Authentic tourism branding in Zim vital
THE authenticity theory focuses on the idea that tourists seek genuine experiences when they travel. The theory suggests that tourists are more drawn to destinations that offer unique, real and culturally rich experiences.
Dean MacCannell, an American sociologist, introduced the concept through his book “The Tourist: A New Theory of the Leisure Class” in 1976.
His major argument was that tourists are looking for authentic experiences that allow them to connect with the local culture, history and traditions of a destination.
The authenticity theory provides a framework for tourism providers to focus on the genuine and unspoiled aspects of a destination, to appeal to visitors looking for more meaningful and culturally enriching travel experiences.
However, in Zimbabwe, colonisation distorted the status of authentic tourism, hence the need for restoration of the lost legacy.
Colonisation had an adverse effect on the authenticity of tourism in Zimbabwe. It led to the imposition of foreign cultural and economic systems that distorted the country’s authentic heritage and traditions.
This can be seen in the various aspects of Zimbabwe’s tourism offerings.
One practical example is the commercialisation and commodification of traditional cultural practices and artifacts. This means colonisation exploited many traditional cultural practices and artifacts for economic gain, leading to their commercialisation and loss of their original authenticity as expressions of local culture.
Furthermore, colonisation changed the design of many tourist attractions to cater to the tastes and expectations of the settlers, and this removed the authentic experiences of the local people. The settlers created artificial “cultural villages” or theme parks that presented a sanitised and distorted version of the local culture, rather than showcasing the genuine and unspoiled aspects of Zimbabwean traditions.
The colonists’ idea was to remove Zimbabweans from the global picture and to eliminate African authentic experiences from global existence.
In the same vein, colonial names of resort centres in Zimbabwe have contributed to the destruction of authentic tourism experiences by perpetuating a narrative that is disconnected from the country’s rich cultural heritage and traditions. These colonial names often reflect a history of exploitation and marginalisation, and create a sense of dis
It is through promoting traditional dances, music, crafts and other cultural practices that Zimbabwe can reclaim the lost legacy of authenticity associated with the country’s tourism offerings
connection between tourists and the authentic Zimbabwean experience. Foreign names of resort centres, including “Victoria Falls” and “Prince of Wales View”, have distorted the local culture, history or traditions of the areas they are located.
Instead, they hark back to a colonial era, when these places were named by and for the benefit of colonial rulers and settlers, rather than the indigenous people who have inhabited these areas for centuries.
Way forward for Zimbabwe’s tourism industry
To address the distortions caused by colonialism, and to promote authentic tourism in Zimbabwe, efforts to reclaim and preserve the country’s authentic cultural heritage and traditions should be initiated.
In this case, the First Lady, Dr Auxillia Mnangagwa, has been actively involved in promoting the country’s authentic cultural heritage and traditions. She is, therefore, contributing to the restoration of authentic tourism in Zimbabwe.
She has been a vocal advocate of the preservation of traditional practices and has supported initiatives aimed at showcasing genuine aspects of Zimbabwean culture to both domestic and international tourists.
It is through promoting traditional dances, music, crafts and other cultural practices that Zimbabwe can reclaim the lost legacy of authenticity associated with the country’s tourism offerings. Furthermore, the First Lady’s efforts to promote and preserve the country’s authentic cultural heritage and traditions are contributing significantly to the restoration of authentic tourism in Zimbabwe.
Her call for cultural preservation, support for community-based tourism initiatives and promotion of responsible practices in the sector are all aligned with principles of the authenticity theory, ultimately enhancing
the appeal of Zimbabwe’s offerings to visitors seeking genuine and meaningful travel experiences.
I appeal to the First Lady, in her capacity as ZANU PF Secretary for Environment and Tourism, to consider an initiative to re-evaluate colonial names of tourism destinations that have continued to distort the image of the country’s legacy.
If the resort centres embrace the traditional indigenous names, the authentic cultural heritage and traditions of Zimbabwe will be fully reflected. In addition, the Museum of African Liberation in Harare deserves special mention in authentic tourism. The facility is dedicated to the preservation and promotion of the history and heritage of Africa, with particular focus on the liberation struggles and achievements of the nations on the continent.
The museum preserves the stories and experiences of African liberation heroes and heroines, and provides visitors with a deeper understanding of Zimbabwe’s history and the resilience of its people, thus contributing to the restoration of authentic tourism in the country.
This also helps to counteract the narrative of colonial exploitation and marginalisation that has been perpetuated in the tourism industry.
In short, authentic tourism can be used to differentiate Zimbabwe from other tourist destinations and position it as a genuine and unique place to visit. The theory provides a framework for understanding the importance of offering authentic experiences that are meant to attract tourists seeking real and meaningful travel experiences, ultimately enhancing the performance of the tourism industry.
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