Effect of Product Diversification Strategies on Revenue Generation in Kenya Wildlife Service–Managed National Parks in Kenya
DOI:
https://doi.org/10.47941/jepm.3897Keywords:
Product Diversification, Revenue Generation, Wildlife Tourism, Tourism DevelopmentAbstract
Purpose: This study sought to examine the effect of product diversification strategies on revenue generation in Kenya Wildlife Service managed national parks in Kenya.
Methodology: A cross sectional descriptive and explanatory research design was adopted. The target population comprised Kenya Wildlife Service staff in 10 Kenya Wildlife Service managed national parks, drawn from top level management, middle level management, and support staff, while secondary data were obtained from park level financial and administrative records. Stratified random sampling was used to select respondents, and primary data were collected using structured questionnaires. Validity was ensured through expert review, and reliability was assessed using Cronbach’s alpha. Data were analyzed using descriptive statistics, correlation analysis, and multiple regression analysis, and the results were presented in tables and figures.
Findings: The study concluded that broadening visitor facing services, strengthening digital systems, expanding revenue sources, and deepening stakeholder partnerships can significantly enhance revenue outcomes and financial resilience in protected areas.
Unique Contribution to Theory Practice and Policy: KWS should adopt a deliberate and strategic approach to broadening and managing revenue streams. This can be achieved by expanding and professionalizing concessions, leases and licensing arrangements for tourism.
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