| dc.description.abstract | Hospitality institutions are increasingly embracing the practice of strategic planning in
anticipation that this may translate to improved performance. However, strategic planning
studies have mainly focused on the direct relationship between strategic planning and
performance and have not given attention to specific stages that make up the strategic
planning process. The relationship between strategic planning stages on performance in
the hospitality industry particularlj in Kisumu County, the major tourism hub in western
tourism circuit whose bed capacity ic;as low as 10-20% is not known. The purpose of this
study therefore was to investigate effect of strategic analysis, choice and implementation
on hospitality industry performance in Kisumu County, Kenya. Specific objectives were
to: establish effect of strategic analysis on performance; examine effect of strategic choice
on performance; and determine effect of strategic implementation on performance in
hospitality industry in Kisumu County. The study was guided by the theory of strategic
planning and performance in a conceptual framework that related strategic choice,
analysis and implementation to hospitality industry performance. These are the strategic
analysis, strategic choice and strategic implementation. A correlational survey research
design was used with a target population of 100 managers from 100 hospitality outlets in
Kisumu County. A stratified sampling technique was employed to select 80 managers for
the study. Primary data were collected by administration of questionnaires. A pilot study
of five managers revealed an alpha a=.854 indicating instrument reliability. Based on
multiple regression analysis, the study found: strategic analysis (P=.416, p=.OOO),
strategic choice W=.362, p=.OOO) in relation to performance. Meaning strategic analysis
and strategic choice each has a positive relationship to performance. Strategic
implementation (p=.074, p=.5141 however implied its inability to predict performance.
The study concluded that strategic analysis and strategic choice both have positive effect
on hospitality industry performance. therefore recommended continual use ofstratezic
analysis and careful strategic choices given their effect on performance. This study is
significant in informing hospitality industry, policy makers and strategic management
academ icians. | en_US |
