Exploring the potential of digital tourism innovations for climate change adaptation in Zimbabwean rural communities in Manicaland Province, Zimbabwe

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As a supplementary economic activity, tourism presents chances for resilience development and diversification. Therefore, this study seeks to examine the current use of digital tourism innovations and explore how these digital solutions can contribute to climate change adaptation strategies in rural communities in Manicaland Province. This will help unravel ways in which digital technologies, including mobile apps, internet platforms, augmented and virtual reality, might improve tourist experiences, change habits, and generate steady revenue streams for rural communities. In order to evaluate the uptake and effects of digital tourism innovations, the study used a mixed-methods approach that combined quantitative and qualitative data collected from community stakeholders and tourism operators. From a population of 137 tourist attraction centres and tourist service providers, a sample of 102 respondents was selected using an online Raosoft sample calculator. Structured questionnaires were used to collect quantitative data, and personal interviews were used to collect qualitative data. Digital tourism innovations were found to positively and significantly affect climate change adaptation. The results revealed how rural communities might use digital tourism innovations to adapt to climate change while protecting biodiversity and cultural heritage. Suggestions are made for incorporating digital tourism innovations into national climate adaptation plans, encouraging community involvement, and expanding on successful technologies. This study adds to the conversation about climate resilience, digital transformation, and sustainable development. Entrepreneurship Tourism Innovations Climate change adaptation Climate change Rural communities Sustainable development 1. Background of study Globally, climate change is upending the tourist industry and endangering ecosystems, natural landmarks, and the means of subsistence for those who depend on it (Ramaano, 2025 ; Burke, 2021 ; Lamptey, 2021 ). The United Nations World Tourism Organisation (UNWTO, 2021 ) estimates that by 2050, climate change may slow the growth of tourism worldwide by as much as 30%, especially in areas where nature-based travel is popular. The sector's viability is threatened by rising temperatures, intense weather, and biodiversity loss, making it extremely vulnerable to the effects of climate change (Gossling, & Scott, 2024 ). As a result, the tourism industry is under a lot of strain due to climate change, which is changing the socioeconomic and environmental factors that affect traveler behavior and destination appeal (Tanrisever, et al., 2024 ). The travel and tourism industry contributes $ 10.9 trillion to the global GDP covering the sector's direct, indirect, and induced effects (World Travel & Tourism Council, 2025) and accounts for 10% of the world GDP (Dossou, et al., 2024 , World Travel & Tourism Council, 2025). This emphasises how urgently the industry needs creative ways to improve climate resilience. Digital technologies have become game-changing instruments for the tourism industry, providing chances for sustainability and climate adaption (Kutlu, et al., 2025 ). For example, with real-time data monitoring, smart tourism applications in Europe have enabled efficient resource usage, lowering carbon footprints by an average of 18% (Abbass, et al., 2022 ). Similar to this, Australia's rural areas have been able to remotely demonstrate their attractions thanks to virtual reality (VR) platforms, which has increased visitor interest by 12% while decreasing the requirement for in-person travel (Gu, 2023 ). These developments show how digital technologies may support sustainable tourism practices and generate adaptive methods. However, the tourism industry is facing increasing difficulties in Africa, where the effects of climate change are disproportionately severe (Gu, 2023 ). According to research by the African Development Bank (AfDB, 2024), 45% of rural communities in Africa that depend on tourism are highly vulnerable to economic disruptions brought on by climate change (Ikol, 2023 ). But in nations like South Africa and Kenya, digital solutions are beginning to bridge this divide (Mtapuri, 2024, Ikol, 2023 ). For instance, in Kenya, rural tourist operators have improved their climate readiness by using mobile-based weather applications, which has resulted in a 