AN ASSESSMENT OF THE IMPACT OF AIRPORT SERVICE QUALITY ON
THE GROWTH OF TOURISM IN ZIMBABWE

AN ASSESSMENT OF THE IMPACT OF AIRPORT SERVICE QUALITY ON
THE GROWTH OF TOURISM IN ZIMBABWE

SHAMISO PRECIOUS NYAJEKA

Zimbabwe is adorned with tourism growth antecedents such as ample flora and fauna,
spectacular scenery and cultural heritage sites yet the country continues to have an
underutilized tourism sector. Following years of steady growth, the sector embarked on a
downward trend in 1999. The global economic crisis, as well as the negative publicity and
political unrest following the Land Reform Programme, have been cited as major causes of
Zimbabwe‟s tourism slump. The signing of the Global Political Agreement in 2009
restored the country‟s economic and political sanity, setting the tourism sector on a
recovery path. Zimbabwe‟s tourism however, continues to perform below its potential,
necessitating the consideration of other factors that could possibly influence the sector‟s
performance. This study therefore, sought to establish the quality of services at Harare
International Airport and ascertain its role in tourists‟ decisions to travel to Harare. Basing
on the SERVQUAL model, questionnaires were developed and fully completed by 410
passengers and 75 representatives of the various customer service departments at the
Airport. To this end, the expectations and perceptions of respondents regarding the
SERVQUAL dimensions of reliability, assurance, tangibility, empathy and responsiveness
were sought. The study revealed that for all five dimensions, actual services delivered
were below the expectations of passengers. Although services were not of a poor standard,
there was room for improvement. Airport service quality was however, of significance to
those travelling for reasons other than visiting friends and relatives. The Gap analysis
suggests that managers were misguided on the service priorities of passengers. It can
therefore, be concluded that Zimbabwe is capable of receiving more tourists by improving
airport service quality. For that reason, Government investment in airports should be
directed toward areas with the potential of raising service quality levels, thereby
encouraging the influx of visitors who are sensitive to airport service quality. Investment
in the human element of service delivery is also recommended to facilitate excellent
customer service at airports

ZIMBABWE OPEN UNIVERSITY

2016