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Documente Profesional
Documente Cultură
mandinasp@msu.ac.zw/siphiwemandina@gmail.com
2Midlands State University P. Bag 9055 Gweru, Zimbabwe, email: moyovs@msu.ac.zw
Abstract
Zimbabwe is host to one of the natural wonders of the world; the Victoria Falls, thus tourism is one of
the four pillars anchoring the revival of the economy of Zimbabwe. Tourism has played a very
significant role in the development of the national economy taking advantage of its most diversified
tourism resource base. Focus of this study is on Micro, Small and Medium enterprises (MSMEs)
lodges in Victoria Falls. The crux of this paper is to stimulate demand for hotel services from both
international and local tourists in line with social services and poverty eradication for MSME lodges,
which in turn may reduce joblessness in the country’s MSME lodges. Hotel services are perishable
therefore inevitably lead to demand and supply challenges for managers. The study seeks to
encompass demand management strategies from a marketing and economics perspective. The
researchers therefore propose a demand generation model for stimulating tourist purchase intent.
Key words: Hospitality, Msmes, Victoria Falls, Demand Generation, Tourists, Lodge
Introduction
Zimbabwe is host to one of the natural advantage of its most diversified tourism
wonders of the world, the Victoria Falls. Other resource base. Focus is on MSME lodges in
attractions include wildlife, Lake Kariba, the Victoria Falls; which is a hub for tourism in
Eastern Highlands, Great Zimbabwe ruins and Zimbabwe as well as one of the natural
a favourable warm climate. Tourism is a major wonders of the world. Victoria Falls is also
source of foreign currency and its labour considered an attraction from the Zambian
intensive nature makes a huge contribution to side, South Africa on the other side gives and
employment creation. As such, tourism has aerial view of the Victoria Falls to its visitors.
been identified as a key sector for the This factor has contributed to the declining
achievement of shared economic growth and numbers on the demand for bed and room
poverty alleviation in Africa. Further, the occupancy for lodges in the Victoria Falls.
World Travel & Tourism Council estimates Hotel services are perishable therefore
that 3.8 million jobs (including 2.4 million inevitably lead to demand and supply
indirect jobs) could be created by the tourism challenges for managers. This study therefore,
industry in Sub-Saharan Africa (SSA) over the seeks to propose a demand generation model
next 10 years (World Bank, 2013). Tourism‟s from a marketing and economist perspective.
main comparative advantage over other The assumption is that an increase in demand
sectors by 2015 tourism was expected to for hotel services is tantamount to a decline in
contribute 15% and in the same vein joblessness.
Zimbabwe Tourism Authority (ZTA) expects A report compiled by Njerekai (2014) revealed
tourism to contribute 15% to national that most Small and Medium Enterprises
employment by 2020 (ZTA, 2015). (SMEs) in the tourism and hospitality industry
Tourism is one of the four pillars anchoring were contemplating retrenchment as their
the revival of the economy of Zimbabwe, and businesses were underperforming. Although
it has played a very significant role in the employees indicated that they were short
development of the national economy taking staffed in many areas, industry players were
Africa Intern ational Journal of Man agement Education and Governance (AIJMEG ) 1 (2):12 -2 2 (ISSN: 2518 -0827)
not in a position to fill up these posts as they competitiveness score was well below the
had currently no capacity to pay the regional benchmark (Travel & Tourism
employees. The same report indicated that due Competitiveness Reports, 2007-2015).
to poor business, some organisations in the Travel & Tourism (T&T) is one of the leading
industry had massively retrenched and scaled job creators in the world. The industry
down their operations. Some organisations employs more than 98 million people directly,
which did not require a lot of space for their representing over 3 percent of all employment.
