i THE EFFICACY OF PARK BRANDING IN INFLUENCING CHOICE BEHAVIOR OF TOURISTS TO KENYAN PARKS MR. SHEM WAMBUGU MAINGI H87/11076/2008 A THESIS SUBMITTED IN FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF DOCTOR OF PHILOSOPHY IN TOURISM MANAGEMENT THE SCHOOL OF HOSPITALITY AND TOURISM OF KENYATTA UNIVERSITY AUGUST 2014 ii DECLARATION This thesis is my original work and has not been presented for a Degree in any other University. Signature: _________________________ Date: _________________________ Shem Wambugu Maingi H87/11076/2008 I/We confirm that the work in this thesis was done by the candidate under my/our supervision Signature: _________________________ Date: _________________________ Dr. Alice Ondigi Senior Lecturer, School of Hospitality and Tourism, Kenyatta University. Signature: _________________________ Date: _________________________ Dr. Joe Kibuye Wadawi Senior Lecturer, Institute of Tourism and Hospitality Management Strathmore University. Signature: _________________________ Date: _________________________ Dr. Delno Tromp Lecturer, Department of Tourism Management, Kenyatta University. iii DEDICATION This thesis is dedicated to My treasured Son, Lewis Maingi Wambugu for the inspiration and an illuminating source of happiness in this journey, My dear wife Susan Wanjiku Wambugu for being by my side throughout the moments in this journey, My beloved parents Joseph Kuira Maingi and Elizabeth Wahito Maingi for educating me in my early years and instilling a source of discipline and courage that has carried me throughout the years, as well as My twin-brother, Donald Kuira Maingi for being a mentor and close-friend, that was valuable addition to me as I pursued this PhD. In all, you have been with me through this journey. God Bless You. iv ACKNOWLEDGEMENT In the course of the preparation and completion of this study, many people assisted, encouraged and cooperated with me for which I am entirely appreciative. I wish to recognize with earnest efforts and works of my supervisors, Dr. Alice Ondigi, Dr. Joseph Wadawi and Dr. Delno Tromp. The completion of this thesis would not have been possible without their invaluable support, guidance and mentorship. I am deeply indebted by their constructive criticisms and focus in the course of this study. I thank the Kenya Wildlife Service, particularly the former Director, Dr. Julius King‟etich and Dr. Samuel Kasiki (Deputy Director, Biodiversity Research and Monitoring - KWS) for their support in the course of this study. I am specifically grateful to the Senior Wardens of Hell‟s Gate National Park, Nairobi National Park, Lake Nakuru National Park and the Aberdares National Park for their facilitation and support in the study. I would like to acknowledge the efforts of my field assistants. I wish to also acknowledge my colleagues and friends Mr. Joseph Kurauka, field assistants Mr. William Githiomi and Ms Betty Mwangi. v TABLE OF CONTENTS DECLARATION.......................................................................................................... ii DEDICATION............................................................................................................ iii ACKNOWLEDGEMENT .......................................................................................... iv TABLE OF CONTENTS ............................................................................................ v LIST OF TABLES ..................................................................................................... vii LIST OF FIGURES .................................................................................................... ix OPERATIONAL DEFINITION OF TERMS ........................................................... x LIST OF ABBREVIATIONS AND ACRONYMS ................................................. xii ABSTRACT ............................................................................................................... xiv CHAPTER ONE .......................................................................................................... 1 1.0 INTRODUCTION............................................................................................... 1 1.1. Background of Study ..................................................................................... 1 1.2. The Tourism sector status in Kenya............................................................... 2 1.3. Problem Statement ......................................................................................... 6 1.4. Broad Purpose of the Study ........................................................................... 9 1.5. Key Objectives ............................................................................................... 9 1.6. Hypotheses ................................................................................................... 10 1.7. Significance and Anticipated Output ........................................................... 10 1.8. Delimitations ................................................................................................ 11 1.9. Limitations ................................................................................................... 11 1.10. Assumptions ................................................................................................. 12 CHAPTER TWO ....................................................................................................... 13 2.0 LITERATURE REVIEW ............................................................................... 13 2.1. Introduction .................................................................................................. 13 2.2. Theoretical foundations of the study............................................................ 13 2.3. Empirical review .......................................................................................... 18 2.4. Conceptual Framework ................................................................................ 50 2.5. Conclusion ................................................................................................... 53 2.6. Summary of reviewed literature................................................................... 55 CHAPTER THREE ................................................................................................... 58 3.0 RESEARCH METHODOLOGY .................................................................. 58 3.1. Introduction .................................................................................................. 58 3.2. Research Design........................................................................................... 58 3.3. Study Area ................................................................................................... 58 3.4. Target Population ......................................................................................... 59 3.5. Sampling Unit .............................................................................................. 59 3.6. Sampling Technique .................................................................................... 60 3.7. Type of Data ................................................................................................ 64 3.8. Pre-testing the Questionnaire ....................................................................... 64 3.8.1. Test of Validity ......................................................................................... 65 3.8.2. Test of Reliability ..................................................................................... 65 3.9. Data Collection Procedures .......................................................................... 67 vi 3.9.1. Research Instrument ................................................................................ 68 3.9.2. Measurement of Constructs and Variables .............................................. 69 3.10. Ethical Considerations ................................................................................. 72 3.11. Data Analysis Framework............................................................................ 73 3.11.1. Structural Equations Modeling ................................................................ 73 3.11.2. Univariate and Bivariate Statistics .......................................................... 74 3.11.3. One-Way ANOVA..................................................................................... 75 3.11.4. Agglomerative Cluster Analysis ............................................................... 75 3.11.5. Multinomial Logistic Regression ............................................................. 77 3.12. Summary of Analytical Framework ............................................................. 79 CHAPTER FOUR ...................................................................................................... 80 4.2.1.1. Age Profile ....................................................................................... 81 4.2.1.2. Gender Profile .................................................................................. 88 4.2.1.3. Country of Origin ............................................................................. 92 4.2.1.4. Annual Personal Income .................................................................. 96 4.2.1.5. Marital Status ................................................................................. 100 4.2.1.6. Occupation ..................................................................................... 102 4.2.1.7. Preferred Mode of Travel Arrangement