Prioritising Factors Influencing Mountain Tourism Using a Fuzzy Analytic Hierarchical Process: A Case Study of Mount Nyangani, Zimbabwe

Abstract

The purpose of the study was to prioritise factors that may influence mountain tourism in Zimbabwe. Zimbabwe has diverse mountain ecosystems that can attract tourists with various motives ranging from self-fulfillment, spirituality growth, wellness, local culture and religious experiences to simple outdoor adventures. Quantitative data was collected using a ten-point structured questionnaire that was administered to ten mountain tourism experts who were selected using purposive sampling. The findings show that key factors that influence mountain tourism in Zimbabwe include destination image, tourist satisfaction, community participation and local physical infrastructure. Policy makers should encourage green investments in mountain regions in order to unlock growth opportunities in mountain-based communities. Investing in quality complementary touristic infrastructure may also help to improve destination image. Raising awareness about the negative impacts of tourism on mountains’ unique ecological and social systems, as well on behaviour change in the people who live there, is also needed at all levels, including individual mountain tourists, tourism businesses and local communities. The study contributes to literature by pioneering the use of the fuzzy analytic hierarchical approach in order to interrogate factors that influence mountain tourism in Zimbabwe.

Keywords

• mountain tourism
• zimbabwe
• mount nyangani
• fahp
• destination image