This study
investigates the challenges associated with integrating sustainable practices
in the accommodation sector of Victoria Falls, Zimbabwe. Despite the growing
recognition of green tourism as vital for all tourist destinations, hotels in
developing countries, including Zimbabwe, often struggle to implement effective
environmental measures. This research examines the barriers to adopting
sustainable operating strategies within the hotels and lodges of Victoria
Falls. Using a mixed methods approach, data were gathered from hotel employees
and managers. Qualitative insights were obtained through interviews with
fifteen purposively selected key informants, while quantitative data were
collected via questionnaires distributed to 150 participants using stratified
random sampling. Thematic analysis was employed to interpret the qualitative
data, and quantitative results were analyzed using Excel and manual
calculations. Findings indicate that the hotel sector primarily adopts simple
and cost-effective green practices focused on energy management, water
conservation, and waste management. However, significant challenges hinder the
effective implementation of these initiatives, including the high costs of
acquiring green technology, insufficient stakeholder support, and limited
financial resources. Additional barriers identified include a lack of
awareness, inadequate infrastructure, and weak regulatory frameworks. This
research highlights the intricate relationship between internal and external
factors that influence the adoption of green strategies. It emphasizes the
importance of organizational culture, leadership commitment, stakeholder
engagement, and industry collaboration in overcoming these challenges. The
study concludes by recommending the development of a stronger green tourism
policy, enhanced guest education, and active stakeholder engagement to promote
the implementation of sustainable practices in Zimbabwe's hotel sector.
