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

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dc.contributor.authorMafuta, Lawrence Mukoyani
dc.contributor.authorMaingi, Shem Wambugu
dc.contributor.authorKhayiya, Rosemarie
dc.date.accessioned2022-11-11T08:21:13Z
dc.date.available2022-11-11T08:21:13Z
dc.date.issued2022-02
dc.descriptionA Research Article in the African Journal of Hospitality, Tourism and Leisureen_US
dc.description.abstractProduct 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 requireden_US
dc.identifier.citationMafuta, L. M., Maingi, S. W., & Khayiya, R. (2022). Influencing Role of Cultural Diversity on Destination Brand Equity, Mombasa County, Kenya.en_US
dc.identifier.issn2223-814X
dc.identifier.urihttp://ir-library.ku.ac.ke/handle/123456789/24402
dc.language.isoenen_US
dc.publisherAJHTen_US
dc.subjectDiversityen_US
dc.subjectCulturalen_US
dc.subjectDestination brand equityen_US
dc.subjectMombasaen_US
dc.subjectStirling indexen_US
dc.titleInfluencing Role of Cultural Diversity on Destination Brand Equity, Mombasa County, Kenyaen_US
dc.typeArticleen_US
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