Effects of Terrorism on International Tourists: A Case of Kenya

Abstract

The purpose of this research study was to analyze the effects of terrorism on international tourists who have visited Kenya. To achieve the purpose, the study analyzed the effect of terrorism on tourist behavior, the effect of tourists’ awareness of terrorism on destination image and the effect of terrorism on tourist’s risk perception and attitude. The study adopted the descriptive research design and employed the survey method for the collection of primary data from respondents. The total population constituted of 401 international tourists. The study focused on a sample size of 123 of which 80 responded. Due to the difficulty faced by the researcher in accessing data from the hotels and tour firms, convenience sampling technique was used to obtain data from previous USIU exchange students, international students currently residing in the USIU hostels as well as international tourists from one tour company via email using an online survey. The study also employed descriptive and inferential statistics in the analysis where data was then presented using tables. The study found that tourists who had the most travel experience internationally reported they would visit an area affected by a tourist attack immediately. Most of the tourists reported they frequently follow the news on terrorist attacks especially on the internet. Additionally, most of the tourists never cancelled or postponed their travel plans due to news of a terrorist attack. The study also established that most of the tourists were aware of the terrorist incidents that occurred in Kenya. Despite knowledge of travel advisories that had been issued by their own countries, most respondents never cancelled or postponed their travel plans. Majority of the tourist’s perceived factors such as crime and terrorism to be high risk in Kenya. Half of the tourists agreed to the statement that the media gives too much attention to terrorist attacks while the other half disagreed. Majority agreed that travel advisories are often over estimated. Furthermore, most of the tourists reported they would visit Kenya again despite the acts of terrorism as well as recommend Kenya to their family and friends. Lastly, most of the tourists perceived Kenya to be a safe tourist destination. The study concludes that an individual’s travel motivation changes with the individuals travel experience which in turn influences a tourists’ reaction to terrorism. Furthermore, safety and negative media images can influence a tourist’s destination choice. The study also concludes that the public relies heavily on media for news coverage of terrorism activities which can be harmful to the destination’s image. Lastly, the study concludes that destinations are perceived to be more risky with any terrorist activity that occurs. The study recommends that quality service be provided to tourists because memorable experiences can help create positive word of mouth where travelers can influence their friends and family to visit the destination. It also recommends that mass media be careful as to how they relay messages of terrorism to the public since this can significantly influence tourism at the destination. Finally, the study recommends that the government should keep assuring international tourists of the security measures that have been put in place to provide a safe environment for everyone which will in turn create positive perceptions and a change in attitude for tourists visiting Kenya.