Abstract:
Today's marketing is critical for tours and travel agencies to raise awareness of their products. Video marketing
has grown in popularity as a result of widespread internet distribution. While many of these videos were created
purely for entertainment purposes, others have served as the fundamental building blocks of serious corporate
marketing campaigns. Currently, eighty-seven percent of online marketers use online video content as their
marketing strategies. However, the market performance of tours and travel agencies in Nairobi city county
exhibits a downward trend, necessitating adoption of online video marketing to enhance transparency. This study
specifically investigated the effect of online video marketing on market performance, it also established the
moderating effect of firm characteristics on the relationship between online video marketing and market
performance of registered tours and travel agencies in Nairobi city county, Kenya. The study adopted a positivist
philosophy. Both descriptive and explanatory research designs was used. A self-administered semi-structured
questionnaire was used to collect primary data a sample of one hundred and seventy-nine were used. The study
instrument's validity and reliability were tested and they were reliable. Data analysis included the development
and interpretation of both descriptive and inferential statistics, such as frequencies, mean, percentages, and
standard deviation, and was presented using tables, and numerical values. The results of regression analysis
established that online video marketing had a positive and significant effect on market performance, and Firm
characteristics had a positive moderation effect on the relationship between online video marketing and market
performance of the registered tours and travel agencies in Nairobi city county, Kenya. However, the tours and
travel agencies should focus more on the key characteristics of these online video content, which ultimately
made reference to the purchase process and is open to the potential business outcome.
