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

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dc.contributor.authorMaingi, S.W.
dc.contributor.authorOndigi, Alice N.
dc.contributor.authorWadawi, Joseph Kibuye
dc.date.accessioned2015-04-13T08:42:27Z
dc.date.available2015-04-13T08:42:27Z
dc.date.issued2015
dc.descriptionDOI: 10.1002/jtr.2036en_US
dc.description.abstractThe 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.en_US
dc.identifier.citationInternational Journal of Tourism Research, Int. J. Tourism Res. (2015)en_US
dc.identifier.issn1099-2340
dc.identifier.other1522-1970
dc.identifier.urihttp://onlinelibrary.wiley.com/doi/10.1002/jtr.2036/epdf
dc.identifier.urihttp://ir-library.ku.ac.ke/handle/123456789/12472
dc.language.isoenen_US
dc.publisherJohn Wiley and Sonsen_US
dc.subjectpark tourismen_US
dc.subjectbrandingen_US
dc.subjecttourism marketsen_US
dc.subjectmarket positioningen_US
dc.subjectwildlife tourismen_US
dc.titleMarket Profiling and Positioning of Park Brands in Kenya (Case of Premium and Under-Utilized Parksen_US
dc.typeArticleen_US
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