Challenges in the role of the travel agent in tourism in Zimbabwe

Abstract

Travel agents are key elements in the distribution chain of the travel products. However, changes in characteristics of the consumer, growth of use of Information Communication Technology (ICT) and the popularity of the internet as a product distribution platform, have all led to the weakening of the role of the travel agent. Travel agents in Zimbabwe have also been affected by the prevailing global trends. The aim of the study is to investigate and evaluate the survival strategies that have been employed by travel agents in Zimbabwe. The study used a mixed method approach with the questionnaire as the key data gathering instrument. 150 travel agents were investigated. The study revealed that survival strategies being used include product diversification and establishment of internet presence. It is recommended that the travel agents develop and implement consistent staff training programmes, improve internet platforms and create effective one stop shops for the travelers.