Agritourism Development and Digital Marketing

Dumisani Rumbidzai Muzira (), Blessing Chifamba and Constance Chifamba
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Dumisani Rumbidzai Muzira: Namibia University of Science and Technology
Constance Chifamba: Solusi University

Chapter Chapter 5 in Agritourism Marketing in Africa, 2025, pp 135-151 from Springer

Abstract: Abstract Technology is transforming every aspect of our lives. As more people are now using social media and digital marketing, there is a pressing need to adapt these tools to foster Sustainable Agritourism Development in Africa. Despite the scarcity of scholarly research on agritourism, this chapter employs a multi-case study research strategy to shed light on the subject. By identifying the most popular agritourism activities and attractions, we aim to explore the impact of digital marketing and social media on the growth of agritourism as an industry in Zimbabwe. The study also seeks to contribute to agritourism development and propose guidelines to mitigate negative impacts associated with its growth. The study follows the PRISMA framework for reviewing relevant available literature through various search engines such as Google Web of Science, Google Scholar, and Scopus. The inclusion and exclusion criteria are based on relevancy to the topic and how current the article is, (possibly less than 10 years). The supporting theories are mainly Technology Acceptance Model (TAM) and Consumer Behaviour Models. The study takes into consideration the TAM premises of how useful and easy to use technology is as agritourism markets its services and products.

Keywords: Agritourism; Online Marketing; Sustainable development; Social media; Digital Marketing (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_5

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DOI: 10.1007/978-3-031-78682-2_5

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