SOCIO, CULTURAL AND ECONOMIC FACTORS INFLUENCING SPORTS TOURISM IN ELGEYO MARAKWET COUNTY, KENYA

Abstract

Rural–urban linkages refer to the dynamic economic, social, and infrastructural interactions that facilitate the flow of people, goods, services, capital and information between rural and urban areas, fostering mutual development and interdependence across spatial boundaries. Sports tourism is a rapidly growing global sector that contributes to income generation, cultural exchange, and infrastructure development. Elgeyo Marakwet County, widely known as the “Home of Champions” and a powerhouse of athletics in Kenya, exemplifies how athletic excellence can transform rural landscapes into internationally recognized sports tourism destinations. This study assessed the role of sports tourism in promoting rural–urban linkages in the county. A mixed-methods research design, guided by the Core–Periphery Theory, was adopted. Data were collected from 397 respondents, comprising 133 athletes, 132 households, and 132 business operators, using questionnaires, key informant interviews, focus group discussions, and observation schedules. Quantitative data were analysed using descriptive statistics in SPSS, while qualitative data were analysed thematically. Findings indicate that athletics and tourism in Iten town were rated as the strongest drivers (mean scores of 4.67 and 4.51, respectively), followed by infrastructure (4.23). Approximately 54.3% of athletes were sponsored, 64.9% earned income from athletics, and 3.2% were foreign nationals, indicating the county’s growing global connectivity through sports tourism. Economic linkages were evidenced by a 600% increase in hotels, a 213% rise in businesses, and a 153% growth in household incomes between 2010 and 2025. Infrastructure improvements included a 400% expansion of tarmacked roads, a 650% increase in transport services, and growth in mobile money outlets from 1 to 47. Social and cultural linkages recorded mean scores of 3.76 (households) and 4.14 (athletes), while knowledge and institutional linkages averaged between 3.47 and 3.58. Key challenges identified include financial constraints (77.6%), seasonal income fluctuations (74.6%), limited access to capital (66.2%), inadequate infrastructure (53.5%), and insufficient support services (47.6%). The study concludes that sports tourism is a strong catalyst for rural–urban linkages, promoting economic diversification, entrepreneurship, and infrastructure development. However, its benefits are unevenly distributed, with urban areas gaining more than rural communities. The study recommends the development of a comprehensive sports tourism strategy incorporating sports diversification, professional marketing, and equitable benefit-sharing mechanisms to ensure balanced and sustainable development.

Keywords: Sports tourism, socio-cultural factors, economic factors, rural-urban linkages, income generation, infrastructure development, Elgeyo Marakwet County, Kenya