Abstract:
There has been too much attention to international tourism in developing nations than domestic tourism.
However; international tourism has proved that it is highly sensitive to international trends like global
financial crises, terrorism, sustainability issues and politics. On the contrary domestic tourism is stable
and has proved to be a source of tourism development in other nations. Thus this study sought to explore
the extent to which pricing was affecting the performance of domestic tourism in Zimbabwe using a
descriptive survey. Domestic tourists staying in hotels made up the population. Results indicated that
most tourism products were moderately priced. It was also revealed that Zimbabwean domestic tourists
are highly price sensitive. It was concluded that in Zimbabwe pricing policies are affecting domestic
tourism performance. Major insights were that domestic tourists were in favour of least pricing, discount
pricing, differentiated pricing and price bundling.
