Effects of Destination Branding On Tourist Behavioural Intentions

The image of Zimbabwe as a tourist destination has been tarnished in its source market as a result of multiple of reasons some of which are high pricing, limited airline connectivity among others. Following a decade of such publicity Zimbabwe faces a challenge to reposition and differentiate itself in the global market place that is characterised by immense competition. The country is in possession of a plethora of attractions however the significant problem Zimbabwe is to select an ideal brand to create appealing positive image that encourages positive behavioural intentions. Quite a number of studies have been done on destination branding, however these studies have not addressed the relationship between destination branding and each of the dimensions of destination image (cognitive, affective. This study sought to examine the relationship between destination branding, destination image and tourist behavioural intentions with respect to Zimbabwe as a tourist destination. Based on literature and theory study hypothesis were formulated as well as the framework that describes relationships between variables.