After the liberation war of independence in April 1980, Zimbabwe wanted to disassociate itself from its negative past that is the colonial system, the war, the sanctions, and other social ills, which had contributed to negative publicity during that time. A new identity was chosen,
named “Discover Zimbabwe.” The major challenge at that time was to gain acceptance of the brand and make it work. While the brand was associated with the successful transformation of the political system, the “Discover Zimbabwe” phenomenon did not gain favorable acceptance
from industry practitioners, as they felt that there was no collaboration in the branding process. After a lengthy consultative process with sectarian bodies, a new brand was born, namely “Zimbabwe, Africa's Paradise.” The aim was to develop a rounded theme that would address all
the issues about brand association, perception, image, and positioning. This study sought to establish the key trends and developments in the destination and their impact on destination branding. The study used a quantitative research design to trace the current situation in Zimbabwe and its
subsequent impacts on destination branding and positioning. The findings indicate that the political conflict has had a negative impact on the destination's brand, “Africa's Paradise.” Furthermore, it identifies a number of factors to be considered in destination rebranding and
outlines the key challenges to position a tourism destination under uncertain conditions.
The study investigated the contribution of local communities to Zimbabwe tourism destination brand equity through sustainable tourism practices, with a view of developing a model. A comparative investigation of two popular resorts in Zimbabwe which are Victoria Falls and Domboshava Curves was carried out. A sequential mixed method was used to get research data. Results from in-depth interviews showed that sustainable brand equity through community involvement can be developed from the following: maintaining culture; attractive traditional villages; traditional music and dances; unique traditional dressing; provision of indigenous food and drinks; guiding tourists and provision of transport and accommodation. A further survey then produced variables that were used to construct a community based sustainable brand equity model for the study. These variables were then grouped into two that is, household activities and service provision. Household activities included: providing indigenous food and drinks; attractive homesteads; and unique dress code. The service provision was discovered as guiding tourists in their activities and provision of transport. The study then recommended local eco-responsibility, destination manager partner with locals, cultural tourism focus and customisation of sustainable tourism.
The past decade has seen a sturdy increase in the literature on higher education and policy discourse on the absorption of graduates in the labour market. To understand students', post graduate experiences, a case approach was adopted. Participants comprised of employed and unemployed students who were registered at the University of Zululand in 2016 particularly those who successfully completed their undergraduate degree in any South African tertiary institution.An empirical study shows that Graduates lack job market information and experience to enable them to undertake this arduous journey. Unemployment and under employment was found to be due to lack of certain personal attributes, serious skills mismatch and general lack of capability.The article argues that there is a gap between qualifications and capability-employment in the labour market. Higher education institutions and industry should bridge this gap by emphasising on labour market needs, individual attributes and social inequalities in programme design.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.