Abstract
M.A.
The concept of hosting business events has gained increased attention due to the perceived positive impacts that they can bring to a destination. Some of these positive spin-offs include the events’ ability to act as destination promoters by attracting visitors who may not have normally visited these locations. This study appraises how business events might be used to promote Zimbabwe as a tourism destination. Although business events are a long established component of the global event industry, research is limited on how such events contribute to promoting African destinations. This research focuses on evaluating two annual business events, the Sanganai/Hlanganani World Tourism Expo and the Harare Agricultural Show, to establish if they contribute to promoting Zimbabwe as a tourism destination.
A mixed methods research approach was taken. Data was collected with face-to-face interviews using a semi-structured qualitative questionnaire for event organisers, and written questionnaires for exhibitors and business attendees. Purposive sampling was used when identifying qualitative participants while the quantitative sample was chosen in a systematic random manner. The interviews from the two event organisers were transcribed and analysed using thematic content analysis. Some of the key findings from the event organisers showed that the National Conventions Bureau needs to have a strategy that will stipulate their function and operations so that they can help event organisers bid, secure, and host regional and international events.
The quantitative data from 55 exhibitors and 113 business attendees was analysed using the Statistical Package for Social Science. These results comprised descriptive and inferential statistics and showed both events being seen by business participants as useful to developing their businesses. Attendees highlighted benefits from the events, such as opportunities to build business linkages and gain investment. Attendees however highlighted that infrastructure problems in Zimbabwe such as transport and communication options sometimes limited their ability to do business. Quantitative respondents’ perceptions agreed that business events help to create a perception in attendees’ minds of a destination, and this in turn lends itself to the attendee promoting the destination in tangible (establishing business relationships with the destination) and intangible (marketing the destination positively to others) terms...