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\begin{document}

             \author[1]{Francis  Kabii}

             \affil[1]{  Kenya Utalii college}

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\date{\small \em Received: 8 December 2017 Accepted: 2 January 2018 Published: 15 January 2018}

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\begin{abstract}
        


The objective of the study was to investigate the impact of terrorism incidences on hotels in Kenya and the survival strategies used by the destination. The study hypothesized that there was no significant relationship between the respondent?s work experience and their opinion on the effect of terror attacks. It also hypothesized that there was no significant difference between the respondent?s gender and their emotional reactions to a terror attack. Qualitative data was collected through interviews while quantitative data was collected using researcher administered questionnaires. A total of 200 questionnaires were distributed from which 138 were successfully completed. The study noted that although there was a weak positive correlation between respondents work experience, and opinions on the effect of the terror attacks to their business this relationship was insignificant at p=0.05 (r=0.04, p=0.273) meaning work experience had little influence. Likewise, 41% of male strongly agreed that they were traumatized as they continued with their duties as compared to 51% of female respondents. The finding indicated that gender did not influence their feelings (U=1923, P=0.37). Majority of the respondents 64% agreed that it had taken more time to achieve short-term goals while a 64% of them strongly agreed that it had taken longer time than anticipated for the hotel to achieve short and medium-term goals. More than 65% agreed that their long-term goals have been affected and 71% of them have had their companies adjust their marketing strategies to cope with the changing environment. From these findings, the author concluded that security incidences have affected short, medium and long term goals of most hotels in Kenya.

\end{abstract}


\keywords{terrorism, insecurity, effects, strategic plan, performance.}

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\let\tabcellsep& 	 	 		 
\section[{Introduction}]{Introduction}\par
his paper investigated the impact of terror incidences on strategic plans and operations of hotels and tour companies located in Nairobi and Mombasa. It is divided into two sections. Section one examined the consequence of terror attacks in the year 2012 and consequent uncertainty associated with 2013 and 2017election. It observed that the tourism industry has remained resilient despite all these challenges faced and the recovery took about 5 years. Section two evaluates the recovery strategies applied by Kenya as a destination. Research has been conducted in different parts of the world on how terrorism affects destinations but little has been documented in Kenya. This study intends to fill this gap.\par
Available data indicate that from 2013 to 2016 the number of tourist arrival to Kenya had stagnated due to terror attacks, adverse travel advisories, election tension and the outbreak of Ebola in West African countries GOK, (2015). It was observed that from the year 2012, the number of tourists decreased by 11.2\% \hyperref[b0]{(1,} {\ref 710,} {\ref 800)} in 2012 to 1.519,600 in 2013.At the same period tourism earning dropped by 2.1 from Ksh 96 billion in 2012 to Ksh 94 billion in 2013.\par
But by 2017, five years after a series of terror attacks, the earnings from the tourism sector had improved by 17.8percent from KSh 84.6 billion in 2015 to KSh 99.7 billion in 2016 slightly more than 97.9 billion in 2011 before the terror attacks. Similarly, the number of international visitor arrivals rose by 13.5 percent to 1,339.7 thousand in 2016.The sector's rebound was partly due to the improvement in security and successful high profile conferences and finally aggressive marketing in the domestic and international markets GOK, (2017). 
\section[{II.}]{II.} 
\section[{Background of the Study}]{Background of the Study}\par
Within the year 2012 alone, Kenya witnessed nineteen incidences of terror attacks, ten of them being between August and December 2012. Al-Shabaab claimed responsibility for these attacks, with the worst being the 2013 West Gate Mall siege (table 1.1). It is believed that their frequency of occurrence affected tourism in one way or another. This could not be ignored. Although most of these attacks targeted innocent Kenyans, the frequency in which they took place was worrying since they received wide media coverage from both local and international media thus having a negative impact on tourism. Intensive media coverage of security incidences in Kenya had detrimental effects on tourist's perception of Kenya and has contributed to declining of tourist. Newspaper headlines between March 2014 and July 2014 for instance depicted Kenya as unsafe destination (table  {\ref 1}.3). High frequency of these attacks caused significant changes in tourist bookings where cancellations were witnessed by those offering accommodation, transport and other travel related services. The insurance cost has also gone up.\par
Print media shapes the image of destination and most reader take the reporter's opinion to represent others who might not have a media to give their opinion \hyperref[b48]{(Tasci, 2006)}. The print media in Kenya reported effects of terrorist attacks on the tourism industry. The banking industry shunned away from loaning tourism investments which were classified as high-risk ventures. The US and other countries warned its citizens on using some Kenyan airports which were labelled as unsafe. These print media reports on table 1.3 gives a summary of some headline report of Kenya's situation. The headlines presented Kenya as a risky destination to visit. The repercussions were major lay off by hotels as the number of visitors reduced. Whenever there was any report on security incidences travel advisories were issued by generating countries warning their citizen to avoid visiting Kenya.\par
Tourism professionals and scholars have avoided addressing the issue of safety and security in Kenya and have left it to politicians and government representatives who make political statements on the impact of terrorism without research backing. As discussed later in the literature review section ,there is some data to show the impact of terrorist attacks in Bali, United States of America, Israel, Morocco to name a few. There is need to have the same for Kenya and other Africa countries affected by terrorists.  
