It is widely agreed that the recent history of economic crisis in Zimbabwe had negative effects on tourism in the country. Soon after a decade of political and economic instability, Zimbabwe is faced with several challenges to position the destination in an increasingly competitive global marketplace and to create a unique identity to differentiate itself from competitors. Thus destination branding can be a strategic marketing component with considerable importance in promoting the discovery of the country severely impacted by a volatile economic and political environment. This study sought to develop a destination branding framework for tourism development in Zimbabwe based on stakeholders’ perspectives. The underpinning objectives were, to determine the nature of Zimbabwe’s tourism destination brand, to establish the tourism destination branding process in Zimbabwe, to identify the benefits of destination branding for tourism stakeholders in Zimbabwe, to identify the development preferences about destination branding in Zimbabwe and to determine the destination branding support strategies for tourism development in Zimbabwe. A positivist philosophy was adopted for the study with a quantitative approach. The study made use of a cross-sectional survey design with a sample of 417 randomly selected tourism stakeholders. Data were analysed in SPSS with AMOS for structural equation modelling. Major findings indicate that, the nature of a tourism brand, destination branding process and branding benefits have a positive influence on stakeholder preferences about destination branding. Ultimately stakeholder preferences about destination branding have a positive influence on support strategies for destination branding. A framework was proposed basing on these findings. This framework may contribute to creating and integrating a value added destination brand to enhance tourism development in Zimbabwe. More importantly, the research findings may help Destination Management Organisations, tourism planners and policy-makers to understand what tourism stakeholders prefer in developing the country’s brand and to plan and implement sound destination branding strategies.
Inhaltsverzeichnis (Table of Contents)
- Chapter 1: Introduction
- Chapter 2: Literature Review
- Chapter 3: Research Methodology
- Chapter 4: Data Analysis and Findings
- Chapter 5: Discussion of Findings
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study aims to develop a destination branding framework for tourism development in Zimbabwe, based on stakeholder perspectives. It investigates the nature of Zimbabwe's tourism brand, the destination branding process, the benefits of destination branding for stakeholders, stakeholder preferences regarding destination branding, and appropriate support strategies. The study utilizes a quantitative approach with a cross-sectional survey design.
- The nature of Zimbabwe's tourism destination brand.
- The tourism destination branding process in Zimbabwe.
- Benefits of destination branding for tourism stakeholders in Zimbabwe.
- Stakeholder preferences regarding destination branding in Zimbabwe.
- Destination branding support strategies for tourism development in Zimbabwe.
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 1: Introduction: This chapter introduces the research topic, highlighting the negative impact of Zimbabwe's economic crisis on its tourism sector and the need for effective destination branding to enhance competitiveness. It outlines the study's objectives, research questions, and methodology, setting the stage for the subsequent chapters.
Chapter 2: Literature Review: This chapter provides a comprehensive review of existing literature on destination branding, exploring various theoretical frameworks and empirical studies. It examines the key components of successful destination branding strategies, such as brand identity, brand image, and brand positioning. The chapter also analyses the challenges and opportunities specific to developing countries in the context of destination branding.
Chapter 3: Research Methodology: This chapter details the research design and methodology employed in the study. It justifies the choice of a positivist philosophy and quantitative approach, explaining the rationale behind using a cross-sectional survey design. The chapter describes the sampling method, data collection instruments, and data analysis techniques, ensuring the study's rigor and validity.
Chapter 4: Data Analysis and Findings: This chapter presents the findings of the study, based on the analysis of data collected from a survey of tourism stakeholders in Zimbabwe. It reports on the statistical analysis using SPSS and AMOS, detailing the key findings regarding the relationships between the variables under investigation. The chapter presents these findings in a clear and concise manner, using tables and figures to illustrate the results.
Chapter 5: Discussion of Findings: This chapter interprets and discusses the findings presented in Chapter 4. It analyzes the implications of the research findings for tourism development in Zimbabwe, highlighting the significance of stakeholder preferences and the importance of developing a comprehensive destination branding framework. The chapter connects the findings back to the existing literature and discusses the limitations of the study.
Schlüsselwörter (Keywords)
Destination branding, tourism development, Zimbabwe, stakeholder perspectives, quantitative research, brand identity, brand image, brand positioning, tourism marketing, competitive advantage.
Frequently Asked Questions: Comprehensive Language Preview of Destination Branding in Zimbabwe
What is the overall purpose of this document?
This document provides a comprehensive preview of a research study focusing on destination branding for tourism development in Zimbabwe. It includes the table of contents, objectives, key themes, chapter summaries, and keywords. The preview is intended for academic use and analysis.
What are the main objectives of the research study?
The study aims to develop a destination branding framework for tourism in Zimbabwe, based on stakeholder perspectives. It investigates the nature of Zimbabwe's tourism brand, the destination branding process, the benefits for stakeholders, stakeholder preferences, and appropriate support strategies. A quantitative approach with a cross-sectional survey design is utilized.
What key themes are explored in the study?
Key themes include the nature of Zimbabwe's tourism brand, the destination branding process in Zimbabwe, benefits of destination branding for stakeholders, stakeholder preferences regarding destination branding, and appropriate destination branding support strategies.
What is the structure of the research study (as outlined in the preview)?
The study is structured into five chapters: an introduction, a literature review, a methodology chapter detailing the quantitative approach, a chapter presenting data analysis and findings, and a final chapter discussing those findings and their implications.
What methodology is used in the research?
The study employs a positivist philosophy and a quantitative approach using a cross-sectional survey design. Data is analyzed using SPSS and AMOS.
What are the key findings (as summarized in the preview)?
The preview does not provide specific numerical findings, but it indicates that Chapter 4 presents statistical analyses of data collected from Zimbabwean tourism stakeholders. Chapter 5 then interprets these findings in relation to tourism development and destination branding frameworks.
What are the key limitations (as mentioned in the preview)?
Specific limitations of the study are not detailed in the preview, but Chapter 5 mentions that limitations will be discussed.
What are the keywords associated with this research study?
Keywords include: Destination branding, tourism development, Zimbabwe, stakeholder perspectives, quantitative research, brand identity, brand image, brand positioning, tourism marketing, competitive advantage.
What type of data analysis is used?
The study utilizes SPSS and AMOS for statistical analysis of the quantitative data collected.
For whom is this preview intended?
This preview is intended for academic use, allowing for the structured analysis of themes within the research study.
- Quote paper
- Kumbirai Mirimi (Author), 2016, Developing a Destination Branding Framework for Tourism Development in Zimbabwe, Munich, GRIN Verlag, https://www.grin.com/document/384457
