tawandamusarurwa
Tourism
Charles Mavhunga
ZIMBABWE’s tourism brand is getting a lot of global attention, and gastronomic experiences can further boost the trend.
Gastronomy tourism branding is defined by an increase in the visibility of fascinating tourist experiences that are linked to food-related services.
Branding through gastronomy tourism in Zimbabwe involves the innovativeness of tourists’ culinary experiences through authentic, traditional and original food service.
So, essentially, branding the food service is largely defined by experiences visitors get each time they visit the country’s hotels and other outlets that offer food services.
The visibility of branding in gastronomy tourism is achieved through creative traditional cuisines, culture and a fascinating landscape of the resort centre.
Famous chefs in the global tourism industry are capturing the interests of high-profile customers through recognition of the value of the local gastronomic heritage.
In Zimbabwe, tourists are treated to local traditional food, which is considered healthy.
Visitors usually look for branded food products that are supported by a positive and attractive physical environment to complement the gastronomic experiences.
Nowadays, tourists are looking for restoration, aesthetic experiences, self-value and positive emotional arousals.
Hotels and restaurants have become places where tourists can get good vibes and unique gastronomies.
A wholesome gastronomy tourism experience includes both the interior and exterior décor of hotels and other destinations to complete the branding equation.
The ambiance of the interior décor of the hotel and the attractiveness of the exterior of the landscape and buildings are part of the experience.
Interior decorations involve furniture displays, colour mixtures of displays and walls, point-of-purchase displays, quality of service, posters, flooring, lighting, music and texture of walls, among other features.
Exterior decor includes the style of the building, size and colour, as well as shape of the building, location of the hotel, colour mixture of flowers, nature of roads and the totality of the physical environment within the proximity of the hotel.
The exterior features are also supported by road networks, transport service facilities, culture of management and courteous employees, among other things.
Gastronomy branding, therefore, contributes to the performance of the tourism industry.
The attractiveness of tourist resorts in Zimbabwe drives visitors to feel the exuberance of the country’s climate, aesthetic experiences and taste of local traditional cuisines.
However, the major challenge in terms of gastronomy tourism is under performance of city fathers (mayors and councillors), who are struggling to brand our cities and towns.
Elections are producing elements that are opposed to Government programmes in cities and towns.
Development projects are, therefore, being frustrated.
Roads are poorly maintained, potholes are found in front of a five-star hotel and no one cares about the city’s cleanliness.
The Constitution provides for city fathers to be elected into office.
In turn, the Urban Councils Act mandates them to preside over the management of cities — maintaining roads and sewage systems, as well as ensuring orderliness, among other things.
There is urgent need to look at the performance of mayors and councillors in towns and cities, and align service provision to expectations.
So, the performance of Zimbabwe’s tourism industry is being affected by city branding.
Tourists should be able to feel the psychological and physical exuberance of Zimbabwe from the airport to the hotel.
City branding is one of the missing links in gastronomy tourism branding.
There is need for a perfect match between the food experience and the ambience of the tourist facilities.
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
Bongani Ndlovu
Online Reporter