Stakeholder Networks in Tour Operators’ Sustainable Environmental Practices and Visitor Choice Behavior in Narok County, Kenya

There is no denying the fact that tourism is the largest industry in the world in terms of earnings and employment generation. Visitor Choice Behavior is the post visit behavior intentions of visitor on future choices. The choices are based on distinctiveness of travel experience which is greatly affected by environmental degradation in destinations. Tour operators play a critical role in promoting sustainable environmental practices in destinations. The purpose of this study was to evaluate stakeholder networks in tour operators’ sustainable environmental practices and their influence on visitor choice behavior in Narok County, Kenya. The study was informed by Stakeholder theory approach theory and Rational Choice Theory. The design used was descriptive survey research design. The study population was 176 tour operators registered by Tourism Regulatory Authority, and members of Kenya Association of Tour Operators and have access to Narok county and 397 visitors visiting attractions in Narok County. Questionnaires were issued to visitors and tour operator staff to collect primary data. Interviews schedules were used to get information from high ranking official of tour operators and tourism officials. Data was analysed using statistical package for social science SPSS software version 20.0. The coefficient of tour operators’ sustainable environmental practices had a positive and statistically significant effect on visitor choice behavior (β=.557, P<0.05). The coefficient of communities indicated a positive and statistically significant effect on visitor choice behavior (β=.298, P<0.05). The study concludes that there is need for the Kenya Association of Tour Operators to partner with the Ministry of tourism with the aim of educating and sensitizing visitors about the need to protect environment. There is need of periodic sustainable tourism and environmental related seminars and workshops to sensitize both the visitors and tour operators for the need to uphold sustainable environmental practices. There is need for joint participation in the development of sustainable tourism embedded in environment conservation. Keywords: Stakeholder networks, Tour operators, Sustainable environmental practices, Visitor choice behavior, Narok County.