International Journal of Advanced Research in Management and Social Sciences
Year : 2014, Volume : 3, Issue : 1
First page : ( 30) Last page : ( 41)
Online ISSN : 2278-6236.

Destination rebranding paradigm in Zimbabwe: A stakeholder approach

Jesca Chikafu, Kumbirai Mirimi, Brighton Hurombo

Department of Travel and Recreation, Chinhoyi University of Technology, Zimbabwe

Online published on 7 June, 2014.

Abstract

The main aim of this paper is to explore stakeholder involvement in the development of a brand as well as in the rebranding exercise in order to produce high brand value. Most researchers concur that stakeholders play an imperative role in destination branding as they deal directly with the tourists. The tourism industry as a whole is characterized by intangible services which require proper management. The intangibility of these tourism products and services determine a destination's possibility of being chosen by potential tourists. A positive image will attract tourists, allow revisits as well as attracts new customers be it via marketing or word-of-mouth as well as enhancing customer satisfaction. Based on literature review, a conceptual model on attaining high brand value is proposed. Brand image; brand awareness as well as brand loyalty in relation to stakeholder influence were reviewed since they have an effect on brand value. The paper observes the importance of stakeholders in destination rebranding.

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Keywords

Branding, Rebranding, destination, stakeholders, brand.

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