**5. Conclusions and implications**

The conclusions of the study were derived from the study findings. In terms of the research objective to do with the Current situation with regards to DI and performance of the tourism sector in Zimbabwe, Zimbabwe was mainly visited by tourists traveling for purposes of visiting friends and relatives (VFR). Most of the tourists traveled alone and some in groups followed by those who traveled as couples. The VFR market is known to stay in private homesteads, avoiding hotel accommodation. Africa and Europe contributed most of the tourists who visited Zimbabwe and these were mostly educated males, highly educated with an annual income of at least US\$50000 per annum. However, they spent very little in the destination (at most US\$1000). This was not surprising given that the destination mainly hosted the VFR market. The national airline lacked capacity to adequately fly tourists into the country and to various tourist destinations in Zimbabwe. Thus the destination's accessibility was compromised.

The second research objective covered determinants of DI and performance of the tourism sector in Zimbabwe. The most important factor which influenced image and performance of the tourism sector was the price charged by lodging facilities. It was followed by overall quality of the destination and the value tourists attached to Zimbabwe as a vacation destination. Immigration infrastructure and facilities for young children were rated highly. The ZTA and the Tourism Business Council of Zimbabwe (TBCZ), representing the government and the private organizations respectively in tourism and hospitality, were well positioned to influence DI

Lastly, with respect the RMSEA statistic, this was found to be 0.052. Because the observed statistic was less than the expected maximum of 0.08, if follows, there-

**Model NPAR CMIN DF P CMIN/DF** Default model 70 487.929 282 .000 1.730

Independence model 26 3752.085 325 .000 11.545

**Model NFI Delta1 RFI rho1 IFI Delta2 TLI rho2 CFI** Default model .870 .850 .941 .931 .940 Saturated model 1.000 1.000 1.000 Independence model .000 .000 .000 .000 .000

**Model PRATIO PNFI PCFI** Default model .868 .755 .816 Saturated model .000 .000 .000 Independence model 1.000 .000 .000

Saturated model 351 .000 0

*Source: Data Survey (2018).*

*Model fit-absolute fit indices.*

*Source: Data Survey (2018).*

*Source: Data Survey (2018).*

*Parsimony-adjusted measures.*

**Table 8.**

*Tourism*

**Table 9.** *Relative fit indices.*

**Table 10.**

To test for the sampling adequacy for the model, the researcher considered the

use of the Hoelter's statistics as prescribed by [99]*,* Barrett (2007) and [100]. **Table 12** shows sampling adequacy. [89, 100] argue that a critical N of 200 or higher indicates a satisfactory fit. From the results above, both the independence model and the default model had Ns greater than 200, and thus confirming the adequacy of the samples used for this study. Overall, the above tests confirmed the

validity of the model as well as the model results. **Table 12** shows sampling

The conceptual framework suggested the relationships between four components of the cognitive image, namely price, amenities, accessibility and ancillary services and affective image and destination performance. In order to improve

**Model RMSEA LO 90 HI 90 PCLOSE** Default model .052 .044 .060 .313 Independence model .198 .193 .204 .000

fore, the model was valid. **Table 11** depicts the RMSEA statistic.

adequacy.

**Table 11.** *RMSEA.*

**122**

*Source: Data Survey (2018).*

recovery and tourism performance in Zimbabwe. However, both lacked funding to conduct image recovery activities. This implied that DI recovery could take long.

more attention should be given to pricing. The stakeholder approach which informed this study as indicated in the theoretical framework, needs to be adopted and utilized. Affective image influences potential tourists to consider the destination among many and influences destination choice. Also, it was established that the friendliness of local people played a critical role in the performance of the tourism sector in Zimbabwe. However, the host community needed motivation. In [14], it is noted that eco-tourism could be used to motivate the host community since it increases employment opportunities and it enhances the tourism economy. Evidence is there to show the importance of the host community in tourism performance. The study revealed a need to attach more importance to the logistics and transport sector represented by the struggling national airline. This sector was key in increasing international tourist arrivals and generally enhancing the quality of inbound tourism. Another implication was the enforcement by government of green practices in logistical and transport-related operations. This was vital in enhancing environmental sustainability, reducing criminal activity and in attracting

*Development of a Destination Image Recovery Model for Enhancing the Performance…*

This study focused on tourists and those employed in the tourism and hospitality industry. Further research could include the ordinary person and also explore strategic public-private partnerships and destination image recovery in Zimbabwean tourism. Respondents were selected from major cities and resorts such as Harare, Victoria Falls, Kariba and others. Possibly, if data had been collected from more areas, the research quality could have been better. Also, future research could explore the value attached by the tourism and hospitality industry on research.

