WORD-OF-MOUTH MARKETING TOOLS AND THEIR INFLUENCE ON STRATEGIC MARKETING IN SELECTED HOTELS IN NAIROBI

Abstract

Purpose of the study: In Kenya word-of-mouth marketing is commonly used among the youths. Despite this, hospitality establishments do not consider it as a viable form of advertising, in spite of its affordability. Therefore, the aim of this study was to find out how effective word-of-mouth is in regard to marketing Kenyan hotels. Methodology: The study employed an explanatory research design to ascertain the effectiveness of WOM in marketing Kenyan hotels. A total of 270 consumers and 56 hotel staff from 8 selected four- and five-star hotels in Nairobi County participated in the study. A structured self-administered questionnaire was designed and used in the study. Purposive judgmental sampling was used in the selection of hotels and hotel staff, while systematic random sampling was used to select customers. Main findings: 80.2% (202) of consumer respondents were members of a social media platform, while 91.3% (21) of staff were members of a social media platform. 64.3% (162) of the respondents agreed to seeking insights concerning products and services from friends, family, and peers. WOM marketing tools had a significant effect (p-values < 0.00001) on strategic marketing in selected star-rated hotels in Nairobi. Application of study: The study carries significant findings for hotel operators and managers, hotel marketing managers, consumers, hotel staff and government Novelty: The study brings to light the proliferation of WOM among various demographics of hotel consumers. It also portrays the overreliance on WOM among consumers. The study further revealed that the WOM marketing tool would enhance strategic marketing by sixty percent.