Information and Knowledge Management www.iiste.org ISSN 2224-5758 (Paper) ISSN 2224-896X (Online) Vol.3, No.1, 2013 67 Determining the Potential of Universities as Holiday Destinations: A Case Study of Chepkoilel University College, Kenya George Manono, Dr. Damiannah Kieti and Stephen Momanyi School of Tourism, Hospitality and Events Management, Moi University, P.O. BOX 3900-30100, Eldoret-Kenya Corresponding Author Email: georgemanono@yahoo.com Abstract As a response to government spending cuts in higher education, institutions of higher education have sought ways of diversifying their sources of income. This has made institutions of higher learning attract holidaymakers to exploit under-utilized campus buildings during student vacations. This is a well-established practice in the western world, United Kingdom, for example. This qualitative research was conducted in Chepkoilel University College to determine how well campus-based tourism (CBT) enterprise is known among the Chepkoilelian fraternity. Descriptive survey research design was adopted, and semi-structured interviews and focus- group discussions were used to collect data. Sixty (60) respondents were selected using stratified random sampling, of strata including students, academic, subordinate and administrative staff. Data was analyzed thematically where related topics were categorized into major themes identified through developing a coding system based on collected data, classifying major topics covered, re-reading the text and highlighting key quotations and finally placing the coded materials under the major themes identified. Apart from the need to determine the popularity of CBT, the study also sought to find out whether the University College has the potential for the development of this form of tourism. An opinion on the appropriateness of CBT enterprise was also examined. From the findings, it became evident that there are diverse attractions which can enhance the promotion of tourism such as the annual agricultural business fair, the annual cross-country and the farming activities as key attractions drawing visitors to the campus. If the information contained in this paper is anything to go by, then it can be argued that universities need not be wholly dependent on governments and donor agencies for research funding, instead they should set about floating small enterprises to help generate finances for their research projects, more particularly, utilizing otherwise idle resources during long vacations to provide additional income. The study provides crucial information that might be useful to decision makers in the Kenyan tourism industry, as well as institutions of higher education to develop alternative ways of generating income to support their mainstream educational activities. Keywords: Campus-Based Tourism (CBT); Holiday, Destination 1. Introduction Campus-based tourism (CBT) is beginning to develop as a significant market for the tourism industry in the western world. In an attempt to adapt to more stringent financial circumstances, many universities and higher education colleges have developed the habit of using accommodation facilities which often lie idle during long vacations. Murphy (1985) supports this idea by arguing that universities have almost been forced into becoming tourism destinations in order to supplement revenues. In addition, it is often suggested that the public should be allowed the opportunity to use facilities to which they have financially contributed through paying taxes. It has been argued that leasing accommodation is a more suitable, ‘less dislocated’, use for campus facilities: since the promotion of computing suites, laboratories or libraries would in reality show an inadequate demand (Lockwood et al., 1985). More significantly, the idea of maximizing plant utilization to generate a supplementary income is attractive, if not necessary to university administrators. Following the cuts in university grants from the 1980s, a major objective of universities has been to remain financially solvent. Walford (1987) supports this by asserting that “Adapt or perish” is the key message inherent in which there is need for universities to diversify into alternative activities in order to supplement their sources of revenue. In addition, universities are now required to be more accountable since mission statement, quality assessment and annual appraisals are now as much a part of university administration as of mainstream business. The business of using campus facilities for conferences, social events and holidays is now a well-established practice in the United Kingdom as mentioned early on. Many organizations employ professional