International Marketing Strategy, Information Communication Technology and Performance of Tour Firms in Kenya
Abstract
The objective of the study was to establish the influence of information communication technology (ICT) on the relationship between international marketing strategy and performance of tour firms in Kenya. Information communication technology was computed as a composite of social media use, use of websites and automation of internal business processes. The moderating effect of information communication technology on the relationship between international marketing strategy and firm performance, established that information communication technology and international marketing strategy accounted for 49.4% variation on firm performance. Moderation is established if the effect of interaction on performance of tour firms in Kenya is significant. The interaction of information communication technology with international marketing strategy showed that the firm performance did not improve significantly. The R2 increase of 0.1% indicated that interaction term did not have significant influence. However the overall model was statistically significant. The study has made contribution to theory, policy and practice. It also stated recommendations and has additionally made suggestions for future research. The key informants of the study comprised senior management such as CEO/MD, Marketing Manager, Business/ Operations Manager. Others were IT, Director Client Relations.
Keywords: International Marketing Strategy, Information Communication Technology, Firm Performance & Kenya
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