\*, Marian Tukuta<sup>2</sup> and Oliver Chikuta<sup>3</sup>

© 2020 The Author(s). Licensee IntechOpen. This chapter is distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/ by/3.0), which permits unrestricted use, distribution, and reproduction in any medium,

international tourists [34].

**Author details**

**125**

Phillip Farayi Kanokanga<sup>1</sup>

1 Zimbabwe Open University, Harare, Zimbabwe

3 Botho University, Gaborone, Botswana

provided the original work is properly cited.

2 Chinhoyi University of Technology, Chinhoyi, Zimbabwe

\*Address all correspondence to: kanokangaf@zou.ac.zw

**5.3 Implications for further research**

*DOI: http://dx.doi.org/10.5772/intechopen.93854*

The third research objective looked at the extent to which DI affected performance of the tourism sector in Zimbabwe. Most of the service providers and key informants indicated that they had been affected by Zimbabwe's unfavorable image to a large extent. Most of them were considering relocating their businesses to neighboring countries. Tourists spent more on food and beverages than on accommodation supporting the prevalence of the VFR market or transit business. The small expenditure by tourists in the destination also indicated the huge effect which DI had on performance of the tourism sector.

The fourth research objective dealt with developing a proposed DI recovery model for enhancing performance of the tourism sector in Zimbabwe. According to the proposed model, price, amenities and ancillary services had a significant influence on affective image. Ancillary services had a significant effect on tourism performance. Accessibility of Zimbabwe as a destination was found not to be significantly affecting destination performance. It can be derived from this that accessing the destination on its own is not the panacea for tourism firms to grow sales and profitability. This is because the tourist could still be constrained by prices when they are in the destination. From the study, the strongest relationship was found to exist between ancillary services and affective image. This suggests that a destination's support services could influence a tourist's feelings towards a place. In literature, a lot of attention tends to be put on tourist attractions-both natural and man-made and their capacity to draw tourists to the destination. It appears that the role of ancillary services in shaping DI is underrated. In view of the high prices of goods and services in Zimbabwe, accessibility becomes more of a hygiene factor than a key determinant of destination image and tourism performance. This finding suggested that accessibility would only be relevant in Zimbabwe's tourism matrix only if the more important drivers of image and performance such as prices, amenities and ancillary services were right. The study showed that in terms of improving the affective image and value of Zimbabwe as a destination, the first thing which needed to be reviewed were the ancillary services then the price.

#### **5.1 Implications for theory**

The model has implications for theory. Past destination image recovery models assume that image recovery is synonymous with tourism performance. There was no attempt to isolate factors which influence image and the extent to which they do so and to identify factors which influence performance of the tourism sector and establish the extent to which they influence performance. This study has contributed to knowledge in that it identified specific components which form the cognitive image, measured them and established the extent to which they influence destination image. The challenge with using spinning as suggested by [16] is that there is an assumption that the tourists and potential tourists are not quite informed about the source of the problem at hand. The proliferation of modern technology makes it very difficult for destination marketers to depend on spinning nowadays. It is noted that mobile technologies which include smartphones, mobile applications and tablets have become the main devices for users to access the Internet.