operations, especially travel agencies and tour When indirect and induced impacts are
operators were now operating from home. included, the industry contributes to around
Other facilities especially lodges in Bulawayo one in every eleven jobs worldwide. The share
had entrusted their properties into the hands of world employment in Travel & Tourism is
of relatives who they were not paying. These greater than that for the auto manufacturing
organisations were not closing down in and chemicals manufacturing industries
anticipation of a turnaround in the combined, across every region of the world
performance of the industry. Gardeners and (Turner and Sears, 2013). It is in the
house maids were sometimes doubling up as researchers‟ interest that the proposed
lodge and residential employees to lower demand generation model may promote
wage bills (Njerekai, 2014). Zimbabwe‟s competitiveness which in turn
Tourist arrivals in Zimbabwe grew by 2.6% in may increase the rate of employment for
2014, a growth rate which is 0.7 percentage Zimbabwean MSME lodges.
points below the Sub Sahara growth of 3.3%. According to the South African Domestic
There was growth in arrivals from all of the Tourism Survey (2013) tourism encompasses
country‟s major source regions except the the activities of persons travelling to and
Asia. However, Zimbabwe still receives 85% staying in places outside their usual
of tourist arrivals from low value markets environment for not more than one
(ZTA, 2014). Subsequently, the major obstacles consecutive year for leisure, business and
to tourist arrivals in Africa are insufficient air other purposes not related to the exercise of an
transport, a deficiency in facilities and activity remunerated from within the place
accommodation, perceptions, poverty, disease visited. A tourist is also defined as a visitor
and conflict (Kester, 2003). Worth noting who stays at least one night in the place
amongst the challenges faced by Zimbabwe as visited, whilst a traveller refers to any person
a tourist destination is the poor destination on a trip between two or more localities in
image (tight visa regimes especially for key his/her country of residence. Broadly,
markets), lack of national shared vision (e.g. travellers can include visitors (same-day and
silo mentality) among others (ZTA, 2014). overnight) and other travellers such as
The „current‟ statistics on lodge room and bed workers paid in the country visited, migrants,
occupancy retrieved from refugees, diplomats and others within the
www.zimbabwetourism.net show that Harare, usual environment (South African Domestic
Bulawayo, Kariba and Victoria Falls constitute Tourism Survey, 2013).
the majority (72%) of all the room and bed From the industrial economic point of views,
capacity in the country making them the major the tourism industry is highly affected by the
regions in lodge accommodation. The average market fluctuations. The problem of uncertain
room occupancy levels for Harare fell from guest arrivals has been discussed in the yield
52% to 44% in 2013. In Bulawayo the room management. Different from traditional hotel
occupancy fell from 49% to 36%, Kariba from research, Chen and Chang (2012) take account
46% to 43% while in Victoria Falls room of the uncertain demand as the factor of
occupancy also fell from 51% to 42% (ZTA, market fluctuation and find that hotels tend to
2013). However, despite all these economic expand their product variety as the uncertain
challenges, it is the researchers‟ interest to demand is high (Chen and Chang, 2012a). In
prescribe demand generation strategies for addition, Chen and Yeh, (2013) find that the
SME lodges in Victoria Falls. A compilation of demand uncertainty can increase the
global competitiveness reports from 2007 to likelihood of hotel failures (Chen and Lin,
2015, exhibits the Zimbabwean travel and 2012b). On the other hand, assuming that
tourism sector‟s competitiveness as uncertain demand takes the form of output
unfavorable compared to its neighboring price uncertainty, Chen and Lin find that
countries (South Africa and Zambia) and the demand uncertainty lead to an increase in
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hotel capacity (Chen and Lin, 2012c). Chen of Cap.24:12 micro-enterprise, small enterprise
and Lin conclude that price instability or medium enterprise” (hereafter in this Act
decreases hotel capacity when volatile referred to by the acronym “MSME” or its
demand makes the hotel industry vulnerable plural “MSMEs”) means a business entity,
to price instability (Chen and Lin, 2012d). whether corporate or unincorporated, which,
It has been noted that service firms operate in together with any of its branches or
a more dynamic environment with a broader subsidiaries¾ (a) is managed by one person or
scope placed on revenue management and jointly by two or more persons; and (b) carries
hence it has become important for these firms on business predominantly in a sector or
to have a conceptual understanding of the subsector of the economy specified in the first
advanced demand of their services. This paper column of the Fourth Schedule; and (c) meets
aims to develop a conceptual framework that the criteria for classification as a micro-
would lead to a proposed demand generation enterprise, small enterprise or medium