\section[{Literature Review}]{Literature Review}\par
Research on insecurity and its effects on tourism have been conducted in different parts of the world but little has been documented in Kenya. Whenever any terror incidence was reported in Kenya, most of the local and international media gave it a lot of coverage showing Kenya as a high-risk destination. This section gives a review of what has been documented in other parts of the world the main aim being to invites scholars from Africa to investigate how terrorism is destroying African economies. The researcher further examined how Kenya's tourism industry survived terrorist attacks and its effects on short term and long term strategies.\par
Although a lot has been documented on terrorism and security incidences in other parts of the world, little attention has been given to Africa. Whenever Kenya experienced terrorist attacks, most of the visitors either diverted to Tanzania and Uganda while others visit South Africa. In other words, terrorist's attacks to Kenya benefited other countries in Africa. Kenya has remained a big hub for flights to Central Africa and Western African countries and any insecurity reported may have affected the tourist flow for most African countries. A wider study may be necessary to investigate how terrorist attacks affect Africa's economies.\par
The literature on travel survey consistently find safety and security as important to tourism and determines whether a destination is visited or not, \hyperref[b13]{(George, \& Booyens, 2014;} {\ref Floyd, et al., 2003} The concept on relationship between tourism and security has been categorized by Piza, A., and Mansfield. (2006) in to three groups: concepts relating to the nature of tourism-related security incidents and crises, concepts relating to the impacts of security incident and crises on the tourism industry and finally concepts relating to short, medium and long-term reactions by tourism stakeholders to existing and potential security incidences and crises.\par
This paper borrows from the third concept and investigates the impact of terrorism incidences in Kenya on the implementation of strategic plans of selected stakeholders in tourism. Security not only affects individual decision-making but also have a broader influence on economic and political confidence .This in turn affects the wider environment within which tourism industry and destinations survive, Halle al.,  {\ref (2003)}.\par
Accumulated evidence throughout the world has shown the impact of security incidences to destination growth. In a micro level, security incidences affect tourist arrival, intention to travel, which might in turn affect booking due to cancellations ,  {\ref (Pizam,A., and Mansfield.,2006;} {\ref Shaw and Williams, 2002;} {\ref Faulkner, 2003)}. Whenever incidences of insecurity are reported, in a destination, it caused panic and tour operators and other tourism stakeholders judge the magnitude to guide them on what to do.\par
Terror incidences normally affect company's cash flow and profitability \hyperref[b33]{(Muthoka, 2014;}\hyperref[b32]{Mohammad, 2014;}\hyperref[b39]{Pizam, 1999;}\hyperref[b46]{Sonmez, 1998, and}\hyperref[b3]{Bar-on 1996)}. The profitability of the business that partially relies on tourism is negatively affected by security incidences. These incidents may make these businesses insolvent and hence negatively affect the quality of life of the entire host community. The high cost involved in providing security for both the private and public sectors increase the cost of providing services to tourists which in turn makes the affected area less competitive.\par
Instability of the tourism industry affects destination image and force investors to pull out which finally affect the economy of such a destination. Kenya witnessed the closure of about 20 hotels along the coast as by May 2014. More than 7,500 employees had lost their jobs from 2012 to July 2014.\par
Effects of insecurity have been examined in Malaysia (de Saumarez, 2004), in Nepal (Thapa, 2004), in Bali  {\ref (Hitchcock, 2001}\hyperref[b18]{, Henderson, 2003)}, in Gali island, (Soemodinoto, Wong and Saleh, 2001) and in Lombok \hyperref[b10]{(Fallon, 2004}) located in Indonesia. For all of the above destinations the findings indicated that when a destination was reported by media as having security incidences it affected travel decision-making process and caused alteration of travel plans, substitution of the destinations and in some cases visitors postponed travel plans, \hyperref[b47]{(Sonmez, et al., 1999)}. Media interpretation and reporting affected people's perception and their intention to travel, \hyperref[b44]{(Nuttal and Theocharous, 2001}; Gibson and Pennington-Gray Thapa, 2004). What affects tourism industry even more is not having a mechanism of giving the public and the tourist accurate information, from which a decision is made, Richie, et al., 2004. Information on security incidence and the communication strategy acts as a mitigation and crisis management tool as well as recovery strategy for such destinations,  {\ref Mitroff and Pearson, (1993)}.\par
Kenya has had several security incidences most of which are related to terrorism targeting civilians and security agents Otiso, (2009) and Paraskevas, \& Arendell, (2007). Whenever such incidence occurs, a further disaster has been associated with the manner in which media reports these incidences and result in a decline in visitors and subsequent tourism-related income \hyperref[b39]{(Pizam, 1999)}. Tourists avoid destinations which are perceived to have high risks. Security incidences in any destination are associated therefore with negative effects.  {\ref Goodrich,2002;} {\ref Tate,2002;}\hyperref[b16]{Hall , et al.,2003;}\hyperref[b28]{Mckercher, and Hui, 2003;} {\ref Thapa, 2003;} {\ref and Fallon, 2003} noted that employment and layoff are associated with security incidences if not well managed.\par
Likewise, Hui,(2003) observed that insecurity caused by terrorists exert psychological impacts spreading fear and intimidation amongst tourist. This has also been the case in Kenya. As pleasure travellers, most touristsare risks averse and seek destinations that provide maximum personal benefits at the lowest personal risks \hyperref[b47]{(Sonmez, et al., 1999)}. Some findings in response to tourism insecurity suggest that the impact varies depending on information management and the recovery strategy taken by those affected directly or indirectly. This was the finding by \hyperref[b0]{Alderighi and Cento, 2004}  As will be observed in the next section of data finding and analysis, the challenges related to terrorism is the same in different destination and even big economies such as the United States of America which has not recovered from the September 11 terrorist attack. The impact of terrorism is more hurting on the developing nations such as Kenya which does not have the financial capability to accelerate the recovery process.\par
IV. 
