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Leveraging Disruptive Technologies to Promote Agritourism Experiences in Rural Zimbabwe

In: Agritourism Marketing in Africa

Author

Listed:
  • Promise Zvavahera

    (IBSUniversity)

Abstract

It is acclaimed that agritourism has significant potential for fostering global rural development. This study employed expansive literature to examine the potential of utilising disruptive technologies to enhance agritourism in rural areas using Zimbabwe as a case study. The study utilised databases such as ERIC, IEEE Xplore, ScienceDirect, Scopus, and Web of Science to collect pertinent literature. Forty-nine articles and official reports were reviewed for this study. The study revealed several key findings and implications, emphasising the transformative potential of technology in enhancing agritourism and economic development in rural areas. Disruptive technologies, such as digital marketing, online booking platforms, virtual tours, and mobile applications, offer significant prospects for improving agritourism experiences in rural Zimbabwe and Africa, thereby fostering economic growth. These technologies can attract a broader audience, streamline operations, and enhance overall visitor engagement. The study also identified numerous constraints that impede the progress of agritourism in rural Zimbabwe and beyond. These constraints include inadequate infrastructure and facilities, poor road networks that limit accessibility, limited availability of technology and internet connectivity, financial and economic constraints due to weak economic performance, a lack of digital literacy and skills, intermittent power cuts, and concerns about data privacy. To address these challenges, the paper presents a model for leveraging disruptive technologies to enhance and sustain agritourism experiences in rural Zimbabwe leading to economic development and employment creation. The model suggests that embracing disruptive technologies can increase visitor numbers and drive local economic growth. This study contributes to the existing body of knowledge by demonstrating how disruptive technologies can be leveraged to enhance agritourism experiences, thereby fostering economic development and sustainable tourism in rural Zimbabwe.

Suggested Citation

  • Promise Zvavahera, 2025. "Leveraging Disruptive Technologies to Promote Agritourism Experiences in Rural Zimbabwe," Springer Books, in: Brighton Nyagadza & Farai Chigora & Azizul Hassan & Abu Bashar (ed.), Agritourism Marketing in Africa, chapter 0, pages 213-234, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-78682-2_8
    DOI: 10.1007/978-3-031-78682-2_8
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