| Summary: | The study was conducted with an aim to establish the main sources of identity for Zimbabwe tourism destination brand. Two perspectives were used for the analysis looking at real attributes of tourism and perceptions as the likely sources for improved Zimbabwe tourism destination brand identity. The study
applied a QUAL to QUANT sequential mixed method through first establishing themes using a qualitative research and then use the themes to construct a survey questionnaire which was used for a quantitative research. Therefore, both in-depth interviews and questionnaires were used to gather data for this study.
The results from the in-depth interviews showed that perceived brand identity can be achieved from discussions with friends and relatives, pictures in magazines, international music, local music, newspapers, church discussions, social media discussions and public discussions. For projected brand identity the respondents informed the common sources as being the national media, local tourism magazines, regional tourism magazines, national tourism websites, carnivals, exhibitions and expos. These responses were
further investigated using a research survey in order to assess their relationship to the already established brand equity variables which are: brand image, brand awareness, perceived brand quality, brand loyalty and brand association. The survey revealed that projected identity mechanisms help in improving brand
awareness and perceived brand quality. Brand awareness is improved using national media, national tourism websites, carnivals, exhibitions and expos, and yet, perceived brand quality can be achieved through local tourism magazines and regional tourism magazines. From a perceived brand identity perspective, the study informed that it affects all the brand equity variables such that brand awareness is enhanced by local music and church discussions, perceived brand quality by pictures in magazines, brand image by international media and newspapers, brand loyalty by public discussions and brand association through social media discussions and discussions with friends and relatives. The study therefore recommended a fusion of perceived and real attributes in order to improve Zimbabwe tourism destination brand identity. It also recommended that a further study should be done towards establishing core strategic brand identity prism for tourism destinations.
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