Elasticity of Demand a Critical Form Tourism Market Position: Understanding Zimbabwe Tourism Destination

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 have been identified as price charged, tourists’ disposable income, price of other related tourism destinations, marketing and media publicity. The 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.