\section[{Research Methodology}]{Research Methodology}\par
The study used descriptive research design to explore impacts of terrorist attacks on hotel and tour companies in Kenya. Qualitative data was collected through interviews while quantitative data was collected using researcher administered questionnaires. The study area covered seven administrative regions. These were Central, Nairobi, and Western, Coastal region Nyanza and Rift Valley province. These were the regions where more than 90 percent of the target population was located.\par
The target populations were managers or supervisors in hotels and tour/travel operator who could respond to the questions. The stratified sampling method was used in determining the sample size. A total of 200 questionnaires were distributed where 138 were successfully completed while seven got spoilt and were not replaced. This gave a success rate of 69 percent which was considered adequate for analysis. To check the reliability of the data collection tools test-retest method was used to assess external consistency while Cronbach's coefficient alpha was conducted and gave 0.955 and was considered efficient. Content validity was conducted to assess the adequacy of the samples used to represent the universe.\par
V. 
\section[{Data Findings, Analysis and Discussion}]{Data Findings, Analysis and Discussion}\par
a) Research hypothesis and discussion and implication of findings i. The first hypothesis of the study stated that H1 H0: There is no significant relationship between the respondent's work experience and their opinion on the effect of attacks on the operation of their establishments\par
The study hypothesized that there is no significant difference between the respondents work experience and their opinion on the effect of attacks to the operation of their establishments. To be more specific, respondents were asked to give the financial implication of the attacks to their businesses. Ten opinion statements were given from which they were to agree or disagree (table 3.2). All respondents agreed that in one way or another, they were affected by any all terror cases that reported irrespective of their work experience. Later, respondents were given thirteen opinion statements where they gave their opinions using a 5 point Likert scale Strongly agree (SA), Agree, (A) Not Sure,(NS) Disagree (D) and Strongly Disagree(SD). Descriptive data were analyzed followed by Chi-Square test of independence and Pearson's Product Moment Correlation. The study noted that there was a significant difference (?2 = 86, df=2, p<0.001) between the respondent's gender where the majority (66\%) of respondents were males as compared to 34\% ladies. The study observed significant age difference (?2 = 162.00, df=5, p<0.001) of the respondents where about 85\% were aged between 26 years to 45 years and most of them(49\%) had work experience of about 15years.\par
The study noted that the highest frequency of those who agreed that their company have invested a lot in the installation of security equipment and facilities were those who have worked between 16 to 20 year ( 87\%) of them as compared to 82\% for those who had worked for less than 5 years. Although there was a weak positive relationship between respondents opinion and their work experience, this relationship was not significant at p=0.05 (r=0.04, p=0.273) meaning work experience had little influence.\par
There was a weak positive relationship between respondents work experience and their opinion on the financial implication of the attacks on their business. About 87\% of those with work experience of 16 years to 20 years agreed that their company had invested heavily in security personnel and equipment such as metal detectors which ate into their annual budget. Although there was some positive relationship between the response and the work experience, the relationship was not significant (r=0.087, p=0.309) meaning that their work experience had insignificant influence on this response.\par
Most 82\% of the respondents who had worked for 6 years to 10 years) strongly agreed that their company lost some customers due to fear of insecurity. This relationship was insignificant at p= 0.05(r=0.034, p=0.091) meaning that respondents work experience had insignificant influence on fear and loose of business. About 64\% of respondents said that their profit margin had reduced drastically while 75\% of the respondent with over 20 years of work experience said that their marketing budget increased. It was however important to note that although most respondents had different work experience most them irrespective of how long they had worked they shared most of the opinion. They agreed that their company had increased the number of security personnel (82\%), insecurity had affected the investment growth and projection of the company (64\%), and had reduced company's profit margin (67\%), while most customers were forced to reduce the number of bed night in the hotel(59\%). It was also noted that some charter companies cancelled their flights due to security threats and finally the marketing budget has increased. (Table  {\ref 3}.2)\par
From these findings, the study failed to reject the null hypothesis and concluded that there was an insignificant relationship between respondent's opinion of the effect of terror attacks on their business and the number of years one had worked. Although work experience had some positive correlation, such relationship was not significant at p=0.05. ii.\par
Hotel increased the number of security personnel ? 2 = 17.30, df=25, p=0.871 R=0.087,p=309\par
iii.\par
The hotel trained its security personnel on terrorism threats ? 2 = 9.57, df=25, p=0.975 R= -0.060,p=0.484 iv.\par
It ii. 
