooden area for young children, a small low living village of crafts shops and other attractions.
Giraffe centre contain tourist attractions. Giraffes being the most attracted. Others being bar
and restaurant at the destination where tourists refresh and feed at fair prices.

The last being the role of government to the marketing of tourism products in bomas of kenya
and giraffe centre. The roles include; development of more tourist attractions, development of

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infransucture supporting tourism attraction and degree of proximity of the source, target
market, service level, and economic prosperity. The government has a role to develop
corresponding laws and regulation, manage comprehensively the environment to reduce the rok
faced by tourists. It can also improve tourism marketing through shaping and communication
of regional tourism image to attract potential tourist to travel.

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 CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
3.0 INTRODUCTIONS
In this chapter we will be talking about the data collected on my research. it comprises of some
more subtopics concerning my study. The first subtopic being: research design which will be
exposing both the structure of the research problem and the plan of the investigation used to
obtain empirical evidence on the relation of the problem. The second is study area and target
population. This is about the area I conducted my research and the number of people
interviewed to collect the data. Sample technique and sample size covered during my research.
The fourth is data collection instruments, this is the instrument: used during my research in
Bomas of Kenya and giraffe centre. The last subtopic being pre-testing, data collection method
and procedures, data analysis techniques and ethical consideration.

3.1 RESEARCH DESIGN

This refers to overall strategy utilized to carry out the research that defines succinct and logical
to tackle established research questions through the collection, interpretation, analysis and the
discussion of data. The study of research with a case study design with statistical study. A case
study involved on in depth investigation of an individual, group institution and phenomenon.
An approach that use in-depth investigation of one or more examples of a current social
phenomenon, utilising a variety of sources of data. A case can be an individual, person on
event or a social activity, group organisation or institution.

These studies are means of discovering new meaning, describing what exist, determining the
frequency with which something occurs and categorise information. It also discovers
associations and relationships between or among selected variables. To portray the
characteristics of persons, situations or groups and frequency with which certain phenomenon
occur; these studies observe, describe and document aspects of a situation as it naturally
occurs. Hellen L. Dulock

3.2 STUDY AREA/LOCATION OF THE STUDY

The study was conducted 20th October in Bomas of Kenya and 15th November in Giraffe centre.
Both wildlife and tourists had been affected by technology leading to damage to the
environment, cyber bulling and online harassment, traditional skills and many more.
Technology had nasty affected the tourism sector not only in Africa but also in the entire
world.

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3.3 TARGET POPULATION
The target population of the study was 800 tourist who mostly visit Bomas of Kenya and
Giraffe centre and bodies concerning together were included in the study

3.4 SAMPLING TECHNIQUE AND SAMPLE SIZE

3.4.1 SAMPLING TECHNIQUE
I used questionnaire and also conducted an interview in order to reach my target population.
They responded random satisfied sampling because they based on both Bomas of Kenya and
Giraffe centre. Other certified their right holder and means of acquisition of primary data while
typing different research papers, books, magazines etc are the major secondary source of data
that I used in my study to reach these two destinations. This sampling was done systematically
whereby four questionnaires were given to the tourists on an hourly basis interval, two in
Bomas and two in giraffe centre in order to reduce the chances of giving out more than one
questionnaire to a group of tourists visiting together and therefore reducing the level of
influence and application of information

age No. Of tourists

20-40 255

30-40 115

40-50 150

50-60 100

60-70 95

70-80 85

total 800

3.4.2 Sample size

The research covers two areas, Bomas of Kenya and Giraffe centre and the research perform by
using purposive. A total of 800 tourists were targeted to be interviewed to represent the average
of 60000 tourists visiting both Bomas of Kenya and Giraffe centre annually. This sample was
circulated based on 90% confidence level and 10% confidence interval of the average number
of tourists who visited those two destinations.

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3.5 DATA COLLECTION INSTRUMENTS
In order to get valuable and valid data, I used both primary and secondary data. The primary
data prepared me by questionnaires, interviews, focus groups, discussions, tasks, checklist and
experiment. The primary data was collected through self administered questionnaires given to
the tourists as they enter into Bomas through the main entry point. The questionnaires
comprised of two sections; the first section focused on general aspects i.e. nationality,
demographic and source of information among others, while the second part focused on
questions regarding various aspects of satisfaction including customer care, travel,
accommodation, information and accessibility. The filled questionnaires were dropped at the
exit on their way out and for the tourists staying overnight in the park at various camps where
they were being accommodated. The secondary data was gathered from published as well
unpublished. These were documents, reports, books, journals, newspapers and electronic
media.

