This exploratory study examined the extent to which US tour operators promote
culturally responsible behaviours to tourists who plan trips to Kenya. An
examination of the travel brochures containing information on Kenya was
performed to understand the role tour operators play in educating tourists.
Brochures were examined for specific words, such as ethics, values, tolerance,
respect, religion, moral beliefs, social and cultural traditions, responsible
tourism, customs, rules and guidelines and education and training. Content
analysis was used to analyse data. The results revealed that US tour operators
do not effectively communicate culturally responsible behaviours to tourists.
The implications of the results are discussed.
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