Building positive Zimbabwean tourism festival, event and destination brand image and equity: a systematic literature review
AbstractThis article aims to explore the concept of tourism festival and event destination branding and relate it to practices in Zimbabwean festivals and tourism events. The article is therefore based on the following objectives: to understand the concept of tourism festival, event and destination...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2024-12-01
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| Series: | Cogent Social Sciences |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311886.2024.2318867 |
| _version_ | 1797302996382515200 |
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| author | Farai Chigora Joram Ndlovu Brighton Nyagadza |
| author_facet | Farai Chigora Joram Ndlovu Brighton Nyagadza |
| author_sort | Farai Chigora |
| collection | DOAJ |
| description | AbstractThis article aims to explore the concept of tourism festival and event destination branding and relate it to practices in Zimbabwean festivals and tourism events. The article is therefore based on the following objectives: to understand the concept of tourism festival, event and destination brand image in Zimbabwe; to explain its essence and importance in Zimbabwe; to explore the brand process by mainly looking at market analysis, brand development, brand positioning, brand personality, brand implementation, brand communication and brand tracking; to understand the necessary critical success factors; to explore the constructs of brand equity; and to analyse previous models and discussion in tourism festival and event destination brand equity. A systematic literature review was applied to gather relevant literature related to the study. The process involves a predetermined and comprehensive approach to searching, analysing and synthesising extant literature. Results showed that the image of country’s imagea and vital role in building a positive or negative perception towards a tourism destination image. However, it is essential to note that the image of a country might take a long time to restore itself, even going on for generations. The research study contributes to future research directions by unpacking existing research gaps and advancing knowledge relating to tourism festivals, events and destination brand image in Zimbabwe. |
| first_indexed | 2024-03-07T23:46:35Z |
| format | Article |
| id | doaj.art-cfd0fe118d2545118b5d895d57f140f0 |
| institution | Directory Open Access Journal |
| issn | 2331-1886 |
| language | English |
| last_indexed | 2024-03-07T23:46:35Z |
| publishDate | 2024-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Social Sciences |
| spelling | doaj.art-cfd0fe118d2545118b5d895d57f140f02024-02-19T12:17:52ZengTaylor & Francis GroupCogent Social Sciences2331-18862024-12-0110110.1080/23311886.2024.2318867Building positive Zimbabwean tourism festival, event and destination brand image and equity: a systematic literature reviewFarai Chigora0Joram Ndlovu1Brighton Nyagadza2College of Business, Peace Leadership and Governance, Africa University, Mutare, ZimbabweCultural & Heritage Tourism, School of Social Sciences, University of KwaZulu-Natal, Durban, South AfricaDepartment of Marketing, Marondera University of Agricultural Sciences and Technology (MUAST), Marondera, ZimbabweAbstractThis article aims to explore the concept of tourism festival and event destination branding and relate it to practices in Zimbabwean festivals and tourism events. The article is therefore based on the following objectives: to understand the concept of tourism festival, event and destination brand image in Zimbabwe; to explain its essence and importance in Zimbabwe; to explore the brand process by mainly looking at market analysis, brand development, brand positioning, brand personality, brand implementation, brand communication and brand tracking; to understand the necessary critical success factors; to explore the constructs of brand equity; and to analyse previous models and discussion in tourism festival and event destination brand equity. A systematic literature review was applied to gather relevant literature related to the study. The process involves a predetermined and comprehensive approach to searching, analysing and synthesising extant literature. Results showed that the image of country’s imagea and vital role in building a positive or negative perception towards a tourism destination image. However, it is essential to note that the image of a country might take a long time to restore itself, even going on for generations. The research study contributes to future research directions by unpacking existing research gaps and advancing knowledge relating to tourism festivals, events and destination brand image in Zimbabwe.https://www.tandfonline.com/doi/10.1080/23311886.2024.2318867Tourism festivaldestination brand image and equityglobalisationZimbabwePier Luigi Sacco, Humanities, IULM University, Milano, ItalyEvents |
| spellingShingle | Farai Chigora Joram Ndlovu Brighton Nyagadza Building positive Zimbabwean tourism festival, event and destination brand image and equity: a systematic literature review Cogent Social Sciences Tourism festival destination brand image and equity globalisation Zimbabwe Pier Luigi Sacco, Humanities, IULM University, Milano, Italy Events |
| title | Building positive Zimbabwean tourism festival, event and destination brand image and equity: a systematic literature review |
| title_full | Building positive Zimbabwean tourism festival, event and destination brand image and equity: a systematic literature review |
| title_fullStr | Building positive Zimbabwean tourism festival, event and destination brand image and equity: a systematic literature review |
| title_full_unstemmed | Building positive Zimbabwean tourism festival, event and destination brand image and equity: a systematic literature review |
| title_short | Building positive Zimbabwean tourism festival, event and destination brand image and equity: a systematic literature review |
| title_sort | building positive zimbabwean tourism festival event and destination brand image and equity a systematic literature review |
| topic | Tourism festival destination brand image and equity globalisation Zimbabwe Pier Luigi Sacco, Humanities, IULM University, Milano, Italy Events |
| url | https://www.tandfonline.com/doi/10.1080/23311886.2024.2318867 |
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