1.0 Title
The proposed title for this study is Travel Agencies Responses to Information Communication Technologies in Kenya: An analysis of Sustainable Strategies. This paper will show the different information about the different methods, approaches and instruments to be used in the study in order to conduct and implement it successfully.
2.0 Background of the Study
Tourism in Kenya is the third largest foreign exchange earner. The tourism industry in the country is improving due to the liberalization measures, diversification of tourist generating markets and continued commitment of the government in providing an enabling environment, together with the successful tourism promotion and political stability (Buzzle.com, n.d.).
Tourism is also being affected by the changes and development in the global market and environment. This is particularly visible in terms of the Internet and globalization. The Internet, particularly had changed the role of travel agency in any country in the world, because it enables major players in travel and tourism, such as airline companies, hotels, restaurants etc., to market their products and services directly to the customers. As a result, it had affected the overall supply chain management of the industry. Supply chain management pertains on the supply chain integration which connects a company towards its stakeholders: customers, suppliers and other members of the channel (Eng, 2006). The application of information technology in this aspect had become very important for many companies, because it helps in order to connect all of the stakeholders in easier and real-time manner ().
3.0 Aim and Objectives of the Study
The main aim of the study is to investigate the responses of travel agencies towards the application of communication technologies in Kenya. In line with this, the following are the specific objectives of the study:
· To analyze the current application of information communication technologies in travel agencies in Kenya;
· To present the impact of information communication technologies in the overall operations and performance of travel agencies in Kenya; and
· To evaluate the impact of information communication technologies in maintaining strategic movement in travel agency sector.
3.0 Methodology
This paper will be descriptive in nature. According to Creswell (1994), it will focus on presenting facts about the nature and status of a given situation as it exists during the time of the study, therefore, it will be helpful in analyzing the connections and practices that exists, beliefs that are ongoing, effects that are being felt and even trends that are being developed (Best 1970). As a result, it can help in order to describe the present or existing conditions and conditions based on the perceptions and opinions of the respondents of the study (Creswell, 1994).
In addition, it will employ both qualitative and quantitative methods; therefore it will gather and analyze both statistical and non-statistical data. This is important because the researcher can take advantage of the different benefits of both methods. The quantitative data can be used in order to easily analyze and present the result of the study, thus, the qualitative data will be helpful in order to present in-depth or profound data about the subject.
4.1 Data Collection
The survey method, also known as the questionnaire method, will be used in gathering the data for this study.
Surveys are the most common form of research method for collection of primary data (Commonwealth of Learning, 2000). One of its purpose is to describe, e.g., to count the frequency of some event or to assess the distribution of some variables such as proportion of the population of different age groups, sex, religion, castes and languages, knowledge, attitude and adaption of practices about particular issues, and other information of similar nature about the population (Commonwealth of Learning, 2000).
4.2 Sample Population
The target population for this study is 100 employees or staffs from travel agencies in Kenya. They will be from the IT and marketing department of the agency. They will be selected in random manner by using the lottery approach.
4.3 Data Analysis
The data results of the study will be analyzed by determining their corresponding frequency, percentage and weighted mean. The following statistical formulas will be used:
1. Percentage – to determine the magnitude of the responses to the questionnaire.
n
% = -------- x 100 ; n – number of responses
N N – total number of respondents
2. Weighted Mean
f1x1 + f2x2 + f3x3 + f4x4 + f5x5
x = --------------------------------------------- ;
xt
where: f – weight given to each response
x – number of responses
xt – total number of responses
5.0 References
Best, J. (1970) Research in education. 2nd Ed. Englewood Cliffs, N.J: Prentice Hall, Inc.
Bigné, J. E., Aldás, J. and Andreu, L. (2008). ‘B2B services: IT adoption in travel agency supply chains’. Journal of Services Marketing. 22(6), 454 – 464.
Buzzle.com. Investing in Kenya: Tourism Industry. Retrieved 30th September, 2010.
Commonwealth of Learning. (2000). Manual for Educational Media Researchers: Knowing your Audience. Vancouver, Canada: Commonwealth Educational Media Centre for Asia (CEMCA).
Creswell, J.W. (1994). Research design: Qualitative and quantitative approaches. Thousand Oaks, California: Sage.
Eng, T. Y. (2006). ‘An investigation into the mediating role of cross-functional coordination on the linkage between organization norms and SCM performance’. Industrial Marketing Management. 6, 762 – 773.
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