| Summary: | The aim of the study was twofold, firstly to determine the destination attractiveness of Zimbabwe as a tourist destination that would enable a stronger position post-political changes; and secondly, it sought to analyse the influence of socio-demographic characteristics on tourists’ perceptions of Zimbabwe’s attractiveness as a tourist destination. Data were collected using a demand survey from international tourists that visited Zimbabwe. A total of 500 questionnaires were administered and data were analysed using exploratory factor analysis and one way analysis of variances. The results revealed eight attractiveness factors for
Zimbabwe as a destination faced with political challenges, of which destination amenities were rated as the most important. Mixed results concerning the influence of socio-demographic characteristics and tourists’ perceptions of destination attractiveness, were obtained. The most significant influencers were level of education and continent of residence with four direct influences on selected destination attractiveness factors. These findings contribute to the body of knowledge as this study is the first to document the influence of socio-demographic factors on the attractiveness of a destination in political turmoil. It can assist
Zimbabwe, and similar destinations, in attracting selected markets based on the attractiveness of the destination.
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