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Influence of Cognitive Destination Brand Image on Wildlife Park Attractiveness: A Case Study of the Amboseli-Tsavo Ecosystem, Kenya

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  • Paul O. Okumu, Msc

    (Post-Graduate Student (Corresponding Author) School of Hospitality and Tourism Management, Murang’a University of Technology, Kenya)

  • Dorothy A. Amwata, PhD

    (Senior Lecturer, School of Hospitality and Tourism Management, Murang’a University of Technology, Kenya)

  • Mathews Godrick Bulitia, PhD

    (Senior Lecturer, Department of Human Resource Management, Murang’a University of Technology, Kenya Deputy Vice-Chancellor (Academics and Students Affairs) Maasai Mara University. Kenya)

  • John K.M. Wandaka, PhD

    (Lecturer, Department of Tourism& Hospitality Management, Kenyatta University, Kenya)

Abstract

The attractiveness of a holiday destination motivates the development and growth of tourism in terms of tourists’ perceived value; however, the attractiveness of wildlife protected places, such as game parks, is little understood in previous tourism literature. The paper therefore explores the role of cognitive destination brand image on the attractiveness of wildlife parks in the Amboseli-Tsavo Ecosystem. The results showed a significant positive relationship between cognitive destination image and park attractiveness (β = 0.446, t = 6.661, p = .001). The study concludes that tourists exhibiting higher levels of cognitive destination image are more likely to perceive a tourist destination as being attractive. An embedded mixed-method research design was adopted to collect quantitative and qualitative data from 440 park visitors and 28 tourism experts. Simple and linear regressions were used to test the hypotheses, whereas qualitative data were analyzed using content analyses. This study aims to add to knowledge to tourism marketing literature on wildlife park attractiveness as perceived by tourists and gives recommendation on policy of controlling the provision of accommodation, attractions or activities within the protected parks to safeguard the ecosystem.

Suggested Citation

  • Paul O. Okumu, Msc & Dorothy A. Amwata, PhD & Mathews Godrick Bulitia, PhD & John K.M. Wandaka, PhD, 2023. "Influence of Cognitive Destination Brand Image on Wildlife Park Attractiveness: A Case Study of the Amboseli-Tsavo Ecosystem, Kenya," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(7), pages 553-566, July.
    • Handle: RePEc:bcp:journl:v:7:y:2023:i:7:p:553-566
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    References listed on IDEAS

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    1. Ketwadee Madden & Basri Rashid & Noor Azimin Zainol, 2016. "Beyond the motivation theory of destination image," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 22(2), pages 247-264, December.
    2. Chen, Ching-Fu & Phou, Sambath, 2013. "A closer look at destination: Image, personality, relationship and loyalty," Tourism Management, Elsevier, vol. 36(C), pages 269-278.
    3. Yang, Xin & Pan, Bing & Evans, James A. & Lv, Benfu, 2015. "Forecasting Chinese tourist volume with search engine data," Tourism Management, Elsevier, vol. 46(C), pages 386-397.
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