Contact Us
Sign In / Sign Up for FREE
Go to advanced search...

Brand image of Kenya as a destination - Dissertation Example

Comments (0) Cite this document
Changes have occurred in the structure of the society as a result of more purchasing power in the hands of the people. This is one of the strong reasons that tourism worldwide has grown proportions…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER92.4% of users find it useful
Brand image of Kenya as a destination
Read TextPreview

Extract of sample "Brand image of Kenya as a destination"

Download file to see previous pages With the aim to identify the image of and the potential of Kenya as a destination, three objectives were set in Chapter I. After extensive literature review, the methodology was stated in Chapter III. This was a quantitative study in which primary data was collected through survey questionnaires. The findings and conclusion have been presented below. The study concludes that Kenya offers various attractions such sports, adventure, nature-based holiday, wildlife and safaris and beach and cultural tourism. However, nature and wildlife tourism are the only ones that are largely advertised for as is evident from some of the brochures from different countries. The perception of Kenya in the minds of the people is that of a country with low cost of living, a country where theft and robbery is common, or a country that specializes in wildlife tours and nature-based tourism. Nowhere has beach tourism or cultural tourism been publicized. People derive their perceptions either through their own experience or through the media. The tour operators play a critical role in projecting the right image of any destination. The tour operators in turn, should be educated and familiarized with the destination by the host country government. The study concludes that Kenya carries a poor brand image in the minds of the people. The brand image can be enhanced through proper marketing strategy and through educating the tourists. Table of Contents Chapter I: Introduction 1.1 Background 1 1.2 Rationale for the study 2 1.3 Research Aims and Objectives 2 1.4 Structure of the study 3 Chapter II: Literature Review 2.1 Kenya – as a destination 5 2.1.1 Mass tourism and decline 6 2.1.2 Tourist activities in Kenya 8 2.2 Motivation for tourism 9 2.3 Brand image in tourism 10 2.4 Role of tour operators 13 Chapter III: Methodology 3.1 Research philosophy 14 3.2 Purpose and phenomenon of research 14 3.3 Epistemology 14 3.4 Research approach 15 3.5 Data collection 15 3.6 Data collection instrument 16 3.7 Research Design 16 3.8 Ethical concerns 17 Chapter IV: Findings and Discussions 4.1 Introduction 18 4.2 Findings from survey 18 4.3 Discussions 24 Chapter V: Conclusion and Recommendations 5.1 Conclusion 27 5.2 Limitations 28 5.3 Recommendations 28 References 30 Appendices 32 Figures and Charts Figure 2.1 Brochure of Ministry of Tourism 11 Figure 2.2 Brochure of UK-based tour operator 12 Figure 2.3 Brochure of an Australian-based tour operator 13 Chart 4.1 Age Group 18 Chart 4.2: Occupation 19 Chart 4.3: Visited Kenya 19 Chart 4.4: Purpose of visit 20 Chart 4.5: Duration of stay 20 Chart 4.6: Accommodation used 21 Chart 4.7: Image of Kenya 21 Chart 4.8: Perceptions of safety 22 Chart 4.9: Source of information 22 Chart 4.10 Memorable experiences 23 Chart 4.11: Perception 24 Chapter I: Introduction 1.1 Background One of the changes brought about by globalization is change in consumer demand. Changes in consumer demand have impacted several business sectors including the tourism sector. As demand for new sectors has developed tourists constantly seek newer destinations. In the 20th century tourism has grown as the world’s largest industry even surpassing industries such as autos, steel, electronics, and agriculture (Sirgy & Su, 2000). Tourism is a large source of foreign exchange, employment and enhanced income due to which all attention and resources are diverted towards this industry. Changes have occurred in the structure of the society as a result of more purchasing power in the hands of the people. This is one of the strong reasons that tourism worldwide has grown proportions. It thus becomes the responsibility of the destination managers ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Brand image of Kenya as a destination Dissertation”, n.d.)
Retrieved from
(Brand Image of Kenya As a Destination Dissertation)
“Brand Image of Kenya As a Destination Dissertation”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Brand image of Kenya as a destination

The Image of Fetish

The effect of trauma on the young was a sexual dysfunction of sorts, and Freud applied the term Fetish to describe the condition the boys would suffer in their sex life (1).
According to Freud, a young boy, experiencing a range of shame-like and fear emotions, would, upon learning the news of his mother’s “absent” penis, focus on some object while attempting to turn his gaze away from his mother, the source of his distress, and thereby avoid the news that his mother had just given him. In so doing, the object of the young boy’s attention, that object upon which the boy focused to avoid looking at his mother, would then become the object of the young boy’s subsequent sexual fetish (1). Meaning tha...
8 Pages(2000 words)Essay

Strategic Brand Management

A strategic plan and a brand management strategy are therefore essential for the ideal solution. YNR (Young and Restless) is one such company that needs positive brand management and the following methods are proposed for their strategic initiative.