25% reduction in income losses during extreme weather events (Ikol, 2023 , Kenya tourist Board, 2022). In a similar vein, South Africa's use of digital marketing platforms has raised ecotourism destinations' profile and contributed to a 14% rise in sustainable tourist earnings (Chamboko-Mpotaringa, 2024 , Mtapuri, 2024, South African tourist, 2021). Zimbabwe, which is home to well-known tourist destinations including Mutarazi Falls, Great Zimbabwe, Victoria Falls, and Hwange National Park, is also battling the twin issues of climate change and sustainable tourism. According to climate forecasts, average temperatures in Zimbabwe are expected to rise by 2.5°C and rainfall patterns would decrease by 30% by 2050 (Muwani, et al., 2024 , Zimbabwe Meteorological Services Department, 2022). Rural communities, which are home to a large amount of the nation's tourist attractions and rely significantly on tourism-related income, are disproportionately impacted by these developments. Despite these obstacles, Zimbabwe's tourism industry has yet to fully integrate digital technology, and rural communities have little access to them (Chirenje & Munyati, 2023, Gossling, & Scott, 2024 ). Previous studies on Zimbabwe's tourism have primarily focused on marketing, conservation, and visitor management. However, there is limited research on the potential of digital innovations to support climate adaptation in rural communities. Given that rural areas are home to 63% of the population and are vital for tourism development (Chamboko-Mpotaringa, 2024 , Zimbabwe National Statistics Agency, 2023), this gap is particularly concerning. Addressing this gap could enable Zimbabwe’s rural communities to leverage digital tools for climate risk mitigation, tourism product diversification, and improved livelihoods. Therefore, this study explores the potential of digital tourism innovations for climate change adaptation in Zimbabwe’s Manicaland Province, with a particular attention to rural communities. 2. Literature Review This section discusses the concepts and theories that underpin digital tourism innovations and climate change adaptation. These offer a foundation for comprehending the intricate relationships that exist between digital technologies, sustainable tourism, climate change, and rural communities. 2.1 Theoretical Framework The study's theoretical underpinnings are provided by the Adaptive Capacity Framework (ACF) and the Technology Acceptance Model (TAM). TAM is useful for analysing how Zimbabwean rural tourism stakeholders, including tourist attraction centres and tour operators, embrace digital technologies for climate adaptation (Na et al., 2022 ; Chapagain et al., 2025 ; Chirisa et al., 2021 ). It does this by evaluating factors like perceived usefulness and ease of use (Davis, Granic, & Marangunic, 2024; Ma et al., 2025 ). This is enhanced by the ACF, which emphasises the importance of information access, institutional support, and local innovation in fostering resilience, complements this by assessing how communities and systems adapt to climate-related risks (Bullock et al., 2022 ; DeCaro et al., 2025 ; Thuy Phan et al., 2023 ). When combined, these frameworks provide for a thorough comprehension of the factors influencing the use of digital tools as well as how they improve adaptive capacity in rural tourist situations. 2.2 Tourism and Climate Change The effects of climate change pose a serious threat to the travel and tourism sector (Shashwat, 2024 ). Travel patterns are disrupted, infrastructure is damaged, and the sustainability of tourist-dependent places is threatened by extreme weather events, rising temperatures, and shifting precipitation patterns (Ndlovu, et al., 2024 ). By 2050, climate change may cause a 10%-15% decline in the demand for travel worldwide, particularly in developing nations, according to (Mtapuri, et al., 2024 , Chirisa, et al., 2021 ). Due to their reliance on biodiversity and ecosystems that are vulnerable to climate change, rural communities in Africa that depend on nature-based tourism are especially vulnerable (UNWTO, 2022). Climate change has already started to show up in Zimbabwe, where unpredictable rainfall and rising temperatures are negatively impacting the country's agriculture and tourism industries (Chirenje & Munyati, 2023). According to studies, if adaptation measures are not put in place, Zimbabwe's tourism industry may lose up to 20% of its yearly revenue as a result of climate-related disruptions (Gohori, & van der Merwe, 2024 , Zimbabwe Tourism Authority, 2022). These figures demonstrate how urgent it is to implement measures that improve tourism operations' resilience, particularly in rural areas. 