Agritourism Marketing in Africa

Exploring Digital and Social Media Strategy

Brighton Nyagadza, Farai Chigora, Azizul Hassan, Abu Bashar

• Publisher: Palgrave Macmillan
• Year: 2025
• Print ISBN:
  9783031786815
• eBook ISBN:
  9783031786822
• Topic: Business
• Subtopic: Digital Marketing
• Index: Business

This edited volume takes a multi-faceted approach, giving readers insights into the role of digital and social media marketing in the agritourism industry in Africa. Each chapter provides some theoretical, policy and practical implications for policy makers, educational practitioners, students and business communities on how agritourism's digital and social media marketing strategies could be of benefit to them. It considers macro, micro and firm-level analyses relating to how agritourism digital and social media marketing could be harnessed to fuel tourism corporate brands development in under-researched African contexts. Its empirical case studies provide scientific evidence-based approaches that inform understanding on the contribution of these antecedents to the realisation of tourism corporate brands development. The book balances theory and experimentation, providing a thorough explication of the tools and techniques of agritourism digital and social media marketing, marketing, corporate communications and corporate reputation management relevant to the tourism and agricultural organisations in the African continent in particular, and the globe at large. As we reach the point of no return in our destruction of the planet, we need to look at global solutions to 'reverse the traditional thinking' (by applying frugal transformative futuristic solutions) of putting economy before green ecological balance and instead look to new ways of changing our appetite for wealth to fit within the ecological cycles which naturally exist.

Table of contents

• Cover
• Front Matter
• 1. Artificial Intelligence (AI) and Agritourism: Implications for Entrepreneurial Firms in Emerging Contexts
• 2. The Metaverse and Agritourism Marketing in Africa: Benefits, Challenges, and the Future
• 3. Rethinking Agritourism Marketing in Africa: A Look Through the Lens of Artificial Intelligence
• 4. Adoption of Agritourism Digital Marketing Technologies as a Strategy for Enhancing Sustainable Development in African Economies
• 5. Agritourism Development and Digital Marketing
• 6. Leveraging Digital Marketing Platforms for Sustainable Agritourism Development in Southern Africa: The Case of Zimbabwe’s Agritourism Sector
• 7. Ethical Considerations in Digital and Social Media Marketing of Agritourism in Developing African Countries: A Context of Selected SADC Countries
• 8. Leveraging Disruptive Technologies to Promote Agritourism Experiences in Rural Zimbabwe
• 9. Customers’ Incivility in Digital and Social Media Marketing Platforms: Implications for Agritourism Business Growth in Zimbabwe
• 10. Digital and Social Media Marketing for Sustainable Agritourism
• 11. Data-Powered Social Media Marketing and Agritourism: A Catalyst for Rebranding African Tourism
• Back Matter