Digital and Social Media Marketing for Sustainable Agritourism

Raymond Mapuranga (), Sharon Chisango and Desderio Chavunduka
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Raymond Mapuranga: Midlands State University
Sharon Chisango: Bindura University of Science Education
Desderio Chavunduka: Chinhoyi University of Technology

Chapter Chapter 10 in Agritourism Marketing in Africa, 2025, pp 261-285 from Springer

Abstract: Abstract Prompted by the underutilization of digital and social media marketing strategies in promoting sustainable agritourism development in Africa specifically Zimbabwe, this chapter explored the potential of digital and social media marketing in promoting sustainable agritourism development in Africa. It examined the role of technology and online platforms in enhancing visibility, attracting tourists, and fostering sustainable practices within the agritourism sector. The objective was to understand how digital and social media marketing strategies can contribute to the economic growth of agritourism while preserving local culture, protecting the environment, and empowering local communities. This study adopted the integrative systematic literature review methodology to explore the role of digital and social media marketing in sustainable tourism development. The data obtained provided rich insights into the current practices, challenges, and opportunities in leveraging digital and social media marketing for sustainable agritourism development. This study was guided by theoretical frameworks encompassing sustainable development, digital marketing, and agritourism. The frameworks aided in structuring the research, analyzing the data, and deriving meaningful insights. The findings of this research demonstrated the potential of digital and social media marketing in enhancing the visibility and promotion of sustainable agritourism in Africa. The study identified effective strategies for leveraging online platforms, highlighted key challenges and opportunities, and shed light on the impacts of digital marketing on sustainable practices, economic growth, and community empowerment. The findings provide actionable recommendations for agritourism stakeholders, policymakers, and local communities in Africa to harness the power of digital and social media marketing for sustainable agritourism development.

Keywords: Social media; Agritourism; Digital; Sustainability (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-78682-2_10

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DOI: 10.1007/978-3-031-78682-2_10

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