Sandra Matope

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Sandra Matope NEAR EAST UNIVERSITY GRADUATE SCHOOL OF SOCIAL SCIENCES SCHOOL OF TOURISM AND HOTEL TOURISM AND HOTEL MANAGEMENT MASTER’S THESIS THE ROLE OF ECO-TOURISM IN SUSTAINABLE TOURISM BUSINESS PROMOTION IN VICTORIA FALLS ZIMBABWE SANDRA MATOPE JANUARY 2018 NICOSIA NEAR EAST UNIVERSITY GRADUATE SCHOOL OF SOCIAL SCIENCES TOURISM AND HOTEL MANAGEMENT MASTER’S PROGRAMME MASTER’S THESIS THE ROLE OF ECO-TOURISM IN SUSTAINABLE TOURISM BUSINESS PROMOTION IN VICTORIA FALLS ZIMBABWE PREPARED BY: SANDRA MATOPE 20165454 SUPERVISOR: DR. KAREN HOWELLS JANUARY 2018 NICOSIA i NEAR EAST UNIVERSITY GRADUATE SCHOOL OF SOCIAL SCIENCES Marketing Master Programme Thesis Defence THE ROLE OF ECO-TOURISM IN SUSTAINABLE TOURISM BUSINESS PROMOTION IN VICTORIA FALLS ZIMBABWE We certify the thesis is satisfactory for the award of degree of Tourism and Hotel Management Prepared by Sandra Matope Date of approval …../……/……. Examining Committee in Charge Assoc. Prof. Dr. Mustafa Sağsan Near East University Department of International Business Asst. Prof. Dr. Ahmet Ertugan Near East University Department of Marketing Dr. Karen Howells Near East University Department of Marketing Approval of the School of Social Sciences Prof. Dr. Mustafa Sağsan Director ii Date: .. /../ …., Nicosia 20__/20__ Academic Year _____________ Semester DECLARATION Type of Thesis: Master □ PhD □ STUDENT№: ……………………………………………………………………… PROGRAME: ……………………………………………………………………… I ……………………………………..…, hereby declare that this dissertation entitled “……………………………………………………………………………………… ………….....................................................................................................................” has been prepared myself under the guidance and supervision of “……………………………………...……..” in partial fulfilment of The Near East University, Graduate School of Social Sciences regulations and does not to be the best of my knowledge branch and any Law of Copyrights and has been tested for plagiarism and a copy of the result can be found in the Thesis. Signature: iii ABSTRACT This study seeks an in-depth understanding of the role of ecotourism practices in promoting businesses at the same time achieving sustainable tourism. This research paper will use both an exploratory and deductive approach and will follow a positivism philosophy of research. This study will adopt a qualitative approach and a purposive sample will be drawn from managers of companies practising ecotourism in Victoria Falls, Zimbabwe. Data will be collected primarily using telephone interviews and questionnaires and will be analysed using content analysis. Secondary data collection methods will be used that is by use of the country’s tourism master plan from the statutory tourism boards and publications over the past years. Data was analysed through SPSS and various tests were computed to test the hypotheses formulated for the study. The response rate was suitable to validate the results obtained from the study. Pearson correlation, linear regression, one sample thematic Analysis were conducted to determine relationships between ecotourism and promotion of businesses in Victoria Falls. Significant relationships were found between ecotourism and business promotion in Victoria Falls. Companies seem to be adopting ecotourism practices for various reasons which fall under the three dimensions of sustainability which include environmental sustainability, economic sustainability and social sustainability. Keywords: ecotourism, sustainable tourism, sustainable development iv ÖZ Bu çalışma, işletmelerin sürdürülebilir turizme erişmesi için teşvik edilmesinde ekoturizm uygulamalarının rolünün derinlemesine anlaşılmasını istemektedir. Bu araştırma makalesi, hem keşfedici hem de tümdengelimli bir yaklaşım kullanacak ve pozitivizmin araştırma felsefesini takip edecektir. Bu çalışma nitel bir yaklaşımı benimseyerek Zimbabve Victoria Falls'da ekoturizm uygulayan şirketlerin yöneticilerinden yararlanırak bir örnek oluşturacaktır. Veri öncelikle telefon görüşmeleri ve anketler kullanılarak toplanacak ve içerik analizi kullanılarak analiz edilecektir. Geçmiş yıllardaki yasal turizm kurullarının ve yayınların, ülkenin turizm master planları kullanarak ikinci derecede veri toplama yöntemleri kullanılacaktır. Veriler SPSS ile analiz edildi ve çalışma için formüle edilen hipotezleri test etmek için çeşitli testler yapıldı. Cevap oranı, çalışmadan elde edilen sonuçların geçerliliği için uygundu. Victoria Falls'daki ekoturizm ile işletmelerin tanıtımı arasındaki ilişkiyi belirlemek için Pearson korelasyon, doğrusal regresyon, bir örnek tematik Analiz yapılmıştır. Victoria Falls'da ekoturizm ve iş promosyonu arasında önemli ilişkiler bulundu. Şirketler çevresel sürdürülebilirlik, ekonomik sürdürülebilirlik ve sosyal sürdürülebilirlik gibi