An Assessment of the Factors that Influences Tourist Visitation to Cultural Sites in Northern Zimbabwe
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Abstract
Culture motivated trips are on the increase since 1992. As a result, many tourism destinations are using cultural and heritage resources as drivers for destination attractiveness and competitiveness. The creation of culturally distinctive destinations has become an important strategy for tourism destinations in increasingly competitive global tourism markets. It is clear that, a deep understanding of the cultural tourism market, its profile, motivations and behaviours is critical. The objective of this study is to present exploratory results of a study that was carried out to assess the factors that influence tourist visitation to cultural attractions in Northern Zimbabwe. The research was conducted in the Northern part of Zimbabwe as delimited by the National Museums and Monuments of Zimbabwe. Survey data were collected using a self-administered questionnaire. Data were analysed by means of descriptive analysis, factor analyses and multiple regression analyses. Factor analyses produced a 3-factor structure, and therefore, three factors were identified as important influences for visitation. Tourists visits Northern Zimbabwe primarily for personal motivations, relaxation and memorable experiences. The dominant type of tourist was found to be the sightseeing tourist. Multiple regression analyses were applied to predict the most influential visitation factors among cultural tourists. Results are crucial in enhancing understanding of cultural tourism market. This understanding is important for destination managers in Zimbabwe to develop differentiated marketing strategies aimed at increasing arrivals, satisfaction and tourism income.
Keywords: Cultural Tourism, Northern Zimbabwe, Visitation, Multiple Regressions
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