Comprehending Determinants of Demand: Zimbabwe Tourism Destination Scenario

&lt;p&gt;The study investigated on the most dominant determinants of tourism consumption in Zimbabwe tourism destination. The research design was a QUAL to QUAN sequential mixed method starting with a qualitative research design followed by quantitative research. The qualitative research helped in getting the main determinants of demand using in-depth interviews from managers and experts in the tourism industry. The agreed determinants include disposable income, demographic changes, change in taste and preferences, religion dynamics, globalization, marketing and advertisement, customer knowledge, destination branding, social networks, destination’s own price, price of other destinations and media propaganda. These where then tested for their dominance in the accommodation, travel and resort sectors in Zimbabwe through a quantitative design. The results showed that the most controlling determinants of tourism demand in these three sectors include destination’s own prices, level of disposable income, social network discussions, media propaganda, marketing and advertising. The study recommended a low pricing strategy, extensive marketing and utilization of e-resources in marketing.&lt;/p&gt;</jats:p

The Rural Market and Urban Market Integration: A Marketing Panacea to Economic Development Issues of Zimbabwe

&lt;p class="ber"&gt;&lt;span lang="EN-GB"&gt;While many Zimbabweans are searching for foreign based economic opportunities for trade and exchange, the local market can also be used as a source of adding value through identifying and capitalising on the existing domestic absolute and comparative advantages. The development of linkages between rural markets and urban markets based on agricultural produce, farm implements, manufactured products and furniture products were used as case study products for identifying and evaluating comparative advantages in this study. A quantitative approach that collected and analysed rural and urban product units and price perceptions of 40 rural peasant farmers and 20 urban business people was used. The study established the comparative advantages that outweighed transport costs in the domestic rural and urban trade opportunities. Major products that attracted comparative advantages were cattle, goats, maize, ground nuts, farm implements, furniture and packaged food products. The research was unique due to its focus on stimulating inbuilt economic development projects.&lt;/span&gt;&lt;/p&gt;</jats:p

Indifference Curve Supremacy in Tourism Consumption Behaviour: Case of Zimbabwe Destination

The study was based on the indifference curve analysis as an economics concept that is premised on assessing consumer behaviour driven by their budgets, products choice and maximum satisfaction. The model was applied in the Zimbabwe tourism destination since the behaviour of the tourists has changed from positive to a negative over its offerings. The research was done using both qualitative and quantitative research designs which is a mixed method. The results of the research shows that the budgets of tourists are failing to meet the prices charged in the Zimbabwean tourism destination. Local participants pointed on the economic downfall which has reduced the value of their disposable income associated with high unemployment rate. Foreign respondents revealed that the Zimbabwean tourism destination is expensive for holiday makers as compared to other tourism destinations in the region. These factors have reduced the totals satisfaction of tourists in Zimbabwe. The research therefore recommended price discrimination charging relatively low prices to local tourists, intensive campaigns to positively change the behaviour of local tourists and mergers so as to achieve economies of scale and charge low prices.</jats:p

Elasticity of Demand a Critical Form Tourism Market Position: Understanding Zimbabwe Tourism Destination

The study investigated the concept of elasticity of demand in relation to Zimbabwe tourism destination performance. The main variables for analysis as drivers for elasticity of demand in Zimbabwe tourism destination have been identified as price charged, tourists’ disposable income, price of other related tourism destinations, marketing and media publicity. The study applied a triangulation research design (both quantitative and qualitative designs). The results of the research showed that price, disposable income and price of other related tourism destinations are critical in enhancing market position of the Zimbabwe tourism destination. Also tourism specified variables which are naturalistic and cultural originality have proved to be on the forefront in improving tourism demand. This is because they are tools which enhance decision making, pricing strategy, government tax levels and price discrimination. The research therefore recommended a low pricing strategy to meet the general economic affordability, aligning to the low disposable income of the locals and matching with the prices charged by other regional and international destinations so as to be competitive and gain market share. Original culture and sustainable management of natural resources have been regarded as pertinent drivers to improve tourism demand in Zimbabwe.</jats:p