Building Brand Equity for the Udzungwa Mountains National Park, Tanzania

Open Access
Author:
Tsupros, Rachel J.
Area of Honors:
Marketing
Degree:
Bachelor of Science
Document Type:
Thesis
Thesis Supervisors:
  • Hans Baumgartner, Thesis Supervisor
  • Jennifer Chang Coupland, Honors Advisor
Keywords:
  • branding
  • brand equity
  • ecotourism
Abstract:
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.