2.3 The current level of adoption and use of digital tourism innovations among tourism stakeholders in rural communities. The use of digital technology in tourism has increased dramatically on a global scale, particularly after the COVID-19 epidemic heightened demand for contactless travel experiences (Abbass, et al., 2022 ). By 2020, more than 70% of tourism-related enterprises globally had implemented at least one digital solution, such as contactless payments, digital booking platforms, or mobile-based visitor interaction tools, according to the World Tourism Organisation (Chihwai, & Dube, 2023 , UNWTO, 2021 ). The tourism industry is rapidly changing due to digital innovations, which make it possible for new forms of promotion, interaction, and service delivery (Chihwai, & Dube, 2023 ). In order to improve tourist experiences and operational efficiency, tourism operators are progressively implementing digital tools, which include mobile applications, social media platforms, virtual (VR) and augmented (AR) reality, geolocation systems, and artificial intelligence (AI) (Chamboko-Mpotaringa, 2024 ). Rural communities worldwide are progressively embracing digital tourist innovations, albeit at a slower and more uneven rate, whereas metropolitan and developed locations are leading the way in these advances (Ndlovu, et al, 2024 ). Nordic nations like Finland and Norway, have advanced significantly in incorporating digital technology with nature-based tourism (Fredman, & Margaryan, 2021 ). To increase safety and customisation, Finland's national parks and isolated lodges employ digital guides, geotagged visitor logs, and real-time weather updates (Gossling, & Scott, 2024 , Tussyadiah et al., 2017). Although mobile phones are widely used, most rural tourist operators only utilise digital tools for informal marketing and rudimentary communication, according to research done in Kenya and Tanzania (Mtapuri, et al, 2024 ). However, because of economic obstacles, gaps in digital literacy, and inadequate infrastructure, adoption is still happening more slowly in Sub-Saharan Africa and is exacerbated by expensive data plans and inconsistent internet access in rural areas (Muwani, et al., 2024 ). Despite all this, nations like Rwanda, Kenya, and South Africa have made great strides in incorporating ICT into their travel plans (Tanrisever, et al., 2024 , World Bank, 2020 ). For example, Rwanda's smart tourism app and Kenya's e-visa platform have greatly improved travel accessibility and tourist happiness (Ikol, 2023 , Muwani, et al., 2024 ). However, a different scenario has been depicted in Zimbabwe. Less than 30% of travel agencies in Zimbabwe are active on the internet (Nyatsambo et al., 2022 , ZTA, 2022). Rural regions like Nyanga District, continue to confront obstacles such as inadequate connectivity, limited device ownership, and high data charges, despite the fact that internet penetration has climbed to 65.3% nationwide (POTRAZ, 2023, Chirisa et al., 2021 ). The digital imprint of local tourist activities is still rather small, despite the potential. Digital marketing is mostly restricted to social media sites like Facebook and WhatsApp, and few operators have a formal online presence (Chirisa, Matamanda, & Bandauko, 2021 ). Local guides, community-based businesses, and lodging providers are examples of stakeholders in rural tourism that frequently lack the digital literacy needed to implement and maintain tourist technology (Gohori, & van der Merwe, 2024 ). According to a research by Mudzengi and Chikodzi (2020), the majority of Zimbabwean rural operators rely on physical brochures and word-of-mouth for promotion, with little knowledge of the advantages of digital tourism advances. Stakeholders in rural tourism throughout the world are adopting digital innovations at varying degrees. Many rural areas in the Global South are still overcoming fundamental obstacles, while developed countries are investigating smart tourist ecosystems (Chamboko-Mpotaringa, 2024 ). The development of inclusive infrastructure, reasonably priced technology, and community-led digital capacity building must be the main priorities in order to close this digital gap (Mtapuri, et al., 2024 ). 