Market Profiling and Positioning of Park Brands in Kenya (Case of Premium and Under-Utilized Parks
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Date
2015
Authors
Maingi, S.W.
Ondigi, Alice N.
Wadawi, Joseph Kibuye
Journal Title
Journal ISSN
Volume Title
Publisher
John Wiley and Sons
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.
Description
DOI: 10.1002/jtr.2036
Keywords
park tourism, branding, tourism markets, market positioning, wildlife tourism
Citation
International Journal of Tourism Research, Int. J. Tourism Res. (2015)