Pub Date : 2022-02-28DOI: 10.46222/ajhtl.19770720.212
Kais Lassoued, Fathy Mahgoob, Rafika Ben Guirat
The objective of this study is to give an in-depth overview of the performance of employees after they have gone through training programs in the context of hotel management industry. More precisely, this research aims to study the effects of training programs on the behaviour, knowledge, attitude and loyalty of the employees after the training program is completed in the service section of food and beverages. A concrete, practical model based on improvisations to Kirkpatrick’s model, is designed and tested in a manner that it can measure the amelioration of performance in employees after the training program has been delivered. Data from different hotels in Cairo is collected and investigated to foresee the impact of these training programs. Designed questionnaires are employed to investigate the perceptions and behaviour of employees towards a training program along with the training outcomes. Key findings in this context suggest that this approach is highly beneficial for hotel managers who are keen to measure the outcomes of the training program to improve the quality of service. These are valuable results as hotel management industry is heavily reliant on the performance of human resource management function. It is evident from the proposed model in this study that if the knowledge of employees is improved with the help of effective training programs, then the overall performance metric is automatically augmented.
{"title":"Measuring the Outcomes of Training Programs in the Hotel Industry: The Egyptian Case","authors":"Kais Lassoued, Fathy Mahgoob, Rafika Ben Guirat","doi":"10.46222/ajhtl.19770720.212","DOIUrl":"https://doi.org/10.46222/ajhtl.19770720.212","url":null,"abstract":"The objective of this study is to give an in-depth overview of the performance of employees after they have gone through training programs in the context of hotel management industry. More precisely, this research aims to study the effects of training programs on the behaviour, knowledge, attitude and loyalty of the employees after the training program is completed in the service section of food and beverages. A concrete, practical model based on improvisations to Kirkpatrick’s model, is designed and tested in a manner that it can measure the amelioration of performance in employees after the training program has been delivered. Data from different hotels in Cairo is collected and investigated to foresee the impact of these training programs. Designed questionnaires are employed to investigate the perceptions and behaviour of employees towards a training program along with the training outcomes. Key findings in this context suggest that this approach is highly beneficial for hotel managers who are keen to measure the outcomes of the training program to improve the quality of service. These are valuable results as hotel management industry is heavily reliant on the performance of human resource management function. It is evident from the proposed model in this study that if the knowledge of employees is improved with the help of effective training programs, then the overall performance metric is automatically augmented.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42832065","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-28DOI: 10.46222/ajhtl.19770720.220
Liteboho T. Tlali, Mokone Musi
Ecotourism has received academic recognition since the1980s appreciating its potential to generate socio-economic benefits to local destinations. However, travel restrictions imposed as a result of COVID-19 have had devastating effects on the sector. The purpose of this exploratory study is to assess the challenges and coping strategies of an ecotourism venture at Malea-lea, Lesotho. Using thematic analysis, the study reports on fifteen qualitative interviews with the management and beneficiaries of Malea-lea Development Trust’s corporate social responsibility. Major results are that the Trust is facing financial challenges as a result of restrictions on movement hindering it from achieving its social responsibility obligations, the coping strategies included using skills acquired during HIV and AIDS pandemic to address challenges imposed by COVID-19 and promoting local tourism to fill the void created by lack of international tourists. The implication of the study is that local tourism could be promoted in Lesotho. The study recommends financial and technical support to ecotourism enterprises and proximate communities to circumvent negative impacts of COVID-19. The study contributes to dearth of literature on COVID-19, ecotourism and CSR in Lesotho highlighting that local tourism is possible post COVID-19 and that ecotourism venture could contributes to the livelihoods of local communities.