3.6 PRE-TESTING
The study was carried in order to solve the effects caused by technology to the marinating of
tourisms products in Bomas of Kenya and giraffe centre, with an aim of understanding the
efforts of technology to tarom, how to avoid the impacts, understand the plans of the
government on supporting marketing. I used various methods of collecting data in order to
access the targeted population methods I used include; survey, questionnaire and in-depth
interviews. The researcher gave the test that contain twenty five items and consist of five
participants. The number of tourists who took protest was 100 tourists the protest was aimed at
measuring the tourist ability in speaking and their achievement before they entered the
experimental order. In pre-test, I did the following

1. I gave 25 items and asked the tourists to choose three items

2. I asked the tourists to describe their own word in two minutes
3. I then recorded them and scored them

3.7. DATA COLLECTION METHODS AND PROCEDURES

For the study, I first prepared the image data for analysis the questionnaires were distributed
each to group of tourists about 50 tourists. They first introduced themselves to the tourists so as
to socialize with them for a better data collection. Some were given texts and others were
interviewed or interrogated.

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3.8 DATA ANALYSIS TECHNIQUE
Data was entered in Microsoft excel where it was coded and analysed and descriptive analysis
of sample variables presented in form of tables and graphs. Chi square test of independence
was then used to compare the influence of confounding factors e.g. gender, age or level of
satisfaction. The test was also used to compare the number of visitors of various key tourist
sites within Nairobi. The outcome was presented with 80% confidence intervals and the results
considered significant at p<0.05

3.9 ETHICAL CONSIDERATIONS

The current study was subject to certain ethical issues. As it was mentioned earlier, all
participants reported their own acceptance regarding their participation in the research, though
a signed consent and bringing letter. At the same time, sample members were asked to sign a
debriefing and withdrawal letter. The aim of both papers was to reassure participants that their
participation in the research was voluntary and they were free to withdraw from it at any point
and for any reason. Next to this, participants were fully informed regarding the objectives of
the study while they were reassured that there owners were treated as confidential and used
only for academic purposes of the particular research. Except from the above, participants were
not harmed or abused, both physically and psychologically, during the conduction of the
research. In contrast the researcher attempted to create and maintain a climate of comfort.

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 CHAPTER FOUR
DATA ANALYSIS, PRESENTATION AND INTERPRETATION
4.0 INTRODUCTION
The chapter will be more of questionnaire used during the research that was done in Bomas of
Kenya and giraffe centre. The number of target population being 800tourists, the questionnaire
used was distributed to each tourist. The flow of this chapter will be mostly graphing, tables
and charts which will be used to show how the tourists responded to my questionnaires given
will follow respectively.

4.1 RESPONSE RATE

The research was done to target population of 800 tourists. Some responded and others never
gave their response. 71.25% responded yes and 28.075% no according to the questionnaire I
distributed. The female tourists were 450 while the male tourists were 250. Most of the
respondents were females according to 68% of the total respondents while 32% were males.
22% of the females were aged between 45-54 years recording the highest number compared to
the rest of the age groups. 80% of the respondents indicated that they used technology on daily
basis for service delivery while 20% responded hardly used technology

Percentage 68%-female

32%-male

68%

32%

Table 2: respondents per age class

age respondents Percentage

18-25 130 12

26-34 100 18

35-44 115 15

45-54 250 22

55-64 80 12

65-74 75 11

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 75-84 50 10

Table 3: number of respondents who used technology

usage respondent

1 1

2 4

3 1

4 4

5 2

6 3

7 1

8 5

9 3

10 11

11 6

12 4

13 9

14 10

15 30

total 94

A total of 65 of the respondents indicated that they knew Bomas of Kenya and Giraffe Centre
through internet as they were browsing doing their discoveries. 10% knew it through their tour
operations, while relatives and friends and website contributed to 15% and 10% respectively
making the total of age 100% of respondents.

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Table 4: response on knowing Bomas of Kenya and Giraffe centre
variable Percentage of respondents

Relative and friends 10

Tour operators 10

Website 15

Internet 65

Table 5: transport used by tourists

The tourists visited Bomas of Kenya and Giraffe centre by different means of transport. Those
who came from outside country used air transport while those who came from Kenya used road
transport.

Below is table of the tourist and their mode of transport respectively

Transport used No of tourists

Public bus 40

Tour van 30

Personal car 30

Air 20

Route 11 10

Figure 2: How tourists got affected by use of technology

An average of 56% of tourists indicated that they were extremely affected by technology while
30% indicated that they were slightly affected. 14% indicated that they were not affected.