2.4 Digital tourism innovation’s contribution to climate change adaptation among rural communities The term Digital Tourism Innovations (DTI), refers to the use of digital technologies, including social media, Internet of Things (IoT), mobile applications, remote sensing, Geographic Information Systems (GIS), and virtual and augmented reality, to improve tourism operations, experiences, and sustainability (Ndlovu, et al, 2024 , Chirisa, et al., 2021 ). These developments can lower the ecological impact of tourism in fragile rural areas, encourage sustainable habits, and offer real-time environmental information (Chamboko-Mpotaringa, 2024 , Muwani, 2024). Rural communities that mostly depend on natural resources and climate-sensitive sectors like tourism and agriculture are at considerable risk from climate change (Ramaano, 2024, DeCaro, et al., 2025 ). As a result, the tourism sector, particularly in rural areas, is increasingly viewed as a tool for adaptation and resilience as well as a possible victim of climate change (DeCaro, et al., 2025 ). Innovations in digital tourism provide transformational tools that can assist rural communities in communicating hazards, diversifying their sources of income, monitoring environmental changes, and developing adaptive skills (Muwani, 2024, UNWTO, 2021 ; Scott et al., 2016). 2.4.1 Environmental monitoring and early warning Improved environmental monitoring is one of the most important ways that digital advances are helping with climate adaptation (Ndlovu, et al., Muwani, et al., 2024 ). Mobile-based weather alerts, sensor networks, and GPS-enabled applications are some of the tools that give rural tourism operators up-to-date information on climate threats, such as floods, storms, and fire hazards (Muwani, et al., 2024 , Ramaano, 2024). To lower the danger of landslides and flooding and to lessen local vulnerability, community-based tourism networks in Nepal have implemented mobile weather alarm systems (Mtapuri, et al., 2024 , Byers & Main, 2020 ). Similar to this, smart tourism platforms in Kenya employ GIS and satellite images to track drought trends and animal movements, enabling local communities to modify tourism services appropriately (Ramaano, 2024). 2.4.2 Promoting low-carbon and climate-resilient tourism models Through technologies like online booking platforms that cut down on paper waste, digital storytelling that takes the place of physical signs, and virtual tours that eliminate the need for long-distance travel, digital innovations aid in the shift of rural tourism to low-carbon models (Chirisa, et al., 2021 , Chiwaridzo, & Masengu, 2023 ). VR and AR have made it possible for ecotourism destinations in rural Scandinavia to provide immersive experiences without compromising delicate ecosystems or necessitating high-carbon travel (Torabi, et al., 2023 ). These technologies aid in conservation, lessen the influence that visitors have on delicate ecosystems, and promote certification programs for sustainable tourism (Ramaano, 2024, Dumitru, et al., 2021 ). 2.4.3 Enhancing adaptive capacity Enabling remote marketing, simplifying reservations, and promoting e-commerce for regional crafts and experiences, digital platforms can increase the size of rural tourist marketplaces (DeCaro, et al., 2025 ). One important aspect of climate adaptation that is improved by this diversity is economic resilience (Hernandez Sanchez,& Oskam, 2025). Despite interruptions from climate-related calamities, indigenous tourism operators in the Andes have utilised Facebook and Instagram to draw eco-aware tourists, enabling communities to make money (Moreno & Seabra, 2022 ). Similarly, when conventional agriculture fails during droughts in Sub-Saharan Africa, mobile-based tourism markets have helped people find other sources of income (Mapingure, & du Plessis, 2022 , World Bank, 2020 ). 2.4.4 Knowledge sharing and community empowerment Digital advancements increase knowledge accessibility, which aids in climate adaptation (Ndlovu, et al., 2024 , Dumitru, et al., 2021 ). Best practices in climate-smart tourism and sustainable land use are shared via mobile applications and online platforms (DeCaro, et al., 2025 ). For example, an international development organisation in India sponsors a digital tourist learning hub in rural India that offers training on biodiversity protection and climate resilience to operators and local guides (UNDP, 2022 , Chirisa, et al., 2021 ). The adaptability of rural populations to climate change might be greatly aided by developments in digital tourism (Kumar, & Shekhar, 2020 ). These techniques help increase rural resilience to climate threats by empowering local stakeholders, encouraging sustainable tourist practices, improving environmental monitoring, and diversifying livelihoods (Hernandez Sanchez, & Oskam, 2025). However, investment in inclusive infrastructure, capacity building, and coordinated policy assistance are necessary to achieve this promise (Lalisan et al., 2024 , Ndlovu, et al, 2024 ). 