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Destination Branding: A Qualitative Case Study of Local Stakeholders’ Practices in Mombasa, Kenya
Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Tourism Studies.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The tourism industry is today the most powerful driver of economic growth and development. Globalization plays a big role in diminishing traveling barriers across the globe, which has led to increased competition between destinations to identify themselves and delineate how they want to be perceived by tourists. In this case, developing a clear destination brand identity is paramount for success. Tourism destinations are complex; they are multidimensional and so are their consumer needs and stakeholders interests. The focal point of this research was on destination branding; it is crucial to have all the stakeholders on board. Consequently, a destination brand has to reflect the authentic identity of the destination hence differentiating it from its competitors. The purpose of the research was to explore stakeholders’ practices in destination branding, their attitude, experiences and expectations of branding Mombasa. The research was based on qualitative method where primary data was gathered through face to face interviews with the tourism stakeholders in Mombasa, and data collected was analysed using content analysis. The key findings include; lack of unity among stakeholders, Mombasa has not been branded, inadequate funds for branding Mombasa, and need for product diversification. The research concludes by suggesting step by step approach for branding the destination.

Place, publisher, year, edition, pages
2019. , p. 57
Keywords [en]
Branding, Identity, Mombasa, Stakeholders, Partnership
National Category
Social and Economic Geography
Identifiers
URN: urn:nbn:se:sh:diva-38598OAI: oai:DiVA.org:sh-38598DiVA, id: diva2:1337725
Subject / course
Tourism Studies
Presentation
, Stockholm
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2019-07-17 Created: 2019-07-16 Last updated: 2019-07-18Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf