POPULATION AND SAMPLING

6.3.1 Fundamentals of population and sampling

Sampling enables an individual to take a small portion of something and check out its investigated elements (Cooper and Schindler, 2003:179). These authors say that the basic idea of sampling is that by selecting some of the elements in a population one may come to a conclusion about the entire population. McDaniel and Gates (1996:445) give a systematic framework for developing a sampling plan. They propose the process as

follows:

Step 1: Define the population of interest Step 2: Choose the data collection method Step 3: Choose the sampling frame

Step 4: Select a sampling method Step 5: Determine the sample size

Step 6: Develop and specify an operational plan for selecting sample elements Step 7: Execute the operational sampling plan.

The steps outlined above provide the framework that guided this study and the following sections of this chapter state how the structure of this research followed these principles.

6.3.2 Population (universe)

Cooper and Schindler (2003:179) define a population as the total collection of elements about which a researcher wishes to make some inferences. They explain that a population element is the subject on which measurement is undertaken, and from which a sampling unit is obtained (Frankfort-Nachmias & Nachmias, 1996:180). A sampling unit must have certain attributes relevant to the research problem. McDaniel and Gates (1996:444) say a population can also be referred to as the universe. They explain that a universe is the total group of people from whom a researcher needs to obtain information. According to these authors, the terms population and universe can be used interchangeably.

This study used three sets of populations. The first and main population for this study was the international tourists visiting Kenya for various tourism purposes and activities. A record of this population is kept by the various hotels that provide accommodation and food to tourists in Kenya and the same statistics are collated by the Central Bureau of Statistics (CBS) under the Ministry of National Planning and Development. This was referred to as sample one. The second population is operations managers of the various hotels that are patronized by tourists who visit Kenya and it was referred to as sample two. The last population is the main destination marketers who are charged with the

responsibility to market Kenya as a tourist destination and it was also referred to as sample three.

6.3.3 Survey population

Martins, Loubser and van Wyk (1996:252) describe a survey population as the aggregate of elements from which the sample is drawn. In many instances one does not draw a sample from the general universe but rather qualify the factors that limit the population elements to be studied. Carlson and Thorne (1997:326) refer to these elements as the target population and say that it is a set of items that are to be included in the study. This is what constitutes the survey population. Survey populations for the three sets of populations used in this study are summarised in Table 6.3.

Table 6.3: Population description and the survey population

No Population description Survey population 1 International tourists visiting

Kenya

Tourists residing in hotels that are located in the two major tourism regions as outlined in No. 2 below, i.e. Nairobi province and Coast province

2 Operation managers of hotels used by tourists visiting Kenya

Operation managers of hotels located in the two major tourism regions namely Nairobi province and Coast province

3 Destination marketers Destination marketing managers of the Kenya Tourism Board

6.3.4 Sample frame

A sample frame is a complete listing of all the sampling units or elements that can adequately represent that population (Frankfort-Nachmias & Nachmias, 1996:181). A sample frame may include records such as a register of industries or firms, a telephone directory, a map, and a hotel guest listing from which units to be sampled can be selected (Martins et al., 1996:252 and McDaniel Jr. & Gates, 1996:452). However, McDaniel and Gates assert that all too often, there is no such a complete formal list that can adequately

satisfy a researcher as a sample frame (McDaniel Jr. & Gates, 1996:452). In such instances, they suggest that a researcher develops a sample frame that produces a representative sample of the population elements with the desired characteristics or attributes.

This study sought to obtain its sample units or elements from three sets of sample frames each representing the three sets of populations that were outlined in paragraph 6.3.3.

These frames are summarised in Table 6.4.

Table 6.4: Sample frame summaries

No. Sample frame description

1 Tourists residing in the hotels described in sample frame No.2 below

2 Operation managers in hotels located in Nairobi and Coast provinces and which were registered by the Hotel and Restaurant Authority and qualified for the star rating of 3-Star, 4-Star or 5-Star grading standard

3 The destination-marketing managers of Kenya Tourist Board, the main tourism marketing authority in Kenya

According to the Kenya Gazette, there are 167 star rated hotels and game lodges in Kenya (Republic of Kenya, 2003c:1322-1324). The star rating ranges from 1-Star to 5-Star, depending on the level of service and quality grading by the government authorities.

Most tourists visiting Kenya have been known to stay in hotels rated between 3-Star and 5-Star (KTB: 2003:21). This research, therefore limited its investigation to the hotels rated from 3-Star to 5-Star and those that are located within the two regions demarcated for the study namely Nairobi and Coast provinces. It should be noted that Kenya has not reviewed its star rating record since 2003. The basic sample frames for the survey populations No. 1 and 2 have therefore been defined and outlined in Table 6.5.

Table 6.5: Sample frame for survey populations No.1 and 2 - Hotel listing and Source: Adapted from Republic of Kenya (2003c:1322-1324)

The sample frames were selected on the general assumption that business organisations in the tourism industry in Kenya are open social systems that process and share information about the environment. The study elements within the frame defined in Table 6.5