ABSTRACT
Over the past decade, discourses in destination marketing have analyzed the role of branding in influencing the consumption of tourism destinations. Hence, the promotion of tourism products has raised various questions among practitioners and academics alike. There is a dearth of literature on the emerging contradictions in marketing distressed destinations, branding, image and positioning places for market leadership during or after a crisis. Using Zimbabwe as a case study, this chapter examines the impact of economic instability on the destination’s image. The global financial recession of 2008, negative publicity and the general political conflict exacerbated the conditions. Notable challenges include a hyper-inflationary environment, violent elections and human rights abuses. Consequently, Zimbabwe’s bad image resulted in a massive decline in tourist arrivals, low occupancies recorded in hotels and closure of businesses. Hence, the chapter draws on practical experiences on branding and rebranding a destination in order to disassociate itself from its negative past – that is, the colonial system, war, chaotic agrarian reform, sanctions and other socio-economic ills. The aim is to demonstrate the extent to which a destination brand could address issues about brand association, perception, image and positioning. The distinctive nature of the chapter is that it explores the importance of destination branding and its effects on influencing consumer buying behaviour. Based on the importance of rebranding a destination, the chapter examines the marketing strategies and policies used during a conflict. The chapter concludes that branding under uncertain conditions without changing the political landscape will only moderate the effects of a crisis, thus hindering successful rebranding and marketing of a destination.
