This study examined the effect of psychological factors on demand for urban domestic tourism in Kenya and conducted in selected tourist destinations within Nairobi and Nakuru town. The sample size was 384 respondents: 254 respondents from Nairobi city and 130 respondents from Nakuru town surveyed using multistage sampling procedure. This study revealed that perception, learning, and motivation push factors specifically self esteem, personal confidence, going to study, relieve stress, be together with family, escape from normal routine, need to be recognized, encounter different cultures and lifestyles, visit new places, annual leave, fun and enjoyment, enrich myself intellectually, sense of adventure, conferences, religion pilgrimage, and disposable income, had major influences on demand for urban domestic tourism. This study recommends players in the tourism and hospitality industry to portray good images of tourist destinations, develop tourism products and services of value as well as unforgettable experiences that will satisfy domestic tourist needs.
Keywords: Learning, Motivation, Perception, Tourism demand, Urban domestic tourism, psychological factors
