| dc.description.abstract | The study's general objective focused on the influence of turnaround strategies on the
performance of four-star-rated hotels in the coastal region of Kenya. The specific
objectives of the study were: to establish the influence of organizational restructuring
on the performance of four-star-rated hotels in the coastal region of Kenya, to identify
the influence of cost efficiency strategy on the performance of four-star-rated hotels in
the coastal region of Kenya, to determine the influence of repositioning strategy on
the performance of four star-rated hotels in the coastal region of Kenya, to assess the
influence of marketing strategy on the performance of four-star-rated hotels in the
Coast region of Kenya and to evaluate the moderating influence of organizational
learning on turnaround strategies and the performance of four star-rated hotels
coastal region of Kenya. Grounded in Contingency, Transaction Cost, Market
Positioning, Brand Equity, Organizational Learning, and Goal-Setting theories, the
study used a descriptive research design. The target population included 319
managers from four-star hotels, with 177 respondents selected through stratified
random sampling. Data was collected through questionnaires and analyzed using
SPSS 27. Findings indicated that organizational restructuring had the least influence
on hotel performance, with a Beta coefficient of -0.035, signifying a minimal and
insignificant influence. Cost efficiency strategy was the third most influential factor,
with a Beta coefficient of 0.153, suggesting a positive relationship between cost
management and the performance of hotels. The Repositioning strategy showed a
moderate positive correlation with the performance of the hotel, marked by a
correlation coefficient of 0.349 (p-value = 0.000), highlighting its significance in
meeting customer needs and preferences. Marketing strategy exhibited the strongest
positive and statistically significant relationship with the performance of the hotel,
with a correlation coefficient of 0.467 (p-value = 0.000), emphasizing the critical role
of marketing in enhancing brand visibility, attracting customers, and fostering loyalty.
Organizational learning had a weak positive but insignificant correlation with the
performance of the hotel, with a correlation coefficient of 0.135 (p-value = 0.098),
indicating it is not a strong predictor of performance. The study recommends
prioritizing innovative marketing campaigns due to their substantial influence on the
performance of hotels. Implementing customer relationship management systems can
enhance guest relationships and encourage repeat business. Investments in product
diversification, improved customer service, and flexible pricing strategies are also
advised to maximize performance. Overall, the study underscores the importance of
marketing and repositioning strategies in boosting the performance of four-star hotels
in Kenya's coastal region | en_US |
