Place Branding: A Content Analysis of How Tour Operators Sell Kenya as a Tourist Destination on Their Official Websites

Abstract

This paper is based on a study which examines the content and images of 100 registered tour operators' official websites in Kenya and to connect what is being presented in tour operators' websites and the association of a destination with the content and to suggest way forward in branding Kenya as a destination of choice. These websites were systematically analysed using content analysis technique. It focuses on the different tourist attractions presented by the tour operators on their websites. Data was recorded based on nine tourism product categories presented by the Kenya tourism board: Go on Safari, Explore Water Sports, Explore Events and Festivals, See Popular Site, Marine Parks, Conservancies, Visit the coastal areas, Visit the Highlands and Valleys, and Visit the Lakes. These findings show that these websites present a lot of information on experiencing a Kenyan safari, followed by visiting the coastal area. However very little information is given on the other areas or rather tourism products as well as communication and transportation issues until you contact them. This study would help travellers plan their trip but also promote this region as an important and interesting tourist destinations.