Extent of Application of Fourth Industrial Revolution Technologies to Enhance Tourism Sustainability: A Case of Selected Tourism Operators in Victoria Falls

Abstract

This study sought to analyse the extent of the application of Fourth Industrial Revolution techniques (4 IR) in the tourism sector of Zimbabwe using the Victoria Falls as a case study. The objective of the study was to analyse the effectiveness of 4IR technologies on the competitiveness amongst tourist operators and to determine strategies that could be adapted to improve the use of 4IR technological trends. A sample of 96 tourist respondents were used in the study, as well as 30 tour operators. The study also used probability sampling through systematic random sampling for tourists and non-probability sampling through random sampling for tour operators. The findings clearly showed that pre-travel technologies used by tour operators have enhanced tourists choice of patronage. However, on-site technologies used by tour operators were limited acording to tourists who indicated that they were not satiesfied with the extent to which on-site technologies were applied. The reasons behind slow adoption of 4IR technologies by most operators emanated from lack of managerial skills, lack of expertise and lack of desire to innovate. The study recommended that operators should urgently adopt the use of artificial intelligence, they should budget towards technological upgrading as well as installation of cyber crime security systems. Organisations should also invest in digital transformation.