Marketing of tourism destinations: A misapprehension between place and nation branding in Zimbabwe tourism destination.

Abstract

The study was based on understanding the relationship between place branding and nation branding. This was with an aim to uplift the performance of Zimbabwe tourism destination brand, through an improved global market identity and visibility. This helped in coming up with elements that supports place branding and nation branding separately, then use them to develop a composite framework for destination branding. The study used a sequential mixed methods by starting with a qualitative research then followed by a quantitative research. The findings from the qualitative research helped in coming up with themes that guided in the development of a survey questionnaire. This means that the research instruments were both in-depth interviews and survey questionnaires. The themes for the study were developed as: political stability of a country; economic balance of a country; social well-being of the societies; infrastructure development in a country; international publicity of a country; tourists’ attractions in the country; hospitality of the people; accessibility of the places of attractions; and international relations of the country. They were further investigated using a survey in order to separate place branding elements from nation branding. The outcome showed that place branding can be promoted through hospitable people, touristic attractions and accessibility to areas of touristic activity. For nation branding the variables were mainly connected to the country’s operating environment spearheaded by political and economic issues. There was a point of similarity between these two concepts which is societal well-being that equally influence both concepts. A composite framework for place, nation and destination branding was then produced as a contribution to destination marketing and branding. The study recommended that destination marketers should not work with the two concepts of place branding and nation branding in isolation. Also the study recommended that to achieve an effective destination branding through combining two concepts there should be: high infrastructure development, accessibility to areas of touristic activity, international positive media publicity about the country and its offerings, improved stakeholder involvement, that is considering local people as brand ambassadors and advocates, improving of general international relations and improved social amenities and well-being of the societies.