TOURISM SUSTAINABLE SUPPLY CHAIN MANAGEMENT IN ZIMBABWE: TOUR OPERATORS’ CONTRIBUTION

The paper assesses the extent to which tour operators are contributing to tourism sustainable supply chain management in Zimbabwe using the qualitative methodology. Tour operators were found to have mixed attitudes towards tourism sustainable supply chain management which range from being negative to being positive. Many tour operators were still reactive and defended their own interests while some were however calculating, negotiating for best compromise and making a cost-benefit analysis. Very few tour operators were proactive, innovative and embracive. The paper concludes that tour operators in Zimbabwe face many difficulties in integrating sustainability in their supply chain and have not yet taken much action to implement a sustainable supply chain. The paper recommends that tour operators form or join trade associations to assist them develop the knowledge and expertise to implement sustainability initiatives, and that marketing and promotion of tourism sustainable supply chain management be implemented at a national level.