DETERMINANTS OF EXPENDITURE BY INTERNATIONAL TOURISTS IN THE NORTH COASTAL REGION OF KENYA

Many studies depict Kenya as a cheap tourists’ destination since it mainly attracts mass tourists who don’t spend much compared to independent travellers. This study sought to find out the aspects that played a role in determining the amount of money a tourist spend while on holiday. Survey design was employed to carry out the study with self-administered questionnaires being used to get information from respondents. A total of 302 international tourists were sampled for purposes of the research. Data was analyzed using statistical package for social sciences (SPSS) where descriptive statistics were used to summarize data on the demographic profile of the respondents. A multiple regression model was developed in order to establish factors that greatly influenced the expenditure patterns and levels of international tourists. Because of the nature of the data which was nominal in nature, categorical regression was used to do the analysis as opposed to ordinary linear regression. From the results, the study found a significant regression equation, (F(28,47) = 4.960, p < 0.0005) which implied that there was a significant linear relationship between total expenditure and the predictors. Expenditure levels of tourists was dependant on nationality, marital status, age, level of education, occupation, number of previous visits, the length of stay and by the net monthly income. In conclusion, sustainability of tourism in the northern coast according to tourist enterprises and members of the local community was determined by the ability of tourists to spend more within the host community and therefore improving livelihoods of the locals.