The Influence of Place Identity on Destination Competitiveness in Machakos County, Kenya
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Date
2019
Authors
Maingi, Shem Wambugu
Barak, Winfred Musengy’a
Ndubi, Edgar Otsembo
Journal Title
Journal ISSN
Volume Title
Publisher
AJHTL
Abstract
The topic of place identity has recently attracted interest among researchers because to date there exists
no place brand identity model that is universally accepted. Nevertheless, this core aspect of the destination
branding process has influence on destination competitiveness upon which success and performance of
any brand depends on. The purpose of this study was to determine the Influence of place identity on the
competitiveness of Machakos County as a tourist destination. Specific objectives of this study were to
determine the influence of visitor profile on destination competitiveness, to investigate the influence of visitor
place identity perceptions on destination competitiveness, to examine the effect of visitor self-efficacy on
destination competitiveness and to determine the moderating effect of tourism industry context on the
relationship between place identity and destination competitiveness of Machakos County. Data analysis
was done using SPSS, descriptive and inferential statistics. Correlation results indicated that Place Identity
perception, Visitor self-efficacy, and industry context were positively and significantly associated to
destination competitiveness. Regression results further showed that place identity perception, visitor selfefficacy, and industry context were positively and significantly associated to destination competitiveness.
The study concluded that tourists’ perception of a destination’s Identity as a preferred destination choice
for travel is crucial as it plays a role in tourist satisfaction and with it the intention to recommend or return.
The study recommended that DMOs should work towards ensuring a congruence between the identity of a
place and the image portrayed .
Keywords: Visitor profile, place identity perceptions, self-efficacy, industry context, competitiveness.
Description
A Research Article in the African Journal of Hospitality, Tourism and Leisure
Keywords
Visitor profile, Place identity perceptions, Industry context, Self-efficacy, Competitiveness
Citation
Barak, W. M. A., Maingi, S. W., & Ndubi, E. O. (2019). The influence of place identity on destination competitiveness in Machakos County, Kenya. African Journal of Hospitality, Tourism and Leisure, 8(5), 27.