Spanish 
Chinese 
Russian 
German 
French 
Japanese 
Portuguese 
Hindi 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: shem.maingi@gmail.com |
|
| 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.
