Please use this identifier to cite or link to this item: 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
Department of Marketing Management, Midlands State University, Private Bag 9055, Gweru, Zimbabwe
Department of Economic Sciences, Midlands State University, Gweru, Zimbabwe
Department of Economic Sciences, Midlands State University, Gweru, Zimbabwe
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Keywords: Event destination brand image
Event marketing
Sustainable destinations brand image and equity,
Market share
Resilience
Zimbabwean tourism festival
Issue Date: 16-Jul-2023
Publisher: Emerald Insight
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.
URI: https://cris.library.msu.ac.zw//handle/11408/5916
Appears in Collections:Research Papers

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