Open AccessComprehending Determinants of Demand: Zimbabwe Tourism Destination Scenario
Author(s) -
Farai Chigora,
Clever Vutete
Publication year - 2015
Publication title -
issues in economics and business
Language(s) - English
Resource type - Journals
ISSN - 2377-2301
DOI - 10.5296/ieb.v1i2.8690
Subject(s) - tourism , marketing , accommodation , dominance (genetics) , business , destinations , taste , consumption (sociology) , qualitative research , advertising , quantitative research , geography , sociology , social science , biochemistry , chemistry , food science , archaeology , neuroscience , gene , anthropology , biology
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.