Challenges of rural tourism development in Zimbabwe: A case of the Great Zimbabwe-Masvingo district

Abstract The purpose of this paper is to analyse the challenges of rural tourism development in Zimbabwe. The paper uses the qualitative research methodology, and a case study research design. A case study of Great Zimbabwe in Masvingo district of Zimbabwe was used. Face to face interviews and focus group discussions were used to collect primary data. Purposive and convenience sampling techniques were employed to select respondents. The findings of the study show that there is lack of sustainable interventions and promotion strategies for the development of rural tourism. Most studies have approached tourism development in terms of its quantitative aspects. However, this study seeks to understand rural tourism development through a qualitative approach which brings an in-depth understanding of the socio-economic dynamics experienced by rural people. Such dynamics can be difficult to identify if a quantitative approach is employed. The study established that factors such as political instability, community conflict, lack of finance, poor communication, and limited knowledge are responsible for the absence of strategies to promote rural tourism. All the aforementioned reasons complement each other and pose a challenge to the sustainability of rural tourism development. To transform rural areas through tourism, it is imperative for the government of Zimbabwe to develop rural tourism strategies and policies