{"title":"Effects of COVID 19 on Ecotourism in Lesotho: A Thematic Analysis of Challenges, Coping Strategies and Lessons Learned","authors":"Liteboho T. Tlali, Mokone Musi","doi":"10.46222/ajhtl.19770720.220","DOIUrl":"https://doi.org/10.46222/ajhtl.19770720.220","url":null,"abstract":"Ecotourism has received academic recognition since the1980s appreciating its potential to generate socio-economic benefits to local destinations. However, travel restrictions imposed as a result of COVID-19 have had devastating effects on the sector. The purpose of this exploratory study is to assess the challenges and coping strategies of an ecotourism venture at Malea-lea, Lesotho. Using thematic analysis, the study reports on fifteen qualitative interviews with the management and beneficiaries of Malea-lea Development Trust’s corporate social responsibility. Major results are that the Trust is facing financial challenges as a result of restrictions on movement hindering it from achieving its social responsibility obligations, the coping strategies included using skills acquired during HIV and AIDS pandemic to address challenges imposed by COVID-19 and promoting local tourism to fill the void created by lack of international tourists. The implication of the study is that local tourism could be promoted in Lesotho. The study recommends financial and technical support to ecotourism enterprises and proximate communities to circumvent negative impacts of COVID-19. The study contributes to dearth of literature on COVID-19, ecotourism and CSR in Lesotho highlighting that local tourism is possible post COVID-19 and that ecotourism venture could contributes to the livelihoods of local communities.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47500557","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-28DOI: 10.46222/ajhtl.19770720.211
Ali S. Hyasat
This study examines approval levels of tourism and hospitality industry employers with regard to the curriculum offered by tourism and hospitality colleges in the Diploma Programs. The investigation involves two objectives: the characteristics of teaching methodology in tourism and hospitality programs and the essential skills and knowledge required by the industry. In this study, a sample of 58 tourism industry establishments listed with the Ministry of Tourism and Antiquities active database in Jordan have taken the questionnaire. Throughout this process, descriptive statistic was used to analyze the data. Results concerning the characteristics of teaching methodology and course content by the industry employers show poor approval level. It was significant that the personal qualities set are of great importance to hospitality and tourism employers. This, the researcher suggests, could be a source of input to curricula for future improvements. The results of the study also show that Jordanian colleges have to ensure that new graduates have adequate practical knowledge and skills. The study recommends that colleges should give more priority to enhancing their programs quality through more involvement of the industry in the design of curricula.
{"title":"Examining Tourism and Hospitality Curriculum Based on the \u0000Business Employers’ Needs","authors":"Ali S. Hyasat","doi":"10.46222/ajhtl.19770720.211","DOIUrl":"https://doi.org/10.46222/ajhtl.19770720.211","url":null,"abstract":"This study examines approval levels of tourism and hospitality industry employers with regard to the curriculum offered by tourism and hospitality colleges in the Diploma Programs. The investigation involves two objectives: the characteristics of teaching methodology in tourism and hospitality programs and the essential skills and knowledge required by the industry. In this study, a sample of 58 tourism industry establishments listed with the Ministry of Tourism and Antiquities active database in Jordan have taken the questionnaire. Throughout this process, descriptive statistic was used to analyze the data. Results concerning the characteristics of teaching methodology and course content by the industry employers show poor approval level. It was significant that the personal qualities set are of great importance to hospitality and tourism employers. This, the researcher suggests, could be a source of input to curricula for future improvements. The results of the study also show that Jordanian colleges have to ensure that new graduates have adequate practical knowledge and skills. The study recommends that colleges should give more priority to enhancing their programs quality through more involvement of the industry in the design of curricula.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44349047","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-28DOI: 10.46222/ajhtl.19770720.222
K. Tlabela, A. Douglas, F. Fairer-Wessels
Information exchange is a process through which information, experience and skills are exchanged among stakeholders. While previous studies acknowledge that Visitor Information Centres (VICs) exchange information with various stakeholders, it remains unclear how this exchange contributes to economic opportunities for tourism businesses. The objective of the study is therefore to ascertain whether the information that VICs and tourism businesses exchanges contributes to economic opportunities. A survey was distributed to tourism businesses listed in the databases of government-owned VICs in South Africa. The results show that VICs and tourism businesses exchange information and that this exchange generates economic opportunities for businesses. The results also identify factors in the information exchange process that are predictors of economic opportunities. Based on the results, VIC staff should use the exchange of information as a platform through which they may generate economic opportunities for businesses. In their exchange of information, VIC staff should understand the information needs of tourism businesses and provide them with visitor-support information that is extensive, useful and according to their preferences. Consequently, staff can contribute to government’s plan of improving the lives of businesses in areas in which they operate.