14%

56%

30%

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Figure 2: percentage of tourists affected by technology
The tourists found in both Bomas of Kenya and giraffe centre came for their different purposed
as some came for same adventure, recreation, official trip, employment, personal trip. In that
case large number of tourists came for adventure.

purpose Number of tourists

Recreation 50

Official trip 30

Adventure 100

Employment 90

Personal trip 30

Total 300

Table 6: response on purpose of visit

The tourist gave responses on how technology has negatively affected them. As the effects of
technology, many of the tourists lost their jobs where they used to hustle resulting to
unemployment hence unable to travel for leisure. Others got cyberbullied which brought fear to
them, others their cultures got disrupted. Some tourist information got hacked leading to data
insecurity. They all gave their responses where the effect of unemployment was in high rate
50%, cyberbullying 10%, data insecurity 15% and culture disruption 25%.
55

50

45

40

35

30

25

20

15

10
Fig 3: tourists rate of negative effects of technology
5

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4.2 PRESENTATION OF FINDINGS
Technology tends to play a big role in marketing of tourism products. Being an important
milestones in reaching a wide range of people, it has made marketing easier through
digitization. Before technology, people used traditional markets where there is limited
customer profiling into distinct groups e.g. those with a higher tourist spend thus no targeting
or segmentation. This translates into a high tourist arrivals but the money they spend while in
the country is limited. Almost all respondents agree that technology has negatively affected
them leading to change in life style and mental health. Perhaps, it becomes difficult to brand
the destinations and consequently lead to use of inconsistent marketing communication to the
world at large.

However, 60% of the respondents agree that Kenya has a variety of tourist products to offer
which are averagely developed. The quality of these products are not in line with the price
offering while the branding strategy is considered to be less affective. Use of global television
as promotional media is up 20%. No emphasizes on use of digital marketing communication
methods or social media. Kenya has only one website in the English language therefore lacks
out all non-English speaking potential countries.

Through the technology has been there for long, distribution channels are well developed. The
road network is predominately murram in some parts in Giraffe Center and Bomas of Kenya.
Bomas of Kenya is not easily accessed because of insecurity on the roads and the bad condition
of the roads. Services in the destination are well synchronized and the tour industry personnel
are trained to meet the international required standards.

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 CHAPTER FIVE
Summary of findings, conclusion and recommendation
5.0 INTRODUCTION
This chapter outlines the summary of findings, conclusions, recommendations and suggestion
for further studies.

5.1 SUMMARY OF FINDINGS

According to research done in Bomas of Kenya and Giraffe Centre, the information gathered
shows that technology has greatly affected marketing of tourism products. Marketing is not
only affected these areas but also worldwide. The cases of cyberbullying, environmental
damage, data insecurity and unemployment are caused by use of technology. Many of the
youths become idlers as they got addicted by technology they stay online without doing any
task. It has also brought depression among Kenyans and peer pressure others ending up
committing suicide. Others joined crimes like robbery in order to acquire the technological
devices.

Through the government support on technology, the marketing of tourism products can get into
another level creating a positive picture for our destinations. Construction of roads will make
easy access to the tourism destinations like Bomas of Kenya. Through this marketing will be
easily. Good networks system for all social media platforms and internet will make the
advertisement reach a big number of people. Only technology can make the marketing of
tourism products in Bomas of Kenya and Giraffe Centre successful.

5.2 CONCLUSIONS
The aim of the study was to investigate the impacts of technology to the marketing of tourism
product in Bomas of Kenya and Giraffe Centre. While researching some of the factors that
might have affected the marketing have as well as educating the tourists on how to use the
technology for positive gams mainly for marketing purposes. This will increase tourists’
loyalty and chances to resist as well as recommending to friends and relatives. Through the use
of technology many of the tourists will be able to understand the products of Bomas of Kenya
and giraffe Centre and also to know the directions. Technology will reduce more wastage of
resources of travelling through making a meeting online. Technology usage needs to be
regulated to avoid bad usage of technology. Through regulation, there will be reduction of
negative impact.

Effective marketing of tourism will increase the number of tourists visiting the Bomas of
Kenya and giraffe Centre which will motivate them thereby increasing income generation on
tourism industry. Tourism is also the third largest foreign exchange earner after tea and

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horticulture at 23%; it captures backward and forward images while providing employment to
about 253000 people in modern wage sector (world tourism council, 2007). The show that for
Kenya to improve performance in tourism, the country must make budgetary outlays for
marketing activities.

5.3 RECOMMENDATIONS

For Bomas of Kenya and giraffe Centre to attain the top ten haul destination in Kenya as
anticipated by the year 2030 will involve addressing constraints facing tourists e.g. cyber
bulling, unemployment, cultural disruption, crime and terrorism and data insecurity through
implementing strategic marketing projects to improve the quality and breath of Kenya’s
tourists offering at giraffe Centre and Bomas of Kenya products e.g. art and craft exhibitors,
restaurants, cultural or exo-tourism. The future of these tourism destination is dependent on the
ability of the country to deliver a high quality product that corresponds to the changing tastes,
needs, wants and demands of international travelers. Use of well- developed niche-based
marketing strategy can lead to total market growth.

