The brand equity and value of dolphins as a conservation and sustainable tourism icon: A case study of Maputo National Park

This project aimed to evaluate the perceived brand equity and value of dolphins as a competitive product for tourism in the MNP. The anticipated outcome is a brand framework to effectively measure tourist perceptions of the MNP as a dolphin-based tourism destination to effectively promote and market dolphins and swim-with-dolphin tourism as a sustainable product for the MNP that can promote development and conservation.

Wildlife species around the world have been used to brand specific areas, such as national parks and natural protected areas, to promote conservation and sustainable wildlife tourism (Ariya et al., 2020; Rop, 2015). The strategy of wildlife-based branding is an important tool as it can support environmental protection, economic development, community pride, and public education about the value and vulnerability of wildlife (Forristal and Lehto, 2009). Developing countries in particular can benefit from the application of wildlife-based branding, as they often face important issues such as human-wildlife conflicts and a lack of resources to integrate conservation into sustainable economic development (Chibaya, 2013). One of the critical facets of wildlife-based branding is that it can promote sustainable wildlife tourism, which can contribute to all levels of sustainable development (environmental, social and economic) (Gnanapala, 2017).

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• The brand equity and value of dolphins as a conservation and sustainable tourism icon: A case study of Maputo National Park