An assessment of the extent to which agricultural farms meet the requirements for sustainable agritourism in Zimbabwe

Abstract

The purpose of this study was to assess the extent to which agricultural farms meet the requirements for sustainable agritourism in Zimbabwe. This study was motivated by the realisation that despite that the country is agro-based and has great potential to become an agritourism destination, the country is still lagging in agritourism development. The conceptual framework for understanding agritourism and the Triple Bottom Line (TBL) approach was applied. In-depth interviews were conducted with thirty-four (34) farmers who were purposively selected from the Manicaland and Mashonaland provinces of Zimbabwe. Data collection was conducted from October 2020 to June 2021. Thematic content analysis aided by Nvivo 12 software was used to analyse the data. The results revealed that the sampled farms meet at least one of the requirements for sustainable agritourism. However, there is a lack of diversity in both core and peripheral agritourism activities on the farms. The farmers are recommended to increase agritourism activities through sustainable utilization of the existing farm resources. The study provides the relevant stakeholders with information on areas of improvement for agritourism growth in the country and a baseline for future investigations into the prospects of agritourism in Zimbabwe. The main limitation of this study was the use of a framework for understanding agritourism that was developed in a developed world context. Development of a framework for understanding agritourism in a developing world context is recommended for future research.