Towards the development of cultural tourism as an alternative for tourism growth in Northern Zimbabwe

Abstract

Purpose Zimbabwean tourism, whose draw-card is wildlife, has been on the decline since land invasions that occurred in 2000. Due to the farm invasions, wildlife-based tourism is no longer a viable option. In cases where traditional industries are declining, cultural tourism has been found to be an effective alternative source of revenue. Cultural and heritage tourism represents a growing special interest market whose demand is very high; however, this sector is yet to be sufficiently explored in the empirical context of Northern Zimbabwe. The purpose of this paper is to explore the development potential of the sector. Design/methodology/approach A quantitative methodology was applied in this study. Data were collected using a self-administered questionnaire that was distributed to 500 international tourists who visited Northern Zimbabwe’s cultural and heritage attractions between October 2013 and February 2014. Statistical Package for Social Sciences Version 19.0 was employed in data coding and analysis. Descriptive statistics, independent t-tests and one way analysis of variance were used in this study. Findings On the whole, the study found that there is potential to develop cultural tourism as an alternative for tourism growth in Northern Zimbabwe. Results showed that there exists a certain demand for cultural and heritage tourism in Northern Zimbabwe and should be developed. Cultural and heritage tourists’ spending is high per visit, despite the fact that Zimbabwe is an expensive destination. The intention to repeat visitation was found to be significant with the age, level of qualification and nationality of respondents. Originality/value The findings provides insights for cultural and heritage tourism managers in Northern Zimbabwe and similar places around the country to invest in this special interest tourism. The development of cultural and heritage tourism will contribute towards the diversification of the seasonal and threatened nature-based tourism in Zimbabwe. With a better understanding of the motivations, trip behaviour characteristics and perceptions of Northern region, this paper presents insights that are important in developing the cultural and heritage tourism sector. Research on tourism growth in Zimbabwe has predominantly focused on nature-based tourism, suggesting a clear relegation of the contribution that cultural and heritage resources can make towards tourism growth; thus, this study provides a significant contribution in the Zimbabwean context with regards to literature.