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@article{174429,
        author = {Senamiso Lethokuhle Ndlovu and Kumud Shukla},
        title = {Agritourism: A promising marketing strategy for Zimbabwean farmers},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {10},
        pages = {3933-3937},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=174429},
        abstract = {With the turn of the millennium, Zimbabwean farmers have shown a significant interest in agritourism. The industry is still in its growth stage, as only 20% of the farmers have taken up as of 2023. There is limited knowledge and research on agritourism from the perspective of agribusiness in Zimbabwe. This study aims to address this gap. The objectives of this study were to analyze how agritourism is used as a marketing strategy by Zimbabwean farmers and to provide recommendations for further enhancement of the agritourism industry in Zimbabwe. This study used a comprehensive analysis approach from various databases, including Google Scholar, Science Direct, Elsevier, and Quesis. Platforms, such as Facebook and LinkedIn, were also used. To analyze how agritourism is used as a marketing strategy, Ansoff matrix (product/market expansion grid) was used. The findings showed that agritourism helps farmers penetrate wider and international markets, as people are drawn by the heritage found in the farms and refreshing rural sites. In addition, farmers have increased the value addition of their farm produce through agritourism. This is seen in farm-to-table restaurants at farms and holiday houses. Of importance is the diversification created by agritourism. Farmers now have more income streams because more than one enterprise runs on the farm. The study recommends that the government of Zimbabwe support this sector by creating a framework that will act as a guide for farmers and policymakers. In addition, more publicity and farm education regarding agritourism is needed. More people need to be educated about it.},
        keywords = {agritourism, diversification, marketing, Zimbabwe},
        month = {March},
        }