tawandamusarurwa
Charles Mavhunga
THE dynamics of tourism sustenance are hidden in the configurations of the urban image, hence the emphasis on council performance to meet global standards.
The scope of the tourism experience is festooned with the conceptualisation of destination image.
Therefore, urban branding is a strategic factor worth considering.
The urban image is defined by the scope and attributes of a particular urban setting.
These attributes include the format interfaces, colours, skyline and cultural context that shape the inclusive array of urban settings.
The basics of cultural values and economic use of venues greatly affect the physical character and image of the urban area.
In the tourism industry, the urban image is derived from the perceptual interpretation of the destination by potential tourists to establish the positive or negative aspects.
The perceptual interpretation of the image of the destination is grounded in three perspectives: the rational decision-making view, the interpretive view and the ecological view.
The rational decision-making perspective holds that potential tourists view destinations as static and focus on safety concerns, personal interests and the cost-benefit analysis, as well as other personal values, to establish the mental image of the destination of choice.
The interpretive view is grounded in the variability of individual interpretations of the systems associated with the destination.
The interpretation of the systems by the tourist creates a mental image of the destination, and is backed by information resources and the quality of information available.
The quality of resources and information about the destination form the instruments that shape the mindset of tourists to interpret the mental image of the destination as positive or negative.
For example, a massacre of tourists in Oslo, Norway, failed to change the attitude of holidaymakers to visit resorts in the country.
Researchers in tourism destinations have established that the Oslo case was caused by the strength of information believability and support of cultural features of Europeans about their countries.
Europeans have a strong culture of supporting the image of their countries despite terrorism incidences.
Europeans have a culture of supporting each other. They also have a deep love for their countries.
However, the situation in Africa is in sharp contrast to this.
Certain individuals in Africa have a tendency of posting in the public domain deleterious information about their countries in exchange for a monetary incentive or to acquire visas to become citizens in Europe or the United States.
In Europe or the US, it is taboo to spread malicious falsehoods about your country.
In African countries, social science scholars have concluded that fragments of colonialism have created a culture of self-hate among Africans, hence the mindset to peddle falsehoods to damage the image of their own countries.
The interpretive perspective is, therefore, a dominant feature in the tourism industry in terms of its contribution to image-building.
The ecological view is based on the fact that potential tourists establish the image of a destination from observing the relations among the people; activities that are dominant; the quality of infrastructure such as roads and buildings; hotels; pavements; layout of the grounds; parks and other elements associated with the place.
The ecological view relies on the physical makeup of the destination to establish an image that is either acceptable or rejectable.
The major contributory factor is basically the management style of those in charge of the destination.
An example is the ability of the management to establish an attractive view of physical setups.
The overall mental picture of Harare or other cities in the country is, therefore, a reflection of the council’s performance in terms of urban brand management and brand architecture.
The aesthetic values of the council’s management are reflected in the visual image of the city.
In light of the three perspectives that shape the perceptual image of destinations in the tourism industry, it means a good urban image is both a cognitive and an affective prerequisite.
The urban image is a significant driver of sustainable tourism.
Tourism sustainability embraces social, economic and cultural aspects of a development process in nation-building.
The sustainability of tourism activities in Zimbabwe implies the protection of non-renewable resources at an acceptable cost in order to transfer the benefits to society and the State at large.
This level of sustainability demands a comprehensive vision to establish an effective relationship among the economic, social and cultural aspects associated with nation-building. The nourishment of tourism sustainability is, therefore, an attribute of the country’s economic success.
This means the urban image contributes to the success of the country in both social and economic terms.
However, Zimbabwe is currently in a very challenging position in that political opportunists in council offices are the major participants in terms of managing the urban image.
The Constitution mandates voters in urban centres to elect individuals to run council affairs through their political parties, and opportunists are sneaking into the corridors of power to run council affairs.
This is the major reason the image of our towns and cities is very deplorable.
In the city, potholes are common, the drainage system is very poor and parks are full of dirt.
Harare has lost its Sunshine City status.
The councillors are in disagreement in terms of their vision for the city.
Tourism sustainability is an important factor to consider for the country to become an upper middle-class economy by 2030.
To achieve top-level tourism sustainability, the concept of the urban image should be embraced, and this demands a relook at the vision and commitment of our councillors and mayors.
Charles Mavhunga co-authored textbooks in business enterprising skills, and is currently studying for a PhD in Management at Bindura University of Science Education. Feedback: [email protected] Cell: +263772989816
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