sürdürülebilirlik üç boyutuna giren çeşitli nedenlerle ekoturizm uygulamalarını benimsiyor gibi görünüyor. Anahtar kelimeler: ekoturizm, sürdürülebilir turizm, sürdürülebilir kalkınma v DEDICATION To my parents, Prof. and Mrs. Matope; this one is for you mum and dad. vi ACKNOWLEDGEMENTS First and foremost, I would like to thank the department of Tourism and Hotel Management for the opportunity to pursue this research in a supportive and encouraging environment. My experience at Near East University would not have been such a success without the numerous people that make the department what it is. Many thanks go to my supervisor Dr. Karen Howells, for her continued support, feedback and encouragement. This research would not have been possible without her. I would also like to sincerely thank my colleagues for their valued input and participation throughout the research process. To all of my fellow students, many thanks for making my Nicosia experience a special one. Their continued support and encouragement was invaluable, and they more than once provided the necessary distraction from my research problems. Special thanks also goes to my brother Kumbirai for the love and support he gave me during this time. My family and friends have always, and will continue to be a grounding force in my life, and their encouragement during my time here in North Cyprus has been priceless. During the past two years, I have not only learned a great deal but I have grown significantly into a fearless and ambitious woman and to everyone who played a part, thank you. vii TABLE OF CONTENTS ABSTRACT iv ÖZ v DEDICATION vi ACKNOWLEDGEMENTS vii TABLE OF CONTENTS viii LIST OF TABLES x LIST OF FIGURES xi CHAPTER 1: INTRODUCTION 1 1.1 Research background 1 1.2 General overview of Zimbabwe 2 1.3 History of Zimbabwe 2 1.4 Tourism in Zimbabwe 3 1.5 Tourism statistics 4 1.6 Source markets 4 1.7 Victoria falls 5 1.8 Research Problem 7 1.9 Research objective 7 1.10 Importance of the study 7 CHAPTER 2: LITERATURE REVIEW 9 2.0 Introduction 9 2.1 Sustainable development and sustainable tourism 9 2.1.1 Sustainable tourism 11 2.1.2 Sustainable business promotion 12 2.2 Ecotourism 12 2.2.1 Concepts and definitions 12 2.2.2 Ecotourism principles 17 2.2.3 Ecotourism marketing 22 2.2.4 Ecotourism in the region 24 2.3 Developing sustainable tourism in the Victoria Falls area 25 2.3.1 Management of the destination 26 2.3.2 Policies, Education and stakeholder involvement 27 2.3.3 Strategic implementation of ecotourism practices 28 viii 2.4 Research model and Hypotheses 29 2.5 Conclusion 30 CHAPTER 3: RESEARCH METHODOLOGY 31 3.0 Introduction 31 3.1 Research design 31 3.2 Study area 31 3.3 Mixed method approach 32 3.4 Data collection 33 3.4.1 Questionnaire design 33 3.4.2 Semi structured interviews 34 3.5 Pilot study 35 3.6 Sampling 35 3.7 Data analysis 35 3.8 Reliability and validity 36 CHAPTER 4: RESEARCH FINDINGS AND ANALYSIS 37 4.0 Introduction 37 4.1 Survey data and findings 37 4.2 Analysis by objectives 40 4.3 Analysis on interviews 43 4.4 Hypothesis testing 47 4.5 Summary 50 CHAPTER 5: CONCLUSIONS 51 5.0 Conclusion 51 5.1 Summary of findings and responding to the research questions 51 5.2 Theoretical implications 53 5.3 Practical implications and recommendations 54 5.4 Concluding remarks, limitations and suggestions for further research 55 REFERENCES APPENDIX ix LIST OF TABLES Table 1.5.1: Tourism statistics 4 Table 1.6.1: Source markets 5 Table 2.2.1.1: Summary of key components used to define Ecotourism in the current literature 16 Table 4.3.1: The main principles of ecotourism 44 x LIST OF FIGURES Figure 2.1.1: Sustainable development through ecotourism 11 Figure 2.2.2.1: Summary of ecotourism dimensions 21 Figure 2.4.1: Research model and Hypotheses 29 xi ABBREVIATIONS CBT: Community Based Tourism EIA: Environmental Impact Assessment NGO: Non-Governmental Organizations SD: Sustainable Development TIES: The International Ecotourism Society UN: United Nations UNWTO: United Nations World Tourism Organization WCED: World Commission on Environment and Development WTO: World Tourism Organization WTO: World Tourism Organization ZCT: Zimbabwe Council for Tourism ZTA: Zimbabwe Tourism Authority xii CHAPTER ONE INTRODUCTION 1.1 Research background The concept of sustainable tourism is derived from the study of sustainable development which was first defined the Brutland report in the 1980s since then the tourism industry has embraced the concept and it has evolved through the years leading to a term called ecotourism. The whole concept is quite complex and it needs breaking down so that it can be understood. In Zimbabwe and in its most popular tourist town Victoria Falls, the issues of sustainability have become a major concern in all sectors that is the private and public
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