Building Brand Equity for the Udzungwa Mountains National Park, Tanzania

Open Access
Tsupros, Rachel J.
Area of Honors:
Bachelor of Science
Document Type:
Thesis Supervisors:
  • Hans Baumgartner, Thesis Supervisor
  • Jennifer Chang Coupland, Honors Advisor
  • branding
  • brand equity
  • ecotourism
The Udzungwa Mountains National Park (UMNP) in the Eastern Arc Mountains in Tanzania is currently experiencing challenges in tourism. When compared to the other national parks in Tanzania, UMNP has a very low number of visitors with an abnormally short visitation period. After personally visiting this phenomenal park, I am certain that the only reason tourism revenue is so low is because of poor marketing. To promote ecotourism and to extend the visitation period at UMNP, I am building a brand for the park using Keller’s Conceptualizing, Measuring, and Managing Customer-Based Brand Equity as a strategic framework. After carefully building a brand, I intend to communicate and distribute this brand image using social media to spread awareness and link potential tourists to a newly designed website. Hopefully, the revenue generated from this marketing plan will empower the local people while preserving the Udzungwa Mountains National Park’s resources.