Destination identity and projected online image in rural Southern Africa : A case study of Nyanga, Zimbabwe

Sammanfattning: The value of tourism as a driver of economic and social development in Africa cannot be overstated. Tourism is regarded as a source of foreign currency, employment creation and more importantly, a means of achieving the sustainable development goals (SDGs). Notwithstanding its contributions, many African countries are yet to reap the full benefits of the industry. While the current pandemic has adversely affected tourism across the continent, it has also created opportunities for rural tourism. Rural destinations in Southern Africa could tap from this new trend as local and international visitors seek to experience open spaces and rural settings. Succeeding in these highly competitive tourist markets, however, requires effective destination promotion which can be achieved by ensuring that the projected image of a destination reflects its identity. By focusing on Nyanga, a typical rural tourist destination in Zimbabwe, Southern Africa, this study sought to analyse the projected destination image against its identity as perceived by the local community. To establish the projected image, a content analysis was done for Nyanga’s images as portrayed on the online platforms of the Zimbabwe Tourism Authority (ZTA), the official destination promoter. A total of 44 pictures were analysed from the ZTA website, Facebook page, Instagram, and Twitter handle. The destination identity was evaluated through semi-structured interviews with seven residents who were purposively selected through snowball sampling. Participants were also asked to give their opinion on the images of Nyanga that were showcased on the online platforms of the ZTA. This was done to ascertain whether the images were reflecting the true identity of Nyanga, from the perspective of the local community. The findings of the study reveal that there is a gap between the projected image and Nyanga’s identity. While the projected image emphasises on the natural environment and the portrayal of humans interacting with nature and each other, the identity is hinged on culture and religion. Elements relating to history, authenticity, and knowledge also shape the identity of Nyanga even though these aspects are not incorporated in the projected image. The study provides important insights for enhancing the promotion of Nyanga and creating opportunities for sustainable development.