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

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.