Re-branding of Zimbabwe to enhance sustainable tourism development : panacea or villain

Show simple item record Ndlovu, Joram Heath, Ernest Thomas 2014-07-08T10:30:01Z 2014-07-08T10:30:01Z 2013-03
dc.description.abstract The main purpose of this study was to explore the concept of “re-branding a destination” as a key element to enhance sustainable tourism development. The study sought to measure the destination’s attributes that determine sustainable tourism development vis-a-vis the perceived tourists’ image. The study concludes that the concept of re-branding a destination is vital in destination marketing. Cognizant of the strategic role of destination re-branding, the study notes that there are a number of non-tourism factors which are still prevailing, such as political, social and environmental issues, which can significantly impact negatively on brand equity and the overall destination’s competitiveness. Furthermore, the study observes that the concept of re-branding a destination may become more of rhetoric than practice if authorities fail to embrace the holistic nature of destination branding. Whilst there has been stability on the economic front, there are contradictory political undertones which have a strong bearing on sustainable tourism development. As such, the bad image generated by such negative publicity has the potential to derail the re-branding process thereby rendering it ineffective. The study concludes that for sustainable tourism development to be realized, the destination needs to deal with some of the political hot spots of the Global Political Agreement (GPA) which have the potential to tarnish the image of a destination. The study recommends an integrated sustainable tourism development agenda, since re-branding alone may be unsustainable. It also needs to be nurtured and supported by all stakeholders. The study recommends urgent address of political, social and environmental issues. Finally, the study recommends a structured tourism growth strategy and a conducive environment for sustainable tourism development. en_US
dc.description.librarian am2014 en_US
dc.description.uri en_US
dc.identifier.citation Ndlovu, J & Heath, E 2013, 'Re-branding of Zimbabwe to enhance sustainable tourism development : panacea or villain', African Journal of Business Management, vol. 7, no. 12, pp. 947-955. en_US
dc.identifier.issn 1993-8233
dc.identifier.other 10.5897/AJBM12.1201
dc.language.iso en en_US
dc.publisher Academic Journals en_US
dc.rights © 2013 Academic Journals en_US
dc.subject Re-branding en_US
dc.subject Image en_US
dc.subject Sustainable development en_US
dc.subject Identity en_US
dc.subject Tourism development en_US
dc.subject sus en_US
dc.title Re-branding of Zimbabwe to enhance sustainable tourism development : panacea or villain en_US
dc.type Article en_US

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