The study analysed the value chain model that was used to analyse the sustainable\ncompetitive advantage of manufacturing businesses by Porter in 1985. The processes of the\nmodel which are both primary and secondary variables were matched and compared to the\ntourism destination processes. This was done in order to design a specific value chain model\nthat can be used by a tourism destination so as to improve brand equity. The study therefore\nanalysed Zimbabwe as a tourism destination which needs to improve its brand equity through\nan effective tourism value chain. The study used a sequential mixed method in order to\nestablish data from respondents. It started with a qualitative design whereby by Zimbabwe\ntourism destination processes were established through in-depth interviews from various\nexperts in the industry. The identified variables were local people, natural resources and\ndestination marketers. Also the respondents agreed that the secondary factors for a Zimbabwe\ntourism destination value chain include finance, skilled human resources, infrastructure,\nsustainable practices and global partnerships. The relationship of Zimbabwe tourism\ndestination variables to Porter�s primary value chain activities were identified through a\nquantitative design using survey questionnaires. The results of the study showed that the\ninbound logistics is related to local people, operations to natural resources and outbound\nlogistics to destination marketers. The study recommended a value chain model specifically\nfor tourism destinations that comprise of local people, natural resources and destination\nmarketers as the primary activities. An effective mix of the tourism primary factors and secondary factors (finance, infrastructure, skilled human resources, sustainable practices and\nglobal partners) will lead to improved brand equity for the Zimbabwe tourism destination.
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