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2. Mediating Effect of Stakeholder Roles on the Relationship between Destination Branding and Competitive Advantage in Kenya
(2017-01) Rop, Wendy; Ogutu, Martin; Bichage, Methuselah
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 study examines whether stakeholder roles: Leadership, Brand Association, Brand Uniqueness, Co-creation and Perceived quality have a significant role as a mediating variable, between destination branding and competitive advantage. The study used random sampling of three hundred and eight tourism related business sectors across Nairobi, Nakuru, and Kisumu counties in Kenya. The Main Findings of the study are (i) Mediation effect of Leadership, brand association, Brand Uniqueness, Co-creation and Perceived Brand Quality with respect to independent and dependent variable are significant because their normal theory test for direct has a p value less than 0.05. This Concludes that Mediators referred to as Leadership, brand association, Brand Uniqueness, Co-creation and Perceived Brand Quality are partial mediators because there is reduction (not total elimination) from .6788 to .5709, .6788 to .5701, .6788 to .6088, .6788 to .6136, .6788 to .5476 of coefficient of X variable respectively. The results of the study will help with establishing strategies for the incorporation of the various stakeholders in destination branding strategies in the tourism industries.
Brand Personality and Destination Brand Competitiveness; A mediated symbiotic relationship, a study of Kenya's tourism industry
(RS Publication, 2017-09) Rop, Wendy; Ogutu, Martin; Bichage, Methuselah
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 branding in Kenya as a destination is not well understood. This paper examines the relationship between brand personality and destination brand competitiveness by investigating tourism firms perceive Kenya's brand personality and how brand personality impacts on destination brand competitiveness. An exploratory approach was adopted to explore this issue using three Kenyan, county destinations; Nairobi County, Nakuru County and Kisumu County. The findings of this research suggest that the manner in which tourism organisations translate the personalities into the brand poetics will influence the overall destinations brand. In particular the study supports previous research findings that the role of destination brand is essential if destination marketing authorities are to operate in synergy with other stakeholders because they are the providers of goods and services that represent the country effectively.
Service Tangibility on Repeat Visits in Two-Five Star Rated Hotels in Nairobi County
(International Journal of Research in Business and Social Science, 2020-08-30) Musembi, Nancy Kaseki; Ngugi, Louise; Bichage, Methuselah
This study evaluated the influence of service tangibility on repeat visits in two-five star rated Hotels in Nairobi County. The significance of service quality cannot be over emphasized it is generally accepted that the interplay of service quality, customer satisfaction, and repeat visitation represents an attractive, cost-effective approach to gain competitive advantage for most companies though the hotel industry is a very important sector in Kenya as it has many contributions to the economy. The tourism industry in Kenya is currently facing slow progress and the hotels are losing a lot of revenue due to poor services. The main objective of the study was to determine influence of service tangibility on repeat visits in two-five star rated hotels in Nairobi County. The specific objectives were to examine Quality and Cleanliness, influence of Good Menu and impact of Comfortable Beds on repeat visits in two-five star rated hotels in Nairobi. Mixed methods research design was applied based on cross sectional survey. The target population of comprised of customers in 2-5 star rated hotels in Nairobi County. A questionnaire was use to collect primary data and the researcher conducted a pre-test of the research instruments to establish their validity. The study showed that there is a positive effect of quality attributes on customer satisfaction and customers’ repeat visits to hotels. The study concluded that majorly, the individual service quality attributes and the level of customer satisfaction influence repeat visits in star rated hotels in Nairobi County.