2.7 Research gap and implications Regarding the extent and variety of digital tourism innovation usage in rural Zimbabwe, there is a glaring information vacuum (Dube, 2024 ). The data that is available is dispersed, and not many studies have covered how various stakeholder groups such as, neighbourhood businesses, residents, and park officials’ use or profit from digital technology. By offering a thorough evaluation of the present levels of acceptance and application of digital tourism technologies in Manicaland province, this research closes that gap. 3. Methodology This study employed a mixed method approach, which allowed them to triangulate across many approaches (Creswell and Clark, 2011). There was a combination of personal interviews, and quantitative surveys (Gössling, et al., 2021). This triangulation guarantees thorough insights into adoption and obstacles and wide coverage of patterns. Data was gathered from representatives of tourist attractions and service providers using Kobo Collect digital tools. Management was interviewed in person. In order to collect contextual information, the researchers also consulted secondary data sources and spoke with local stakeholders (Dawadi, Shrestha, and Giri, 2021). Using an online RaoSoft sample calculator, a sample of 102 respondents was determined from a population of 137 tourist attraction centres and tourist service providers from Manicaland Province. This was calculated using a 5% error margin and a 95% level of significance. Purposive sampling was employed in the study to choose key informants from the two clusters (Nikolopoulou 2023). Quantitative data was analysed using STATA Software. In this study, the main independent variable is digital tourism innovations. The other variables, Role in the tourism sector and Experience in tourism sector are control variables that help isolate the effect of the main independent variable thus reducing potential bias in the estimated coefficients (Newey, & Stouli, 2021 ). Different roles in the tourism sector might have varying levels of exposure to climate impacts or different resources for adaptation, or even different access to digital tools. Controlling for "Role," the researchers are ensuring that the observed effect of digital tourism adoption on climate change adaptation effectiveness is not simply because, for example, National Parks have a higher digital adoption and are more inherently geared towards adaptation than, say, Shuttle Services. The study isolated the effect of digital innovation regardless of the specific role. Similarly, by including the years of experience as a control variable, these researchers are statistically holding their effects constant so that they can more confidently interpret the unique contribution of digital tourism innovation (Memona, Thurasamya, Ting, Cheahi and Chuahj, 2024 ). Organizations with more years of experience might have developed more robust adaptation strategies over time, or they might have had more time to adopt digital innovations. Qualitative data was processed using NVivo software and thematic analysis was used to determine themes and patterns. For ethical reasons, the participants were made fully aware of the survey's objectives, their roles, and the necessary but voluntary nature of their participation. They were also notified that they were allowed to withdraw from participation and that their responses would be kept as anonymous as possible. 4. Results and Discussion This section will present quantitative and qualitative results followed by a discussion section 4.1 Current Use of Digital Tourism Innovations Table 1 The current level of adoption and use of digital tourism innovations among tourism stakeholders in Manicaland Province Statement Mean Std. Dev. We use digital platforms to share information about local attractions with potential visitors. 3.82 0.961 We provide digital information about local attractions to visitors. 4.01 0.985 Visitors can easily book accommodation or tourism activities in our area through online platforms 4.16 0.960 Our organization uses digital payment methods for tourism-related services. 3.37 0.998 We use digital systems to manage reservations and bookings for tourism services. 3.91 0.925 We offer digital tools to enhance the visitor experience at Mutarazi Falls. 