1. – Lecturer, Tourism & Hospitality Management Department, Midlands State University, Zimbabwe
| Received
05-Sep-2016 |
Accepted
- |
Published
05-Sep-2016 |
Abstract
This study examined system-wide implications of an Approved Destination Status (ADS) granted to Zimbabwe by China in 2004 on Zimbabwes tourism industry. A total of 150 self-administered questionnaires were used to collect data. The study revealed a disproportionate increase of tourism traffic from the Chinese market and revenue inflows which have largely remained depressed. Findings further highlighted that Chineses low spending patterns, inaccessibility of the country, and a highly volatile political environment have undermined the ADS. The ADS dispensation has presented local operators with a dilemma on the way forward, hence a shift in marketing strategy, re-configuration of the pricing regime, and improved air connectivity are necessary.
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