Pricing and domestic tourism performance in Zimbabwe

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.