Building positive Zimbabwean tourism festival, event and destination brand image and equity: a systematic literature review

This article aims to explore the concept of tourism festival and event destination branding and relate it to practices in Zimbabwean festivals and tourism events. The article is therefore based on the following objectives: to understand the concept of tourism festival, event and destination brand image in Zimbabwe; to explain its essence and importance in Zimbabwe; to explore the brand process by mainly looking at market analysis, brand development, brand positioning, brand personality, brand implementation, brand communication and brand tracking; to understand the necessary critical success factors; to explore the constructs of brand equity; and to analyse previous models and discussion in tourism festival and event destination brand equity. A systematic literature review was applied to gather relevant literature related to the study. The process involves a predetermined and comprehensive approach to searching, analysing and synthesising extant literature. Results showed that the image of country's imagea and vital role in building a positive or negative perception towards a tourism destination image. However, it is essential to note that the image of a country might take a long time to restore itself, even going on for generations. The research study contributes to future research directions by unpacking existing research gaps and advancing knowledge relating to tourism festivals, events and destination brand image in Zimbabwe. Zimbabwe, as a tourism destination, has suffered a reduction in tourists arrivals and influx because of the perceived political instability. It is challenging to market and promote a tourism destination with a perceived hostile political environment. The image of the country plays a vital role in building a positive or negative perception towards a tourism destination image. However, it is essential to note that the image of a country might take a long time to restore itself, even going on for generations. There are few studies about the supremacy of country image over destination image or on strategies that can help destination image to overpower the image of a country. Destination marketing organisations should therefore find novel ways that might help to generate a positive perception of a tourism destination even when a country has a negative image to the outside world. Effective promotion of cultural heritage, natural heritage and other aspects of a destination might help improve destination's image.