Towards Establishing Zimbabwe Tourism Destination Brand Equity Variables through Sustainable Community Involvement
The study investigated the contribution of local communities to Zimbabwe tourism destination brand equity through sustainable tourism practices, with a view of developing a model. A comparative investigation of two popular resorts in Zimbabwe which are Victoria Falls and Domboshava Curves was carrie...
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| Format: | Article |
| Language: | English |
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Africa Journals
2021
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| Online Access: | https://www.researchgate.net/publication/347517427_Towards_Establishing_Zimbabwe_Tourism_Destination_Brand_Equity_Variables_through_Sustainable_Community_Involvement/link/5fe04b0745851553a0db4e4d/download http://hdl.handle.net/11408/4309 |
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| author | Chigora, Farai Mutambara, Emmanuel Ndlovu, Joram Muzurura, Joe Zvavahera, Promise |
| author_facet | Chigora, Farai Mutambara, Emmanuel Ndlovu, Joram Muzurura, Joe Zvavahera, Promise |
| author_sort | Chigora, Farai |
| collection | DSpace |
| description | The study investigated the contribution of local communities to Zimbabwe tourism destination brand equity through sustainable tourism practices, with a view of developing a model. A comparative investigation of two popular resorts in Zimbabwe which are Victoria Falls and Domboshava Curves was carried out. A sequential mixed method was used to get research data. Results from in-depth interviews showed that sustainable brand equity through community involvement can be developed from the following: maintaining culture; attractive traditional villages; traditional music and dances; unique traditional dressing; provision of indigenous food and drinks; guiding tourists and provision of transport and accommodation. A further survey then produced variables that were used to construct a community based sustainable brand equity model for the study. These variables were then grouped into two that is, household activities and service provision. Household activities included: providing indigenous food and drinks; attractive homesteads; and unique dress code. The service provision was discovered as guiding tourists in their activities and provision of transport. The study then recommended local eco-responsibility, destination manager partner with locals, cultural tourism focus and customisation of sustainable tourism. |
| format | Article |
| id | ir-11408-4309 |
| institution | My University |
| language | English |
| publishDate | 2021 |
| publisher | Africa Journals |
| record_format | dspace |
| spelling | ir-11408-43092022-06-27T13:49:06Z Towards Establishing Zimbabwe Tourism Destination Brand Equity Variables through Sustainable Community Involvement Chigora, Farai Mutambara, Emmanuel Ndlovu, Joram Muzurura, Joe Zvavahera, Promise Community involvement branding sustainable tourism brand equity The study investigated the contribution of local communities to Zimbabwe tourism destination brand equity through sustainable tourism practices, with a view of developing a model. A comparative investigation of two popular resorts in Zimbabwe which are Victoria Falls and Domboshava Curves was carried out. A sequential mixed method was used to get research data. Results from in-depth interviews showed that sustainable brand equity through community involvement can be developed from the following: maintaining culture; attractive traditional villages; traditional music and dances; unique traditional dressing; provision of indigenous food and drinks; guiding tourists and provision of transport and accommodation. A further survey then produced variables that were used to construct a community based sustainable brand equity model for the study. These variables were then grouped into two that is, household activities and service provision. Household activities included: providing indigenous food and drinks; attractive homesteads; and unique dress code. The service provision was discovered as guiding tourists in their activities and provision of transport. The study then recommended local eco-responsibility, destination manager partner with locals, cultural tourism focus and customisation of sustainable tourism. 2021-06-01T10:54:06Z 2021-06-01T10:54:06Z 2020 Article 2223-814X https://www.researchgate.net/publication/347517427_Towards_Establishing_Zimbabwe_Tourism_Destination_Brand_Equity_Variables_through_Sustainable_Community_Involvement/link/5fe04b0745851553a0db4e4d/download http://hdl.handle.net/11408/4309 en African Journal of Hospitality, Tourism and Leisure;Vol.9 ; No.5 : p. 1094-1110 open Africa Journals |
| spellingShingle | Community involvement branding sustainable tourism brand equity Chigora, Farai Mutambara, Emmanuel Ndlovu, Joram Muzurura, Joe Zvavahera, Promise Towards Establishing Zimbabwe Tourism Destination Brand Equity Variables through Sustainable Community Involvement |
| title | Towards Establishing Zimbabwe Tourism Destination Brand Equity Variables through Sustainable Community Involvement |
| title_full | Towards Establishing Zimbabwe Tourism Destination Brand Equity Variables through Sustainable Community Involvement |
| title_fullStr | Towards Establishing Zimbabwe Tourism Destination Brand Equity Variables through Sustainable Community Involvement |
| title_full_unstemmed | Towards Establishing Zimbabwe Tourism Destination Brand Equity Variables through Sustainable Community Involvement |
| title_short | Towards Establishing Zimbabwe Tourism Destination Brand Equity Variables through Sustainable Community Involvement |
| title_sort | towards establishing zimbabwe tourism destination brand equity variables through sustainable community involvement |
| topic | Community involvement branding sustainable tourism brand equity |
| url | https://www.researchgate.net/publication/347517427_Towards_Establishing_Zimbabwe_Tourism_Destination_Brand_Equity_Variables_through_Sustainable_Community_Involvement/link/5fe04b0745851553a0db4e4d/download http://hdl.handle.net/11408/4309 |
| work_keys_str_mv | AT chigorafarai towardsestablishingzimbabwetourismdestinationbrandequityvariablesthroughsustainablecommunityinvolvement AT mutambaraemmanuel towardsestablishingzimbabwetourismdestinationbrandequityvariablesthroughsustainablecommunityinvolvement AT ndlovujoram towardsestablishingzimbabwetourismdestinationbrandequityvariablesthroughsustainablecommunityinvolvement AT muzururajoe towardsestablishingzimbabwetourismdestinationbrandequityvariablesthroughsustainablecommunityinvolvement AT zvavaherapromise towardsestablishingzimbabwetourismdestinationbrandequityvariablesthroughsustainablecommunityinvolvement |