Zimbabwe tourism destination brand positioning and identity through media: A tourist's perspective

https://doi.org/10.35912/joste.v2i3.669
Published: Mar 25, 2021

Abstract:

Purpose: The study was based on understanding how media can be used to select Zimbabwe tourism destination brands against other brands by the tourists. Further, it examined the role of media in improving Zimbabwe tourism brand identity. Factors to use in positioning the Zimbabwe tourism brand were also established.

Research Methodology: A quantitative to the qualitative sequential mixed method was used to get research data. The respondents and participants to the study were tourism operators, media organizations and tourists (n=452).

Results: The study's findings informed that tourism and media organizations in Zimbabwe are failing to understand the best ways to use media to attract tourists. There was a significant disagreement in the views of tourists and organizations, especially based on choosing a tourism destination brand using media. Even on improving Zimbabwe tourism destination brand identity and positioning, both parties agreed that media could help improve brand identity.

Limitations: Getting opinions and views of tourists is difficult considering the divergence in their perceptions. A mixed-methods could help in improving objectivity.

Contribution: The study, therefore, recommended an intensive tourism media audit, considering media as a strategic brand identity tool and a nationwide survey to come up with brand positioning elements specifically for Zimbabwe tourism destinations.

Keywords:
1. Destination branding
2. Media publicity
3. Brand image
4. Brand identity
5. Brand positioning
Authors:
1 . Farai Chigora
College of Business, Africa University, Mutare, Zimbabwe
2 . Joram Ndlovu
School of Social Sciences, Howard College, University of KwaZulu-Natal, Durban, South Africa
3 . Promise Zvavahera
Registry, Africa University, Mutare, Zimbabwe
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How to Cite
Chigora, F., Ndlovu, J., & Zvavahera, P. (2021). Zimbabwe tourism destination brand positioning and identity through media: A tourist’s perspective. Journal of Sustainable Tourism and Entrepreneurship, 2(3), 133–146. https://doi.org/10.35912/joste.v2i3.669
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Issue & Section
Vol. 2 No. 3 (2021): March
Articles
References

