📄 Abstract
Broadcast media advertising remains one of the most widely used promotional tools in tourism marketing due to its ability to reach large audiences and influence travel decisions. In Kenya, golf tourism has gained prominence following the country’s recognition as one of Africa’s leading golf destinations. However, limited empirical evidence exists regarding the contribution of broadcast media advertising to the popularity of golf tourism. This study examined the influence of broadcast media advertisement on the popularity of golf tourism in Nairobi and Kiambu Counties, Kenya. The study adopted a qualitative case study design involving golfers, golf spectators, golf course managers, golf marketers, and golf union officials. Data were collected through semi-structured interviews and analyzed using thematic analysis. The findings revealed that broadcast media advertising contributes significantly to golf tourism popularity by increasing awareness of golf destinations, improving destination image, influencing travel decisions, enhancing customer engagement, and encouraging participation in golf-related activities. Television advertising was found to be particularly effective due to its ability to showcase golf course scenery, tournament experiences, and destination attractiveness. The study concludes that broadcast media advertising plays a critical role in promoting golf tourism and recommends greater collaboration between tourism stakeholders, golf clubs, media houses, and government agencies to strengthen golf tourism marketing efforts.
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📚 How to Cite:
Quinter Atieno Omollo, Adol Gogo Fredrick , Daniel Kinyanjui , INFLUENCE OF BROADCAST MEDIA ADVERTISEMENT ON POPULARITY OF GOLF TOURISM IN NAIROBI AND KIAMBU COUNTIES, KENYA. , Volume 13 , Issue 6, June 2026, EPRA International Journal of Economics, Business and Management Studies (EBMS) , Pages: 192 - 199 ,