Branding Rwanda as tourism destination : what image do Rwandan tourism stakeholders want to promote abroad?
Document type: report
Download file(s):
116057 (2540 KB)
Abstract:
This report presents the results of a study on the tourism image perception among Rwandan tourism stakeholders. In the opinion of the stakeholders, what does the country have to offer foreign tourists? In 2006, data was collected in three different ways. Open interviews were conducted among 32 stakeholders from government agencies, tourism companies, nonprofit organizations and rural communities. Subsequently, a series of 12 websites designed and maintained by Rwandan tourism stakeholders were analysed for their destination image content. Finally, a similar approach was followed for the analysis of 24 Rwandan postcards. To reduce the risk of a strategy gap in destination image formation, it is important that the projected identity of Rwanda in the outside world fits the self identity of the Rwandan population. The most important elements that make up this self identity include: wildlife and nature; hospitality, culture and heritage; turbulent past and present safety. These elements are generally valued by all four tourism stakeholder groups. A high degree of consensus also seems to exist in respect to relaxation.
Corporate author(s):
SNV Rwanda
,
RSM-Erasmus University
Country:
Rwanda
Category:
Research
Keywords:
tourism
,
cultural heritage
,
nature conservation
Language:
eng
Organization:
SNV - Netherlands Development Organisation
PAGE:
vi, 24
Place:
Kigali
Publisher:
SNV Rwanda
Year:
2008
Region:
Africa South of Sahara
,
Central Africa
Right:
© 2008 SNV Rwanda and RSM-Erasmus University
Subject:
Economic Development and Trade
Title:
Branding Rwanda as tourism destination : what image do Rwandan tourism stakeholders want to promote abroad?