3.59 1.006 Digital tourism innovations are a central part of our overall strategy for tourism development 4.00 0.903 Internet speed is sufficient to support digital tourism activities 3.25 1.183 Public Wifi or community internet centres are available in my locality 3.16 1.226 Most people in this community use smart phones 4,45 0.789 Local government and NGOs support digital access and ICT development in this community 3.95 0.93 Source: Authors’ calculation Qualitative results concur with quantitative results in Table 1 above, indicating an increase in the uptake of digital innovations in tourism promotions. Facebook, Instagram, and WhatsApp were often mentioned by participants as the main platforms for advertising nearby attractions. One respondent said; " We post pictures, hold giveaways, and inform visitors about trail conditions and weather on Facebook and WhatsApp every day ." For rural areas with little infrastructure, digital advances were viewed as cost-effective and efficient marketing tools. In order to increase their digital reach, several operators mentioned working with influencers. Further to that, one guest house manager alluded to the use of online booking and digital payments. EcoCash, ZIPIT, and mobile banking are now accepted for bookings by an increasing number of providers. He is quoted saying; " Bank transfers and EcoCash made it simpler for domestic travellers to pay in advance, particularly those travelling from Mutare or Harare ." Some tourist companies reported using innovative technologies including digital feedback kiosks, app-based guided tours, and QR-coded trail maps, especially in the vicinity of Mutarazi Falls. " When guests arrive, they may download an interactive map that we introduced. It provides information about the local climate and leads them along the trekking track .” 4.2 Regression analysis The purpose of this study was to investigate how digital tourism innovations (DTIs), can improve rural tourist communities' ability to adapt to climate change in Zimbabwe's Manicaland Province. Regression analysis was conducted and results are presented in Table 2 . Table 2 OLS, OLOGIT and OPROBIT estimates: Digital Tourism Innovations in achieving Climate Change Adaptation in Zimbabwean Rural Communities in Manicaland Province, Zimbabwe OLS OLOGIT OPROBIT VARIABLES (1) (2) (3) Digital Tourism Innovation 0.418*** 4.661*** 2.493*** (0.142) (0.583) (0.446) Lodge 0.241*** 1.135*** 0.813*** (0.0856) (0.319) (0.342) Tour Guide -0.0378 0.0239 -0.0196 (0.171) (0.986) (0.532) Shuttle Services -0.0678 -0.210 -0.176 (0.184) (0.845) (0.577) Airbnb 0.206 0.537 0.344 (0.156) (0.467) (0.687) Experience years 0.239*** 1.439*** 1.018*** (0.164) (0.922) (0.616) Constant cut1 15.75*** 12.26*** (3.414) (2.361) Constant cut2 18.38*** 17.50*** (4.480) (2.112) Constant 0.312** (0.600) Observations 102 102 102 R-squared 0.332 0.2589 0.2602 Robust standard errors in parentheses Source: Authors’ calculation This study primarily focused on the coefficient and significance of DTI score, while acknowledging that role and experience in tourism were important factors to account for to strengthen the validity of core findings. A series of regression analyses, employing Ordinary Least Squares (OLS), Ordered Probit (OPROBIT), and Ordered Logit (OLOGIT) models was conducted to establish the robustness of the results, all of which yielded remarkably consistent and corroborating results. The OLS model produced a positive and highly statistically significant coefficient (β = 0.418, p < 0.01), indicating that the perceived adaption efficiency score increases by 0.418 for every unit rise in the adoption of digital tourist innovations. With coefficients of 2.493 and 4.661, respectively, the OPROBIT and OLOGIT models supported this trend and were also significant at 1% level. Interview participants supported quantitative results in that, digital technologies assisted in controlling tourist flows and warning travellers about weather-related hazards such as, landslides or fog at destinations such as Mutarazi Falls and Mount Inyangani. By using WhatsApp groups and facebook pages to give out early weather alerts, we have prevented a number of incidents. Visitors come more prepared. More so, through online pre-order systems, digital platforms have enabled young people and women in rural areas to sell food and crafts to visitors, assisting in maintaining revenue during off-peak seasons. "Our community members now use social media to promote their organic honey and beaded crafts. Orders continue to pour in even during the months with the fewest tourists.” The embracing of digital platforms in tourism related activities has allowed local residents to learn climate-smart tourism