Sustainable tourism practices adopted by the hotel sector in Zimbabwe. Hotel managers perceptions

https://doi.org/10.35912/joste.v7i1.2491
Published: Sep 2, 2025

Abstract:

Purpose: This study investigated hotel managers perceptions of sustainability practices adopted in the hotel sector in Zimbabwe, focusing on hotels in Mutare. The issue of sustainable business practices is driving modern-day business operations, and hotels are leading the adoption of sustainable tourism practices. Managers perceive the adoption of sustainable tourism practices in varied or indifferent manners. This study focused on identifying the extent to which hotels in Zimbabwe have adopted sustainable practices, the impacts of adopting these practices, the challenges hotels face when adopting these practices, and the strategies hotels implement when adopting these practices.

Research Methodology: A qualitative research design was used to understand hotel managers’ perceptions regarding the adoption of sustainable tourism practices, with interviews being used to collect data. The study’s population comprised managerial employees and supervisors of selected hotels in Mutare, Zimbabwe.

Results: The findings revealed that the implementation of sustainable practices has a positive impact on hotel operations in terms of reduced consumption of water and energy, waste reduction, promotion of the local economy, and empowerment of societies.

Conclusion: Hotels in Mutare perceive sustainability as highly beneficial, not only for cost savings and environmental protection but also for competitive advantages. Training, guest involvement, and certification emerged as essential strategies, whereas resistance, high costs, and lack of knowledge were noted as barriers.

Limitations: The study used only hotel managers in Mutare to represent all hotel managers in Zimbabwe, and it was purely qualitative.

Contributions: The study concluded that waste management undertakings, such as recycling, re-use, or sale of processed or unprocessed waste substances, can also contribute towards efficiency.

Keywords:
1. Adoption
2. Hospitality
3. Hotel
4. Operations
5. Sustainable Practices
6. Tourism
Authors:
1 . Abraham Muchingami
Manicaland State University of Applied Sciences, Zimbabwe
2 . Vitalis Basera
Manicaland State University of Applied Sciences, Zimbabwe
3 . Dennis Mashoko
Great Zimbabwe University, Zimbabwe
4 . Trinity Bhasopo
Manicaland State University of Applied Sciences, Zimbabwe
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How to Cite
Muchingami, A., Basera, V., Mashoko, D., & Bhasopo, T. (2025). Sustainable tourism practices adopted by the hotel sector in Zimbabwe. Hotel managers perceptions . Journal of Sustainable Tourism and Entrepreneurship, 7(1), 35–45. https://doi.org/10.35912/joste.v7i1.2491
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Vol. 7 No. 1 (2025): September
Articles
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References

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    Sulistiowati, R., Adisa, A. F., & Caturiani, S. I. (2021). Stakeholder synergy for sustainable tourism. Journal of Sustainable Tourism and Entrepreneurship, 3(1), 53-60. doi: https://doi.org/10.35912/joste.v3i1.1236

    Tiago, F., Gil, A., Stemberger, S., & Borges-Tiago, T. (2021). Digital sustainability communication in tourism. Journal of Innovation & Knowledge, 6(1), 27-34. doi: https://doi.org/10.1016/j.jik.2019.12.002

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  2. Apriani, A., Kamsariaty, K., Sarinastiti, N., Yuliastuti, H., & Sukmayadi, S. (2023). Toward a greener future: Exploring sustainable practices in travel and tourism in Bali. Journal of Sustainable Tourism and Entrepreneurship, 4(3), 241-252. doi https://doi.org/10.35912/joste.v4i3.2092
  3. Basera, V., & Mwenje, J. (2024). Fundamentals in Research Methods: A guide in research proposal and thesis writting. Bindura: ZEGU.
  4. Bitok, K. (2019). Sustainable tourism and economic growth nexus in Kenya: policy implications for post-Covid-19. Journal of Sustainable Tourism and Entrepreneurship, 1(2), 123-138. doi: https://doi.org/10.35912/joste.v1i2.209
  5. Cao, J., & Solangi, Y. A. (2023). Analyzing and prioritizing the barriers and solutions of sustainable agriculture for promoting sustainable development goals in China. Sustainability, 15(10), 8317. doi: https://doi.org/10.3390/su15108317
  6. Chan, E. S., Okumus, F., & Chan, W. (2020). What hinders hotels’ adoption of environmental technologies: A quantitative study. International Journal of Hospitality Management, 84, 102324. doi: https://doi.org/10.1016/j.ijhm.2019.102324
  7. Chiwaridzo, O. T. (2024). Unleashing tomorrow's energy for sustainable development: Pioneering green building technologies and green tourism supply chain management in Zimbabwe's tourism sector. Energy for Sustainable Development, 78, 101382. doi: https://doi.org/10.1016/j.esd.2024.101382
  8. da Conceição Walkowski, M., dos Santos Pires, P., & Tricárico, L. T. (2019). Community-based tourism initiatives and their contribution to sustainable local development. Journal of Sustainable Tourism and Entrepreneurship, 1(1), 55-67. doi: https://doi.org/10.35912/joste.v1i1.203
  9. Font, X., English, R., Gkritzali, A., & Tian, W. S. (2021). Value co-creation in sustainable tourism: A service-dominant logic approach. Tourism Management, 82, 104200. doi: https://doi.org/10.1016/j.tourman.2020.104200
  10. Geng, Y., Zhang, X., Gao, J., Yan, Y., & Chen, L. (2024). Bibliometric analysis of sustainable tourism using CiteSpace. Technological Forecasting and Social Change, 202, 123310. doi: https://doi.org/10.1016/j.techfore.2024.123310
  11. Grilli, G., Tyllianakis, E., Luisetti, T., Ferrini, S., & Turner, R. K. (2021). Prospective tourist preferences for sustainable tourism development in Small Island Developing States. Tourism Management, 82, 104178. doi: https://doi.org/10.1016/j.tourman.2020.104178
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  14. Lichauco, T. A. N. B. (2022). Sustainable resort-related tourism growth: Identifying challenges and opportunities in Montalban, Rizal. Journal of Sustainable Tourism and Entrepreneurship, 3(4), 217-233. doi: https://doi.org/10.35912/joste.v4i1.1499
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