\section[{Interpretation of finding}]{Interpretation of finding}\par
The study noted that respondents work experience had an insignificant positive correlation with respondent's opinion on the effect of terror on their operation. More than 79\% of respondents agreed that have invested a lot of money in security-related equipment such as CCTV, and metal and explosive detectors which have in turn interfered with their operations budget. This gave their customers a sense of security while in the hotel. More than 80\% reported that their hotel had increased security personnel while 82\% reported that their hotel had lost some customers due to fear and security risks. Others noticeable effects were a reduction of profits increase in insurance premiums, reduced customer bed nights, cancellations of bookings, reduced employees salary and the cash flow. Although most of the attacks were targeting soft non-tourism assets such as churches, bus stops, border towns and some parts of Nairobi and Mombasa, the media coverage they received displayed Kenya as a risky destination and made some tourists to cancel their bookings.\par
The frequency in which these attacks occurred continued to raise some concern to the stakeholders in tourism. The most affected were hotels located along the coastal towns of Mombasa, Malindi and Lamu. Other areas that were badly affected are lodges in national parks that rely wholly on a tourist visiting these wildernesses to watch wildlife. 
\section[{b) Influence of respondents gender on their emotional feelings on the terrorist attacks}]{b) Influence of respondents gender on their emotional feelings on the terrorist attacks}\par
i. The second hypothesis of the study stated that H2H0: There was no significant difference between the respondent's gender and their emotional (anger, fear, sadness, sorrow) reactions to a terror attack. This hypothesis tested whether there was a significant difference between the way males and females reacted to the new son terror attack. The researcher hypothesized that once there was an attack reported by the media, respondent's gender significantly influenced the emotional reaction to the report and employees reactions in the hotels. Some employees felt scared while others were fearful. Other employees said they were sympathetic, angry, traumatized, and hopeless while others were sorrowful. Nine statements were given and the respondents were asked to state their expression and their responses were later tested using Chi-Square test of independence (cross tabulation). Whenever there was any terrorist case reported, different categories of employees in the tourism reacted differently.\par
Descriptive analysis followed by Mann-Whitney U test was conducted to test the difference in the level of agreement to the statements that tested respondent's emotion towards terror attacks. The finding indicated more males with a Mean Rank (M=70) said they were angry whenever there was any report of any attack as compared to (M=66)of females. However, this difference was insignificant at p=0.05 (U=1966.5, p=0.468). Hence the null hypothesis which eluded that there was a significant difference between the respondent's gender and their reactions to terror attack was not rejected.\par
Likewise majority (62\%) of males with a mean rank of 70 (M=70) strongly agreed that they were sorrowful as compared to female (M=68). These findings were insignificant (U=2065, P=0.812) meaning that gender had insignificant influence on these emotional feeling after any attacks. It was also noted that the same number of males and females strongly agreed that they were sympathetic to the victims after an attack (M=69) but the difference was not significant (U=2105.5, P=0.963) meaning that the number of those who agreed to the statement was different for both males and females. In relation to a sense of fear more male (M=70) strongly agreed that they fear for the lives as they do their daily duties as compare to the female respondent (M=68). Once again this feeling of fear was not significant (U=2055, P=0.777).\par
Likewise, 41\% of male strongly agreed that they were traumatized even as they continued with their duties as compared to 51\% of female respondents. The finding indicated that gender did not influence their feelings on trauma (U=1923, P=0.37). It worth noting that 36\% of males and 49\% of females felt helpless but the majority of both genders never gave up. There was a lot of hope that irrespective of the attacks the security situation would improve and this keeps the industry going despite negative messages from the media. It is worth noting that 33\% of male respondent disagreed that they at any time felt helpless but said that they were positive the situations would be managed. A majority of males (70\%) and females (68\%) agreed that they were scared to as they continued with their work. In this case, more males felt scared as compared to the female. The researcher expected that in all cases more male would be scared, fearful, sorrowful and angry as compared to the female. The reasons that in most cases the terrorist would target the males either maim or kill them or force them to be recruited as militia and them hostage. For most of the attacks, there were more male's causalities than females. These findings were not significant at p=0.05 thus the null hypothesis that said that there was no significant difference between the respondent's gender and their reactions toward media report on terror attacks was not rejected. This means that gender did not significantly influence their response Table  {\ref 3}.3. ii. Interpretation of finding This study noted that there no significant difference between respondents gender and the way they reacted toward information on terror attacks. Most of them were angry while other was traumatized. Others indicated that they were sorrowful for the affected families despite them being kilometre way from where most hotels were located. The majority said felt helpless since they could nothing to help the victim. All of them agreed that these attacks affected their concentration at work, their effectiveness and efficiency. They were scared since they were not sure whether the terrorist may target them. In summary, the null hypothesis that said that there was a significant difference between the respondent's gender and their reactions to the terror attack as reported by media was upheld. 
