Factors Influencing Local Cultural Tourism Festivals and Their Effects on the Economic Sustainability of Tharaka -Nithi County, Kenya

Abstract

Local cultural tourism festivals serve as a valuable means of promoting tourism destinations. In Kenya, these festivals have become a strategic marketing tool for attracting visitors, thereby boosting revenue through tourist expenditures. The rich and diverse cultural heritage of local communities has further encouraged the organisation of festival events across the country. This study explored whether the factors influencing local cultural tourism festivals affect the economic sustainability of Tharaka -Nithi County in Kenya. The study adopted a mixed-methods approach, combining quantitative and qualitative data. A sample of 402 respondents was drawn from 62,902 households in Tharaka-Nithi County using simple random sampling, while stratified sampling was used to select study locations. Quantitative data were collected through structured questionnaires and analysed using SPSS with descriptive and inferential statistics, while qualitative data were gathered through interviews and analysed thematically. The research findings reveal an insignificant relationship between the factors influencing local cultural tourism festivals and the economic sustainability of Tharaka-Nithi County, with p = 0.18, which is above the threshold of p ≤ 0.05.