Destination Reputation-Readiness: Rethinking Zimbabwe’s Tourism Preparedness Following Global Recognition
This study applies Expectation Confirmation Theory to analyze Zimbabwe's tourism sector, finding that while global accolades have successfully shaped positive visitor expectations that are largely met in core experiences, significant gaps in infrastructure and fragmented management threaten to undermine long-term competitiveness, necessitating coordinated stakeholder strategies to align operational readiness with the country's enhanced international reputation.
Original paper licensed under CC BY 4.0 (https://creativecommons.org/licenses/by/4.0/). This is an AI-generated explanation of the paper below. It is not written or endorsed by the authors. For technical accuracy, refer to the original paper. Read full disclaimer
Imagine a place where the air hums with the roar of a massive waterfall, where elephants wander freely through ancient forests, and where the history of a civilization is carved into stone. This is Zimbabwe, a nation in southern Africa that has recently been celebrated by the world as a top travel destination. In 2025, a major international magazine named it the best country to visit, and in 2026, it received prestigious awards for its natural wonders and tourism leadership. But a question has begun to trouble experts: when a destination becomes famous, does it actually have the systems in place to handle the crowds? This is the core of a new study that looks beyond the glossy brochures to see what happens when a country's reputation outpaces its reality.
To understand this, researchers rely on a simple idea about human psychology. When people plan a trip, they build an expectation based on what they see in magazines, on social media, and in award lists. They imagine a seamless journey. When they arrive, they compare that mental picture to the actual experience. If the reality matches or beats the expectation, they are happy and likely to return. If the reality falls short, they feel let down, and that disappointment can spread quickly to others. This gap between what is promised and what is delivered is the focus of the new research, which asks whether Zimbabwe is truly ready for the spotlight it has just won.
The researchers, led by Tawanda Majeza, Tendai Chibaya, and Martha Amos, focused on two key locations: Harare, the capital city, and Victoria Falls, the country's most famous tourist spot. They did not just look at statistics; they sat down with forty different people to hear their stories. These included international visitors from the United States and Europe, local Zimbabwean travelers, hotel managers, tour guides, and government officials. The interviews were conducted in person where possible, and via video call when scheduling constraints necessitated. By listening to these voices, the team built a detailed picture of how the country is performing on the ground.
The results offer a story of two different realities. On the one hand, the natural beauty and the warmth of the people are undeniable. Most international visitors reported that their trip was better than they had hoped. They described the wildlife safaris as authentic and the cultural experiences as deeply moving. One traveler noted that the service felt personal and welcoming, making them feel like they were returning home. The famous Victoria Falls, with its mist and thunder, lived up to the hype, leaving visitors in awe. For these guests, the country's reputation was confirmed; the experience matched the promise.
However, the picture changes when looking at the systems that support the journey. While the natural assets are world-class, the infrastructure that moves people around is struggling to keep up. International tourists often found it difficult to reach Zimbabwe without multiple long connections, and once inside, the roads between major cities were sometimes in poor condition. For local Zimbabwean families, the situation was even more challenging. Many found that public transport options were scarce, forcing them to rely on expensive private cars or hire vehicles. One local visitor pointed out that a single night at a mid-range lodge cost more than their monthly income, making the country's own wonders feel out of reach for ordinary citizens.
The study also uncovered a divide in how technology serves different travelers. International guests could easily book tours and pay for services using global credit cards and familiar apps. But local travelers often hit a wall, unable to use the same digital tools because the payment systems were designed for foreign wallets, not local mobile money or domestic cards. This created a situation where the country was ready for the world, but not fully ready for its own people.
Furthermore, the researchers found that while the government and tourism authorities are working hard to improve, the progress is uneven. There have been significant upgrades to airports and new partnerships with airlines, making it easier for international flights to land. Policies have been introduced to help large hotels and tour operators upgrade their facilities. Yet, smaller businesses often miss out on these benefits, and the coordination between different government departments remains a work in progress. The study suggests that without fixing these structural gaps, the country risks a dangerous cycle: as more people visit based on the awards, they may encounter delays or poor service, leading to negative stories that could undo the hard-won reputation.
The researchers conclude that Zimbabwe is at a critical turning point. The global recognition is a gift, but it is not a guarantee of success. The country has the heart of a world-class destination, with its stunning landscapes and friendly people, but it needs to build the body to support it. This means fixing the roads, making travel affordable for locals, and ensuring that digital systems work for everyone, not just international visitors. If these steps are taken, the awards will lead to a lasting legacy. If they are ignored, the gap between the promise and the reality could widen, leaving the country's future as a top destination uncertain. The study serves as a clear reminder that a great reputation is only as strong as the foundation it stands on.
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