Abstract
The current study examined how Zimbabwe, a Southern African developing country can utilise various types of events to grow its tourism. This was intended to gain an understanding of the triple-bottom-line (TBL) impact of tourism events on the local communities and on the hosting destination concerned. Moreso, the study examined how the Covid-19 pandemic impacted on the Zimbabwe’s events tourism industry and on the recovery strategies envisioned to assist the industry towards recovery. To achieve the above, the study investigated tourism events hosted in Zimbabwe’s major cities, Harare, Bulawayo and Victoria Falls. Overall, the study was aimed at crafting an events tourism development framework suited for developing countries, especially those presented with similar challenges as Zimbabwe.
Guided by the pragmatism research paradigm, the current study adopted a mixed research approach, combining quantitative and qualitative methods. For the quantitative component, the events attendees/spectators of, and participants in, the selected four events were recruited to participate in the study, using a spatially based convenience sampling method. Local residents in the reporting town of Victoria Falls were also surveyed in the study. These study participants were requested to complete a structured survey instrument, so as to ascertain the value of, and the contribution made by, local tourism events in the promoting of Zimbabwe’s tourism development. A total of 1374 valid questionnaires were received from the events attendees/spectators and participants, while 425 were received from the local residents. The qualitative data section for the study consisted of in-depth semi-structured interviews with 22 of Zimbabwe’s key events tourism stakeholders. The key informants involved included individuals in, and representatives of, events tourism institutions, both in the private and the public sector. Event organisers, sponsors, business owners, government representatives, travel and tourism associations, policy experts and community leaders participated in virtual interviews, sharing their views regarding events tourism in Zimbabwe and their insights into informing events tourism development for Zimbabwe. The analysis of the empirical data collected for the current study was undertaken in twofold. Firstly, the quantitative data required was captured onto the IBM Statistical Package for Social Sciences (SPSS) software, version 27. Secondly, qualitative data obtained from the interviews was thematically analysed. Both the quantitative and the qualitative data obtained were first analysed in relation to the study objectives, and then integrated, so as to bring about an understanding of the value of tourism events in Zimbabwe.
The current study revealed the contribution made by tourism events in Zimbabwe and highlighted the significant impacts that events tend to bring to destinations. Several similarities and converging views were noticed among the different stakeholder groups, especially in terms of the level of support offered to events hosting. Overall, the key stakeholders supported events hosting in Zimbabwe and suggested ways to help capitalise on the positive impacts of and to alleviate the negative impacts associated with the hosting of tourism events in the country. The recovery strategies from the global pandemic were expounded on, providing a valuable lesson that the events tourism stakeholders in Zimbabwe could learn, especially in times of crisis. Chief among the key recovery strategies revealed in the study was the fostering of collaboration and of mutually beneficial partnerships, at different levels. The study contributes to the theory involved, by means of developing a framework guided by key events tourism principles, and confirmed by empirical evidence supporting the production and consumption of events in the developing contexts concerned. The present researcher also found ways in which to strengthen the events tourism
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strategies, including through the developing of mutually beneficial synergies that serve to boost tourism. This study adds to the body of knowledge available, especially regarding events tourism development in the developing contexts. A framework for events tourism development is, thus, necessary, as it assists various events stakeholders in planning sustainable events that have the potential to grow tourism.