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https://cris.library.msu.ac.zw//handle/11408/4309
Title: | Towards Establishing Zimbabwe Tourism Destination Brand Equity Variables through Sustainable Community Involvement | Authors: | Chigora, Farai Mutambara, Emmanuel Ndlovu, Joram Muzurura, Joe Zvavahera, Promise |
Keywords: | Community involvement branding sustainable tourism brand equity |
Issue Date: | 2020 | Publisher: | Africa Journals | Series/Report no.: | African Journal of Hospitality, Tourism and Leisure;Vol.9 ; No.5 : p. 1094-1110 | Abstract: | 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. | URI: | 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 |
ISSN: | 2223-814X |
Appears in Collections: | Research Papers |
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File | Description | Size | Format | |
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muzurura.pdf | Abstract | 5.16 kB | Adobe PDF | View/Open |
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