#### **5.2 Implications for policy and practice**

The model has a number of implications for policy. It was established that price is a key factor in terms of the formation of the affective image. This implies that in order for tourists to have a favorable view of Zimbabwe as a tourist destination,

*Development of a Destination Image Recovery Model for Enhancing the Performance… DOI: http://dx.doi.org/10.5772/intechopen.93854*

more attention should be given to pricing. The stakeholder approach which informed this study as indicated in the theoretical framework, needs to be adopted and utilized. Affective image influences potential tourists to consider the destination among many and influences destination choice. Also, it was established that the friendliness of local people played a critical role in the performance of the tourism sector in Zimbabwe. However, the host community needed motivation. In [14], it is noted that eco-tourism could be used to motivate the host community since it increases employment opportunities and it enhances the tourism economy. Evidence is there to show the importance of the host community in tourism performance. The study revealed a need to attach more importance to the logistics and transport sector represented by the struggling national airline. This sector was key in increasing international tourist arrivals and generally enhancing the quality of inbound tourism. Another implication was the enforcement by government of green practices in logistical and transport-related operations. This was vital in enhancing environmental sustainability, reducing criminal activity and in attracting international tourists [34].

### **5.3 Implications for further research**

This study focused on tourists and those employed in the tourism and hospitality industry. Further research could include the ordinary person and also explore strategic public-private partnerships and destination image recovery in Zimbabwean tourism. Respondents were selected from major cities and resorts such as Harare, Victoria Falls, Kariba and others. Possibly, if data had been collected from more areas, the research quality could have been better. Also, future research could explore the value attached by the tourism and hospitality industry on research.

## **Author details**

recovery and tourism performance in Zimbabwe. However, both lacked funding to conduct image recovery activities. This implied that DI recovery could take long. The third research objective looked at the extent to which DI affected performance of the tourism sector in Zimbabwe. Most of the service providers and key informants indicated that they had been affected by Zimbabwe's unfavorable image to a large extent. Most of them were considering relocating their businesses to neighboring countries. Tourists spent more on food and beverages than on accommodation supporting the prevalence of the VFR market or transit business. The small expenditure by tourists in the destination also indicated the huge effect which

The fourth research objective dealt with developing a proposed DI recovery model for enhancing performance of the tourism sector in Zimbabwe. According to the proposed model, price, amenities and ancillary services had a significant influence on affective image. Ancillary services had a significant effect on tourism performance. Accessibility of Zimbabwe as a destination was found not to be significantly affecting destination performance. It can be derived from this that accessing the destination on its own is not the panacea for tourism firms to grow sales and profitability. This is because the tourist could still be constrained by prices when they are in the destination. From the study, the strongest relationship was found to exist between ancillary services and affective image. This suggests that a destination's support services could influence a tourist's feelings towards a place. In literature, a lot of attention tends to be put on tourist attractions-both natural and man-made and their capacity to draw tourists to the destination. It appears that the role of ancillary services in shaping DI is underrated. In view of the high prices of goods and services in Zimbabwe, accessibility becomes more of a hygiene factor than a key determinant of destination image and tourism performance. This finding suggested that accessibility would only be relevant in Zimbabwe's tourism matrix only if the more important drivers of image and performance such as prices, amenities and ancillary services were right. The study showed that in terms of improving the affective image and value of Zimbabwe as a destination, the first thing which needed to be reviewed were the ancillary services then the price.

The model has implications for theory. Past destination image recovery models assume that image recovery is synonymous with tourism performance. There was no attempt to isolate factors which influence image and the extent to which they do so and to identify factors which influence performance of the tourism sector and establish the extent to which they influence performance. This study has contributed to knowledge in that it identified specific components which form the cognitive image, measured them and established the extent to which they influence destination image. The challenge with using spinning as suggested by [16] is that there is an assumption that the tourists and potential tourists are not quite informed about the source of the problem at hand. The proliferation of modern technology makes it very difficult for destination marketers to depend on spinning nowadays. It is noted that mobile technologies which include smartphones, mobile applications

and tablets have become the main devices for users to access the Internet.

The model has a number of implications for policy. It was established that price is a key factor in terms of the formation of the affective image. This implies that in order for tourists to have a favorable view of Zimbabwe as a tourist destination,

DI had on performance of the tourism sector.

*Tourism*

**5.1 Implications for theory**

**5.2 Implications for policy and practice**

**124**

Phillip Farayi Kanokanga<sup>1</sup> \*, Marian Tukuta<sup>2</sup> and Oliver Chikuta<sup>3</sup>


\*Address all correspondence to: kanokangaf@zou.ac.zw

© 2020 The Author(s). Licensee IntechOpen. This chapter is distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/ by/3.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
