Naume Sithole2026-05-012026-04-30https://dzimbahwehub.gzu.ac.zw/handle/123456789/885This study mainly investigates the adoption of information insight on brand knowledge within the tourism and hospitality industry, with specific focus on 2-3 Star hotels in Mutare, Zimbabwe. In addressing this, the researcher scrutinizes the extent to which information insights are exploited to shape brand knowledge and the challenges that constraint effective adoption among these institutions. The study further reviews existing literature on information quality, brand knowledge and technology adoption in the hospitality contexts to establish the theoretical foundation and capture academic perceptive on the subject. The review of related literatures positioned on the dimensions of brand knowledge, information insights framework and organizational factors swaying adoption in small-medium-scale hotels. A quantitative research design was employed, using structured questionnaires as the primary instrument for data collection from management and staff within the designated hotels. Data obtained were analyzed using descriptives and inferential statistics based on responses from the target participants. Findings from the analysis indicate that the adoption of information insights has significant and positive influence on brand knowledge and overall competitiveness of these hotels in Mutare. Conclusions were drawn regarding the critical role of information-driven strategies in enhancing brand equity and recommendations are provided for hotels, policy makers and industry stakeholders on improving information insights capabilities to strengthen brand performance. Future research should extend this inquiry to other hotels categories and geographic regions or employ a mixed-methods approach to deepen validity and generalizability of results.en-USchallengesresearcherArticle