The Sunday Mail
Tourism
Charles Mavhunga
The tourism industry is a reputation-dependent sector.
On the demand side, potential tourists use the reputation of the destination brand to determine travel options and establish the perceptual experience they envision.
On the supply side, the internet has become a major primary tool for tourism organisations to interact with potential tourists and shape the reputation of the brand.
Globalisation has increased competition for countries to harvest the fruits that are derived from an expanded market.
However, smaller nations are finding it increasingly difficult to free themselves from the shackles of colonisation to become competitive.
Former colonisers are bitter and always want to retain lost treasure.
The reputation of the tourism brand is the sum of stakeholder perception, which is based on an evaluation of the way the country’s destinations respond to customer expectations.
Stakeholder judgement of the performance of the service industry, which results from both physical and mental impressions created by experience or information made available to the public, becomes critical. So, the reputation of destinations is established by the collective representation of multiple constituencies by stakeholders involved through information exchange.
It is believed that smaller countries such as Zimbabwe have to be strong enough on information dissemination to protect the country’s brand, because colonialists have not left the country spiritually.
The country’s stakeholders include those with a deep love for the country and those who support bringing back the colonial constituency back on the map, hence the struggle to establish an effective reputation that can increase the country’s appeal in terms of reputation.
Illegal sanctions imposed by the United States play a critical role in defining the country as a destination of choice.
This means those who support these sanctions are undercutting the country`s reputation.
Political sanctions damage the country’s brand reputation in the tourism industry.
And those who advocate sanctions have a colonial hangover and would like the young generation to loathe their country and its natural beauty.
In essence, the reputation of the country’s tourism brand is defined from macro perspectives such as political, economic, social, technological, ecological and legal frameworks.
Sanctions affect all of these, hence they have to be condemned.
The spirit behind the imposition of the measures was to spoil the country’s reputation as a destination of choice.
However, despite the damaging effects of sanctions on the country’s reputation, Zimbabwe is revered around the world because its people are inherently peaceful.
Zimbabweans have a history of hard work, self-reliance and peacefulness.
In rural areas, most people witnessed the liberation struggle and were imbued with the spirit of self-determination.
They, therefore, support developmental initiatives.
The reputation of Zimbabwe’s destination brand is also enhanced by the originality of traditional dishes that are served by the country’s hospitality industry.
Traditional dishes are organic, healthy and of good quality.
Despite the country being on the sanctions list of the US and its allies, most Americans continue to sneak into the country to enjoy the hospitality on offer.
Zimbabwe is a rich country in terms of resources.
The climate is one of the best in Southern Africa.
The colonialists have a deep understanding of the country’s reputation as a global treasure, hence the decision to impose sanctions and cause untold suffering.
The cultural norms and values of Zimbabweans are part of the country’s heritage and are a treasure to be valued and admired globally.
The country is widely reputed for peace and hospitality.
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 Number: +263772989816
