Development of a Destination Image Recovery Model for Enhancing the Performance of the Tourism Sector in the Developing World

This chapter is based on a doctoral thesis on the development of a destination image (DI) recovery model for enhancing the performance of the tourism sector in Zimbabwe. The study was prompted by the failure of African destinations to develop DI image recovery models. A pragmatist paradigm, a convergent parallel mixed methodology research approach and a cross sectional survey were adopted. A sample of three hundred and nineteen comprising international tourists, service providers and key informants was used. A structured, semi-structured questionnaire and semi-structured interview guide were used respectively. Quantitative data was analyzed using the Statistical Package for Social Sciences (SPSS) and AMOS version 25 while qualitative data was analyzed using NVivo version 12. Tests were conducted using descriptive statistics, exploratory factor analysis, and confirmatory factor analysis. Structural Equation Modeling (SEM) was used to analyze the multiple independent variables. The major findings were that price, ancillary services and amenities significantly influenced affective image while ancillary services significantly influenced destination performance. The study recommended that the Ministry of Environment, Climate, Tourism and Hospitality Industry trains tourism stakeholders including the host community in order to achieve sustainable destination image recovery.