techniques through community seminars that were conducted via Zoom or WhatsApp. Increased water collection, sustainable waste disposal, and reforestation activities were attributed by several responders to these sessions. " We began implementing water-saving measures at our lodges and teaching villagers how to recycle plastic for crafts after attending a webinar last year." However, high data prices, frequent power outages, and restricted internet coverage were identified as the main obstacles to a more thorough digital transition. " We frequently lose contact with clients when the power goes out if we don't have a generator or solar backup." The majority of operators pointed out that community residents and employees lacked digital literacy. They demanded specialised instruction on cyber security, SEO, and digital content production. Our employees are proficient in taking photos, but few are proficient in editing or running sponsored advertisements. Workshops specifically designed for rural entrepreneurs are needed . The potential of digital tourism innovations for climate change adaptation in Zimbabwean rural communities, particularly in Manicaland Province, presents a multifaceted opportunity for both environmental sustainability and economic growth. The region, known for its rich biodiversity and cultural heritage, stands to benefit from digital platforms that enhance visibility and accessibility for eco-tourists. Exploiting online marketing strategies and social media, local communities can attract visitors interested in sustainable travel, thereby generating revenue that can be reinvested into conservation efforts and climate resilience projects, (Dickinson et al, 2017 ; Gulati, 2022 ; Maulana, Deliana & Indah, 2025 ). The integration of digital tools, such as mobile applications and virtual reality experiences, can help educate both tourists and locals about the importance of environmental stewardship. These innovations not only provide information about local ecosystems and climate challenges but also foster a sense of responsibility among visitors to engage in sustainable practices during their stay. This educational component is crucial for promoting a deeper understanding of climate change impacts on rural livelihoods and biodiversity. Data collection and analysis through digital platforms can empower communities to make informed decisions regarding resource management. Monitoring environmental changes in real-time, local leaders can adapt tourism strategies to align with sustainable practices, such as minimizing waste and optimizing energy use, (Yanti, Heryadi, Cakranegara & Kadyrov, 2023 ; Njoroge, Ratter, Atieno & Mugabe, 2020 ; Chen, Chen, Wang & Deng, 2024 ). This proactive approach not only enhances the resilience of rural communities to climate impacts but also positions them as leaders in sustainable tourism within the broader context of Zimbabwe’s tourism sector. Ultimately, the successful implementation of digital tourism innovations in Manicaland can contribute to a robust framework for climate change adaptation. Aligning economic interests with environmental goals, these communities can create a sustainable tourism model that not only thrives in the face of climate challenges but also protects their cultural and natural heritage for future generations. 5. Conclusion and Recommendation This study offers contextual and empirical proof that innovations in digital tourism greatly improve climate change adaptation in rural areas. The robustness and coherence of both quantitative and qualitative results demonstrate how digital technologies have the capacity to revolutionise livelihoods, safety, communication, and environmental management. Therefore, it is prudent to note that the efficacy of digital innovation varies depending on the function in tourism and has to be interpreted in light of organisational capability, experience, and resource availability. In developing rural areas, digital tourism offers a scalable and sustainable alternative for climate adaptation, despite skill-based and infrastructure-related obstacles. Digital tourism innovations are becoming more and more important for boosting rural tourism, maintaining livelihoods, and aiding in climate change adaption. Digital tourism in rural Manicaland Province, Zimbabwe may reach its full potential as a tool for climate resilience and sustainable development. Following the above findings this study recommends the need for the government agencies and other relevant digital service providers to expand rural digital infrastructure through investments in