The influence of technology adoption and social media branding on green tourism in Zimbabwe: exploring the intermediary role of tourists’ behaviour

Option Takunda Chiwaridzo and Reason Masengu

Journal of African Business, 2025, vol. 26, issue 1, 88-108

Abstract: In the contemporary landscape of Zimbabwe’s tourism industry, the convergence of social media branding, technology adoption, and the promotion of green tourism practices has emerged as a pivotal force shaping the trajectory of the country’s tourism sector. This article aims to explore the impact of social media branding and technology adoption on green tourism in developing countries, particularly Zimbabwe, in the wake of the COVID-19 pandemic. These factors have emerged as powerful elements in the tourism industry. Employing a quantitative methodology, data were gathered from 335 tourism supply chain representatives using simple random sampling and the Krejcie and Morgan approach. Questionnaires were administered through Google Forms, and data analysis was performed using smart pls 3 software. The results reveal that social media branding and technology adoption have a positive influence on green tourism, with tourist behavior acting as a mediator in this relationship. This study can provide valuable insights to policymakers, green tourism supply chain, and environmentalists in devising strategies to promote green tourism in Zimbabwe and other developing countries.

Date: 2025
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DOI: 10.1080/15228916.2024.2314964

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