An exploration of Memorable food experiences in Zimbabwe: towards food tourism development.

Abstract

Food experiences are being promoted by several countries leading to developing and enhancing
food tourism. Zimbabwe has unique culinary potential yet there is a gap in literature on food
tourism in most African countries Zimbabwe included. This paper explores memorable food
experiences towards food tourism development. This study was carried out in Harare as the
capital city of Zimbabwe and in Victoria Falls the major tourism destination. 10 service providers
responsible for designing, facilitating and marketing food experiences were purposively sampled.
Twenty (20) international tourists were conveniently sampled. Interviews were conducted with
research participants. Data collected was analyzed using thematic analysis. The major themes
that emerged from the studies are that food experiences can be categorized as authentic traditional
food experiences, consumption of unique exotic foods, Culinary Festivals and Events, Farm and
Agricultural experiences food and beverage tours and Dining in unexpected settings. The study
will benefit various stakeholders who have a role in facilitating and staging food experiences in
Zimbabwe. The study recommends that food experiences that are found in various tourism
destinations be documented so that they can be marketed and promoted. Food trails and food tours
should also be packaged. This will help attract food enthusiasts to Zimbabwe thereby leading to
food tourism development. Documenting and marketing food experiences will give the country
competitive advantage and give tourists more reasons to visit other than flora and fauna. The
findings can inform Zimbabwe's tourism strategy on elements of destination Zimbabwe that can
be facilitated, staged and co-created into memorable food experiences.