Zim should champion nation branding

30 Dec, 2022 - 00:12 0 Views
Zim should champion  nation branding

eBusiness Weekly

Dr Musekiwa Clinton Tapera

Zimbabwe is richly endowed with diverse natural and man-made tourism resources and since the 1980’s the brand slogans have been Zimbabwe “A jewel of Africa,” “Zimbabwe a tourism paradise,” “Zimbabwe a world of wonders and many others.

These brand descriptions take cognisance of the existence of one of the Seven Wonders of the World, Victoria Falls, an abundance of tourism gems and natural wildlife flora and fauna.

It is therefore a prime time for Zimbabweans to take pride in one natural asset to champion nation branding, viral branding, mind share branding and cultural branding.

There is a need to connect with our visitors, consumers and global stakeholders generally to sell Zimbabwe and position it effectively to a regional and global audience.

It is also the time to correct deep-seated prejudices and stereotypes as solid steps towards projecting the country favourably to our visitors who will in turn become our brand ambassadors to many corners of the world.

Destination branding aims at increasing the attractiveness of a place, creates brand awareness and connects desirable associations.

Branding serves to make places unique from competitive ones. Destination branding has emerged as a strategy for all countries to compete culturally, financially, politically and economically on the global arena.

It helps to establish and uplift investor confidence and assist in correcting prefunded thoughts and biased positions. Destinations consistently convey the expectation of a memorable travel experience that is unique and authentic to the visitor.

Destinations serve to consolidate and reinforce the emotional connection between the visitor and the destination.

Destinations provide tourism experience made up of the attractions which lure the tourist and support facilities that form part of the visitor experience.

Destinations incorporate various stakeholders, including the host community and many networks to form larger destinations.

Tourist experience is shaped by the encounters that tourists experience with many stakeholders and it is the encounter that shapes their perception about a destination.

A sustainable destination must recognise the role of hosts as stakeholders who are central to visitor satisfaction.

The host community or Zimbabweans in this case must be taken as the most important stakeholders as they determine work at the destination and provide local support and resources to visitors.

It is therefore critical to involve the community in decision-making to ensure that tourism does not bring unacceptable impacts to the destination.

The other important stakeholders are the tourists themselves who search for satisfying experiences. They want high-quality service and a well-managed and organized destination.

Another critical stakeholder is the tourism industry since it is primarily responsible for the delivery of tourism products and services.  The public sector provides destination leadership and coordinating role.

However, it is also important to consider other stakeholders such as pressure groups, environmental lobbyists and many others in turn, the local, regional and national communities.

The success of a destination is in luring tourists and encouraging spending at a destination.

At the core of tourist experience and satisfaction is the fact that people relate to people. Destination marketing organisations (DMOs) must portray the inhabitants of the destination in a positive way.

The marketing strategy for DMO’s is low people of a destination are perceived.  The underlying factor is that if potential visitors have a positive perception of the residents of a destination, it can be an advantage for the place.

It is also argued that in selecting target market places consider the perceived character of their people. The image of their people affects the interest of potential tourists and promotes the residents of a place as friendly, hospitable, and honest.

It may also create a more positive perception for the potential visitor in the context of DB, the citizenry must rise to the occasion this festive season to be the brand champions of our country. Lets leverage on our prime tourist destinations such as:

Victoria Falls, a world heritage site, is Zimbabwe’s prime tourist attraction renowned for its numerous activities, which include all-year-round rain forest, white water- rafting, bungee jumping and many other activities.

Hwange National Park, Zimbabwe’s largest National Park with diverse wildlife and the big five (Elephant, Buffalo, Lion, Rhinoceros, Hippo) offers numerous safari experiences, game drives and luxury hospitality.

Others are Mana pools National Mark, a UNESCO World Heritage site in lower Kariba with abundance and wildlife, canoeing and wildlife safaris.

Great Zimbabwe Ruins, the majestically and architecturally designed ruins from which the country takes its name, inspires imagination to visitors and travelers as a locally created empire.

The Eastern Highlands has beautiful landscapes of rolling hills and rugged mountains. It has many breathtaking valley waterfalls, rivers and water bodies. Eastern Highlands covers core regions of Vumba, Chimanimani, Nyanga weather is normally cool and rainy.

Matopo’s

With distinctive rock formations it is a rich cultural landscape, cave art. Its associated with the Ndebele kings and colonial figureheads such as Cecil John Rhodes, it has a glamorous record for biodiversity, and is known as the mecca for birds, insects and flora and fauna.

Lake Kariba

A man-made Lake popular for refreshing sun-set cruises, fishing, houseboats, game viewing, water sports, motor boating etc. One can have a stopover at the Chinhoyi Caves enroute to Kariba, Matusadonha National Parks or Mana Pools.

Other tourism prime sites include Gonarezhou National Park,  Chizarira National Park,   Chinhoyi Caves.

 

Information: Courtesy of ZTA publications

 

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