A study of Zimbabwe's competitiveness as a tourist destination

Abstract

Abstract by author:

Recommendations were mainly directed at ways and means of minimizing the strategic weaknesses or impediments identified. Some key recommendations included an urgent need to upgrade standards of service and facilities, product development, improve safety and security of visitors, improve visitor facilitation and establishment of a tourism master plan. It was also found critical that the statistical data base be improved also, that a more pro-active marketing campaign be developed, a new brand be established, abolish price tiering and improve private sector/public sector cooperation. ZTA should be strengthened by committing more resources towards marketing, training and research

The tourism industry is one industry that has also been affected by these winds of change. The industry is the fastest growing in the whole world and in Zimbabwe is third largest in terms of foreign exchange earnings. Competitiveness of this industry has been examined in this paper more so because of the economic significance of tourism to the Zimbabwean Gross Domestic Product. The industry has contributed significantly in terms of employment creation, foreign exchange generation, government tax revenues and its multiplier effects

Whilst analysis of the study focused on Zimbabwe, a comparative analysis was also done with major competing regional destinations. Mauritius and South Africa were looked at in detail whilst Namibia, Malawi, Botswana and Zambia were briefly looked at. For these competitors data gathered was mainly secondary in nature

For Zimbabwe secondary data was utilised together with primary data obtained through interviews, discussions and a self administered questionnaire all targeted at the Zimbabwean tourism personnel. The literature review that was done provided a conceptual framework within which the thesis would hinge. Three major areas of focus were industry and competitive analysis, marketing and tourism

The findings, analysis and discussion section separated three areas which included industry and competitive analysis, the Zimbabwean tourism product and the Zimbabwe Tourism Authority (ZTA). According to Porter's Five Forces Model the major forces affecting tourism are intensity of rivalry, threat from new entry and threat of substitute products. Zimbabwe scores highly on its natural resource base touristically. Other strategic strengths include safety of destination, friendliness of Zimbabweans, excellent accommodation facilities and customer service. However, impediments to competitiveness, took the form of lack of skills, poor infrastructure, poor marketing, poor internal air access tiered, pricing system, high prices of product, poor visitor facilitation, poor training, absence of a master plan and lack of communication. The ineffectiveness of the ZTA to steer the industry was also highlighted