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Elasticity of demand a critical form tourism market position: understanding Zimbabwe tourism destination

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dc.contributor.author Chigora, Farai
dc.contributor.author Vutete, Clever
dc.date.accessioned 2018-12-10T09:31:05Z
dc.date.available 2018-12-10T09:31:05Z
dc.date.issued 2015
dc.identifier.issn 2333-3324
dc.identifier.uri http://repository.cuz.ac.zw:8080/xmlui/handle/123456789/63
dc.description.abstract 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 has been identified as price charged, tourists’ disposable income, price of other related tourism destinations, marketing and media publicity. They 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. en_US
dc.language.iso en en_US
dc.relation.ispartofseries Vol. 2(2);
dc.subject Elasticity en_US
dc.subject Tourism en_US
dc.subject Market position en_US
dc.subject Zimbabwe en_US
dc.subject Destination en_US
dc.title Elasticity of demand a critical form tourism market position: understanding Zimbabwe tourism destination en_US
dc.type Article en_US


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