Influencing Role of Cultural Diversity on Destination Brand Equity, Mombasa County, Kenya
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Date
2022-02
Authors
Mafuta, Lawrence Mukoyani
Maingi, Shem Wambugu
Khayiya, Rosemarie
Journal Title
Journal ISSN
Volume Title
Publisher
AJHT
Abstract
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
Description
A Research Article in the African Journal of Hospitality, Tourism and Leisure
Keywords
Diversity, Cultural, Destination brand equity, Mombasa, Stirling index
Citation
Mafuta, L. M., Maingi, S. W., & Khayiya, R. (2022). Influencing Role of Cultural Diversity on Destination Brand Equity, Mombasa County, Kenya.