Study of Brand Positioning to Promote Tourism Destinations: Implications for Kidepo Valley National Park

Brand Positioning and Tourism destination

Abstract

It's surprising to learn that Kidepo Valley National Park, which is widely regarded as Africa's best park with stunning scenery, receives the lowest number of visitors. Despite its potential as a major tourist attraction, it seems the park is still relatively unknown to many people. Hence there is a need to explain the use of branding as a marketing strategy for promoting tourism destinations. The purpose of this conceptual paper is to describe how brand positioning can be applied to promote tourism destinations. Using a descriptive approach, the paper explains how the AIDAR model can be applied to create global awareness, establish a brand identity, and promote the brand image of KVNP, which has the potential to become a major tourist destination. However, further practical research is needed to fully realize the benefits of effective brand positioning in the tourism industry. Consumers find it helpful when brands create associations between their value proposition and the destination. This is why effective branding and brand positioning are crucial marketing tools for tourism destinations to achieve sustainable competitive advantage.

Keywords: Brand positioning, AIDAR model, marketing promotion, destination, descriptive