Destination Branding : A Qualitative Case Study of Local Stakeholders’ Practices in Mombasa, Kenya

Abstract: The tourism industry is today the most powerful driver of economic growth and development. Globalization plays a big role in diminishing traveling barriers across the globe, which has led to increased competition between destinations to identify themselves and delineate how they want to be perceived by tourists. In this case, developing a clear destination brand identity is paramount for success. Tourism destinations are complex; they are multidimensional and so are their consumer needs and stakeholders interests. The focal point of this research was on destination branding; it is crucial to have all the stakeholders on board. Consequently, a destination brand has to reflect the authentic identity of the destination hence differentiating it from its competitors. The purpose of the research was to explore stakeholders’ practices in destination branding, their attitude, experiences and expectations of branding Mombasa. The research was based on qualitative method where primary data was gathered through face to face interviews with the tourism stakeholders in Mombasa, and data collected was analysed using content analysis. The key findings include; lack of unity among stakeholders, Mombasa has not been branded, inadequate funds for branding Mombasa, and need for product diversification. The research concludes by suggesting step by step approach for branding the destination.