European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol.7, No.17, 2015 106 Place Branding: A Content Analysis of How Tour Operators Sell Kenya as a Tourist Destination on Their Official Websites Wendy Rop 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. Introduction The use internet and website in promotion of tourism destinations is growing faster. The total number of internet users in the world is estimated at 2.4 billion in 2012 with a growth of 566% in the year 2000 (Internet world statistics 2012 and Ulkarch, 2014) meaning over a quarter of the world uses the internet for travel services. This means that the internet is a distribution channel and a source of information about destinations. The advantage of the internet has made it possible to sell a destination in an instant. It has become an appropriate and accessible way of communicating with travellers from all over the world. The websites images and information can influence the decisions of the tourist. With the advent of the internet so much has changed from the way we work to the way we communicate and has also become a tool for stay-cations or home stay vacations. As for tourism, more and more travellers are depending on the Internet as their source of information and a tool to plan their vacation or motivation to choose a destination. It has also changed the way tourism organisation distributes and market tourism products (Buhalis and Licata 2002, Karupiah P et al 2008). Zhou & DeSantis, (2005) asserts that tourism information is one the most frequently accessed information on the Internet. Tourists are able to view tourism products and collect information before they decide and buy the journey The content in the various websites will tell which type of destination it is. For example when you see feature like waterfall, white sandy beaches and dolphins the immediate association maybe a romantic island getaway destination or if the images are jungles and the big five, it takes you to a safari destination. This study uses the Branding Pentagram model which helps to translate corporate strategy into branding policy by stating the branding principles, 'loading' the brand, choosing the desired positioning and translating branding into everyday action. A brand Embodies a whole set of physical and socio-psychological attributes and beliefs which are associated with the product (Simoes and Dibb 2001). It is more than shaping of distinctiveness: It is forging of associations. Branding is a deliberate process (Knox and Bickerton 2003) Literature Review The Dynamics of the Tourism Market According to the World Tourism Organization tourist visitor arrivals, which were 922 million in 2008, are expected to increase to approximately 1.6 billion by 2020. Increases in disposable incomes and the growing appetite for travel by citizens of Europe (particular Eastern Europe/Former Soviet Republic countries), the Middle East, East Asia and the Pacific, are expected to fuel global travel growth. China alone is expected to generate 100 million outbound tourists by 2020, up from less than 15 million in 2009. According to the report published by UNWTO (2013), China‘s expenditure on travel abroad reached US$ 102 billion in 2012, making it the top tourism source market in the world in terms of spending as shown in Table 1.1 below.