\section[{c) Other effects of insecurity on hotels/lodges operations}]{c) Other effects of insecurity on hotels/lodges operations}\par
Asked to give the effect of the terror attack on their hotel business, about 66\% of respondents strongly agreed that it reduces their sales volume while 61\% claimed that customer growth had reduced significantly due to the cancellation of bookings. About 44\% agreed that they have reduced the cost of their service as compared to 32\% who disagreed. About 54\% said that their promotional cost has increased as compared to 49\% who said that their distribution cost has increased. Majority of the respondents disagreed that insecurity affected the brand of their product and services (Table  {\ref 3}.4).It was noted that 62\% of firms reported that their companies did not face negative publicity even when security incidences occurred. These are the hotels that are located far away from the areas where attacks took place. But one year later, the finding indicates that all stakeholders were affected either directly or indirectly. The reason was that they normally kept their customers updated on these incidences giving them detailed information of the actual location of any incidence assuring them that Kenya is a safe destination. These details are also shared with their overseas sales agents and wholesalers who act as their representatives.\par
From the findings, it can be concluded that most firms in Kenya have been affected by security incidences. Among the areas badly affected are: sales volume, increased in marketing budget and finally the brand name of the destination has been affected. To ascertain the actual amount of money lost by the industry, another research would be recommended. About 36\% of respondents agree to have lost between 6 to 15 \% of the annual revenue while 18\% agreed to have lost between 16 to 30\% of their annual revenue. Strongly agree (SA), Agree, (A) Not Sure, (NS) Disagree (D) and Strongly Disagree (SD) 
\section[{d) Effect of Terror on short, medium and Long-Term Strategies}]{d) Effect of Terror on short, medium and Long-Term Strategies}\par
There was a need to examine how security incidences have impacted on company's annual goals and targets. Respondent's opinion was sought to describe how insecurity has affected their short term, medium and long-term goals and respondents were give how their companies have adjusted their goals to reflect the changing business environment. Majority of the respondent 66\%agreed that it's taking more time to achieve short-term goals while a 63\% of them concurred and said that it also takes longer time than anticipated for the firms to achieve medium-term goals. More than 62\% agreed that their long-term goals have been affected and 71\% of them have had their companies adjust their strategic plans to cope with the changing environment (Table  {\ref 3}.5). 
\section[{Table 3.5: Effect of insecurity on short, medium and long -term objectives of hotels and lodges}]{Table 3.5: Effect of insecurity on short, medium and long -term objectives of hotels and lodges}\par
Company goals and objectives It has taken more time to achieve Short terms goals It has taken more time to achieve Medium terms It has taken more time to achieve Long terms goals The company has been forced to adjust its strategic plans to cater to the changing business environment Strongly agree (SA), Agree, (A) Not Sure,(NS) Disagree (D) and Strongly Disagree(SD). 
\section[{VI. Tourism Recovery Marketing Strategy used by Kenya}]{VI. Tourism Recovery Marketing Strategy used by Kenya}\par
This section gives some of the recovery strategies that were used by Kenya that saw the tourism industry rejuvenate from reduced tourist arrival in 2013 to the increase in 2017. The industry took five years to recover. Different countries have applied different strategies to rejuvenate their tourism industry after crises. Literature is available on recovery strategies in Israel by \hyperref[b27]{(Mansfeld, 1999)}, Cyprus by \hyperref[b22]{(Ioannides, \& Apostolopoulos, 1999)}, Maldives by \hyperref[b6]{(Carlsen, 2006)} and the USA by  South Asia, Africa and the Middle East and concluded that there is no any uniform strategy and each destination used their suitable one depending on the nature of crises and the magnitude of destruction they intend to manage.\par
In Kenya, the government through responsible ministries embarked on tourism recovery strategy dumped as "Tourism Sector Master Plan 2013-2017'.  
