Influence of Maasai Cultural Orientation on Entrepreneurial Tourism Activities in Kajiado County, Kenya

Entrepreneurial tourism is an essential part of sustainable economic development. However, the specific contribution of cultural tourism to local economic empowerment remains underexplored. The study investigated the influence of Maasai cultural orientation on entrepreneurial tourism activities in Kajiado County, Kenya. The study adopted a cross-sectional survey design with a sample of 168 respondents. Both quantitative and qualitative primary data were collected through semi-structured questionnaires and key informant interviews. Data analysis involved descriptive statistics and linear regression for quantitative responses, and thematic analysis for qualitative responses. The study sample comprised 168 respondents, majority female (55%), predominantly aged 36-45 years (42%), with 73% having at least primary education and varied representation across community-based, private, NGO, and government sectors. Findings indicate that Maasai cultural orientation has a significant influence on the development of entrepreneurial tourism ventures in the region. Cultural assets such as traditional attire, beadwork, architectural styles, and music were utilized in cultural tourism, albeit to varying degrees. Products related to rites of passage and cuisine were moderately integrated, while others remained underexploited. Major barriers to effective community participation and community benefitting from cultural tourism were inherent cultural attitudes and practices, clanism, unfavourable local government policies, and lack of entrepreneurial skills and financial resources. Regression analysis revealed that forms of cultural tourism products (β = 0.212), Maasai cultural orientation (β = 0.197), investment factors (β = 2.109), and cultural challenges (β = 0.941) were all statistically significant predictors of entrepreneurial cultural tourism activities (p < 0.01), with the strongest influence observed for investment-related factors. The study concludes that there is a significant relationship between Maasai cultural orientation, cultural challenges, and tourism products in Kenya. The study recommends community sensitization, the creation of a harmonized system of 'organized culture', ownership of cultural tourism enterprises by the local community, protection from mass tourists, and initiation of tourism economic activities through strategic investments.