Phanos Matura | Great Zimbabwe University (original) (raw)
Papers by Phanos Matura
African Journal of Hospitality, Tourism and Leisure, 2021
This paper investigated how the determinants of social media usage influence the intention to rec... more This paper investigated how the determinants of social media usage influence the intention to recommend within the context of the tourism industry in Zimbabwe. A cross-sectional descriptive design was used to collect data from 190 hotel guests using a survey method. Structural equation modelling was used to analyse the data. The results of the study revealed that perceived benefit influences trust in social media and trust positively influences the intention to recommend the use of social media. However information quality did not influence trust in social media use. The study results specify that hotel guests can only use social media when the perceived benefits are compatible with their needs and that hotel guests would trust practitioners who deliver a good service. it has practical implications where practitioners in the industry can employ the findings to ensure that customers recommend their services to others. The study contributes to a theoretical enrichment of the knowledge...
European journal of social sciences, 2018
The demand for tourism in Masvingo Province (Zimbabwe) is influenced by various factors which are... more The demand for tourism in Masvingo Province (Zimbabwe) is influenced by various factors which are discussed in this paper. The article seeks to examine these factors with a view to providing recommendations for increased tourism demand for the province. Since tourism is regarded as a low hanging fruit in Zimbabwe, these recommendations are quite significant. Broadly two main factors influence tourism in a country. They include economic and social-psychological factors. Economic factors include: disposable income, gross national product per capita (GNP), private consumption, cost of living, tourism prices/costs, costs of living of destinations, exchange rate differentials, relative prices among competing destinations, promotional expenditure, marketing effectiveness and physical distance. On the other hand, the social-psychological factors include: demographic, motivational, travel preferences, benefits sought, images of destinations awareness of opportunities, cognitive distances, a...
European journal of social sciences, 2018
Major tourist attractions in Zimbabwe include: natural, cultural, historical, and wildlife found ... more Major tourist attractions in Zimbabwe include: natural, cultural, historical, and wildlife found in game reserves and national parks. The Victoria Falls are among the major wonders of the country with a height of 108m and a width of up to 1708m. At peak flow of the Zambezi river nearly 550 million litres of water flow into the gorge. Due to the force of the water, the spray is pushed up into the sky reaching heights of over 400m which can be viewed from a distance of 50km away and can be felt throughout the town. Lakes Tokwe-Mukosi and Mutirikwi, Hwange and Gonarezhou national parks, Nyangani, Vumba and Chimanimani mountains, Great Zimbabwe Monuments and some cities are other attractions. This paper examines tourist attractions, facilities, arrivals, occupancy, challenges and opportunities in the country. It provides a comprehensive database of information about local tourist destinations, attractions and facilities in Zimbabwe. Since there is little information on the subject of Zi...
Hospitality & Tourism Review
Purpose: The main purpose of the paper is to profile the needs and wants of millennials in the to... more Purpose: The main purpose of the paper is to profile the needs and wants of millennials in the tourism industry and their implications for tourism operators in Zimbabwe. Methods: The study adopted a qualitative design approach with document analysis being the data collection method. Data were analyzed thematically. Results: The major finding was that millennials desire authentic and memorable experiences, they are highly knowledgeable, have strong digital skills, they are social media creatures and are permanently connected online, they are particular and question everything, they prefer leisure and recreational activities, they prefer hotel facilities with health-oriented facilities like fitness centers and they practice volunteer tourism. Millennials are different, they think and act differently, and their travel choices and preferences are different from the generations before them. Implications: Tourism operators including hotels should adapt their service delivery systems to ...
International Journal of Engineering and Management Research
Digitalization is considered as the veritable vehicle of transformation for the tourism industry ... more Digitalization is considered as the veritable vehicle of transformation for the tourism industry marketing in this age of the internet economy. It influences all business marketing processes before, during and after a tourism trip in a profoundly revolutionary way. Information distribution is quicker, better, and cheaper regardless of geographical and time limitation due to digitalization. The digital marketing mix, which consists of eproduct, eprice, eplace, epromotion, eprocess, epeople, and ephysical evidence, is a powerful tool in revolutionizing tourism marketing management globally including in Zimbabwe. The aim of the study was to examine the level of use and adoption of digital marketing mix strategies in the tourism industry's accommodation sector in Masvingo, Zimbabwe. This study adopted a qualitative research design approach with twenty purposively selected key informants from the tourism industry in and around Masvingo Urban. The sample had managers and marketing managers of hotels and lodges who were respondents in the study. Interviews and analysis of digital platforms were the data collection methods. Data was thematically analyzed. The major finding is that the level of adoption and use of digital marketing mix strategies is varied and generally low. Most players still rely more on the traditional analogue marketing mix strategies. The paper recommends the tourism industry in Masvingo to fully adopt and utilize digital marketing mix strategies for them to achieve customer satisfaction and profitability.
