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Attributes, Benefits and Attitudes: Construct of Zimbabwe Tourism Brand Association Amid Covid-19 Pandemic Chigora, Farai; Katsande, Chipo
International Journal of Business, Management and Economics Vol. 2 No. 3 (2021): International Journal of Business, Management and Economics
Publisher : Training & Research Institute - Jeramba Ilmu Sukses (TRI-JIS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijbme.v2i3.317

The study investigated the factors reflecting and building positive brand association for Zimbabwe tourism destination into the resurgent of COVID-19 pandemic. The focus was on three primary sources of brand association comprising attributes, benefits, and attitudes, which were then assessed to come with the most dominant element(s) for restoring a positive global image. A mixed sequential qualitative to quantitative research design was applied for the study. Qualitative research established sources for the brand association as themes that are acknowledged to be prevailing in Zimbabwe tourism destinations. This was achieved through in-depth interviews with participants who were purposively selected for the study. Further quantitative research was done to understand the most dominant factors for brand association and categorize them as attributes, benefits or attitudes. Results from qualitative research informed the themes for a brand association: perception by the origin of the tourist; references from others; the hospitality of tourism providers; media reports; existing natural resources; accessibility; cultural originality; government policies; and adventure. Quantitative results showed that perception by the origin of the tourist, references from others, the hospitality of tourism providers, media reports, natural resources and accessibility were the most dominating sources of brand association. To conclude, the study brand attitude was discovered as most effective in constructing a lasting association amid and beyond the COVID-19 pandemic. The study recommended innovative partnerships with global tourism agents in various target markets, intensive training of operators and employees in customer care, refurbishing tourism facilities, maximizing E-friendly customer care systems, and maintaining original aesthetic nature.

Zimbabwe tourism destination brand positioning and identity through media: A tourist's perspective Chigora, Farai; Ndlovu, Joram; Zvavahera, Promise
Journal of Sustainable Tourism and Entrepreneurship Vol. 2 No. 3 (2021): March
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/joste.v2i3.669

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.

Revisiting nation branding: An infrastructure financing perspective in Zimbabwe Chigora, Farai; Kapesa, Tonderai; Svongoro, Paul
International Journal of Financial, Accounting, and Management Vol. 3 No. 2 (2021): September
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ijfam.v3i2.611

Purpose: This study aimed to reconfigure nation branding theories and concepts through infrastructure financing intervention. Research methodology: Data were collected using a QUAL to QUAN sequential mixed methods. Results: Qualitative research informed that the infrastructure that is required for nation branding to be road networks; airports; Information Communication Technologies (ICTs); reliable power supply; industrial facilities; tourism facilities; healthcare facilities; educational facilities; educational facilities; and residential accommodation. These were then classified into two, namely, economic and social infrastructure. Results from quantitative research showed that there is a positive relationship between nation branding and infrastructure financing. Also, it showed that road infrastructure and airports were the most related to nation branding with public-private partnerships and bilateral/multilateral loans to finance their development, respectively. Limitations: As a result of the COVID-19, the research did not manage to have some focus groups for a depth understanding and comprehensive response of the participants. Contribution: The results will help the Zimbabwean government consider developing the road networks and airports to enhance the nation’s brand.

Zimbabwe tourism destination brand positioning and identity through media: A tourist's perspective Chigora, Farai; Ndlovu, Joram; Zvavahera, Promise
Journal of Sustainable Tourism and Entrepreneurship Vol. 2 No. 3 (2021): March
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/joste.v2i3.669

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.

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