Digitalisation from Print media branding of tourism destinations: Modernity in positive image building

This study explores the role of mainstream news media in enhancing the positive publicity of Zimbabwe as a tourism destination. Specifically, the research examines three key attributes, namely the types of mainstream news media used, their readership frequency and their underlying communication objectives. Employing a quantitative research design, the study gathered data through survey questionnaires distributed to a total of 561 respondents. These included 421 participants drawn from the tourism and media industries and 140 tourists visiting various sites across Zimbabwe. A comparative analysis was conducted to identify patterns and differences among these respondent groups. The findings indicate that the most frequently utilised forms of mainstream news media for destination promotion include newspapers, brochures, travel magazines, travel journals and tourism directories. Among these, tourism directories, travel magazines and travel journals emerged as having the highest readership frequencies. These results underscore the enduring relevance of print media as a credible and effective tool for destination marketing in the Zimbabwean context. Based on these findings, the study recommends that destination marketers need to prioritise the use of mainstream print media as a complementary promotional strategy. Given its broad reach and high readership engagement, print media offers considerable potential for shaping positive perceptions of Zimbabwe’s tourism brand. Furthermore, the study acknowledges the influence of other media types, beyond print, on destination brand image and brand loyalty, suggesting that a multi-channel approach may be optimal for enhancing brand visibility and trust. In conclusion, the study affirms that print media plays a significant role in building destination brand awareness, reinforcing perceived brand quality and strengthening brand associations. These dimensions are critical for repositioning Zimbabwe as a competitive and appealing tourism destination in the global market.