model that encompasses the exogenous and enterprise specified in the second, third and
endogenous factors important in facilitating fourth columns of the Fourth Schedule
demand for lodging/night spend in MSME opposite the sector or subsector concerned (or
lodges and ultimately an increase in revenue. any other criteria relating to maximum total
The model will incorporate both Economics annual turnover or maximum gross value of
and Marketing perspectives. This model seeks assets excluding immovable property as may
to address how small hotel operators can be prescribed generally or for the purpose of
survive and thrive in an environment any scheme); and (d) qualifies as a micro-
characterised by big players most of whom are enterprise, small enterprise or medium
internationally affiliated. enterprise by application of the formula set
out in the Fourth Schedule to the criteria
Definition of MSME specified in the Fourth Schedule; which is
According to the Small Enterprises projected as table 1.1 below
Development Corporation (Amendment) Bill
2010 Memorandum, Amendment of section 2
MSMEs in Zimbabwe
The Micro Small and Medium Enterprises informal, leaving 30% to be small to medium
sector is a key component of Zimbabwe's enterprises.
economy which is estimated to constitute 70% It is estimated that about 76% informal and
of the economic activity. Micro Small Medium 67% small and medium enterprises are owned
Enterprises (MSMEs) are found in by women. In terms of representation, several
manufacturing, retail and transport, mining, associations for instance, the Zimbabwe Cross
energy, transport, construction and service Border Traders Association (ZCBTA), has 6000
sectors of the economy. According to the registered members of which 72% are women.
Ministry of Finance, the sector in Zimbabwe Empowerment groups represent the sector for
employs more than 60% of the country's example Affirmative Action Group (AAG),
workforce and contributes about 50% of the Small Enterprise Development Corporation
country's Gross Domestic Product (2013 (SEDCO) and United Indigenous Pressure
National Budget Statement). An estimated Group (UIPG). The PIP Factsheet (2013)
70% of the MSMEs sector is micro and reveals that government dominates in the
ownership of self-catering accommodation
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(95%) and camping facilities (80%). 17. MSMEs dominating the arts and craft industry in
are significant players in the tourism sector particular.
Review of Literature
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Economic methods are widely used to analyze goods, but not services. Since the hospitality
the behavioural issues such as consumption industry mainly contains service issues,
and production of goods and services. numerical analysis with service indexes can
However, most of economic analyses are provide important information to
addressed on the demand and supply of management of the industrial organizations.
Market Segmentation
Taylor and Francis (n.d) define market they behave, what they consume and where
segmentation as breaking the market into they are from. The goal of geographical
different segments like geographically, market segmentation is to understand the
psychologically, demographically and by visitor and the question of interest is where
visitor behavior. Segmentation is perceived to they are from. It is an important approach to
be an important and very useful tool in understanding demand and catering to the
understanding what consumers desire, how needs of prominent markets. Visitors can then
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be divided into domestic and international has a bearing on types of lodging facilities
markets and treated accordingly. they will choose. For instance, people with low
Psychographic and behavioral segmentation income might choose to stay at generally
assists planners and marketers in inexpensive lodging facilities such as motels
understanding demand as it manifests in and camp grounds while large families might
visitor expectations, lifestyles, attitudes, be required to purchase two rooms for the
values, desires, activities, motives and night and honeymooners or older couples
behaviors which are all important in the hotel require quiet locations devoid of a mass party
industry. Guests have different expectations atmosphere. Certain religious adherents
regarding cleanliness, service quality, brand choose one hotel over another if a prayer room
loyalty, and so on that can influence their is provided or if a kitchen can cater to their
expectations of a hotel and lodge and the way unique dietary needs. Once demographic
the hotel or lodge needs to be managed. characteristics of a lodging facility's primary
Demographic classifications are important in market(s) are known and understood, these
that they help hoteliers understand the age, issues can be highlighted in their promotional
gender, marital status, sexual orientation, materials or on their websites where they
income, family size, occupation, level of might make use of terms like 'kid-friendly',
education, race and ethnicity, religion and ''relaxing atmosphere'', ''vibrant night life'' and
social class of guests and potential guests. This ''good value for money.''
