tawandamusarurwa
Charles Mavhunga
THE observance of branding ethics in tourism is critical for the industry’s success.
Ethics in the management of brands in tourism refer to brand values that are associated with the common good, the observance of what is regarded as morally right and harmless to people and animals, as well as sustainable environmental protection.
Branding ethics denote all activities meant to protect the image, reputation, identity and perceptions of the country’s tourism industry or natural environment.
They also provide guidelines for Zimbabweans to observe principles of morality which serve as symbols, logos, words, marks or graphics that both identify and differentiate the country’s tourism industry.
Researchers have established that ethics form the codes, laws, rules and regulations that are essential in safeguarding the country’s image.
The tourism industry is very sensitive to information.
Some communities appreciate the value of protecting the reputation and image of their countries, and Africans need to do the same.
Colonisation is largely blamed for removing the cultural ethics that guided people into protecting the image of their own countries.
Some individuals can be easily manipulated into writing stories that damage their country’s image.
However, branding the tourism industry demands protection of the country’s reputation through dissemination of accurate information to the public.
There is need for renewed focus on assisting people to appreciate the value of protecting the country’s image.
So, ethics lay the foundation for the tourism business to become a global attraction.
But ethical values may be too broad to be understood.
Most of the negative perception on Zimbabwe was generated after the beginning of the land reform programme, which, ironically, was meant to restore land to its rightful owners.
From an ethical perspective, the illegal sanctions on Zimbabwe are antithetical to the moral values of protecting the reputation of the tourism industry.
The tourism industry needs people who have faith in their country.
Further, the tourism business is supported by ethics that demand a collaborative approach to safeguarding the country’s image.
Citizens have an inherent duty to protect their country’s image.
It is only through ethical values that citizens communicate information that protects the country’s reputation.
Zimbabweans are, therefore, duty-bound to promote the country’s economy and local cultural values.
Citizens who have a high regard for their country easily earn the world’s respect.
Charles Mavhunga co-authored textbooks in business enterprising skills and is currently studying for a PhD in Management at Bindura University of Science Education. He can be contacted at: [email protected]/ Cell: +263772989816
Online Reporter