Published : 2026-02-27

Reframing destination infrastructure as a strategic destination marketing asset in southern Africa

Washington Makuzva

https://orcid.org/0000-0002-9940-1941

Christiaan Hattingh



Abstract

Despite its acknowledged importance, destination infrastructure has traditionally been conceptualised as a supportive condition rather than a strategic marketing asset. This study addresses this perception by examining the way destination infrastructure shapes destination image, visitor satisfaction, and competitiveness in southern Africa, particularly in Zimbabwe and South Africa. The purpose of the study is to reconceptualise destination infrastructure as a core component of destination marketing using evidence and insights from the literature, policy documents, and industry reports published between 2018 and 2025. The authors identified five critical infrastructure attributes (accessibility, accommodation, attractions, amenities, and technology) that directly influence destination perception and market positioning. While the study contributes to the refinement of existing competitiveness theories, it also proposes an integrated conceptual framework that positions infrastructure as a core marketing asset and provides actionable implications for policymakers and marketers seeking sustainable tourism growth in southern Africa.

Keywords:

Destination marketing, destination infrastructure, destination image, destination competitiveness, southern Africa



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Makuzva, W., & Hattingh, C. (2026). Reframing destination infrastructure as a strategic destination marketing asset in southern Africa. Studia Periegetica, 49(1), 2137. https://doi.org/10.58683/sp.2137

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Publisher
Uniwersytet WSB Merito w Poznaniu
ul. Powstańców Wielkopolskich 5
61-895 Poznań
e-mail: journals@poznan.merito.pl
University
Uniwersytet WSB Merito w Poznaniu / WSB Merito University
ul. Powstańców Wielkopolskich 5
61-895 Poznań

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