An analysis of the factors driving the implementation of green tourism practices in Zimbabwe

Abstract

Abstract The drivers of green tourism practices in the hotel sector in Zimbabwe are under-theorised. Whilst green tourism practices are now acknowledged as essential in every tourist destination, no study has determined what is driving the implementation of green tourism practices in Zimbabwe. Green tourism practices are implemented at varied levels in hotels in Zimbabwe, indicating that some efforts in complying with the dictates of green tourism are being made. Scientific evidence has shown that the hotel sector is not a smokeless industry as previously thought, as damage of the environment has been witnessed in various destinations across the globe. This study sought to analyse the drivers of green tourism implementation in Zimbabwe. The study was carried out in Harare, Victoria Falls and Nyanga. The study adopted a mixed methods approach. Data was collected from hotel employees and hotel managers. An interview guide was used to collect qualitative data from 15 purposively selected key informants. Structured questionnaires were used to collect quantitative data from 333 participants using stratified random sampling. Thematic analysis was used to analyse qualitative data whilst SPSS version 23 was used to analyse quantitative for simple descriptive statisticsand factor analysis. The results of the study revealed that the hotel sector is knowledgeable about green tourism practices and that these green tourism practices focus on energy management, water conservation and waste management.The results of the study revealed the following drivers of green tourism implementation in Zimbabwe: cost reduction, Corporate Social Responsibility (environmental), knowledge of green practices, and increase in profits among other drivers. The study recommended the need for a stronger green tourism policy, guest education and serious stakeholder engagement to enhance the implementation of green tourism practices in the hotel sector in Zimbabwe.