Moderating Effect of Consumer Behavior on the Contribution of Slow Tourism Activities to Sustainable Tourism Outcomes in Baringo County, Kenya
Main Article Content
Keywords
Tourism Industry, Slow Tourism Activities, Sustainable Tourism Outcomes, Consumer Behaviour, Baringo County, Kenya
Abstract
The global tourism industry confronts an escalating sustainability crisis characterised by overtourism, economic leakage, and environmental degradation, prompting scholarly interest in slow tourism as an alternative mobility paradigm. While slow tourism activities are theorised to generate superior economic, socio-cultural, and environmental outcomes, the demand-side boundary conditions of this relationship remain under-theorised, particularly in sub-Saharan Africa. Drawing on the Theory of Reasoned Action and Stakeholder theory, this study examines the moderating effect of consumer behavior on the contribution of slow tourism activities to sustainable tourism outcomes in Baringo County, Kenya. A pragmatic, quantitative-dominant cross-sectional survey design was employed, collecting data from 267 tourists across ten sites in Baringo County, Kenya. Hierarchical multiple regression analysis revealed that slow tourism activities had a positive and significant direct effect on sustainable tourism outcomes (β = 0.241, p = .001), explaining 31.5% of the variance. The introduction of consumer behaviour as a moderator significantly improved model fit (ΔR² = .054, p < .01), with the interaction term between slow tourism activities and consumer behaviour yielding a positive and significant coefficient (β = 0.265, p = .045). The full model explained 40.9% of the variance in sustainable outcomes. Qualitative data from 12 stakeholders corroborated these mechanisms, revealing that tourists with pro-environmental mindsets converted activity participation into reciprocal co-creation behaviours such as conservation volunteering, local purchasing, and cultural knowledge exchange that amplified sustainability dividends. The findings reject the deterministic assumption that slow tourism supply automatically produces sustainable outcomes, demonstrating instead that the activities–sustainability nexus is contingent on tourist psychological dispositions. For Baringo County, where visitor numbers declined by 66% between 2018 and 2024, the results imply that slow tourism strategies must be paired with market segmentation and interpretive programming that cultivates and attracts environmentally conscious consumers.
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References
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variability. Field Methods, 18(1), 59–82. https://doi.org/10.1177/1525822X05279903
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gtg.422spl14.885
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Liu, J., Qu, H., Huang, D., Chen, G., Yue, X., Zhao, X., & Liang, Z. (2022). Extending the theory of planned behavior with the self-congruity theory to predict tourists' pro-environmental behavioral intentions: A two-case study of heritage tourism. Land, 11(11), 2069. https://doi.org/10.3390/land11112069
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Manyara, G., & Jones, E. (2007). Community-based tourism enterprises development in Kenya: An exploration of their
potential as avenues of poverty reduction. Journal of Sustainable Tourism, 15(6), 628–644. https://doi.org/10.2167/jost723.0 Full article/DOI
Mihanyar, P., Rahman, S. A., & Aminudin, N. (2015). The influence of sustainable tourism awareness and environmental sustainability dimensions on behavioural intentions among domestic tourists in developing countries. Tourism, Leisure and Global Change, 2(1), 119–124.
Moira, P., Mylonopoulos, D., & Kondoudaki, S. (2017). Slow tourism: A theoretical framework and its implementation in the Greek tourism market. Tourism and Hospitality Research, 17(4), 352–362. https://doi.org/10.1177/1467358415613495
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Nzabandora, D., & Bhaumik, A. (2025). Contribution of local communities to the development of community-based tourism in Rwanda: A case of Kitabi Cultural Village. African Journal of Tourism and Hospitality Management, 4(1), 475–488. https://doi.org/10.37284/ajthm.4.1.3751
Nzabandora, D., Kabera, C., & Uwayo, P. (2021). Assessing the value of community-based tourism approach in community development in the surrounding area of the Volcanoes National Park in Rwanda. International Journal of Environmental and Occupational Research and Applications. https://doi.org/10.5281/zenodo.5336022
Odunga, S., Szente, V., & Szabó, K. (2024). Community support and socioeconomic impacts of cultural tourism
development in Western Kenya. Tourism and Hospitality, 5(4), 1510–1524. https://doi.org/10.3390/tourhosp5040084
Okkıran, Ş. (2026). A meta-analytic examination of sustainable tourist behavior within the value–belief–norm framework. Tourism and Recreation, 8(1), 186–199. https://doi.org/10.53601/tourismandrecreation.1850427
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Published
Aug 14, 2026
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Chebus , P., Kiage , O., & Rop , W. (2026). Moderating Effect of Consumer Behavior on the Contribution of Slow Tourism Activities to Sustainable Tourism Outcomes in Baringo County, Kenya. Journal of Frontiers in Humanities and Social Sciences, 4(2), 341–360. https://doi.org/10.69897/jofhscs.v4i2.391
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Author Biographies
Pleasure Chebus , Department of Tourism and Events Management, School of Tourism Hospitality and Events Management, Moi University, P.O. Box 3900-30100, Eldoret, Kenya
Department of Tourism and Events Management, School of Tourism Hospitality and Events Management, Moi University, P.O. Box 3900-30100, Eldoret, Kenya
Ondabu Kiage , Department of Tourism and Events Management, School of Tourism Hospitality and Events Management, Moi University, P.O. Box 3900-30100, Eldoret, Kenya
Department of Tourism and Events Management, School of Tourism Hospitality and Events Management, Moi University, P.O. Box 3900-30100, Eldoret, Kenya
Wendy Rop , Department of Tourism and Events Management, School of Tourism Hospitality and Events Management, Moi University, P.O. Box 3900-30100, Eldoret, Kenya
Department of Tourism and Events Management, School of Tourism Hospitality and Events Management, Moi University, P.O. Box 3900-30100, Eldoret, Kenya