Firm Innovation Capability, Visitors’ Behavior, and Sustainability of Hospitality Firms in Kenya: A Post-Coronavirus Disease 2019 Assessment

The hospitality and tourism industry in Kenya is grappling with sustainability challenges as a result of the impact of Coronavirus Disease 2019 pandemic assessments. The most evident impact of the pandemic on the tourism industry was on visitors’ behavior which is a key determinant of the performance of the hospitality industry. As the industry struggles to recover from the perils of the pandemic, it is crucial to determine the significance of innovation capability in anchoring this recovery and achieving sustainability. Therefore, the purpose of this study was to examine the relationship between visitors’ behavior, innovation capability, and sustainability of hospitality firms in Kenya. This study adopted a cross-sectional descriptive research survey design and purposive sampling was applied to identify the correct sample size for the study. Fifteen firms were selected from which data was collected using semi-structured questionnaires and data was analyzed using descriptive and inferential statistical techniques. The findings established that hospitality firms had only partially recovered from the pandemic crisis: a situation which threatens the sustainability of the hospitality industry in Kenya. The results indicated that visitors’ behavior and innovation capability have statistically significant positive effects on firm sustainability. The study recommends that firms should enhance their innovation capability and effectively use visitors’ behavior information to address the sustainability challenge in the hospitality industry.