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

Abstract

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. A structural equations model (SEM) was estimated including latent constructs and their manifest indicators. On overall, the results were indicative of a need that the park brand’s perception and personality and (or) uniqueness be revealed better through marketing concepts that are linked to historical, ecological, socio-cultural values of the park and the adjacent communities. In this way, the park’s brand personality could positively influence choice behavior of targeted market segments. The study is useful in aiding the various programmes for Tourism Marketing and Recovery Strategy such as the premier park initiative, and the under-utilized park initiative. The study contributes with significant policy implications on the way forward on park brand management and marketing as well as in understanding tourist choice behaviour in Kenyan context. The study contributes with significant policy implications on the way forward on park brand management and marketing as well as in understanding tourist choice behaviour in Kenyan context. The interrogation and development of the concept of park branding and its efficacy from a marketing and policy perspective has been a unique theoretical contribution of this study.