Be Green and You are Branded: Case of Small to Medium Enterprises in Zimbabwe Tourism Sector

Farai Chigora, Promise Zvavahera


This study explored the effect of green management in sustainable development in the branding of Small to Medium Enterprises (SMEs) in the tourism sector in Zimbabwe. The study focusedon businesses in the accommodation, travel and resorts areas of the tourism industry in Zimbabwe. The study used both quantitative and qualitative research design whereby data was extracted from the respondents using questionnaires and in-depth interviews. Thekey respondents to the study were managers and employees in the accommodation, travel sectors. The results of the study showed that SMEs in the Zimbabwean tourism industry do not appreciate the impact of green management as a branding tool. The findings indicated that most of the respondents were not aware on what of what green management is all about. Afew managers appreciated the concept and concurred that green management in deed was being practised by large corporations the world over. It was concluded that having green and eco-labels displayed on business premises, letterheads and other business exchange would improve their branding and identity to the world. The study recommended that the operators in the accommodation, travel and resorts should adopt green and eco-certification programs so as to attract the modern enlightened tourist who is green and eco-sensitive.

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Copyright (c) 2015 Farai Chigora, Promise Zvavahera

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Journal of Entrepreneurship and Business Innovation  ISSN 2332-8851

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