ICT Marketing and its Influence on the Growth of Serviced Accommodation Facilities in Kwale County, Kenya

The hospitality industry is increasingly utilizing Information Communication Technology (ICT) for product and service development, serving a discerning customer base. The dynamic and complex business environment demands constant innovation and adaptation of management concepts and emerging technologies. This study aimed to assess the influence of ICT staff marketing and the growth of serviced accommodation facilities in Kwale County, Kenya. A descriptive design research method was adopted and focus on serviced accommodation facilities within Kwale County. The data mainly used primary data and supported by some secondary which was collected using a semi-structured questionnaire (closed and open-ended questions). The questionnaires were dropped and collected at a later time to owners, supervisors, and managers of the serviced accommodation facilities. The sampling was done through simple random sampling and the size was 254 respondents. Descriptive and inferential statistics such as regression analysis was used and the former presented using mean, percentages, graphs, and frequencies. Thematic analysis was used to present qualitative aspects and help group data for statistical analysis. Findings from the study indicate a strong correlation between ICT marketing and the growth of SAFs in Kwale County. (R = 0.698). Some of the barriers to ICT adoption identified include high costs, lack of infrastructure, insufficient training, and resistance from staff. Strategic Recommendations for Improving ICT marketing include; more government support, more incentives, and continuous training among staff. The findings of this study were useful to various stakeholder groups including academicians, policy makers, hotel managers, and potential investors. Keywords: ICT marketing, serviced accommodation facilities, hospitality Industry and Tourism Growth.