African Journal of Hospitality, Tourism and Leisure, 2021
This paper investigated how the determinants of social media usage influence the intention to rec... more This paper investigated how the determinants of social media usage influence the intention to recommend within the context of the tourism industry in Zimbabwe. A cross-sectional descriptive design was used to collect data from 190 hotel guests using a survey method. Structural equation modelling was used to analyse the data. The results of the study revealed that perceived benefit influences trust in social media and trust positively influences the intention to recommend the use of social media. However information quality did not influence trust in social media use. The study results specify that hotel guests can only use social media when the perceived benefits are compatible with their needs and that hotel guests would trust practitioners who deliver a good service. it has practical implications where practitioners in the industry can employ the findings to ensure that customers recommend their services to others. The study contributes to a theoretical enrichment of the knowledge...
European journal of social sciences, 2018
The demand for tourism in Masvingo Province (Zimbabwe) is influenced by various factors which are... more The demand for tourism in Masvingo Province (Zimbabwe) is influenced by various factors which are discussed in this paper. The article seeks to examine these factors with a view to providing recommendations for increased tourism demand for the province. Since tourism is regarded as a low hanging fruit in Zimbabwe, these recommendations are quite significant. Broadly two main factors influence tourism in a country. They include economic and social-psychological factors. Economic factors include: disposable income, gross national product per capita (GNP), private consumption, cost of living, tourism prices/costs, costs of living of destinations, exchange rate differentials, relative prices among competing destinations, promotional expenditure, marketing effectiveness and physical distance. On the other hand, the social-psychological factors include: demographic, motivational, travel preferences, benefits sought, images of destinations awareness of opportunities, cognitive distances, a...
European journal of social sciences, 2018
Major tourist attractions in Zimbabwe include: natural, cultural, historical, and wildlife found ... more Major tourist attractions in Zimbabwe include: natural, cultural, historical, and wildlife found in game reserves and national parks. The Victoria Falls are among the major wonders of the country with a height of 108m and a width of up to 1708m. At peak flow of the Zambezi river nearly 550 million litres of water flow into the gorge. Due to the force of the water, the spray is pushed up into the sky reaching heights of over 400m which can be viewed from a distance of 50km away and can be felt throughout the town. Lakes Tokwe-Mukosi and Mutirikwi, Hwange and Gonarezhou national parks, Nyangani, Vumba and Chimanimani mountains, Great Zimbabwe Monuments and some cities are other attractions. This paper examines tourist attractions, facilities, arrivals, occupancy, challenges and opportunities in the country. It provides a comprehensive database of information about local tourist destinations, attractions and facilities in Zimbabwe. Since there is little information on the subject of Zi...
Hospitality & Tourism Review
Purpose: The main purpose of the paper is to profile the needs and wants of millennials in the to... more Purpose: The main purpose of the paper is to profile the needs and wants of millennials in the tourism industry and their implications for tourism operators in Zimbabwe. Methods: The study adopted a qualitative design approach with document analysis being the data collection method. Data were analyzed thematically. Results: The major finding was that millennials desire authentic and memorable experiences, they are highly knowledgeable, have strong digital skills, they are social media creatures and are permanently connected online, they are particular and question everything, they prefer leisure and recreational activities, they prefer hotel facilities with health-oriented facilities like fitness centers and they practice volunteer tourism. Millennials are different, they think and act differently, and their travel choices and preferences are different from the generations before them. Implications: Tourism operators including hotels should adapt their service delivery systems to ...
International Journal of Engineering and Management Research
Digitalization is considered as the veritable vehicle of transformation for the tourism industry ... more Digitalization is considered as the veritable vehicle of transformation for the tourism industry marketing in this age of the internet economy. It influences all business marketing processes before, during and after a tourism trip in a profoundly revolutionary way. Information distribution is quicker, better, and cheaper regardless of geographical and time limitation due to digitalization. The digital marketing mix, which consists of eproduct, eprice, eplace, epromotion, eprocess, epeople, and ephysical evidence, is a powerful tool in revolutionizing tourism marketing management globally including in Zimbabwe. The aim of the study was to examine the level of use and adoption of digital marketing mix strategies in the tourism industry's accommodation sector in Masvingo, Zimbabwe. This study adopted a qualitative research design approach with twenty purposively selected key informants from the tourism industry in and around Masvingo Urban. The sample had managers and marketing managers of hotels and lodges who were respondents in the study. Interviews and analysis of digital platforms were the data collection methods. Data was thematically analyzed. The major finding is that the level of adoption and use of digital marketing mix strategies is varied and generally low. Most players still rely more on the traditional analogue marketing mix strategies. The paper recommends the tourism industry in Masvingo to fully adopt and utilize digital marketing mix strategies for them to achieve customer satisfaction and profitability.