Mass marketing through internet and mass media platforms make the destination look general
yet we need to be specific in order to be differentiated. Partnership will corporate instructions
e.g. Kenya airways, ministry of technology through joint marketing campaigns can assist to
elevate destructions to a global level. Technology help Bomas of Kenya maintain a global
footprint despite the limited budget allocations from the government and use of social media
and digital campaigns are central to the marketing campaigns. Use of websites in different
languages provide comprehensive information for key audience consumers, the media and
tourism industry worldwide.

5.4 SUGGESTION FOR FURTHER STUDIES

Consideration should be given towards organized collaborative marketing strategies between

the Kenya tourism board, brand Kenya and tour operators and how this can contribute towards
the overall marketing of Bomas of Kenya and Giraffe Centre as a tourist destination.

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 APPENDICES
APPENDIX A: REFERENCES
World tourism council (2007) television tourism economic contribution updates

Jungson and hardin (2010) daily nation page 735

Grotrana(2008) tourism magazines forms of information page 346

ZIPF (2002) daily nation impacts of technology to tourisms

President Uhuru Kenyatta (2018) on radio how to improve tourism marketing

Dis (2010) BBC news technological performances

Joe Mucheru technology CS (2020) television how technology has affected tourism

President Uhuru Kenyatta (2021) daily nation page 10 government plans on improving tourism

Technology as Joe Mucheru (2020) on radio regulation to the technology users

APPENDIX B: AUTHORIZATION LETTER

ELIZABETH MUINDI

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P.O.BOX 15240-00400

NAIROBI

THE MANAGER DIRECTOR

BOMAS OF KENYA,

GIRAFFE CENTRE

DEAR SIR/MADAM,

RE: REQUEST FOR USE OF BOMAS OF KENYA AND GIRAFFE CENTRE

INFORMATION

I wish to undertake the diploma study on the impact of technology in marketing of tourism
products in Bomas of Kenya and tourism Centre, in partial fulfillments of the requirements of
the diploma of tourism management at kips technical college.

This letter is to request your permission to request and use information from Bomas of Kenya
and giraffe Centre through interviews with six heads of departments of technology and research
at Bomas of Kenya and Giraffe Centre.

Your responses are important, as they will enable to conclude my study appropriately, and
come up with positive recommendations and highlight are for improvement and also create a
basis of further research.

Please note that all information obtained will be regarded as highly confidential and will be
used for academic purposes. A copy of the final research report will be availed to you on
request.

Your cooperation will be highly appreciated

Yours faithfully,

Elizabeth

APPENDIX C: QUESTIONNAIRE
Dear respondent,
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I am a student at kips technical college, Eco bank campus pursuing a diploma in tourism
management conducting a research on impacts of technology on marketing of tourism products
in Bomas of Kenya and Giraffe Centre. I would appreciate your support by sharing your few
minutes in providing information for this study as a part for the requirement for the award my
diploma. Information provided will be confidentially treated and will be used for the research
purpose only.

1. Destination name
Address

Location of the destination

2. Person information
Sex:

Female ( )

Male ( )

Age

Education level

3. Do you know the meaning of technology

Yes No
4. Mention at least 5 negative impacts of technology to the marketing of technology
……………………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
…………………………………………………………
5. Which one of this is not one of the positive impacts to the marketing of tourism
products
Education

Damage of the environment

Informing

Advertisement

6. There is any way to overcome negative impacts to the marketing of products

Yes No
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 7. Mention four languages used in marketing the tourism products in Bomas of
Kenya and Giraffe Centre
1.
2.
3.
8. What about religious belief in use of technology in marketing of the products
……………………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
…………………………………………………………

9. For how long have you been employed at Bomas of Kenya?

Less than 5 years ( )

5-10( )

10-15( )

15-20( )

10. What means of transport do you use?

Public means ( )

Tour van ( )

Personal car ( )

Root 11( )

Air ( )

11. How long was your stay in Giraffe Centre?

1-3 days ( )

4-7 days ( )

8-11 days ( )

More than 12 days ( )

We thank you most sincerely for taking your time to fill the questionnaire and most especially
for your visit

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APPENDIX D: BUDGET
QUANTITY COST TOTAL COST
1 Researcher 1 Php 10,000.00 Php 10,000.00
2 Tokens/ Gifts 10 Php 500.00 each Php 5,000.00
3 Pens 200 Php 5.00 each Php 1,000.00
4 Laptop 1 Php 20,000.00 Php 20,000.00
5 Bond paper 20 reams Php 120.00 each Php 2,400.00
6 Photocopy 1000 Php 5.00 each Php 5,000.00
7 Transportation Php 2,000.00
8 Snacks Php 800.00
9 Miscellaneous expenses Php 3,500.00
TOTAL 49,700.00

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