Journal of Tourism Research & Hospitality ISSN: 2324-8807

Research Article, J Tourism Res Hospitality Vol: 4 Issue: 1

Towards a Competitive Framework for Park Branding in Kenya: Case of Premium and Under-utilized Parks in Kenya, Sustainable Tourism

Shem Maingi1*, Alice Ondigi2 and Joseph Kibuye Wadawi3
1Department of Tourism Management, Kenyatta University, Kenya
2School of Hospitality and Tourism, Kenyatta University, Kenya
3Strathmore University, Madaraka Estate, Ole Sangale Roa, Kenya
Corresponding author : Shem Maingi
Department of Tourism Management, Kenyatta University, P.O. Box 43844 - 00100, Nairobi, Kenya
E-mail: [email protected]
Received: March 13, 2014 Accepted: October 13, 2014 Published: October 17, 2014
Citation: Maingi S, Ondigi A, Wadawi JK (2014) Towards a Competitive Framework for Park Branding in Kenya: Case of Premium and Under-utilized Parks in Kenya. J Tourism Res Hospitality 4:1. doi:10.4172/2324-8807.1000141

Abstract

Towards a Competitive Framework for Park Branding in Kenya: Case of Premium and Under-utilized Parks in Kenya, Sustainable Tourism

This paper is concerned with discerning the efficacy of park branding in influencing tourist choice behaviour and understanding behavioural differences of visitors as a basis for explaining their choice and behavioural intentions. It further seeks to assess the relative image of Kenyan branded parks to visitors in terms of quality, price, service and diverse attractions as well as explore the influence of brand personalities on behavioural intentions of visitors. The study was undertaken by way of a Survey of local and international travellers visiting a clustered sample of branded national parks in Kenya during the period August – December 2013. The data collected was analysed using Structural Equations Modelling (SEM) approach.

Keywords: Destination Branding; Destination Marketing; Kenya; Wildlife Tourism; Tourism; Kenyan Destination; Vision 2030

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