Indifference Curve Supremacy in Tourism Consumption Behaviour: Case of Zimbabwe Destination

Farai Chigora, Clever Vutete


The study was based on the indifference curve analysis as an economics concept that is premised on assessing consumer behaviour driven by their budgets, products choice and maximum satisfaction. The model was applied in the Zimbabwe tourism destination since the behaviour of the tourists has changed from positive to a negative over its offerings. The research was done using both qualitative and quantitative research designs which is a mixed method. The results of the research shows that the budgets of tourists are failing to meet the prices charged in the Zimbabwean tourism destination. Local participants pointed on the economic downfall which has reduced the value of their disposable income associated with high unemployment rate. Foreign respondents revealed that the Zimbabwean tourism destination is expensive for holiday makers as compared to other tourism destinations in the region. These factors have reduced the totals satisfaction of tourists in Zimbabwe. The research therefore recommended price discrimination charging relatively low prices to local tourists, intensive campaigns to positively change the behaviour of local tourists and mergers so as to achieve economies of scale and charge low prices.

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