Competitiveness factors influencing tourists’ intention to return and recommend: evidence from a distressed destination

Assessing destination competitiveness from a tourist perspective has been limited, especially for distressed destinations such as Zimbabwe. Zimbabwe facing ongoing political and economic challenges more than two decades which puts pressure on the growth of tourism industry. However, all compete in same space tourists’ attention, forcing marketers to continuously develop strategies enhance increase returns recommendations. This paper focuses identifying factors that influence intention return recommend. Based sample 450 international tourists Zimbabwe, results show unique destination, residents’ hospitality friendliness is most important predictor return. emphasises role residents making competitive attractive. General amenities, attractions management are also significant predictors intentions. Tourists' intentions recommend largely predicted by destination's resources. Encouraging visitors revisit can assist increasing visitor numbers limited marketing budget. Understanding these could help managers improve negative image destination.