Digital Marketing Mix Strategies in the Tourism Industry in Zimbabwe: A Masvingo Tourism Destination Perspective

  • Phanos Matura
Keywords: Digital Marketing, Digital Marketing Mix, Digital Marketing Strategy, Internet Marketing


Digitalization is considered as the veritable vehicle of transformation for the tourism industry marketing in this age of the internet economy. It influences all business marketing processes before, during and after a tourism trip in a profoundly revolutionary way. Information distribution is quicker, better, and cheaper regardless of geographical and time limitation due to digitalization.  The digital marketing mix, which consists of eproduct, eprice, eplace, epromotion, eprocess, epeople, and ephysical evidence, is a powerful tool in revolutionizing tourism marketing management globally including in Zimbabwe. The aim of the study was to examine the level of use and adoption of digital marketing mix strategies in the tourism industry’s accommodation sector in Masvingo, Zimbabwe. This study adopted a qualitative research design approach with twenty purposively selected key informants from the tourism industry in and around Masvingo Urban. The sample had managers and marketing managers of hotels and lodges who were respondents in the study. Interviews and analysis of digital platforms were the data collection methods. Data was thematically analyzed. The major finding is that the level of adoption and use of digital marketing mix strategies is varied and generally low.  Most players still rely more on the traditional analogue marketing mix strategies. The paper recommends the tourism industry in Masvingo to fully adopt and utilize digital marketing mix strategies for them to achieve customer satisfaction and profitability.


Download data is not yet available.


Atshaya, S. & Rungta, S. (2016). Digital Marketing vs Internet marketing: A Detailed study. International Journal of Novel Research in Marketing Management and Economics, 3(1), 29-33.

Booms, B. & Bitner, M. (1981). Marketing strategies and organisation structures for service firms, In marketing of services. Special Educators’ Conference Proceedings, James Donnelly and William George, (Eds), Chicago, American Marketing Association, 46-51.

Buhalis, D. (2008). Progress in information technology and tourism management: 20years on and 10 years after the Internet-The state of eTourism research. Tourism Management, 29(1), 609–623.

Chaffey, D. (2002). Achieving marketing objectives through use of electronic communications technology. England: Pearson Education Limited.

Chaffey, D. (2011). E-business & e-commerce management. England: Pearson Education Limited, Essex.

Chaffey, D. & Smith, P. (2008). Emarketing Excellence: Planning and optimizing your digital marketing. Routledge.

Istvanic, M., Milic, D. C., & Krpic, Z. (2017). Digital marketing in the business environment. International Journal of Electrical and Computer Engineering Systems, 8(2), 67-75.

Ivy, J. (2008). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Information, Business and Management, 6(2), 288-299.

Kasavana. M. L. (2012). Managing front office operations. (9th ed.). Michigan, USA: American Hotel & Lodging Educational Institute.

Khan, M.T. (2014). The concept of marketing mix and its elements. International Journal of Information, Business and Management, 6(2), 95-107.

Kotler, P., Bowen, J. and Makens, J. C. (2010). Marketing for hospitality and tourism. (5th ed.). Upper Saddle River, NJ: Pearson Education, Inc.

Kotler, P. and Keller, K. L. (2006). A framework for marketing management. (4th ed.). Upper Saddle River, NJ: Pearson Education, Inc.

Kotler, P. & Armstrong, G. (2004). Principles of marketing. (13th ed.). Upper Saddle River, New Jersey: Prentice Hall.

Leedy, P. & Ormrod, J.E. (2005). Practical research: Planning and design. Upper Saddle: Prentice Hall.

Mapila, K., Chiliya, N., & Chiliya, W. (2014). An exploratory study on the marketing strategies adopted by small micro and medium enterprises in Johannesburg central business district. Mediterranean Journal of Social Sciences, 5(25), 118-127.

Pomering, A., Noble, G., & Johnson, L.W. (2011). Conceptualising a contemporary marketing mix for sustainable tourism. Journal of Sustainable Tourism, 19(8), 953-969.

Rafiq, M. & Ahmed, P. (1995). Using the 7Ps as a generic marketing mix: An exploratory survey of UK and European marketing academics. Marketing Intelligence and Planning, 13(9), 4-15.

Roberts, R. R., & J. Kraynak. (2008). Walk like a giant, sell like a madman. Hoboken, New Jersey: John Wiley and Sons, Inc.

Rowley, J. (2004). Online branding: the case of McDonald’s. British Food Journal, 06(3), 228-237.

Sathya, P. (2015). A study on digital marketing and its impact. International Journal of Science and Research, 6(2), 866-868,

Sheth, J.N. & Sharma, A. (2005). International e-marketing: Opportunities and issues. International Marketing Review, 22(6), 611-622.

Stephen, A.T. (2015). The role of digital and social media marketing in consumer behaviour. Available at:

Taimo, P. (2017). Effective digital marketing channels: A case study of aryan technologies. Lathi University of Applied Sciences Ltd, Bachelor’s Thesis.

Umeze, G.E. & Ohen, S.B. (2015). Marketing mix strategies and entrepreneurial competence: Evidence from micro restaurants in calabor metropolis, cross river state, Nigeria. Available at:

Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of digital marketing in the challenging age: An empirical study. International Journal of Management Science And Business Administration, 1(5), 69-80.

Zeithaml, V.A, Parasuraman, A., & Berry, L. (1985). Problems and Strategies in Services Marketing. Journal of Marketing, 49(2), 33-46.

How to Cite
Phanos Matura. (2018). Digital Marketing Mix Strategies in the Tourism Industry in Zimbabwe: A Masvingo Tourism Destination Perspective. International Journal of Engineering and Management Research, 8(6), 211-219.