INFLUENCE OF LOCAL DEMOGRAPHICS COGNITION ON ORGANIZATIONAL PERFORMANCE OF RATED HOTELS IN KENYA

Though cognition, which we refer to in this study as “native thoughts” is an important disposition of managers, there a dearth empirical evidence on the relationship between cognition and performance organizations. Drawing from social cognitive theory, investigate d influence local demographics organizational rated hotels Kenya using descriptive. Cross-sectional survey 249 managers 150 three, four five-star was used. A psychometrically validated questionnaire with items anchored five-point Likert type scale used collect quantitative data were analyzed SPSS software version 26. binary logistic regression model test hypothesis. The fit that collected Hosmer Lemeshow statistic insignificant t 5% level significant (p > .05) suggesting observed odd ratios not by chance but result cognition. Overall, logit significantly predicted odds for (β = 1.189, Wald 32.162, p<.05, OR=3.282) . Further, 1 5 modal score 3.282. This implied managers’ lo cal high hence use strategy decisions increased likelihood satisfactory hotels. Consequently, null hypothesis do rejected. conclusion practi s ed - demography it had Key Words: Native Thoughts, Demographics, Organizational Performance CITATION: Gachuru, D. K., Senaji, T. A., & Gichunge, E. M. (2022). Influence Kenya. Strategic Journal Business Change Management, 9 (2), 376 – 389.