Community-Based Tourism, guest satisfaction and sustainable livelihoods of community members living adjacent to missionary guesthouses in West Pokot County, Kenya

Abstract

West Pokot County is home to many missionary guesthouses (MGHs), which function as community-based tourism (CBT) enterprises with the potential to significantly enhance the sustainable livelihoods of the local community. However, their role in community-based tourism development has often been overlooked, and they face challenges such as inadequate tourism industry support. Additionally, guest satisfaction has not been adequately addressed, limiting the potential of MGHs to attract and retain visitors. Understanding and enhancing guest experiences through improved facilities, service quality, and cultural engagement could strengthen their contribution to local tourism and economic development. This study determined the effect of CBT on sustainable livelihoods, with a particular focus on the moderating role of guest satisfaction in the relationship between CBT and sustainable livelihoods of eleven MGHs in West Pokot County, Kenya. Specifically, the study determined the effect of local participation (LP), rural tourism (RT) and activities and programs (AP) on sustainable livelihoods (SL); the moderating effect of guest satisfaction (GS) on the relationship between LP and SL, AP and SL; RT and SL and demographic characteristics and socio-economic benefits. Sustainable Livelihoods Framework guided the study, which adopted sequential explanatory research design. The target population comprised 7,103 household heads and 550 guests from eleven (11) MGHs. The sample size was 369 household heads and 236 guests sampled using systematic and simple random sampling techniques. Qualitative data was collected through eleven focused group discussions with guesthouse management committees, interviews with eleven managers, four church officers and two County tourism officials all selected purposively. Quantitative data was analyzed using Multiple Linear Regression and Process Macro, while qualitative data used content analysis. The regression model had a coefficient determination R2 of 0.312, indicating that CBT explained 31.2% variation in sustainable livelihoods. Local participation (β1=0.052, p=0.001), activities and programs (β2=0.130, p=0.001), and rural tourism (β3=0.344, p=0.001) all had a positive and significant effect on sustainable livelihoods (p<0.05). Process Macro results found statistically insignificant interactions between LP and GS (Δ=.0014 f(1,151)=.2150, p=.6436), AP and GS (Δ=.0004 f(1,151)=.0607, p=.8057) and RT and GS (Δ=.0010 f(1,151)=.2147, p=.6438) as the p>0.05. The interviews revealed that the local community actively participates in MGHs through the election of committees and provision of supplies, establishing strong connections. Additionally, church networks and guests serve as key marketing channels for the guesthouses, which contribute to tourism development. The study concludes that community-based tourism affects sustainable livelihoods and socio-economic benefits. Guest satisfaction moderated the relationship between CBT and sustainable livelihoods. The study recommended enhancing local participation through increased activities and programs to boost sustainable livelihoods and promote rural tourism (RT) by innovating new products, while also engaging in flagship tourism projects with significant potential to support community-based rural tourism. This study contributes to the body of knowledge by supporting the government's policy of diversifying the country's tourism offerings, particularly through the expansion of tourism to rural areas and communities in Kenya.