Challenges for rural tourism development in Zimbabwe: a case of the Great Zimbabwe Masvingo area.

The main focus of this study is the challenges of rural tourism development in Zimbabwe. The study identified that there is a lack of sustainable interventions in the development of rural tourism which is catalyzed by the absence of rural tourism promotion strategy to support the sustenance of livelihoods through socio-economic transformation. Meaningful socio economic transformation in the African rural areas through tourism remains a major development challenge. Development initiatives through different forms of tourism in the rural communities, has to a less magnitude benefited the rural communities and have negatively impacted the socio–economic environment. A qualitative research methodology and case study design was employed in order to have a deeper understanding of the experiences of the society around this project. Face to face interviews and focus group discussions guides were used to collect primary data. Purposive and convenience sampling techniques was employed to select respondents. Data was analysed using the transformative theory and sustainable livelihoods theory and was organized into categories and themes. The study established that the absence of a strategy is caused by political instability, community conflict, lack of finance, marketing, poor communication, and limited knowledge of tourism. All the aforementioned reasons complement each other and poise a challenge to the sustainability of rural tourism development. For Zimbabwe to effectively transform its economy through tourism, the government needs to plan the process, formulate and implement relevant economic and social development strategies and policies. Although this dissertation is a case study of sustainable rural tourism in Zimbabwe, it can be used to appreciate the role of tourism in bringing about socio-economic transformation and sustaining livelihoods in developing countries