EFFECT OF ORGANIZATIONAL CULTURE ON THE RELATIONSHIP BETWEEN MARKETING STRATEGIES AND PERFORMANCE OF TOUR OPERATOR FIRMS IN KENYA

Abstract

In the current dynamic global environment, for a seeking to implement a marketing strategy,
it must cultivate a successful organizational culture. The objective of the study was to
establish the influence of organizational culture on the relationship between marketing
strategies and the performance of tour operator firms in Kenya. The study was anchored by
the organizational culture theory. Descriptive cross-sectional and quantitative designs were
used for the study. The target population were all the 271 registered tour firms by the KATO
as at 31st Dec 2018. The analysis was conducted using SPSS. The Baron and Kenny (1986)
moderated regression analyses was employed in determining how organizational culture
influenced the relationship between marketing strategies and performance. The findings
revealed that organizational culture had a significant impact on the link between marketing
strategies and performance of the selected tour companies. From the various empirical
studies reviewed it was established that organizational culture can moderate how marketing
strategies influence performance. Considering that this study was carried out in a developing
country, the study suggests that further studies should be conducted focusing on developed
countries to show the relationship between the three study variables.
Keywords: Organization culture, marketing strategies, firm performance, tour operator
companies