Agritourism in Africa

This insightful, timely and multi-faceted book offers significant insight into the role and complex dynamics of agritourism in Africa.

Logically structured, data-led and richly illustrated throughout, chapters provide theoretical, policy and practical implications on the successes and challenges of achieving sustainable agritourism destinations, with an emphasis on technology, that not only grows African economies, but offers work opportunities, increased social empowerment and diversity. Based on empirical research, the volume covers a wide range of topics relating to agritourism in Africa, elucidated through inclusion of case studies and examples from around the continent, including Ghana, Angola and Nigeria. Topics covered include discussion of the features required for a successful agritourism business, the impact of social media and digital marketing on new agritourism destinations.

This volume will be of pivotal interest to students, researchers and scholars of Tourism, African Studies and Development Studies.

Brighton Nyagadza (CIM, Ph.D) is currently heading the Department of Marketing at Marondera University of Agricultural Sciences and Technology (MUAST), Zimbabwe, Research Associate of Institute for the Future Knowledge (IFK), University of Johannesburg (UJ), South Africa, full member of the Marketers Association of Zimbabwe (MAZ), an Associate of The Chartered Institute of Marketing (ACIM), United Kingdom and Power Member of the Digital Marketing Institute (DMI), Dublin, Ireland. He has published several book chapters and sits on various international academic and national strategic boards, including the editorial board membership of Journal of Digital Media & Policy, The Retail and Marketing Review and Mashonaland East Province Zimbabwe National Development Strategy (NDS) Committee (2021-2025) – ICT & Human Capital Development cohort.

Farai Chigora (DBA) holds a Doctorate in Business Administration from University of KwaZulu-Natal (South Africa), and is a Senior Lecturer in Business Science in the College of Business, Peace Leadership and Governance, Africa University in Zimbabwe. He is a branding specialist with interest in destination branding, strategic marketing, business research and related business areas which he has authored in various refereed international journals.

Azizul Hassan (PhD) is a member of the Tourism Consultants Network of the UK Tourism Society. Dr. Hassan has been working for the tourism industry as a consultant, academic, and researcher. His research interest areas are technology-supported marketing for tourism and hospitality, immersive technology applications in the tourism and hospitality industry, and technology-influenced marketing suggestions for sustainable tourism and hospitality industry in developing countries. Dr. Hassan has authored articles and book chapters in leading tourism outlets. He is also part of the editorial team of book projects from Routledge and various other academic publishers. He is a regular reviewer of a number of international journals.