tawandamusarurwa
Charles Mavhunga
BRAND pride in the tourism industry is a new trajectory that is ingrained in the spontaneous, non-verbal expression of emotions associated with self-respect and self-evaluation of people who are in harmony with nature through citizenship behaviour.
The tourism brand pride perspective is marked by psychological attachment to the country’s nationhood, as well as cultural and nationalistic values.
It is also characterised by love of the country’s natural wonders and citizens’ behaviour.
The famous speech by Dr Herbert Chitepo at an Australian University in the 1960s laid the foundation for the key tenets of brand pride associated with the tourism industry in Zimbabwe. The speech established the beliefs, cultural values and self-appraisal of the people, and helps in predicting the extra-role behaviour of Zimbabweans, that of exhibiting pride derived from the country’s natural wonders.
Brand pride is a stronger predictor of the positive behaviour of citizens and triggers performance of altruistic activities that contribute to nation-building.
In the tourism industry, the brand pride trajectory is well-defined by the inspiration and deep-rooted personality of citizens who are psychologically attached to the nation’s development route.
The strength of the bond between national interests and feelings of pleasure to be associated with the country’s development trajectory determines the status and strength of brand pride.
Researchers have established that brand pride is a factor worth considering in the tourism industry, and is derived from the citizens’ commitment to work towards the economic success of a nation.
Brand pride induces emotional commitment to something.
This was demonstrated by our freedom fighters during the liberation struggle to wrest the country from colonialists.
Brand pride is the stimulus to feelings of self-efficacy, performance-related motivation and extra-role performance.
Researchers have also established causal links between brand pride and citizens’ commitment to the success of the nation to boost the tourism business.
This means the citizens’ commitment to nation-building is deeply associated with the success of the tourism business in the country.
The tourism industry is unique in shaping the country’s brand pride because it deals with the natural wonders and conservatives that build the pride of the nation.
Citizens, through social conscience behaviour, contribute significantly to the strength of the brand pride at global level.
It is against this background that this article questions the sanity of politicians and others who are supporting illegal sanctions imposed on Zimbabwe by the United States and its Western allies.
The idea of sanctions is to cause harm to the economy and inflict pain among the citizens. Sanctions have no colour; they have the same effect, irrespective of whether they are called smart or not.
Sanctions are meant to destroy the country’s brand and reduce the progress made by people in their development agendas.
The strength of a brand is determined by the degree of commitment of the people to identify with it and their sensitivity to become devoted to nation-building.
Americans have a deep love for their country.
They do not support individuals or groups of people that are not patriotic despite differences in political affiliation.
Republicans and Democrats speak with one voice when it comes to matters that affect the identity of America.
However, in Zimbabwe, adherence to citizenship behaviour protocols is fragmented, given the view that political differences force some to support sanctions, which are detrimental to nation-building and brand identity.
Sanctions do not promote development, and they are meant to harm the economy.
The tourism industry is characterised by natural wonders of the country.
As such, there is need to identify the industry with brand citizenship behaviour to strengthen the identity of the brand.
Citizenship behaviour is associated with a positive attitude towards nation-building, friendliness with the natural wonders of the country and taking responsibility for the advancement of the country’s identity.
Charles Mavhunga co-authored textbooks in Business Enterprising Skills and is currently studying for a PhD in Management at Bindura University. He can be contacted at charles.mavhunga @gmail.com. Cell: +263772989816
Online Reporter