INFLUENCE OF PROMOTIONAL ACTIVITIES ON THE PERFORMANCE OF FOUR-STAR HOTELS IN MOMBASA COUNTY
Keywords:
Promotional Activities, Hotel Performance, Mombasa CountyAbstract
The performance of four-star hotels in Mombasa County remains suboptimal despite implementing various promotional strategies, creating challenges for profitability and competitive positioning in an increasingly saturated market. Intensified competition from new entrants, alternative accommodation options, and evolving consumer preferences have created an urgent need for effective performance enhancement measures. This study aimed to investigate the influence of promotional activities on the performance of four-star hotels in Mombasa County, Kenya. The research was grounded in the Marketing Mix Theory, which emphasizes the strategic coordination of product, price, place, and promotion elements to achieve desired business outcomes. A descriptive research design was employed, collecting quantitative data from all ten four-star hotels using a census approach. The study targeted 100 key managerial staff including hotel, marketing, front office, and sales managers, achieving a 90% response rate. Data were collected through structured questionnaires with Likert-scale items and analyzed using SPSS 28, employing descriptive statistics and regression analysis. The findings were presented in Tables and figures. The findings revealed a strong positive relationship between promotional activities and hotel performance outcomes (R = 0.742). Promotional activities explained 55.1% of the variance in hotel performance (R² = 0.551), with the regression model being statistically significant (F = 108.123, p < 0.001). The study therefore concluded that promotional activities are fundamental drivers of successful hotel performance in Mombasa County's four-star hotel sector. Hotels implementing comprehensive promotional strategies consistently achieve superior performance metrics compared to those with limited promotional efforts. The research recommends strengthening promotional frameworks through increased budget allocation, enhanced digital marketing investments, systematic customer loyalty programs, continuous staff training, and regular performance monitoring systems to maintain competitive advantages in the coastal tourism market.
Citation: Omolo, E. O., Dr. Jane Munga, PhD, & Mr. James Mbebe. (2025). Influence of Promotional Activities On the Performance of Four-Star Hotels in Mombasa County. Academic Journal of Humanities and Social Sciences Research, 2(1), 1–12. https://doi.org/10.5281/zenodo.17273885
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