African Journal of Hospitality, Tourism and Leisure (Aug 2018)
Legacy, Emotions and Reality: Asymmetry or Composite formation of Zimbabwe Tourism Destination Brand Elements.
Abstract
This study investigated on the sources of Zimbabwe tourism brand success focusing on legacy, emotions and reality. The main aim was to understand if tourism destination marketers in Zimbabwe have crafted the destination brand statement based on legacy that is in the form of natural heritage, by simply following their emotions or by drawing from reality of events transpiring in the country. The study applied a QUAL to QUAN mixed methods research design. In-depth interviews helped in grouping various elements that are regarded to have constructed the Zimbabwe tourism destination brand. The findings from the in-depth interviews were classified under three main headings, which were legacy, emotions and reality. Thereafter, a research survey was carried out in line with the quantitative research design so as to ascertain the most dominant sources for constructing Zimbabwe tourism destination brand based on the finds from in-depth interviews. The results from the in-depth interviews revealed the promising basis for constructing Zimbabwe tourism brand as culture, animals, landforms, vegetation, minerals, people, accessibility, infrastructure, education, hardworking and national flag. A further investigation of these elements in order to specify the precise ones to be applied for Zimbabwe tourism destination success, informed that the main factors to rely on are the people, landforms, vegetation, culture, animals and national flag. This shows a need for a balance between legacy and reality in order to brand and re-brand Zimbabwe tourism destination. The study recommendedthat there should be a composite framework that connects legacy issues and reality in the formation of a vibrant destination brand. Also, destination marketers should consider local people as the main branding element through high participation in the brand building exercise. There is need for effective sustainable management of natural resources so as to preserve landforms, animals and culture. The tourism destination brand should show a connection with the national flag of the country.
