Feasibility Study: Repute Hotels Expansion in Kenya's Ecotourism

This research proposal investigates the feasibility of expanding the London-based Repute Hotels group into the Kenyan ecotourism market. The study aims to analyze market trends, identify key challenges, and assess the potential impact of expansion, considering factors such as political, economic, cultural, and environmental issues. The research employs a mixed-methods approach, including interpretivism philosophy and an inductive approach, utilizing both qualitative and quantitative data collection methods. Data will be gathered through questionnaires, secondary data analysis, and thematic analysis to evaluate the market demand, competitor analysis, and overall feasibility of the expansion. The proposal also outlines the research methodology, including sampling techniques and data analysis methods, to provide recommendations for achieving the desired objectives. The study concludes by summarizing the key findings and providing a comprehensive overview of the expansion's potential impact on Repute Hotels' financial performance and the Kenyan ecotourism market.

Title: Research Proposal of Expansion of Repute Hotels into Kenyan ecotourism market
Theoretical framework
According to Mowforth and Munt (2015) tourism industry make
great contribution for the development of country's economy. To
expand the London Repute Hotels into Kenyan ecotourism market
highly affect the political, economical, cultural and environmental
factors for the development. By expanding the hotel in the cited
country helps to become a foreign exchange earner and also generate
new employment opportunities to their local citizens. It also
beneficial to diversify the local economy and attract new money for
both internal and external sources.
As per Smith and Puczkó (2014) point of view, Kenya is a highly
visited country which is rich of past and historical backgrounds,
building, monuments and environmental views which attract the
visitors in a great extend. In respect to this, luxurious hotels and
unique accommodation facilities influenced the visitors. In their
tourism market, their will be high trend of luxurious hotels which
have independent organizational structure. Furthermore, traveler
highly want to go such place which provides them comfort and
hygienic place. According to Ngoka (2014) Kenyan ecotourism
mainly focus on those hotels which provides other facility such as
health and spa. It is a place which is mostly visited by the people for
their business meetings and events. As per Mowforth and Munt
(2015) point of view, market trends and demand of customers make
negative impact in tourism sector. Development of large number of
luxurious hotels such as Repute hotels group create a competitive
situation to other small size hotels. It is also difficult to expand the
hotels in a small location, because while opening a large enterprise it
take a long time and heavy expenditures which is another
disadvantage of the Repute Hotel s group. As per Moswete and
Thapa (2015) point of view, Kenya is a tourist destination place
which provides Eco-friendly environment to their visitors.
Aim: The main aim of the study is to analysis and explore the
feasibility of expanding the London hotel group Repute Hotels
group into new Kenya's ecotourism market.
Objectives
•To analysis and explore the feasibility of expanding hotel into
Kenya's ecotourism market.
•To identify the key issues which are facing while expanding the
business into new markets.
•To analysis the tourist demand and trends for Kenya.
•To assess the current and future position by exploring the cross-
cultural and environmental issues.
•To provide a complete recommendation for accomplishing the
desire objectives.
Rationale
The research will be investigated in order to analysis to identify
the positioning of London hotel group Repute hotels by
considering its occupancy and trading rate which is profitable or
not. It also determine to the positive impact which cited hotel
face while entering into the new market. This report also helps
to analysis the impact on some external factors and its detailed
information's which highly influenced the London hotel group
Repute hotels while entering into the Kenyan ecotourism
market.

Design of data collection methods
Research philosophy: While analyzing the expansion
of Repute hotels group, interpretvitism philosophy will
be used for collecting valid information as per the
assumption of selected respondents.
Research Approach: The current study adopt inductive
approach while analyzing the various factors such as
political, economical, social, environmental and cross-
cultural issues which are faced by the Repute Hotels
group in Kenya ecotourism market.
Types of research investigation: Mostly qualitative
type is applied but while expanding the hotel both
method will be used. Qualitative method will help to
analysis the Kenya's market trend whereas quantitative
method can be used to analysis the number of customers
and competitors estimation.
Data Collection: In the present study, to make a
research proposal, both the methods will be used for
collecting information. In this researcher will organize a
survey through questionnaire in order to estimate the
favorable and unfavorable condition while expanding the
hotel into new market group. By using secondary data,
researcher analysis the books, articles and journals etc. in
order to analysis and compare past condition of country.
Conclusion
The present report discovered the research proposal which analysis the impact on
expanding London's Repute Hotels into Kenya ecotourism market. Further, it also
discovered the key issues such as political, legal, environmental, cross-cultural etc. which
make positive and negative impact on their financial performance. At last, it also explained
the various research methodology such as philosophy, approaches, styles etc. which is
suitable for the cited hotel. Survey conducted through questionnaire also explained in the
report.
References
Angalia, J. F., 2017. MEDIA MESSAGES
AND STRATEGIES: SELLING KENYA TO
THE WORLD THROUGH THE
HOSPITALITY INDUSTRY. American Journal
of Communication. 1(1). pp.44-65.
Bhattacharya, S. and Guin, K. K., 2017.
Segmentation and Classification of Indian
Domestic Tourists: A Tourism Stakeholder
Perspective. Journal of Management and
Training for Industries. 4(1). p.1.
.
Sampling
For collecting and analyzing the data, suitable sampling style will be used
by the researcher (Bhattacharya and Guin, 2017). The present study
mentioned the uses of both probability and non-probability sampling style.
Researcher also select the sample size 50 while determining the impact of
expansion of hotel into new market.
Data analysis
For making a research proposal, researcher will analysis the data in order to
identify the impact of expansion of Repute Hotels group into Kenya
ecotourism market. In the present study, thematic test technique will be
adopted by the researcher by which he can analysis the qualitative facts and
its impact. Thus, by preparing suitable themes, impact of expansion and
trends in Kenya market can be analyzed by the scholars.