Rebuilding sustainable green tourism supply chain through technology adoption and social media branding in Zimbabwe post-COVID-19

Option Takunda Chiwaridzo () and Reason Masengu ()
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Option Takunda Chiwaridzo: University of Science and Technology Beijing
Reason Masengu: Department of Business Management at Middle East College

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, 2025, vol. 27, issue 8, No 12, 18105-18128

Abstract: Abstract The COVID-19 pandemic severely impacted tourism globally, requiring adaptation of the green tourism supply chain in developing countries including Zimbabwe. More so, green tourism supply chain management (GTSCM) has predominantly become a hot area in the tourism field of study, but the researches on effective GTSCM strategies are still in their preliminary stages. This study addresses this gap by assessing the impact of technology adoption and social media branding on sustainable tourism, mediated by GTSCM, in Zimbabwe post-COVID-19. A quantitative methodology was followed using a sample of 320 green tourism supply chain players surveyed. The T-statistics values for all 7 direct and indirect hypotheses exceeded the threshold of 1.96, ranging from a minimum of 2.369 to a maximum of 7.145, indicating a statistically significant positive correlation among all variables. The results demonstrate that technology adoption, social media branding, and GTSCM positively influence sustainable tourism in Zimbabwe. The study’s original contribution is providing timely empirical insights on leveraging technology and strategic branding for sustainable green tourism supply chain in developing countries amidst COVID-19 impacts. It highlights pathways for rebuilding resilience and responsibility in vulnerable tourism sectors through evidence-based policies and practices.

Keywords: Green tourism; Green tourism supply chain; Green tourism supply chain management; Sustainable tourism; Social media branding; Technology adoption (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s10668-024-04718-y

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