Travel Motives
The reasons behind undertaking a particular solidarity purpose often select eco-hotels that
tourist visit is said to affect the choice of practice environmentally sensitive energy,
accommodation (Francis and Taylor, n.d). The waste management and supply chain
primary stimuli include the need to belong, procedures. On one hand, people whose
seeking self fulfilment, spiritual growth, primary desire is to get away from home, to
getting away from mundane environments at avoid bad weather, relax, simply do nothing
home, escaping bad weather, psychological stay at a beach resort or take a cruise. While on
renewal and altruism which are referred to as the other hand business travelers typically
push factors. Poor people who attend religious prefer high-class, brand name hotels located
events for instance tend to stay in tents or either in urban areas or near airports. These
pilgrim rest houses. However, there is few examples clearly show that there might
growing demand for hotels and guest houses exist a direct relationship between travel
among the rich pilgrims. Eco-tourists or those motives or type of tourism and the most
who travel for enjoyment but also with an common lodging choice.
educational, altruistic or environmental
Demand for Accommodation in the Hotel
Industry: An Economic Perspective
Whelan and Msefer (1996) define demand as curve for any good or service which represents
the rate at which consumers want to buy a the inverse relationship between price and
product or service. Economic theory quantity demanded for any product
postulates that demand consists of two parts, (McConnell and Bruce, 1999) stems from the
the taste and the ability to buy. Taste, defined law of demand. According to the law of
as the desire for a good, determines demand (Frank, 2010), if the price increase,
willingness to buy a good at a specific price less of the product will be demanded because
while the ability to buy a good at a specific as the price continuously increases, buyers
price will depend on whether an individual will be limited by their ability to buy despite
possesses sufficient wealth or income. Both the fact that they might be still willing to buy
these factors help explain the shape of the more. On the other hand, as the price
demand curve and depend on the market continuously falls, its demand will increase
price of the good or service. Quandt (1958) but not infinitely because of the law of
states that the consumer's demand curve for a diminishing marginal returns which states
commodity gives the quantity he will buy as a that any additional unit of a product
function of its price and is derived from the consumed will yield less and less
analysis of utility maximization. The demand satisfaction/utility. As a result, demand for a
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product at low prices is limited by taste even a short run scenario where other factors are
when price equals zero (Whelan and Msefer, held constant. However, given a much longer
1996). The demand curve implies that price is time frame other factors come into play.
the only factor which affects demand, which is
A number of factors have been suggested by than less and expensive and it is this concept
economic theory as being the basic of rationality which is the departure point in
determinants of demand or in some texts the theory of consumer's behavior (Quandt,
referred to as demand shifters. These include 1958). A consumer is assumed to choose
consumers' tastes and preferences, the number among the alternatives available to him in
of consumers in the market and consumers' such a way that the satisfaction derived from
expectations about future prices and incomes consuming commodities is as large as possible
(McConnell and Bruce, 1999). A favorable given the limited budget available to them
change in consumer tastes or preferences for a (Pindyck and Rubinfeld, 1998). Analysis of
product which makes the product more consumer choice theory will help MSMEs in
desirable will increase the demand of that the hotel industry understand how the
product resulting in a rightward shift of the consumer makes a decision based on their
demand curve which implies that more is preferences for service quality and pricing of
being demand at the same price. An article on hotel accommodation, whether to use
Hotelmarketing.com pointed out that hotel established hotels or lodges and BnBs, that is,
companies should recognize that they do not in economic terms, how they come up with the
serve a homogeneous group of customers with "best feasible bundle". The best feasible bundle
the same set of preferences for their products is described as the most preferred bundle of
and services hence their decisions should those that are affordable.
