Development of a Destination Image Recovery Model for Enhancing the Performance of the Tourism Sector in the Developing World

Abstract

This chapter is based on a doctoral thesis on the development of a destination image (DI) recovery model for enhancing the performance of the tourism sector in Zimbabwe. The study was prompted by the failure of African destinations to develop DI image recovery models. A pragmatist paradigm, a convergent parallel mixed methodology research approach and a cross sectional survey were adopted. A sample of three hundred and nineteen comprising international tourists, service providers and key informants was used. A structured, semi-structured questionnaire and semi-structured interview guide were used respectively. Quantitative data was analyzed using the Statistical Package for Social Sciences (SPSS) and AMOS version 25 while qualitative data was analyzed using NVivo version 12. Tests were conducted using descriptive statistics, exploratory factor analysis, and confirmatory factor analysis. Structural Equation Modeling (SEM) was used to analyze the multiple independent variables. The major findings were that price, ancillary services and amenities significantly influenced affective image while ancillary services significantly influenced destination performance. The study recommended that the Ministry of Environment, Climate, Tourism and Hospitality Industry trains tourism stakeholders including the host community in order to achieve sustainable destination image recovery.

The Link between Sustainable Destination Image, Brand Globalness and Consumers’ Purchase Intention: A Moderated Mediation Model

“…In stark contrast to the voluminous literature on destination image [13], there is scant attention paid to sustainable destination image [14]. The review of the literature demonstrates that a sustainable destination image is determined by several antecedents, and, in turn, influences some outcomes.…”

“…Sustainable tourism development, in particular, is considered to be a means of safeguarding environmental resources, respecting local culture and social development, and ensuring long-term economic gain on a global scale [18]. According to Kanokanga et al (2019) [14], a sustainable destination image can significantly improve the sustainable economic performance of the destination's tourism sector. The aforementioned analysis indicates that the construct of sustainable destination image has potential scientific importance; hence, further research is needed to clarify the effects of sustainable destination image on destination outcomes (e.g., tourism development and products sales).…”