Market Profiling and Positioning of Park Brands in Kenya (Case of Premium and Under-Utilized Parks

Abstract

The study sought to investigate the market profiling and positioning of park branding in Kenya. Tourism arrivals in Kenya are currently spatially concentrated in only six parks, which receive 81% of the total number of visitors to the country’s 26 wildlife sanctuaries. A descriptive survey design was adopted in the study. Two-stage cluster sampling technique was adopted. The focus of the study was on four protected areas within the Central Tourism region, Kenya. Cluster analysis indicated that the park brands attracted differentiated cluster segments. The results implied that tourism marketing and promotion ought to design, package and promote the brand differently to meet targeted needs of these segments. Copyright © 2015 John Wiley & Sons, Ltd.