• Muriithi R. Ndegwa
  • Francis N. Kibera
  • Justus M. Munyoki
  • James Njihia


This study's objective was to determine the effect of marketing mix strategies on the performance of tour
firms in Kenya. The study was anchored on the Service Marketing Theory supported by the Marketing Mix
Strategy Theory. The study adopted the positivist philosophy and descriptive research design. The study
population comprised 234 tour firms operating under the Kenya Association of Tour Operators (KATO)
and surveyed through a semi-structured questionnaire completed by key informants. The researcher used
both descriptive statistics and inferential statistics to analyse the pertinent data. Correlation and regression
analyses were conducted, and the relevant statistics used to test the hypothesis. The research findings found
a positive and statistically significant influence of marketing mix strategies on organizational performance.
The study makes theoretical, policy, and managerial contributions to knowledge by reinforcing the
Marketing Mix Strategy Theory that contends that marketing mix strategy is an essential factor in
influencing competitive advantage. Further, this study plays a significant role to policymakers as the
insights learned will help them develop tourism programmes and policies that will encourage greater
comparability of tour firms and knowledge sharing amongst different stakeholders to build capacity and
capabilities. Managers must consider that their primary duty revolves around isolating customers' exact
needs and deciding on the best marketing mix strategies to adopt to deliver products and services that
satisfy both current and potential customers. This study recommends that policymakers and stakeholders
operating in the tourism industry should take advantage of this research's findings and benefit from
implementing the right kind of marketing mix strategies to maximize their organizational performance. The
study further recommends that similar research be conducted based on other travel trade (the full range of
organizations operating as intermediaries in the tourism and travel industry), such as hoteliers, travel
agencies, as the unit of analysis. Such a study would increase the empirical knowledge in the subject matter
while also extending the generalizability of the study findings.
Key words: Marketing Mix Strategies, Organizatio