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2. Mediating Effect of Stakeholder Roles on the Relationship between Destination Branding and Competitive Advantage in Kenya
(2017-01)Stakeholders such as local communities and service providers have long been engaged in tourism planning, however, there is rare insights into stakeholder collaboration in destination branding (Pike and Page, 2014). This ... -
Brand Personality and Destination Brand Competitiveness; A mediated symbiotic relationship, a study of Kenya's tourism industry
(RS Publication, 2017-09)Although branding has been acknowledged as a fundamental element of destination brand competitiveness, and there is agreement that effective branding promotes development and growth of an industry, the organisation of ...
