Analysis of a Tourism Destination as Ground for Brand Building Strategies : Rwanda Volcanoes National Park
Ntaganda, John (2012)
Lataukset:
HAAGA-HELIA ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012121719747
https://urn.fi/URN:NBN:fi:amk-2012121719747
Tiivistelmä
This research is carried out with the aim of analyzing a tourism destination as a first step in building a long-term brand strategy.
The destination, Rwanda Volcanoes National Park (VNP) is a touristic region, with focus on inbound nature tourism. The Rwandan National Development Strategy outlines inbound tourism to be developed and the level of services designed to high quality.
The objective of this bachelor research is to contribute to the first step in designing a branding strategy for Rwanda VNP to fulfill the needs and expectations of its desired international markets in the United States, Western Europe and Nordic countries.
To achieve the above objective, the research includes analysis and uses different theoretic models of destination analysis and brand building.
The empirical part of the research focuses on the commissioner and destination analysis and on the analysis of a group of service providers. The research aims to map the key activities and services at the destination and links these activities to the expectations of potential customers.
The research concentrates on the destination and commissioner’s self-analysis
The empirical research was carried out in Rwanda during the period of June 2011 and December 2011.
The research approach and methods applied are both qualitative and quantitative. The findings of the destination analysis will lay grounds for further process of branding the Volcanoes National Park to attract more tourists from Western Europe.
The commissioner’s long-term goal is to create the Rwanda VNP’s extended brand identity, value proposition and brand position to attract Nordic customers as well.
The destination, Rwanda Volcanoes National Park (VNP) is a touristic region, with focus on inbound nature tourism. The Rwandan National Development Strategy outlines inbound tourism to be developed and the level of services designed to high quality.
The objective of this bachelor research is to contribute to the first step in designing a branding strategy for Rwanda VNP to fulfill the needs and expectations of its desired international markets in the United States, Western Europe and Nordic countries.
To achieve the above objective, the research includes analysis and uses different theoretic models of destination analysis and brand building.
The empirical part of the research focuses on the commissioner and destination analysis and on the analysis of a group of service providers. The research aims to map the key activities and services at the destination and links these activities to the expectations of potential customers.
The research concentrates on the destination and commissioner’s self-analysis
The empirical research was carried out in Rwanda during the period of June 2011 and December 2011.
The research approach and methods applied are both qualitative and quantitative. The findings of the destination analysis will lay grounds for further process of branding the Volcanoes National Park to attract more tourists from Western Europe.
The commissioner’s long-term goal is to create the Rwanda VNP’s extended brand identity, value proposition and brand position to attract Nordic customers as well.