{"title":"Generating Opportunities For Tourism Businesses Through Information Exchanges with Visitor Information Centres in South Africa","authors":"K. Tlabela, A. Douglas, F. Fairer-Wessels","doi":"10.46222/ajhtl.19770720.222","DOIUrl":"https://doi.org/10.46222/ajhtl.19770720.222","url":null,"abstract":"Information exchange is a process through which information, experience and skills are exchanged among stakeholders. While previous studies acknowledge that Visitor Information Centres (VICs) exchange information with various stakeholders, it remains unclear how this exchange contributes to economic opportunities for tourism businesses. The objective of the study is therefore to ascertain whether the information that VICs and tourism businesses exchanges contributes to economic opportunities. A survey was distributed to tourism businesses listed in the databases of government-owned VICs in South Africa. The results show that VICs and tourism businesses exchange information and that this exchange generates economic opportunities for businesses. The results also identify factors in the information exchange process that are predictors of economic opportunities. Based on the results, VIC staff should use the exchange of information as a platform through which they may generate economic opportunities for businesses. In their exchange of information, VIC staff should understand the information needs of tourism businesses and provide them with visitor-support information that is extensive, useful and according to their preferences. Consequently, staff can contribute to government’s plan of improving the lives of businesses in areas in which they operate.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45081474","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-28DOI: 10.46222/ajhtl.770720.213
Bonifasius M. H. Nainggolan, Soerjanto, Etty Nurwati, Neni Triana
This study investigates the role of trust mediating the relationship between customer satisfaction and loyalty to expand the customer value-satisfaction-loyalty chain to become a customer value-satisfaction-trust-loyalty chain at fast-casual dining restaurants. This research hypothesis test uses the SEM method with LISREL 8.8. The questionnaire was distributed to customers using a convenience sample technique with a final sample size of 250 respondents. Questionnaires distributed to respondents were adapted from the results of previous studies. The results showed that customer value significantly affected customer satisfaction. Satisfaction significantly affects trust. Satisfaction significantly affects customer loyalty both directly and indirectly, and trust substantially increases customer loyalty. The study also showed that trust has a greater influence on customer loyalty than satisfaction. Thus, trust mediates the relationship between customer satisfaction and loyalty. The indirect effect of customer value on loyalty consists of two lines: customer value – satisfaction – loyalty and customer value – satisfaction – trust – loyalty. This research adds an understanding of the customer value-satisfaction-loyalty relationship chain that can be expanded by adding trust as a mediator of satisfaction and loyalty so that a new chain of customer value-satisfaction-trust-loyalty relationships is formed.
{"title":"A Customer Value Approach to Increase Customer Satisfaction and Loyalty at Fast-Casual Dining Restaurant: The Mediating Role of Trust","authors":"Bonifasius M. H. Nainggolan, Soerjanto, Etty Nurwati, Neni Triana","doi":"10.46222/ajhtl.770720.213","DOIUrl":"https://doi.org/10.46222/ajhtl.770720.213","url":null,"abstract":"This study investigates the role of trust mediating the relationship between customer satisfaction and loyalty to expand the customer value-satisfaction-loyalty chain to become a customer value-satisfaction-trust-loyalty chain at fast-casual dining restaurants. This research hypothesis test uses the SEM method with LISREL 8.8. The questionnaire was distributed to customers using a convenience sample technique with a final sample size of 250 respondents. Questionnaires distributed to respondents were adapted from the results of previous studies. The results showed that customer value significantly affected customer satisfaction. Satisfaction significantly affects trust. Satisfaction significantly affects customer loyalty both directly and indirectly, and trust substantially increases customer loyalty. The study also showed that trust has a greater influence on customer loyalty than satisfaction. Thus, trust mediates the relationship between customer satisfaction and loyalty. The indirect effect of customer value on loyalty consists of two lines: customer value – satisfaction – loyalty and customer value – satisfaction – trust – loyalty. This research adds an understanding of the customer value-satisfaction-loyalty relationship chain that can be expanded by adding trust as a mediator of satisfaction and loyalty so that a new chain of customer value-satisfaction-trust-loyalty relationships is formed.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43990094","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-28DOI: 10.46222/ajhtl.19770720.210
Thabisile Malleka, Irma Booyens, G. Hoogendoorn
Johannesburg, South Africa’s economic heartland and major tourist destination, has long been seen as a breeding ground for crime and is commonly perceived as unsafe. The prevalence of crime in Johannesburg, and the associated negative public perceptions, are evidenced to impact travel behaviour stemming visitor flows. Regardless of this, urban tourism has grown in Johannesburg over the last decade and our findings on visitor perceptions in three main tourism precincts show that international tourists regard tourism spaces as relatively safe to visit. Tourists in our study return and readily recommend a visit to Johannesburg to others.
