Strengthening Tourism Market Equilibrium: Case of Zimbabwe Tourism Destination

The study was premised on understanding the market equilibrium model in economics so as to improve the Zimbabwe tourism destination market performance. The analysis was done through combining the demand and supply concepts in order to reach tourism market equilibrium. The study used both quantitative and qualitative research designs to get data form respondents. The elements driving market demand have been identified as prices, changes in taste and preferences, cultural changes, disposable income, technological changes, marketing and branding. Those determining supply include technology, distribution networks (accessibility), local community support, buildings and infrastructure. The results of the study show that both demand and supply variables need to be favourably crafted in order to get a better market position for Zimbabwe tourism destination. Also the study recommended changes in tastes and preferences, culture changes and branding as the main determinants affecting Zimbabwe tourism destination demand. The supply variables to improve have been identified as technology, buildings and infrastructure, distribution networks and local community participation.