The effect of print media publicity on the performance of the Zimbabwe tourism destination brand.

Abstract

The aim of the study is to examine the effect of print media publicity on the performance of Zimbabwean tourism brand. The study sought to analyse the role of print media in destination branding and assess its effect on brand equity with particular focus on how information can be managed to project a positive image of the destination. The main objective was to establish the extent to which the print media can either build or destroy a destination. Furthermore, the study sought to identify the strategies that can be used by Destination Marketing Organisations to minimise the negative impact of the media whilst improving the image and brand equity of the destination. A mixed method approach was used for the study, where both qualitative and quantitative research designs were implemented. A total of 544 survey questionnaires were distributed to various stakeholders with a response rate of 83.9% from tourism and print media organisations and 80.7% tourists. The participants were selected from the tourism sector namely, the accommodation, travel and resorts, print media, tourists and government. Four (4) interviews were conducted with key informants. The results showed that the print media has a direct impact on destination brand awareness, perceived brand quality and brand association. The study also revealed other types of media, besides print, which proved to have a direct influence on brand image and brand loyalty. They were other factors that were found to have a positive effect on destination brand performance, including hospitable people, attractions and local culture. For the destination brand to remain competitive, the study recommends a continuous improvement on stakeholder consultation, development of partnerships and resource mobilisation.