address the travelers' needs. Different Consumer choice theory provides the tools
customer groups are perceived to value needed to determine how the consumer
different aspects of a hotel's offerings should allocate his income between two goods
depending on their requirements and budget. (Frank, 2010). How the various bundles of
As the number of buyers increases so does the goods are ranked is provided in the
demand for that product. For instance, an indifference map while the budget constraint
improvement of a lodging facility to cater for tells us which bundle is affordable. The
customers of all age and religious groups consumer's task then will be to put the two
might increase the demand for those lodgings together and choose the most preferred or best
even without changing the price. If the price of affordable bundle. The best affordable bundle
a competing or substitute good increases, then according to the theory is the bundle on the
the demand of a product will increase and vice budget constraint that lies on the highest
versa while a fall in price of a complement attainable indifference curve and at this point
good will increase demand for that product no higher level of satisfaction can be achieved.
and vice versa. For instance, if the 5 star hotels At this point the marginal rate of substitution
reduce their prices for rooms to below market is equal to the ratio of the prices of the two
price for instance, then demand for lodgings in goods.
MSMEs might fall, ceteris paribas, because even The theory of rational consumer choice
the low income earners who are assumed to underlies all individual purchase decisions
frequent these lodgings would then afford the which in turn add up to the demand curves
5 Star hotels. Demand can be shifted by discussed above (Frank, 2010). Consumer
consumer expectations about future product choice and behavior can be described in terms
prices, product availability and future income. of positive and normative economics (Frank
If consumers expect future prices, they might 2010). Positive economics consists of studying
decide to buy now increasing demand for that economic phenomena only to understand
product while any expectations of lower prices those phenomena and not to make policy or
in the future will result in lower or no demand any recommendations while in normative
in the present as consumers save to buy in the economics consumer and choice behavior are
future at lower prices. discussed in terms of describing that behavior.
Understanding consumer choice and behavior Normative economics forms the basis of this
is also important where demand generation is study since it analyses demand theory so as to
concerned. In economics, a consumer is seen provide guidance on policy decisions.
as rational where more and cheaper is better
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Empirical Literature
Table 1.5: Summary of Empirical Literature
Name of Country(is) Objectives Methodology Findings
author(s) of study
Srisopha, Thai, Ubon Analyses factors Descriptive Tourists mainly female, 20-25
Homchan and Ratchothani affecting tourists' statistics, years old, single, working in
Chariyason Province decision of hypothesis private companies, traveled by
(2013) accommodation testing through t- car
test and F- Marketing mix factors in terms of
test(one way the four PS have overall influence
ANOVA) on dependent variable, service
significant
Cantina Major Lodging demands for Measures of current income,
(2005) Metropolitan Urban Hotels 1989- expectations of future income,
Markets 2000 period own price, price of substitutes
statistically significant, relative
impact of variables different for
different market segments
Choochom Lanta Yai Factors influencing Factor analysis Security and safety, value, staff
(n.d) Island, selection of with Orthogonal service quality, location and
Krabi, hotels/resorts by and VARIMAX rooms and facility quality
Thailand international travelers rotation influence hotel selection
Song et al Hong Kong Tourism demand General to Tourists' income, word-of-mouth
(2010) modelling and specific habit, persistence effect, tourism
forecasting modelling price in Hong Kong relative to
the tourist country of origin
determine tourist expenditure
Hi, Day and United Drive tourists' lodging 2SLS model and Fuel price/travel cost and income
Cai (n.d) States demand determinants descriptive most influential determinants
for highway hotels and statistics
motels
Qu, Xu and Hong Kong Important factors Simultaneous Overall goodness of fit of both
Tan (2002) influencing hotel room equations models high, hotel room price
supply and demand economic metric and tourism arrivals significant
and their overall model drivers of demand, 1990-1991
impact on hotel recession, 1997-98 Asian financial
industry crisis significant and negatively
related to demand
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factors explaining demand though they tourist is the same whether visiting Africa,
overlap with the marketing concept. For America or Asia and their expectations are
instance, the concept of willingness to pay more or less the same given that we are
provides the basis for deriving a consumer's operating in a global village. From empirical
demand curve and has been widely used in evidence, most of the factors cited on theory
measuring value of environmental goods like have been found to be statistically significant
national parks. Economic theory has in explaining demand for lodgings by tourists.
