Sundaymail Editor
FROM ancient landmarks to the cultural heritage, traditional names hold a special place in the field of tourism branding.
Tourism
Charles Mavhunga
Incorporating traditional names into destination marketing strategies forms a timeless allure in the travel industry.
Traditional names are an integral part of the cultural heritage and identity of Zimbabwe, and hold significant meaning that is passed on through generations.
However, in Zimbabwe, there are resort centres that lost their traditional names.
Victoria Falls: Known as Mosi-oa-Tunya/Shungu Nyamutitima (The Smoke that Thunders) by the local Tonga people, the name was changed to Victoria Falls by European explorer David Livingstone in honour of Queen Victoria.
Great Zimbabwe: The structures of this ancient city were known as Dzimba-dza-mabwe (Houses of stone) by the Shona, but were renamed Great Zimbabwe by British colonisers.
Lake Kariba: Originally called Kariwa by the Tonga, the name was changed to Lake Kariba after construction of Kariba Dam.
Chinhoyi Caves: These limestone caves were known as Chirorodziva (Pool of the Fallen) by the local Shona people but were renamed Chinhoyi Caves by the British settlers.
Mana Pools National Park: The name Mana means four in Shona. It refers to the four large pools in the park. However, it was originally called Sanyati’ (Place of many elephants) by the local Tonga people before being renamed by British colonisers.
The list is inexhaustible, but with the increasing globalisation and homogenisation of cultures, using traditional names in tourism branding is the way forward for Zimbabwe.
Benefits of traditional names
Cultural significance: Traditional names of resort centres are of cultural significance. In addition, they are deeply rooted in the history and heritage of the destination. They often reflect the local language, customs and traditions, making them authentic representations of the local culture.
Nostalgia: Traditional names have the power to evoke feelings of personal or ancestral connection to the destination. Nostalgia is a feeling of longing for the past, often associated with happy experiences.
In tourism branding, this can remind visitors of their past travels to the destination. This can create a sense of familiarity and comfort for the visitors, making them more likely to choose that destination for their vacation.
Unique and distinctive: Traditional names are often unique and distinctive, setting the resort centre apart from other destinations.
This can help attract tourists looking for a more authentic and off-the-beaten-path experience. Differentiation is a key feature that supports traditional names in tourism branding. Traditional names have a unique history, culture and identity that set them apart from other destinations.
Sense of place: Traditional names give visitors a glimpse into the destination’s history and character. This can create a deeper connection with the destination and enhance the overall tourism experience.
Local involvement: Traditional names motivate the involvement of local people to support tourism branding. The names have the power to promote a sense of pride and ownership among the local communities.
Local community involvement may come in the form of consultations with local leaders, cultural experts and community members to ensure the voices of the locals are heard and valued, and a sense of ownership and pride is largely defined.
Furthermore, involving locals in the adoption of traditional names can also lead to economic benefits.
It can create opportunities for local businesses and artisans to showcase their products and services related to the traditional names used in tourism branding.
Authenticity: Traditional names add an authentic touch to tourism branding, creating a sense of place and promoting a more genuine and immersive experience for visitors.
Cultural exchange: Traditional names can spark curiosity among visitors, leading to conversations and interactions with locals about the meaning and significance of the names. This promotes cultural exchange and understanding between tourists and locals.
This can lead to a more meaningful and authentic travel experience, as visitors are able to learn about and engage with the local traditions and customs associated with the names used.
This exchange of cultural knowledge can also foster respect for different cultures, promoting a more inclusive and diverse tourism industry.
In short, the value of traditional names of resort centres in tourism branding lies in their ability to add authenticity, promote cultural exchange, preserve local culture and attract a specific niche of travellers.
Charles Mavhunga co-authored textbooks in business enterprising skills and is studying for a PhD in Management at Bindura University. He can be contacted at: [email protected], Cell:0772989816.
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