To read this content please select one of the options below:

Destination Marketing as an Orienting Tool in Zimbabwe's Tourism Image and Publicity Crisis

aAfrica University, Zimbabwe
bMarondera University of Agricultural Sciences and Technology, Zimbabwe
cManicaland State University of Applied Sciences, Zimbabwe

Resilient and Sustainable Destinations After Disaster

ISBN: 978-1-80382-022-4, eISBN: 978-1-80382-021-7

Publication date: 16 August 2023


The immense returns generated from tourist destinations have caused governments to invest to a greater extent in developing the tourism industry, with the aim of improving its market share. Scholars and policy makers for tourism destinations are not simply focusing on attracting more tourists but also on improving the competitive position of their destinations. For this reason, destination marketing has become a fountain for future growth and sustainability of tourism destinations in an increasingly globalized and competitive tourist market. The need to maintain a steady growth in tourism gains has increased pressure on marketers and promoters of Zimbabwe as a destination as they strive to attract and convince current and prospective tourists to partake in their tourism offerings. However, the efforts of various destination marketers in Zimbabwe have been undercut by the hyperinflation and unemployment of the country, which have destroyed both the supply and demand of tourism in Zimbabwe, as it became increasingly expensive, and where social unrest has grown. From a political perspective, the country witnessed fights and other forms of mayhem, which labeled the tourism destination unsafe for tourists' visits.



Chigora, F., Nyagadza, B., Katsande, C. and Zvavahera, P. (2023), "Destination Marketing as an Orienting Tool in Zimbabwe's Tourism Image and Publicity Crisis", Kumar, J., Bayram, G.E. and Sharma, A. (Ed.) Resilient and Sustainable Destinations After Disaster (Tourism Security-Safety and Post Conflict Destinations), Emerald Publishing Limited, Leeds, pp. 75-85.



Emerald Publishing Limited

Copyright © 2023 Farai Chigora, Brighton Nyagadza, Chipo Katsande and Promise Zvavahera. Published under exclusive licence by Emerald Publishing Limited