suggested the following to be determinants of Other factors not covered by theory include
demand for lodging by tourists, price charged major economic events and disasters like
by the property, prices charged by other financial crises, security and safety of the
competitor properties, expectations of future property and the word of mouth habit. In
price changes, tourists' income, price of general, there seems to be consensus between
complements and substitutes as well as theory and empirical evidence or empirical
tourists' tastes and preferences. Most of these evidence, though scarce has managed to
factors demand to a larger extent support what theory postulates to be the
understanding the client, who in this case is factors influencing demand for lodgings by
the tourist. This will then aid the hotelier to tourists.
come up with an appropriate pricing and As a result, given the above analysis, the
marketing strategy that will help boost authors suggest a model which encompasses
demand for their services. factors from both a marketing and economics
From empirical evidence, though scarce, we perspective since both set of factors are
get a rough idea of which factors have been important in the hotel industry where pricing
tested and proved to explain demand for and marketing strategies are key in attracting
lodgings by tourists for different case studies. tourists. The functional firm of the model
Though most of these studies do not cover therefore proposed is
Africa, the variable of interest in this case, the
Demand for lodging= f(4Ps, Service Quality, of tourists ' needs, consumer's tastes and
Safety and security, Price Factors, Consumer preferences).
expectations, Income Factors, Hoteliers' knowledge
Table 1.6: Variable Description, Measurement and Expected Sign
Variable Measurement Expected
sign
Demand for lodgings Number of rooms sold(Cantina 2005) Dependent
variable
Product/Service “Are you aware of the services offered by MSME lodges” Yes=1, No=0 +
“Are customers aware of your services” Yes=1, No=0 +
Promotion WOM, Advertising, Sales Promotion +
Service Quality RATER model using the likert scale +
Safety and security 'Do you value safety and security when choosing lodgings? "Yes=1 +
No=0
Price of substitutes 'Would you still choose a preferred lodge if there are other cheaper _
alternatives" Yes=1, No=0
Price of complements “if the price of a complement to tourists‟ lodgings change would you +
change your choice of lodgings?" Yes=1 No=0
Expectations of future 'To what extent Would expectations of future price change influence +/-
price change your choice of accommodation? Greater extent=4 moderate extent=3
lesser extent=2 indifferent=1
Consumer taste and 'Do your tastes and preferences influence your choice of lodgings?' +
preference Yes=1 No=0
To what extent do expectations of future income changes influence +
Hoteliers knowledge of your demand for lodgings?
tourists travel motives Greater=4 medium=3 lesser=2 indifferent =1
and willingness to pay
Income levels Provide an estimate of your yearly income level approximately in US$ +
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Conclusions
Given the fact that MSME lodges are operating and facilitating the revamping of revenues
in a harsh and volatile economic environment, generated for these establishments once the
the researchers saw it fit to propose the above models has been tested and implemented.
demand generation model. This model is in Subsequently, employment creation will
line with the ZIMASSET mandate which ensue. Literature has therefore suggested that
stipulates promotion of indigenization and hoteliers must be wary of their customers‟
economic empowerment which is a part of travels motives and willingness to pay in
cluster 2 of the blueprint. Knowledge of order for them to come up with an applicable
factors that stimulate demand for MSME pricing strategy.
lodges will contribute towards empowering
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