\section[{a) International Marketing}]{a) International Marketing}\par
Kenya Tourist Board (KTB) led the industry in implementing Tourism Market Recovery initiatives dubbed "TMRP ll" which included a global electronic media advertising campaign with CNN and BBC and later Euro news, covering Europe, Middle East, Asia and Africa, with the USA is covered by CNN online, an outdoor advertising in five key markets as well as new and emerging markets to address concerns of market diversification to UK, Italy, France, Germany, Switzerland, India and South Africa. The government has well been participating in global exhibitions such as World Travel Market -WTM, International Travel Bourse -ITB and many more. The integrated campaigns addressed the first objective of rebuilding the destination image, and the second, of driving sales GOK, (2013). 
\section[{b) Domestic Tourism Marketing}]{b) Domestic Tourism Marketing}\par
The government together with the private investors launched series of programs targeting domestic market through cultural festivals, events sponsorships, regional exhibitions and media advertising. Currently Kenya has regional Cultural festivals such as the Lamu Cultural Festival, Lake Turkana cultural festival, Maralal International Carmel Derby, domestic exhibitions and events such as Magical Kenya Tourism expo, Getaway Holiday expo at Sarit Centre, Magical Kenya Jockey Club Race, and the Kenya Open Golf sponsorship were also pursued. 
\section[{c) Market expansion and diversification}]{c) Market expansion and diversification}\par
Kenya expanded and diversified its tourist source markets with an additional 20 markets. Some of the latest entrants were Brazil, China, Japan, India, UAE, Uganda, South Africa, Nigeria, Russia and Australia, among others. The growth of the arrivals from the new markets has been equally at a fast rate among the new markets. 
\section[{d) Marketing of a more diversified tourism product mix}]{d) Marketing of a more diversified tourism product mix}\par
During the plan period the marketing programs involved a more diversified tourism product beyond the traditional wildlife and beach. Thus marketing of cultural tourism, sports tourism, eco-tourism and many others became more pronounced than in the past. 
\section[{e) Route development}]{e) Route development}\par
The government also worked with industry stakeholders, global airlines and international charter companies in a bid to enhance air connectivity flights between key tourist markets such as India, Korea, China, African states etc 
\section[{f) Niche Products Development Programs}]{f) Niche Products Development Programs}\par
On the niche products, the government continued to engage private investors to develop western Kenya Eco-tourism hub, provide additional beds in Kakamega forest, Mt. Elgon, Lake Victoria and launch high-value cultural products and cultural festivals and license homestays. Construction of new cottages in Kakamega Forest National Reserve was completed and is now operational. In Chyulu accessibility to Kisyula cave was improved while in Tsavo Conservation Area several sites were identified for development. National Parks have been segmented by product and price. The premium park initiative is aimed at reducing pressure on the two highly visited Parks (L. Nakuru and Amboseli). It also aimed at improving visitor facilities and roads to ensure tourists get value for their money. Infrastructure has been upgraded. Park entry fees for Amboseli and Nakuru has been reviewed upwards. The review is meant to regulate demand for these Parks which are made up of fragile ecosystems. The Kenya Wildlife Services (KWS) is also carrying out various product development activities with the aim of improving the competitiveness of the wildlife product within Parks. Amongst this products are: Therapeutic tourism, Via Ferrate climbing trail on Mt. Kenya, Improvement of campsites and visitor facilities and, Parks Branding and Beach Management program. 
\section[{VII. Conclusion and Recommendations}]{VII. Conclusion and Recommendations}\par
The study noted that respondents work experience had some positive correlation with respondent's opinion on the effect of terror on their operation. However the relationship was not significant at p=0.05\par
There was some dependence between respondents' gender and their reaction to terror attacks. However these relationships were not significant at p=0.05 thus the null hypothesis that said that there was a significant difference between the respondent's gender and their reactions toward media report on terror attacks was rejected. This means that gender did not influence their response. Respondent's opinions were independent of their gender.\par
The objective of the study was to investigate the effect of terror attacks on the operation of hotels, lodges and tour operators in Kenya. The finding indicated that though the targets for these attacks were not atourist, nevertheless, it affected the tourism industry and other industries in Kenya. Most companies have been forced to invest more in marketing in order to assure the potential customers that Kenya is a safe destination. This has not been very easy since most firms have a limited budget for such extensive marketing. Some insurance firms are shunning away from tourism investments which they categorize as a risky venture. Perception of Kenya as a risk destination has cause booking cancellation for accommodation providers in the Kenyan coast the most affected being Mombasa, Malindi and Lamu where some terror attack has taken place. As per May 2014 more than 20 hotels along the coast had closed while those located in the wildlife sanctuaries, parks and reserves witnessed low booking and massive cancellation.\par
Insecurity has affected sales volume, customer growth, and implementation of short and long-term strategies for most firms. This in turn has reduced their revenue where most firms have reduced the number of employees to the lowest.\par
Kenya as a destination is currently facing serious competition from other East African countries such as Tanzania, South Africa Morocco and Tunisia which are perceived as a safe destination. Most firms have spent substantial amounts of resource in training their employees on terrorism and purchase of security equipment. 