The company is targeting young well-heeled clients who are spread across Europe and America. Plans are being made for expansion into Asian countries like India and China but the company wants to establish itself as a competitive brand before it undertakes any expansion. As the name implies, the target market is the young and the Restless for which clothing becomes a part of their own identity as much as their music, culture, and lifestyle. Expansion into a foreign market is...
8 Pages(2000 words)Assignment

Marketing and Brand Management: UK Coffee Industry

As the 2005 sales of instant coffee indicate, the sub-sector is further divided between regular, premium freeze-dried, decaffeinated, specialty, super-premium, powder, and economy or flavored coffee. Among these sub-categories, specialty coffee exhibited the highest growth rates overall. The dominance of instant coffee is attributed to a combination of aggressive marketing and branding campaigns by brand manufacturers, as well as the price consciousness and brand loyalty characteristic of coffee drinkers. However, instant coffee growth rates lag behind ground and roast, increasing only by 11.1% from 2003-2005, compared to 13.6% for the latter, which can be attributed to the development of new pod technologies and the decreasing pr...
8 Pages(2000 words)Term Paper

Gender and Body Image

Those body parts with which each gender was most dissatisfied were consistent with the body parts emphasized through ideal images.
It has long been recognized that our body images interact with the world and change in response especially in terms of a culturally defined set of social relations. (Sault, p. 18) Here, it is stressed that every action upon our bodies is a symbolic act that represents our social relationships which in turn are reciprocally related and grow together, with a change in one reflected by a change in the other. The body image system is dynamic, interactive, and so closely integrated that neither body image nor social relations have priority or precedence over the other. (Sault, p. 18)

The mos...
6 Pages(1500 words)Case Study

Brand Personality Creation and Promotion

Sales promotion includes such activities as setting up store displays, holding Trade Shows, and distributing samples, premiums, and coupons. There are several factors that point to the need for promotion today. In the first place, as the distance between producers and consumers increases and the number of potential customers grows, the problem of market communication becomes significant.
There are Five different methods which are adopted for promotion, that are (1) Public Relations (2) Advertising (3) Publicity (4) Sales Promotion (5) Personal selling. The decision of the Promotional mix is related to budget availability for funds promotion, nature of the market and the product and the stage of the product life cycle.
6 Pages(1500 words)Assignment

Strategic Alliances in the Automobile Industry - Their Impact on Brand Value

... driving experience itself." Also this year Bentley chose the empolis Content Life Cycle Suite (e:CLS) as a platform for the Bentley new authoring environment, to manage all technical information that Bentley distributes to its 155 worldwide dealers, including training information and service information. Empoliss sister company Arvato Services implements the BAS system at Bentley and , and integrates BAS within the existing after-sales system within the Volkswagen Group.(cite. . . . Other significant recent changes in the company involved the creation of a web portal for genuine parts and the export of completely built units of the Azure and the Continental GTC brands to India. The brand image that the Bentley owners seek to achieve...
16 Pages(4000 words)Case Study

The Effect of Mass Media on Latinos' Self Image

The willful perversion of facts relating to the representation of Latinos in the U.S. media is disgraceful, inconsiderate and extremely misleading and hence calls for immediate attention to prevent the degradation of a particular section of the society since their depiction and imagery in mass media plays a significant role in shaping their social identity and governs their self-esteem. Television and films both being dominant forms of media persistently depict racial stereotypes which are largely false representations of the
According to U.S. Census (2000), Latinos are the fastest-growing ethnic communities in the United States constituting almost 12.5% of the population of which merely 3 – 4% of the Latino population...
7 Pages(1750 words)Term Paper

Sri Lankan Airlines Brand

Sri Lankan Airlines utilizes different functions of marketing communications. These include advertising, public relations, sponsorships, sales promotion and direct marketing in its marketing communications efforts.

With the advertising function, the company utilizes traditional media such as television and radio spots, as well as a non-traditional medium such as the internet ( 2007). The campaign ‘Home Away from Home’ is developed by Grant McCann (, 2007) and communicates through the medium “the idea of staying at home and traveling the world (, 2007 August).

Public relations is another medium the company utilizes in the form of events/publicity stunts a...
6 Pages(1500 words)Case Study

Is the Meat Industry in Kenya Productive and Rewarding

The following report gives insight to the industry and the environment surrounding it.

The major meat processing and marketing firm in Kenya – Kenya Meat Commission - was incorporated as a public institution for the sake of engaging professionalism in management and meeting the hefty financial demands the corporation has. This has enabled an excellent running of the corporation and the production of quality meat both for local consumption and for export.

The infrastructural improvement in the transport sector in Kenya has enabled speedy delivery of meat to the market while the meat is still fresh. At the same time, cold rooms have been utilized as a means of storage for meat. These facilities check on t...
6 Pages(1500 words)Report

Creating an Innovative Brand

Amidst attempts to impress customers in the fashion industry, designers and creative art professionals have exhausted all possible It is an innovative practice that gives customers the ultimate control to design and produce what they desire with the help of professionals, hence the justification for a fashion brand setup that allows customers to design clothing accessories such as vests, crop-tops, T-shirt, skirts, scarves, iPhone cases, bags, and sweaters printed shortly after approval. Evidently, the innovation technique has a wider range of products as compared to another innovation platform such as YrStore London. Furthermore, it creates a global network of professionals where people from the whole world can upload and share i...
6 Pages(1500 words)Research Proposal
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Dissertation on topic Brand image of Kenya as a destination for FREE!

Contact Us