Abstract
The study investigated the factors reflecting and building positive brand association for Zimbabwe tourism destination into the resurgent of COVID-19 pandemic. The focus was on three primary sources of brand association comprising attributes, benefits, and attitudes, which were then assessed to come with the most dominant element(s) for restoring a positive global image. A mixed sequential qualitative to quantitative research design was applied for the study. Qualitative research established sources for the brand association as themes that are acknowledged to be prevailing in Zimbabwe tourism destinations. This was achieved through in-depth interviews with participants who were purposively selected for the study. Further quantitative research was done to understand the most dominant factors for brand association and categorize them as attributes, benefits or attitudes. Results from qualitative research informed the themes for a brand association: perception by the origin of the tourist; references from others; the hospitality of tourism providers; media reports; existing natural resources; accessibility; cultural originality; government policies; and adventure. Quantitative results showed that perception by the origin of the tourist, references from others, the hospitality of tourism providers, media reports, natural resources and accessibility were the most dominating sources of brand association. To conclude, the study brand attitude was discovered as most effective in constructing a lasting association amid and beyond the COVID-19 pandemic. The study recommended innovative partnerships with global tourism agents in various target markets, intensive training of operators and employees in customer care, refurbishing tourism facilities, maximizing E-friendly customer care systems, and maintaining original aesthetic nature.
Highlights
Tourism destinations, including Zimbabwe, are increasingly competing for lucrative tourists‟ markets even in the resurging of the COVID-19 pandemic
The study concluded that all the three sources of brand association investigated in this study directly affect the Zimbabwe tourism brand association
Another issue is the refurbishment of tourism facilities to make them more attractive and user-friendly and maximize e-friendly customer care systems, especially in the COVID-19 era
Summary
Tourism destinations, including Zimbabwe, are increasingly competing for lucrative tourists‟ markets even in the resurging of the COVID-19 pandemic. 28), the tourism industry has been identified as one of the most effective pillars for sustaining economic growth. Extending to this view, tourism has improved the welfare of individuals, societies and the government of developing nations (World Bank, 2017). Tourism has improved the welfare of individuals, societies and the government of developing nations (World Bank, 2017) It has become a source of employment, generating national revenues for economic development and improving living standards. Worldwide nations have recognized the tourism industry as a tool for economic development (United Nations World Tourism Organisation, 2017; Christie et al 2014; World Travel & Tourism Council, 2017) through various events threaten it and, in this case, pandemics that derail revenue generation but tourism brand performance and association
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