Abstract
Poor marketing of domestic tourism hinders the development of domestic tourism. The domestic tourism market lays the foundation of the tourism industry. Using a qualitative research this study sought to explore tourism marketing strategies that can be used to optimise domestic tourism in Kariba Resort. Results from this study may be useful to stakeholders of Kariba resort in marketing of Kariba to the Zimbabwean tourist market, to enhance domestic tourism demand. This can help Kariba as a destination to have a competitive edge over other local destination in the country. The results showed that there is close relationship between tourism marketing and tourism demand, tourism players are using various marketing strategies to appeal to locals. The results showed that Kariba as resort destination is adversely affected by lack of stakeholder cooperation in the marketing of the destination to the Zimbabwean tourist market.
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