The influence of photographic safaris and game drives on tourism performance in Zimbabwe

This study analyzed the influence of the photographic safaris and game drive tourism marketing mix to tourism performance in Zimbabwe using data collected from 274 survey tourists and 137 survey stakeholders between January and June 2019. A comparison of the responses given by all tourists and stakeholders was made based on 14 research items representing the seven (7) elements of the marketing mix: product, price, place, promotion, people, physical evidence, and process of the photographic safaris and game drive tourism. A strong relationship between tourists and stakeholders regarding how they rated the photographic safaris marketing mix was recorded. Areas with consistent positive responses were granted for photographic safaris, attractiveness and availability of animals, the existence of natural water holes for capturing natural behavior of wild animals, the attractiveness of terrain and vegetation for photographic safaris, and accessibility of places of photographic safaris. Consistent negative perceptions were on the affordability of game drive viewing services, prices reflecting time and type of animals to be photographed, and support services and transportation in the photographic safaris were effective and satisfactory. In photographic safaris and game drive, the inconsistent perceptions were on the people mix, road networks, and infrastructure. The study showed that all tourists and stakeholders had a strong and significant relationship with the marketing mix elements applied. The wildlife industry and its players need to consider pricing photographic safaris and game drive products effectively and create service processes that are user friendly to both tourists and stakeholders.