Effects of Destination Branding On Tourist Behavioural Intentions

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The book explores the challenges Zimbabwe faces in rebranding itself as a competitive tourist destination amidst negative perceptions stemming from high prices and limited airline options. It highlights the need for a strong brand to enhance the country's image, despite its rich array of attractions. The study investigates the connections between destination branding, destination image, and tourist behavioral intentions, filling a gap in existing research by examining how these elements interact within the context of Zimbabwe's tourism sector.