Chigora, Farai, Ndlovu, Joram, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Moyo, Tabani and Katsande, Chipo (2026) Revisiting Print Media in the Digital Era: A Framework for Zimbabwe Destination Brand Equity. In: Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, (ed.) Digital Marketing in Africa: Opportunities, Challenges and Transformative Futures. Palgrave Studies in Technology and Innovation in Africa . Cham, Springer Nature Switzerland, pp. 213-236

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Abstract

This study focused on the effect of print media on Zimbabwe’s tourism brand equity compared to other contemporary digital media. The main aim was to establish the relationship between print media and tourism brand equity variables: brand image, brand awareness, perceived brand quality, brand loyalty, and brand association. A sequential QUAN to QUAL was employed to gather the research data. The results showed that the print media directly impacts destination brand awareness, perceived brand quality, and brand association. The study also revealed other types of digital media besides print, which directly influenced brand image and brand loyalty. Other factors were found to positively affect destination brand performance, including hospitable people, attractions, and local culture. For the destination brand to remain competitive, the study recommends a continuous improvement in stakeholder consultation, development of partnerships, and resource mobilisation. The outcome of the study then helped in coming up with a framework for destination brand equity, which combined the influence of both print and other digital media.

Item Type:	Book Section
Status:	Published
DOI:	10.1007/978-3-031-97088-7_8
School/Department:	London Campus
URI:	https://ray.yorksj.ac.uk/id/eprint/14572

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