The Influence of Franchising on Competitiveness of Hospitality Firms in the Hotel Industry in Kenya. A Survey of Selected Hotels and Restaurants in Mombasa County

Franchising is a system whereby franchisor organization distributes products and services while involving franchisee which uses the name of its brand concept business in return they pay fee.It strategy that has been implemented to enter into alien markets among other strategies. This study focused on influence franchising competitiveness hospitality firms hotel industry Kenya. Specific objectives this was examine power Kenya find out innovation competitive The Astroff matrix Schumpeter’s theory are theories based. They explain product development business. researcher used case as research design collected data so obtain information respondents consequently addressing variables within particular study. population targeted all franchise holders Hotel Service Industry operating However due limited time chose Mombasa County represent target population. simple random sampling samples. A pilot done 4 hotels weren’t admitted actual sample for validation questionnaires. contingent primary with aid questionnaire method. reliability test conducted using Cronbanch Alpha Test at 0.7 minimum level lowest achieved 0.679. analysed interpreted through use SPSS Version 20. descriptive statistics were utilized description characteristics summary. examined by regression analysis. results showed correlation between overall positive ( r = .391; p= .000; N=100) . Innovation also had significant (r .268; p .007; N 100). Principally, concluded highly influences hotels. significantly Consequently, recommended invest strong brands one strategies enhancing their competitiveness. DOI: 10.7176/EJBM/15-9-03 Publication date: May 31 st 2023