Travel motivations of domestic tourists: The case of Zimbabwe.

Abstract

The quantity of research on domestic tourism for destinations in Africa is significantly lower than that on international tourism. The paper sought to investigate the motivations of domestic tourists in Zimbabwe with a view to gain greater insights on the needs of the domestic market. Five motivation factors were identified using a survey method. Data was analysed by means of descriptive statistics and Exploratory Factor Analysis. Novelty, nature seeking and escape and relaxation emerged as the major motivation factors which stimulate domestic tourists to engage in tourism, while prestige and socialisation were the least motivation factors. Identification of the motivations is useful in the design and production of tailormade tourism products and services which can effectively meet the needs of tourists thereby creating optimal satisfaction levels. The priority given to the novelty motivation by domestic tourists partially implies that most Zimbabweans are alienated from their own tourist attractions. There is a need to develop strategies to encourage more local people to participate in tourism. Product development and marketing messages should place more emphasis on novelty, nature seeking needs including opportunities for escape and relaxation to induce more domestic demand for tourism goods and services among Zimbabweans.

Keywords

• Travel motivations
• domestic tourism
• tourist needs
• Zimbabwe