Fostering rural tourism brand passion and social sustainability through online brand communities in Zimbabwe

Social media has transformed the tourism sector, more specifically the budding rural tourism industry. This has given rise to the creation of tourism-related content and the birth of online brand communities. These community-led interactions represent a paradigm shift on how brand passion and social sustainability are nurtured in rural tourism online communities. Guided by the stakeholder theory this study examines the dynamic engagement between rural tourism brands and their OBC’s brand passion and the brand’s ultimate social sustainability in a rural setting. Focusing on Zimbabwe, STEs like KwaTerry have embarked on putting rural tourism at the top of their agenda, hence, this study is a yardstick for STEs in developing countries seeking to establish rural tourism brand passion and social sustainability through OBCs. KwaTerry is a small tourism enterprise (STE) located in Mhondoro Turf, Zimbabwe, operating as both a traditional restaurant and rural tourism brand. Established with the mandate to blend local agriculture, culinary heritage, and rural tourism, KwaTerry has grown steadily over the past five years. Its Facebook-based Online Brand Community (OBC), with approximately 150,000 members, has become a hub for engagement, brand storytelling, and cultural promotion. Survey data shows that KwaTerry’s OBC is highly valued by respondents, particularly for its ability to promote social sustainability (M = 4.48) and brand passion (M = 3.94). The findings provide practical solutions to STEs for rural tourism branding and social sustainability through OBCs. This study contributes to the body of knowledge by substituting self-presentation value with brand presentation value.