https://cris.library.msu.ac.zw//handle/11408/212 Sun, 05 Apr 2026 19:15:29 GMT 2026-04-05T19:15:29Z https://cris.library.msu.ac.zw//handle/11408/5916 Title: Building Positive Zimbabwean Tourism Festival and Event Destination Brand Image and Equity Authors: Brighton Nyagadza; Farai Chigora; Promise Zvavahera; Chipo Katsande Abstract: Globalization has intensified marketing pressures for tourism destinations in their operations at a national, regional, and international level. The dynamics of the twenty-first century have resulted in immense competition, causing organizations in the tourism and hospitality business to adopt new strategic management and operational marketing processes. Branding has become one of the important marketing strategies in withstanding the competitive nature of the tourism industry when offering products and services to tourists. Zimbabwe as a tourism destination has also experienced various changes due to globalization, induced by its socioeconomic and political state of affairs. In order to survive and adhere to the changing market demands, Zimbabwe as a tourism destination has also adopted branding as a marketing strategy, with the aim of holding a high-valued global market position through an extensive brand identity. Sun, 16 Jul 2023 00:00:00 GMT https://cris.library.msu.ac.zw//handle/11408/5916 2023-07-16T00:00:00Z Brighton Nyagadza Farai Chigora Promise Zvavahera Chipo Katsande https://cris.library.msu.ac.zw//handle/11408/5702 Title: Integrated teachings methods for entrepreneurship skills development studies: a case of one selected Multicultural Polytechnic College in Manicaland Province, Zimbabwe Authors: Alex Marufu; Chakandinakira Unique; Dr. Chakandinakira Joseph Abstract: The purpose of the research was to investigate the effect of various pedagogical styles that are adopted within a multicultural polytechnic college as means for lesson delivery to students. The study used the experiential model within the qualitative paradigm to explore how lecturers from a selected polytechnic college in Manicaland province would utilise various teaching methods at their disposal as they interact with students, as these lecturers convey the learned material. However, there was limited information on appropriate teaching methods that could be adopted to empower these students. The sample size for this study was one selected polytechnic college which was drawn from a targeted population of 10 polytechnic colleges in Zimbabwe. 30 students from the Entrepreneurship Skills Development (ESD) studies responded to open-ended questionnaires while 8 lecturers participated as key informants during the interviews. Findings from this study revealed that the teacher-centred approach which is largely the lecturer centred through using the lecture method had been widely employed by lecturers from Mut are Polytechnic College, with a minimum adoption of the student-centred approaches. The arguments raised for negating the student-centred approaches have been that there are time-consuming, require a lot of educational resources and students who are introverts and shy would not benefit effectively in the learning process. This research noted that the attitudes of both lecturers and students towards the use of various teaching methodologies in ESD studies have a bearing on the types of the didactic styles that are selected. Data from this study revealed that if effective teaching styles are adopted it would improve students’ attitude towards learning of ESD studies. Wed, 31 Oct 2018 00:00:00 GMT https://cris.library.msu.ac.zw//handle/11408/5702 2018-10-31T00:00:00Z Alex Marufu Chakandinakira Unique Dr. Chakandinakira Joseph https://cris.library.msu.ac.zw//handle/11408/5520 Title: Nipping the dead mall trend in the bud: a modified shopper-based mall equity model for South Africa's distressed malls Authors: Asphat Muposhi; Chengedzai Mafini; Roy Marlon Shamhuyenhanzva Abstract: A modified shopper-based mall equity model was applied to gain insights into possible strategies to reposition distressed shopping malls in South Africa. Mall-intercept and online survey were used to collect cross-sectional data from 623 shoppers recruited from 15 distressed malls. Structural equation modelling was employed for hypotheses testing. Mall awareness and mall environment emerged as significant predictors of shopping mall value attributed to distressed malls. The effect of shopping mall personality on shopping mall value was insignificant, while perceived mall difference had a negative effect. The path from shopping mall value to mall attachment was also insignificant. Demalling, mall renovation and a distinctive mall personality are suggested as potential strategies to reposition distressed malls and keep pace with experiential value accorded by internet-based malls. Mall personality may be improved by shifting away from a cost-oriented strategy by embracing a differentiated mall strategy premised on enhancing shopper experiential value. Tue, 19 Oct 2021 00:00:00 GMT https://cris.library.msu.ac.zw//handle/11408/5520 2021-10-19T00:00:00Z Asphat Muposhi Chengedzai Mafini Roy Marlon Shamhuyenhanzva https://cris.library.msu.ac.zw//handle/11408/5380 Title: Embedding Ecopreneurial Behaviour: Proposed Social Marketing Interventions From Value-In-Behaviour Perceptions of Plastic Waste Ecopreneurs Authors: Asphat Muposhi; Miriam Mugwati; Rukudzo Mawere Abstract: Abstract Background Plastic waste is a growing social and environmental problem in developing economies due to poor waste management infrastructure and improper disposal behaviours. This study explores how ecopreneurship can be embedded as a long-term strategy for managing plastic waste in Zimbabwe. Focus of the Article This study focuses on Zimbabwe, a developing country that is grappling with plastic waste. Value-in-behaviour perceptions of plastic waste ecopreneurs were explored. Research Questions This study attempts to answer the following questions: (1) What are the specific set of values that motivate ecopreneurs to start ecopreneurial ventures in Zimbabwe? (2) What are the challenges confronting ecopreneurs in Zimbabwe? (3) What is the potential role of social marketing as a strategy intervention to embed ecopreneurial behaviour in Zimbabwe? Importance to the Social Marketing Field This study extends the value-in-behaviour theory to deepen the current understanding of the relationship between ecopreneurship and social marketing in the context of a developing economy. Methods A qualitative research method was employed. Twenty-one in-depth interviews were conducted with ecopreneurs in Zimbabwe involved in plastic waste collection, recycling and eco-innovations. Interview data was analysed using thematic analysis. Findings Economic value, social value and ecological value emerged as the major value perceptions that motivate ecopreneurs. Funding, limited availability of plastic waste management infrastructure, low market value affixed to eco-innovations, derogatory connotations associated with waste collection and lack of community based support in sorting plastic waste were identified as the major stumbling blocks. Recommendations for Research or Practice Social marketing interventions for embedding ecopreneurial behaviour in Zimbabwe are proposed. Ecopreneurship may be promoted by disseminating educational messages that emphasize on economic, social and ecological benefits. Challenges confronting ecopreneurs such as lack of funding and plastic waste management infrastructure need to be addressed. Limitations This study focused only on ecopreneurs in plastic waste management. Thus, the findings cannot be generalised to ecopreneurs involved in other forms of ecopreneurship. Secondly, the study was conducted in a developing economy where waste collection infrastructure is limited Description: Abstract Tue, 03 Jan 2023 00:00:00 GMT https://cris.library.msu.ac.zw//handle/11408/5380 2023-01-03T00:00:00Z Asphat Muposhi Miriam Mugwati Rukudzo Mawere