As the global emphasis on health and wellness grows, hospitality operators need to prioritize their strategies in order to better appeal to the needs of the health conscious individuals. This research project aimed to investigate the response of the hospitality industry to the evolving needs of the health conscious consumers through three specific objectives i.e. to establish types of food offered, to establish types of beverages offered, and to establish fitness and wellness services offered to health conscious consumers in hotels. The research project adopted a descriptive research survey design. Descriptive survey design provided available source of information for gaining knowledge and insight into how the hotels have responded to the needs of health conscious consumers. Primary quantitative data were gathered through questionnaires distributed to a diverse sample of hotel employees. The target population for this study was 322 employees from all the star rated hotels in Uasin Gishu County. A sample size of 99 respondents was studied from the target population using the sample frame. Quantitative data was analyzed using statistical package for social sciences (SPSS) involving frequencies and percentages. Analyzed data was presented using frequency tables. The results show that the hotels provide a wide range of healthy products and services in response to the health conscious consumer needs. In conclusion, hotels must be able to deliver on their commitment to health so as to provide the positive effects on physical, mental and emotional wellbeing of the health conscious consumers. The study recommends that an image that promotes healthy products and services is a crucial strategy for hotels in order to stay competitive in the health conscious consumer market.
09 September 2023
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