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Title
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Assessing an Online Marketing Application Tool for Curios and Crafts
Roadside Vendors Business in Vumba Mountains, Zimbabwe
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Creator
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Basera, Vitalis
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Muwani, Tendai
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Ranganai, Njodzi,
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Abstract
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Roadside vendors survive from the traffic of tourists along major tourists’ routes in the country selling different
wares. The study was stimulated by need to avert product marketing challenges faced by roadside vendors vending
curios and crafts. It was also prompted by the need to improve the livelihoods of the roadside vendors who are
working from unsuitable environments and to expose their products to a broader pool of potential customers. The
study focused on the case of Vumba road from Mutare to Leopard Rock hotel. Data was collected by conducting
interviews with roadside vendors along the route and it was analysed qualitatively. The thrust of the paper is to
find how online marketing strategies can be harnessed by the roadside vendors to improve their business through
capturing more customers. The results showed that the vendors do not use online marketing strategies in their
business; they lacked better marketing strategies for their products. The researchers proposed development of an
online marketing application that can be used by roadside vendors to improve their business linking them with
tourists. The online marketing application is to be launched online for use.
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Date
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April 2022
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Source
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African Journal of Hospitality, Tourism and Leisure
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volume
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11
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issue
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2
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pages
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889-900
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issn
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2223-814X