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  2. Anholt, S. (2008). From nation branding competitive identity-The role of brand management as a component for national policy. In K. Dinnie (Ed.), Nation Branding: concepts, issues, practice, 22-23. Oxford UK: Butterworth- Heinemann.
  3. Baran, S. J. (2011). Media Literacy and culture. New York: McGrawHill.
  4. Bariši?, P. (2014). National brand and its elements: Value, power and competitiveness. International Journal of Business Tourism and Applied Sciences, 2(2), 1-6.
  5. Berger, Jonah, Alan Sorensen, and Scott Rasmussen (2010), Positive effects of negative publicity: When negative reviews increase sales, Marketing Science, 29, 5, 815–27.
  6. Blain, C., S. E. Levy, and B. Ritchie. (2005). Destination branding: Insights and practices from destination management organizations. Journal of Travel Research, 43(4), 328-83.
  7. Bressers, B. B., & Gordon, J. (2010). Increasing publicity and thematic news coverage: The Impact of Localizing News Releases in a State-Wide Experimental Field Study. Public Relations Journal , 4 (4), 1-10.
  8. Chibaya, T. (2013). From 'Zimbabwe Africa's paradise to zimbabwe a world of wonders': benefits and challenges of rebranding zimbabwe as a tourist destination. Developing Country Studies, 13(5), 84-91.
  9. Chikafu, J., Mirimi, K., & Hurombo, B. (2014). Destination rebranding paradigm in Zimbabwe: A stake holder approach. International Journal of Advanced Research in Management and Social Sciences, 3(1), 30-41.
  10. Creswell, J. W. (2014). Research design: Qualitative, quantitative and mixed methods approaches. Los Angeles: SAGE.
  11. Da Silveira, C., Lages, C., & Simões, C. (2013). Reconceptualizing brand identity in a dynamic environment. Journal of Business Research, 66, 28-36.
  12. De San Eugenio Vela, J. (2013). Place branding: a conceptual and theoretical framework. Boletín de la Asociación de Geógrafos Españoles, 62, 467-471.
  13. Fyall, A., & Garrod, B. (2004). Tourism marketing: A collaborative approach. Clevedon, UK: Channel View Publications.
  14. Gartner, W. C., & Ruzzier, M. K. (2011). Tourism destination brand equity dimensions: renewal versus repeat market. Journal of Travel Research , 50(5), 471–481.
  15. Gioia D. A., Price K. N., Hamilton, A. L. Thomas, J. B. (2010). Forging an identity: an insider-outsider study of processes involved in the formation of organizational identity. Adm Sci Q, 55(1), 1-46.
  16. Habibi, M. R., Laroche, M., & Richard, M.-O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior (37), 152-161.
  17. Harris, L. R., & Brown, G. T. (2010). Mixing interview and questionnaire methods:Practical problems in aligning data. Practical Assessment, Research, 15(1), 1-19.
  18. Herstein, R. (2012). Thin line between country, city, and region branding. Journal of Vacation Marketing,18(2), 147-154.
  19. Heyvaert, M., Maes, B., & Onghena, P. (2011). Applying mixed methods research at the synthesis level: An overview. Research in the Schools, 18(1), 12-24.
  20. Im, H. H., Kim, S. S., Elliot, S., & Han, H. (2012). Conceptualizing destination brand equity dimensions from a consumer-based brand equity perspective. Journal of Travel & Tourism Marketing, 29, 385-403.
  21. Janiszewska, K. (2012). The strategic importance of brand positioning in the place brand concept:elements, structure and application capabilities. Journal of International Studies, 5(1), 9-19.
  22. Karambakuwa R.T., Shonhiwa, T., Murombo, L., Mauchi, Gopo, N.F., Denhere ,W., Tafirei, F., Chingarande, A., and Mudavanhu, V. (2011). The impact of Zimbabwe tourism authority initiatives on tourist arrivals in Zimbawe (2008-2009). Education Journal of Sustainable Development in Africa, 13(6), 1520-5509.
  23. Kim, S., & Lehto, X. Y. (2013). Projected and perceived destination brand personalities: the case of South Korea. Journal of Travel Research, 52 (1), 117–130.
  24. Kotler, P., & Armstrong, G. (2011). Principles of Marketing 14th Edition. New York: Pearson Prentice-Hall.
  25. Lange-Faria, W. (2012). Understanding the role of social media in destination marketing. Tourismos: An international multi-disciplinary Journal of Tourism, 7 (1), 193-211.
  26. Linh, D. T. (2012). Practice of internet marketing in destination branding. Management Research, 2(4), 296-309.
  27. Loncaric, D., Bašan, L., & Markovic, M. G. (2013). Importance of DMO websites in tourism. marketing in a dynamic envinronment – academic and practical insights. 23rd CROMAR Congress, Congress Proceedings, 373-384. Opatija, Croatia.
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  29. Migiro, S. O., & Magangi, B. A. (2011). Mixed methods: A review of literature and the future of the new research paradigm. African Journal of Business Management, 5(10), 3757-3764.
  30. Mirimi, K., Utete, B., Mapingure, C., Mumbengegwi, P., & Kabote, F. (2013). Appropriateness of branding as a tourism resuscitation tool for zimbabwe. American Journal of Tourism Management , 2(2), 47-54.
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  34. Pember, D. R., & Calvert, C. (2011). Mass media law. New York: McGraw-Hill Companies.
  35. Pike, S. (2010). Destination branding case study: Tracking brand equity for an emerging destination between 2003 and 2007. Journal of Hospitality & Tourism Research, 34(1), 124-139.
  36. Severi, E., & Ling, K. C. (2014). The impacts of electronic word of mouth on brand equity in the context of social media. International Journal of Business and Management, 9(8), 85-96.
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