| Destination branding is an emerging discipline to the developing world like Zanzibar whereas the same gained momentum in European countries during late of the 20 th century.It is a key discourse when properly applied can yield more benefits to tourism sector to the great extent.The study reveals the influence of tourism impacts have in branding the country of Zanzibar;here the study answers how significantly destination branding(nation brand)could be associated to tourism as a key economic sector in the country of Zanzibar.The study is motivated by the fact that,tourism as a key economic sector in Zanzibar to make use of nation branding as a tool in reaching Millennium development goals as evidenced in country like New Zealand.Face to face interview and focal group discussion,books,periodicals,articles,media,outlets,official statements and websites were key methodologies used in obtaining information related for the study,The study signifies there is a significant relationship where as the positive impacts of tourism influence greatly to the branding of Zanzibar as seen on the tourism policy of Zanzibar of which create favourable conditions for tourist and service providers and presence of peace and security on the other hand as more negative the tourism impacts exist it is likely to affect the efforts of the destination branding issues like political turmoil and environmental concerns.Lastly the study believes on destination branding as the best practice to increase number of tourist visiting the country,it is with this hope,more on policy,programme and projects could be developed by looking more on the likely benefits the tourist will get when visiting Zanzibar and at the same time the government to create favourable condition for the tourism sectors and minimizing the pressure brought by this sector to the country.This research,hence,adds some viewpoints influence of tourism impacts have in branding the country of Zanzibar and it consists of five chapters where the first deals with introduction of the study and theoretical review of the study,while next chapter talks about elements of tourism and stakeholders involvement,the third unit tries to talk about the impact of tourism in Zanzibar,the fourth chapter focuses on the challenges and achievements facing tourism sector in Zanzibar while the last chapter summarizes conclusion and recommendations of the study.Chapter one deals with introductory part of the study which in turn consists of the research background,tourism promotion in Zanzibar,significance of the study,research questions,main argument,literature review,thesis structure,as well as research methodology.On the other hand,this chapter also focuses on the theoretical framework of the study.Hence,it explains the different scholars approach and studies which are done before concerning with impact of tourism in branding image of a country or destination Branding.Different theory and studies has been applied in this chapter which presents theoretical framework related to the subject such as destination theory,The physical,status and prestige,cultural and interpersonal motivation theory,this chapter also talks about national branding and tourism which explain the meaning of branding,national branding as well as tourism which quoted from different author and researchers who did the same study before,so different scholars and researchers has explain the branding perspective,tourism perspective in the study,these scholars include Jaworski & Fosher,Anholt in his book of 1990's and other scholars who presented in this chapter.Chapter two talks about attraction which Zanzibar gifted and maintained in promoting and influencing tourism sectors like beaches,historical sites,spice tour,historical events,geographical of the destination,presence of big and many International hotels as well as kindness and politeness of local people of Zanzibar,also this chapter talks about tourism stakeholders involvement in branding the image of Zanzibar through tourism,these stakeholders divided into three main categories include public sector such as Ministries,Immigration and Police Departments,Commission of tourism,Zanzibar Tourism Cooperation,another category of stakeholder is private sector where by different private involve and contribute in branding national image of Zanzibar,these include Zanzibar Association of tour operators,Hotels as well as Zanzibar Association of tourism investors the last category is local community of destination,this is a very important part which is the base of tourism branding in Zanzibar,people played a bit roles in warmly welcoming tourists and hosting them in different areas and places which tourists visit.Moreover chapter three talks about the impact of tourism sectors in Zanzibar by looking at both side on coins positive and negative impact of tourism in branding Zanzibar image such as increases economy of destination,improves values of Isles in the World attractiveness,creating employment opportunities and other impact which branding the national image of Zanzibar,Chapter four presents the challenges facing tourism sectors in Zanzibar,there are different challenges which presented in this chapter such as high level of bureaucracy,presence of insecurity events and political instability,miserable attraction and absence of multilingual personnel,these challenges bring back the promotion and development of tourism sector in Zanzibar while destroying the image of the country.Also chapter four talks about the policy and its strategies undertaken by Zanzibar government in branding Zanzibar image through tourism sectors.Zanzibar government has initiated different policy,plans and strategies such as 2020 vision plan,also through its Organs responsible in Tourism sector which is Zanzibar Commission of tourism,this sector has different awareness programs,entertainment,and other programs which target to branding the image of Zanzibar through tourism.Chapter four ended by presenting the achievement obtaining as an outcome of branding Zanzibar image through tourism which increasing the GDP of the country,spread of liberalism,reduce poverty,as well as improve the local lives in Zanzibar Rural and coastal communities,number of youth and women who are employed and employed themselves increase annually as well as many natural bungalows have been built which promote the development of Zanzibar.Chapter five is the last chapter of this study which presents the conclusion and recommendation of the study,the study conclude that,although there are some challenges and other obstacles which hinder the development of tourism in Zanzibar and branding process of its image,tourism sector has big impact in improving and promoting the development of local people and its government,since its established,Zanzibar has development in different sectors such as communication and infrastructures sectors,medium and small scale industries,increasing numbers of big and international companies as well as the GDP and foreign earning income has increasing in the country,in recommendation side,the study recommended to different stakeholders include government/public institutions,private institution and local people to play their roles and responsibilities in promoting effective the brand image of Zanzibar through tourism sector. |
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