This research aims to identify the architectural features of Baharyia Oasis in Egypt to promote the wellness potentials of the destination through developing an eco-lodge architectural image using a brand positioning strategy. The study adopts a comparative methodology to evaluate the architectural elements of Qaser el Bawiti in Baharyia Oasis, Egypt, and Banasura Hills in Kerala, India. As a result, the study proposes a brand positioning strategy for wellness eco-lodges using the architectural identity of the destination.
Keywords: Eco-lodge Architecture; Brand Positioning; Wellness; Baharyia Oasis
eISSN: 2398-4287 © 2023. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians/Africans/Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.
DOI: https://doi.org/10.21834/ebpj.v8i23.4457