Sundaymail Editor
Charles Mavhunga
Tourism branding in Zimbabwe is largely mirrored by image, reputation and perceptions, among other variables.
The branding variables characterise the dimensions that are factored in to establish the palatability of tourism products, namely, natural resources, general infrastructure, tourism leisure and recreation, culture, history, art, political and economic factors, social environment and the atmosphere of the destination.
This implies that the journey to achieving tourism branding in Zimbabwe demands collaborative thinking and patriotism.
In the previous article, constructs of collaborative thinking and patriotism were introduced, and in this presentation, the details of patriotism are articulated.
Zimbabwe’s tourism brand
The country’s tourism is world-class, given the safety records of its tourism; the fragrance of the natural resources; the cultural values of the people of Zimbabwe, who are respectful, welcoming and friendly; the leadership’s love for peace and tranquillity despite the provocative nature of sanctions; and the natural beauty of the country’s weather.
Zimbabwe is blessed with fine weather, which is the envy of the global world. Our winter does not need additional heat on the walls of houses, the temperature does not go to extremes and the country does not need an ice scooper. The temperatures are just naturally correct for human life to survive.
However, the country’s brand is currently distorted by colonial hangovers that need to be ironed out using both the legal and social fraternity to engage in collaborative thinking to maintain the natural beauty of Zimbabwe, which was born out of the liberation struggle.
The Government’s role in tourism branding
Tourism branding is not achievable if citizens of the country struggle to play an ambassadorial role to establish the country’s image. Zimbabweans need to play a part in establishing an intrinsic communicative power, which is valuable in identity building.
The people of Zimbabwe are the citizens involved in innovations, legislation reforms and the development of policies that are suggestive and, most importantly, emblematic of the country’s strategy in brand building.
However, in a situation where citizens struggle to understand the importance of playing ambassadorial roles to create an image of the country’s tourism brand, the Government should intervene through the creation of policies to safeguard the country’s image.
The situation in Zimbabwe is that the sanctions imposed on the country by the United States were not a creation of the US government but arose after calls by extremists in the country seeking relevance in the political leadership.
The Government’s role was to correct matters of this nature in order to separate individual interests with national interests.
The enactment of the Patriotic Act is the solution for the country to achieve a separation of personal interests from national interests.
Today, the country’s tourism brand is being tainted by the sanctions that serve the interests of individual politicians seeking relevance and positions, but with minimum or no attention to national values and the love of the country.
The meaning of patriotism in national branding
Patriotism should not be confused with political affiliation. Patriotism is about special affection towards one’s country, being interested in the welfare of one’s country and sacrificing for the country’s welfare.
This means national interests take precedence over personal interests. Patriotism is the feeling of love, devotion and a sense of attachment to one’s country.
The attachment reflects a combination of feelings, homeland feelings, the love of the country’s cultural values and other historical aspects.
The perspectives of patriotism are largely reflected in specific beliefs in the country’s superiority through shared common national symbols and affection to establish a nation that is rooted in the bond of national loyalty.
This brings us to the point that calls for sanctions to starve the country for political interests is a violation of the values associated with patriotism.
Social psychologists emphasise the main characteristics of patriotism, including loyalty, love and the desire to be part of a community.
Patriotism means being interested in the country’s welfare and sacrificing for the country’s welfare.
Now, to call for the crippling of the country’s economy in search of political leadership lacks the patriotism virtue. That is a selfish approach, which is characterised by self-serving interests.
Sanctions are crippling the country’s economy and distorting the country’s brand, and tourism branding is not spared.
The moralisation of patriotism is, therefore, embedded in the concrete evidence of the unity of a nation for the sake of its welfare.
Ontologically, patriotism is a social construct that develops from the love of the nation and its struggles.
Patriotic citizens show affection and compassion towards the country they love, just like the natural love and affection that people show towards their parents.
It is, therefore, against this background that this article advocates the enactment of the Patriotic Act in Zimbabwe to help the country’s brand to get enough protection legally and socially from political bombers, who seek to achieve personal interests.
Zimbabwe is a safe country to visit but political distortions should be checked and corrected.
The Government is, therefore, requested to engage the gears of patriotism to move the country forward, and become a world-class economy by 2030.
The solution to a world-class economy is embedded in patriotism and collaborative efforts.
Developed countries have adopted the Patriotism Act to protect their images. Zimbabwe should follow suit.
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 [email protected]
Tinaye Agere
Online Reporter