Dr Mafanedza Brutus Makumbi, a lecturer in the Department of Marketing Management, obtained his PhD in Tourism Management on 1 September 2025. Below is a photo of Dr Makumbi, his wife, and some of his colleagues in the Department of Marketing Management.

From left to right: Dr Ndhlovu, Prof Jordaan, Dr Makumbi (PhD graduate), Mrs Makumbi, Prof du Preez (study supervisor), Prof Mostert, Dr Frost, Dr Tobias-Mamina

His thesis investigated how South African DMOs translate their destination’s brand identity, as articulated in their strategic documents, into a brand image projected across various social media platforms. In today’s digital age, social media has become an essential medium of expression and communication. This applies not only to individual users but also to organisations seeking to build an image on these platforms. Destination Marketing Organisations (DMOs) play a pivotal role in destination brand and communication stewardship, as they are instrumental in shaping a destination’s identity through strategic planning, marketing communication, and branding. However, for most DMOs, the key challenge lies in using social media strategically, by aligning a destination’s online brand image with its intended strategic brand identity.

The research followed a three-phased mixed-methods approach. Phase 1 entailed a Systematic Quantitative Literature Review (SQLR) of 300 articles between 2010–2020, examining existing literature in destination branding and social media research to establish the geographical base from which such studies emanated. Phases 2 and 3 analysed strategic documents of seven case study DMOs to determine whether and how the key elements of destination strategy and brand identity feature, including evaluating the extent to which social media is integrated as part of the strategy.

The primary theoretical contribution of the study is encapsulated in the proposed Destination Branding-Social Media Alignment (DBSMA) framework. The framework is grounded in principles from strategic management, strategic planning, and social media, contextualised within destination branding. Overall, the DBSMA framework offers a holistic understanding of social media as a core component in strategic planning, creating an avenue for systemic research on how DMOs can maximise social media utilisation to remain competitive in the dynamic tourism landscape. Practically, the DBSMA framework provides guidelines for optimal utilisation of social media tools in a resource-scarce context.

Below is a photo of Dr Makumbi and his family on graduation day, 1 September 2025.