Influencing Role of Cultural Diversity on Destination Brand Equity, Mombasa County, Kenya

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Date
2022-02Author
Mafuta, Lawrence Mukoyani
Maingi, Shem Wambugu
Khayiya, Rosemarie
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Show full item recordAbstract
Product diversity and the producer are inseparable and crucial in choosing cultural products within a region. The
study sought to understand cultural diversity in influencing destination brand equity in Mombasa County. Crosssectional mixed-method design was used with a sample size of 350 respondents. Simple stratified random
sampling was used with the optimum allocation method to select cultural resource sites. Stirling index was used
where Simpson measured variation of cultural resources and balanced 'ex-ante' of various cultural products into a
single indicator. The results show that cultural resources influence the destination brand equity efficacy on main
brand aspects. The destination brand equity includes design, communication, packaging, guests' experiences,
personality, and presumed liaison at the destination. As such, cultural products alone will not influence the
destination brand equity if they are not consumed. Policies for marketing cultural products to promote
consumption are required