{"title":"Urban Crime and Tourism: Curating Safety in Johannesburg Tourist Spaces","authors":"Thabisile Malleka, Irma Booyens, G. Hoogendoorn","doi":"10.46222/ajhtl.19770720.210","DOIUrl":"https://doi.org/10.46222/ajhtl.19770720.210","url":null,"abstract":"Johannesburg, South Africa’s economic heartland and major tourist destination, has long been seen as a breeding ground for crime and is commonly perceived as unsafe. The prevalence of crime in Johannesburg, and the associated negative public perceptions, are evidenced to impact travel behaviour stemming visitor flows. Regardless of this, urban tourism has grown in Johannesburg over the last decade and our findings on visitor perceptions in three main tourism precincts show that international tourists regard tourism spaces as relatively safe to visit. Tourists in our study return and readily recommend a visit to Johannesburg to others.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42726796","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-28DOI: 10.46222/ajhtl.19770720.209
H. Radwan
Customer loyalty has gained great consideration in recent years. It is crucial for hotel’s success and survival in this competitive market. This research intends to determine the factors contributing to customer loyalty in budget hotel sector in Egypt. This research was investigated by adopting a quantitative research approach. A structured survey was set up involving 33 items to measure customer loyalty and investigated constructs. The outcomes of this study highlighted low level of customer loyalty in budget hotels in Egypt. Four determinants were identified to have major positive impact on customer loyalty respectively: corporate image, price perception, physical environment and switching costs whereas CSR did not have significant effect on customer loyalty. The research implies that budget hotels’ managers should invest in improving the factors that were identified as influential/supportive to attract and retain customers. They should deal with customer loyalty as a strategic target and maintain a long-term relationship with customers to enhance their repurchasing intentions. This research contributes to boost customer loyalty in the context of budget hotel sector. It provides a range of tools and recommendations that will motivate customers’ re-buying behavior and make them more emotionally-tied to small hospitality organizations.
{"title":"A Study on the Factors Contributing to Customer Loyalty in Budget Hotels in Cairo And Alexandria, Egypt","authors":"H. Radwan","doi":"10.46222/ajhtl.19770720.209","DOIUrl":"https://doi.org/10.46222/ajhtl.19770720.209","url":null,"abstract":"Customer loyalty has gained great consideration in recent years. It is crucial for hotel’s success and survival in this competitive market. This research intends to determine the factors contributing to customer loyalty in budget hotel sector in Egypt. This research was investigated by adopting a quantitative research approach. A structured survey was set up involving 33 items to measure customer loyalty and investigated constructs. The outcomes of this study highlighted low level of customer loyalty in budget hotels in Egypt. Four determinants were identified to have major positive impact on customer loyalty respectively: corporate image, price perception, physical environment and switching costs whereas CSR did not have significant effect on customer loyalty. The research implies that budget hotels’ managers should invest in improving the factors that were identified as influential/supportive to attract and retain customers. They should deal with customer loyalty as a strategic target and maintain a long-term relationship with customers to enhance their repurchasing intentions. This research contributes to boost customer loyalty in the context of budget hotel sector. It provides a range of tools and recommendations that will motivate customers’ re-buying behavior and make them more emotionally-tied to small hospitality organizations.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42510915","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-28DOI: 10.46222/ajhtl.19770720.218
Olwethu Mhlauli, I. Ezeuduji
This study assessed the role played by the existing marketing strategies in terms of positioning Dundee July rural horse racing event (in uMzinyathi District Municipality, KwaZulu-Natal Province, South Africa) on the tourism map, both within the province, and in South Africa at large. This study adopted the exploratory qualitative research method using purposive semi-structured interviews to collect data for analyses; hence its results are not conclusive. There is a further need to collect quantitative data from current and prospective attendees, on a larger scale, to validate the study findings and model customer expectations (customer orientation). However, this study’s exploratory findings revealed that the current marketing strategies and tools are not effectively promoting this event to attract a larger number of spectators and participants. As a feasible solution, this paper puts forward practical recommendations, emphasising on conditions, new marketing strategies and the right combination of both traditional and digital marketing tools to attract a critical mass of attendees to this event. Emphasis was also made on the best way to utilise appropriate marketing mix to position this event. The experience-setting must align to the original rustic nature of this event to optimise its authenticity.