\section[{VIII. Lessons from the Terror Attack in Kenya}]{VIII. Lessons from the Terror Attack in Kenya}\par
Terrorism-related attacks unless well managed is capable of bringing down the economy of Kenya. A joint effort is needed between African nations and the world at large to combat terror attacks. Al-Shabaab terror group has taken a new twist of training Kenyan youths and are using them for the attacks. This kind of targeting soft target has proved successful to them and might easily be replicated in other countries. Terrorism is not a problem for the Kenya government alone but a global threat. The Kenyan government should empower Kenya Tourist Board so that they can effectively manage communication centre that will disburse information in time any crises that may affect tourism. Management and coordination of media reporting are necessary since if not well managed togive biased and exaggerated information which scares visitors and other investors in Kenya. A join Tourism recovery strategy is needed to coordinate recovery process whenever cases of insecurity are experienced in Kenya.\par
In conclusion, the following must be managed for Kenya tourism industry to thrive; a) Actual and perceived concerns regarding safety and security, with resulting negative publicity in the international and local media. b) Negative travel advisories against travel to Kenya issued by the Governments in the main international source markets.\begin{figure}[htbp]
\noindent\textbf{11} \par 
\begin{longtable}{P{0.26366594360086765\textwidth}P{0.43145336225596526\textwidth}P{0.15488069414316705\textwidth}}
Date\tabcellsep Terror attack location\tabcellsep Town\\
Jan 2012\tabcellsep Hagedera camp\tabcellsep Garissa\\
Mar 2012\tabcellsep Machakos bus station\tabcellsep Nairobi\\
29April 2012\tabcellsep Gods house of miracle\tabcellsep Nairobi\\
15May 2012\tabcellsep Bella Vista\tabcellsep Mombasa\\
28 th Ma 2012\tabcellsep Sasa Boutique\tabcellsep Nairobi\\
24 th June2012\tabcellsep Jericho Bar\tabcellsep Mombasa\\
1 st Jul 2012\tabcellsep Central Cathedral and AIC churches\tabcellsep Garisa\\
18 July 2012\tabcellsep Barbershop\tabcellsep Wajir\\
3 rd Aug 2012\tabcellsep East Leigh\tabcellsep Nairobi\\
28 th Au 2012\tabcellsep Mombasa outskirt\tabcellsep Mombasa\\
21 st Sep\tabcellsep General Service Unit (GSU) lorry\tabcellsep Garisa\\
30 th Sep 2012\tabcellsep St. Polycarp Anglican\tabcellsep Nairobi\end{longtable} \par
 
\caption{\label{tab_0}Table 1 . 1 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{13} \par 
\begin{longtable}{P{0.1775878442545109\textwidth}P{0.6159069325735993\textwidth}P{0.05650522317188984\textwidth}}
Date\tabcellsep \multicolumn{2}{l}{Daily Nation Newspaper headlines reporting reactions to terror attacks Reporter}\\
30 Jul 2014\tabcellsep Banks shun tourism and agriculture as a highly risky sector\tabcellsep Ringa\\
29 Jul 2014\tabcellsep Insecurity Ogre killing coast golden goose.\tabcellsep Atieno,\\
\multicolumn{2}{l}{23 Jul 2014 Lamu hotels closing down and lay off workers after a month of violence.}\tabcellsep Sanga,\\
22 Jul 2014\tabcellsep Kenya airports unsafe, warns the US its citizens.\tabcellsep Mwakio,\\
21 Jul 2014\tabcellsep Tourists fear visiting coast due to attacks .( Nation correspondence),\tabcellsep \\
09 Jul 2014\tabcellsep Group seeks escort for tourists to parks. ( Nation correspondence)\tabcellsep \\
24Jun 2014\tabcellsep Insecurity signals major fall in hotels occupancy and rates.\tabcellsep Mwaniki\\
28 May 2014\tabcellsep Terror alert bites as 20 hotels closedown at the coast.\tabcellsep Sanga,\\
27 May 2014\tabcellsep Over 7,500 hotel jobs lost as security alert hits coast bookings.\tabcellsep (Ringa,\\
23 May 2014\tabcellsep The Netherlands pledges to help boost security in Kenya,\tabcellsep Omollo\\
16May 2014\tabcellsep Tourists leave Kwale and Mombasa hotels.\tabcellsep Mwita,\\
16 May 2014\tabcellsep Britain evacuates citizens over the fear of terrorist attacks.\tabcellsep Maina,\\
03Mar 2014\tabcellsep Coast tourism alarmed over low numbers of a charter flight.\tabcellsep Mwakio,\\
III.\tabcellsep \tabcellsep \end{longtable} \par
 
