The Sunday Mail
Tourism
Charles Mavhunga
THE festive season is here. It is, therefore, important for the tourism industry in Zimbabwe to step up efforts to attract both local and international visitors.
To create a memorable and meaningful experience for tourists, it is necessary for businesses in the hospitality sector to consider various branding approaches available.
One of the approaches they can use is the Five Aspects Meal Model, developed by Inga-Britt Gustafsson and others in 2006.
The model focuses on five key elements that contribute to the overall dining experience, to capture the loyalty of tourists during this festive season.
These elements include product, room, meeting, atmosphere and management system.
- Product: This refers to the quality of food and beverages offered by the hotel.
The quality of food should reflect the country’s identity. Zimbabwean cuisine is heavily influenced by the country’s agricultural and cultural heritage. Traditional dishes our hotels should offer to establish the identity of the country include:
Sadza: This is a staple food in Zimbabwe. It is prepared from finely ground maize meal to thick porridge consistency. It is often served with a variety of relishes, such as vegetables, meat or sauces.
Mopane worms: These are a popular delicacy in the country, especially in rural areas. These dried caterpillars are rehydrated before being cooked with tomatoes, onions and spices.
Peanut butter stew: This is often prepared with chicken or beef. It is flavoured with tomatoes, onions and garlic, and served with sadza.
Traditional chicken and peanut butter stew: It is often served with sadza.
Traditional pumpkin and peanut butter stew: It is often served with sadza or rice.
Maheu: This is a traditional non-alcoholic beverage made from fermented maize meal. It is sweetened with sugar and flavoured with ingredients such as ginger or cinnamon.
- Room: The physical environment where the experience takes place is crucial in shaping the overall perception of the Zimbabwean brand. This includes the design and layout of hotels, restaurants and other tourism establishments, as well as the cleanliness and comfort of these spaces. For example, a hotel or restaurant can create a welcoming and culturally authentic atmosphere by incorporating traditional Zimbabwean decor, artwork and music into the dining space. Traditional instruments such as mbira can be on display.
- Meeting: The interaction between staff and customers is a fundamental aspect of the brand experience.
For example, in the local hospitality industry, staff could greet customers with a warm “Makadii” (hello) and engage in friendly conversation about local customs and traditions. Friendly and knowledgeable staff enhance the overall experience for tourists, while poor customer service can have a negative impact on the country’s tourism brand.
- Atmosphere: Creating a specific ambiance and mood can greatly influence how tourists perceive a destination or establishment. For instance, hotels can create a vibrant and lively atmosphere by hosting cultural performances or events that showcase traditional music and dance. Guests should feel welcomed, comfortable and satisfied with their stay.
This involves creating a positive and inviting atmosphere from the moment guests arrive, including warm and friendly greetings from staff, a smooth and efficient check-in process, and attention to detail in the cleanliness and presentation of the hotel’s facilities.
- Management system: The behind-the-scenes operations and management of a business also play a significant role in shaping the brand experience. Efficient processes, effective communication and a strong organisational culture can contribute to a positive brand image.
For example, a hotel or restaurant can implement efficient systems for ordering, preparing and serving traditional dishes, as well as ensuring that staff are knowledgeable about the cultural significance of the cuisine.
The five aspects of branding have been widely used in the global world to create positive moments of a country’s brand.
It is, therefore, critical for hotels in Zimbabwe to capture the interests of tourists visiting the country. The positive experience of tourists will lead to greater Zimbabwean brand loyalty, positive word-of-mouth marketing about the country and, ultimately, increased tourism revenue for the country.
Zimbabwe’s tourism industry is growing very fast. Hotels need to play their part in the drive to achieve the Vision 2030 goal of an upper middle-class economy.
* Charles Mavhunga co-authored textbooks in business enterprising skills, and is currently studying for a PhD in Management at Bindura University. He can be contacted at: [email protected], Cell: 0772989816.