{"title":"When Tourism Event Goes Rustic: Marketing a Rural Horse Racing Event in KwaZulu-Natal","authors":"Olwethu Mhlauli, I. Ezeuduji","doi":"10.46222/ajhtl.19770720.218","DOIUrl":"https://doi.org/10.46222/ajhtl.19770720.218","url":null,"abstract":"This study assessed the role played by the existing marketing strategies in terms of positioning Dundee July rural horse racing event (in uMzinyathi District Municipality, KwaZulu-Natal Province, South Africa) on the tourism map, both within the province, and in South Africa at large. This study adopted the exploratory qualitative research method using purposive semi-structured interviews to collect data for analyses; hence its results are not conclusive. There is a further need to collect quantitative data from current and prospective attendees, on a larger scale, to validate the study findings and model customer expectations (customer orientation). However, this study’s exploratory findings revealed that the current marketing strategies and tools are not effectively promoting this event to attract a larger number of spectators and participants. As a feasible solution, this paper puts forward practical recommendations, emphasising on conditions, new marketing strategies and the right combination of both traditional and digital marketing tools to attract a critical mass of attendees to this event. Emphasis was also made on the best way to utilise appropriate marketing mix to position this event. The experience-setting must align to the original rustic nature of this event to optimise its authenticity.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44116602","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-28DOI: 10.46222/ajhtl.19770720.214
Lawrence Mukoyani Mafuta, S. Maingi, Rosemarie Khayiya
Product diversity and the producer are inseparable and crucial in choosing cultural products within a region. The study sought to understand cultural diversity in influencing destination brand equity in Mombasa County. Cross-sectional mixed-method design was used with a sample size of 350 respondents. Simple stratified random sampling was used with the optimum allocation method to select cultural resource sites. Stirling index was used where Simpson measured variation of cultural resources and balanced 'ex-ante' of various cultural products into a single indicator. The results show that cultural resources influence the destination brand equity efficacy on main brand aspects. The destination brand equity includes design, communication, packaging, guests' experiences, personality, and presumed liaison at the destination. As such, cultural products alone will not influence the destination brand equity if they are not consumed. Policies for marketing cultural products to promote consumption are required.
{"title":"Influencing Role of Cultural Diversity on Destination Brand Equity, Mombasa County, Kenya","authors":"Lawrence Mukoyani Mafuta, S. Maingi, Rosemarie Khayiya","doi":"10.46222/ajhtl.19770720.214","DOIUrl":"https://doi.org/10.46222/ajhtl.19770720.214","url":null,"abstract":"Product diversity and the producer are inseparable and crucial in choosing cultural products within a region. The study sought to understand cultural diversity in influencing destination brand equity in Mombasa County. Cross-sectional mixed-method design was used with a sample size of 350 respondents. Simple stratified random sampling was used with the optimum allocation method to select cultural resource sites. Stirling index was used where Simpson measured variation of cultural resources and balanced 'ex-ante' of various cultural products into a single indicator. The results show that cultural resources influence the destination brand equity efficacy on main brand aspects. The destination brand equity includes design, communication, packaging, guests' experiences, personality, and presumed liaison at the destination. As such, cultural products alone will not influence the destination brand equity if they are not consumed. Policies for marketing cultural products to promote consumption are required.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44292164","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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