\caption{\label{tab_1}Table 1 . 3 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{} \par 
\begin{longtable}{}
\end{longtable} \par
 
\caption{\label{tab_3}}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{32} \par 
\begin{longtable}{P{0.007555555555555555\textwidth}P{0.4495555555555555\textwidth}P{0.23800000000000002\textwidth}P{0.15488888888888888\textwidth}}
\tabcellsep Opinion statements\tabcellsep Chi -square test of inter-dependence\tabcellsep Pearson's Cross Tabulation\\
i.\tabcellsep The hotel invested immensely on security equipments such as metal detectors that was not in\tabcellsep ? 2 = 14.74, df=25, p=0.947\tabcellsep R=0.094,p=0.273\\
\tabcellsep the budget\tabcellsep \tabcellsep \end{longtable} \par
 
\caption{\label{tab_4}Table 3 . 2 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{33} \par 
\begin{longtable}{P{0.269468085106383\textwidth}P{0.14829787234042552\textwidth}P{0.06872340425531916\textwidth}P{0.06329787234042553\textwidth}P{0.11393617021276595\textwidth}P{0.18627659574468086\textwidth}}
Respondents Emotional feeling per gender\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
I Felt Scared\tabcellsep Male Female\tabcellsep 90 47\tabcellsep 71 66\tabcellsep 6359 3095\tabcellsep U=1966.5,p=0.468\\
\tabcellsep Total\tabcellsep 137\tabcellsep \tabcellsep \tabcellsep \\
I Felt Sorrow Full\tabcellsep Male Female\tabcellsep 90 47\tabcellsep 70 68\tabcellsep 6260 3193\tabcellsep U=2065,P=0.812\\
I Felt Sympathetic\tabcellsep Male Female\tabcellsep 90 47\tabcellsep 69 69\tabcellsep 6201 3253\tabcellsep U=2105.5,P=0.963\\
I Felt Fearless\tabcellsep Male Female\tabcellsep 90 47\tabcellsep 70 68\tabcellsep 6270 3183\tabcellsep U=2055,P=0.777\\
I Felt Helpless\tabcellsep Male Female\tabcellsep 90 47\tabcellsep 73 62\tabcellsep 6538 2915\tabcellsep U=1787,P=0.126\\
I Felt Angry\tabcellsep Male Female\tabcellsep 90 47\tabcellsep 71 65\tabcellsep 6402 3051\tabcellsep U=1923,P=0.37\\
I Felt Traumatized\tabcellsep Male Female\tabcellsep 90 47\tabcellsep 71 65\tabcellsep 6415 3039\tabcellsep U=1910.5,P=0.342\end{longtable} \par
 
\caption{\label{tab_6}Table 3 . 3 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{34} \par 
\begin{longtable}{P{0.7168152866242038\textwidth}P{0.03789808917197452\textwidth}P{0.024904458598726115\textwidth}P{0.023821656050955414\textwidth}P{0.028152866242038214\textwidth}P{0.018407643312101908\textwidth}}
Effect on marketing efforts\tabcellsep SA\tabcellsep A\tabcellsep NS\tabcellsep D\tabcellsep SD\\
Sales volume has reduced\tabcellsep \multicolumn{3}{l}{22\% 44\% 5\%}\tabcellsep 12\%\tabcellsep 2\%\\
Customer growth has reduced\tabcellsep 22\tabcellsep 39\tabcellsep 8\tabcellsep 14\tabcellsep 3\\
The company has some customer cancelling their bookings\tabcellsep 23\tabcellsep 41\tabcellsep 10\tabcellsep 8\tabcellsep 3\\
The prices of products and services are forced to be reduced to attract visitors\tabcellsep 14\tabcellsep 30\tabcellsep 12\tabcellsep 25\tabcellsep 7\\
The marketing strategy has been affected negatively\tabcellsep 17\tabcellsep 38\tabcellsep 9\tabcellsep 17\tabcellsep 4\\
The promotion cost have gone up drastically\tabcellsep 20\tabcellsep 36\tabcellsep 11\tabcellsep 18\tabcellsep 2\\
The marketing plan has been affected negatively and reflecting reduced demand\tabcellsep 16\tabcellsep 36\tabcellsep 11\tabcellsep 19\tabcellsep 4\\
The company is getting more competition from source market which is affecting growth projection\tabcellsep 15\tabcellsep 38\tabcellsep 12\tabcellsep 17\tabcellsep 1\\
The promotional methods (mix) has been affected\tabcellsep 10\tabcellsep 44\tabcellsep 15\tabcellsep 13\tabcellsep 2\\
The distribution costs has gone up\tabcellsep 9\tabcellsep 40\tabcellsep 16\tabcellsep 11\tabcellsep 4\\
The companies brand name has been negatively affected\tabcellsep 6\tabcellsep 14\tabcellsep 15\tabcellsep 36\tabcellsep 14\\
The demandfor services from customers has reduced\tabcellsep 12\tabcellsep 30\tabcellsep 10\tabcellsep 25\tabcellsep 6\end{longtable} \par
 
\caption{\label{tab_7}Table 3 . 4 :}\end{figure}
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\end{document}