dependable Wi-Fi zones, solar-powered charging stations, and broadband access in underserved rural tourism corridors. Also, the government and tourism boards should provide incentives for innovation, such as tax breaks, recognition programs, or grants, for operators who digitise their services sustainably. Lastly, the government should put structures that encourage community-led digital initiatives including smartphone applications for ecotourism, visitor information centres, and weather alert networks. This study recommends future studies on digital tourism extending to other provinces and countries for comparative analysis. Declarations AUTHORSHIP CONTRIBUTION All the authors were participated in the writing of the article. 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Tourism and Hospitality for Sustainable Development: Volume One: Technological Innovations and Development Realities , 111–128. https://doi.org/10.1007/978-3-031-63069-9_7 Zvavahera P (2025) Leveraging Disruptive Technologies to Promote Agritourism Experiences in Rural Zimbabwe. Agritourism Marketing in Africa: Exploring Digital and Social Media Strategy. Springer, Cham, pp 213–234. https://doi.org/10.1007/978-3-031-78682-2_8 Nature Switzerland Additional Declarations The authors declare no competing interests. Supplementary Files RESEARCHINSTRUMENTS.docx Exploring the potential of digital tourism innovations for climate change adaptation in Zimbabwean rural communities in Manicaland Province, Zimbabwe Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. 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Background of study","content":"\u003cp\u003eGlobally, climate change is upending the tourist industry and endangering ecosystems, natural landmarks, and the means of subsistence for those who depend on it (Ramaano, \u003cspan citationid=\"CR55\" class=\"CitationRef\"\u003e2025\u003c/span\u003e; Burke, \u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e2021\u003c/span\u003e; Lamptey, \u003cspan citationid=\"CR39\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). The United Nations World Tourism Organisation (UNWTO, \u003cspan citationid=\"CR66\" class=\"CitationRef\"\u003e2021\u003c/span\u003e) estimates that by 2050, climate change may slow the growth of tourism worldwide by as much as 30%, especially in areas where nature-based travel is popular. The sector's viability is threatened by rising temperatures, intense weather, and biodiversity loss, making it extremely vulnerable to the effects of climate change (Gossling, \u0026amp; Scott, \u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). As a result, the tourism industry is under a lot of strain due to climate change, which is changing the socioeconomic and environmental factors that affect traveler behavior and destination appeal (Tanrisever, et al., \u003cspan citationid=\"CR62\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). The travel and tourism industry contributes \u003cspan\u003e$\u003c/span\u003e10.9 trillion to the global GDP covering the sector's direct, indirect, and induced effects (World Travel \u0026amp; Tourism Council, 2025) and accounts for 10% of the world GDP (Dossou, et al., \u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e2024\u003c/span\u003e, World Travel \u0026amp; Tourism Council, 2025). This emphasises how urgently the industry needs creative ways to improve climate resilience.\u003c/p\u003e\u003cp\u003eDigital technologies have become game-changing instruments for the tourism industry, providing chances for sustainability and climate adaption (Kutlu, et al., \u003cspan citationid=\"CR37\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). For example, with real-time data monitoring, smart tourism applications in Europe have enabled efficient resource usage, lowering carbon footprints by an average of 18% (Abbass, et al., \u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). Similar to this, Australia's rural areas have been able to remotely demonstrate their attractions thanks to virtual reality (VR) platforms, which has increased visitor interest by 12% while decreasing the requirement for in-person travel (Gu, \u003cspan citationid=\"CR28\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). These developments show how digital technologies may support sustainable tourism practices and generate adaptive methods. However, the tourism industry is facing increasing difficulties in Africa, where the effects of climate change are disproportionately severe (Gu, \u003cspan citationid=\"CR28\" class=\"CitationRef\"\u003e2023\u003c/span\u003e).\u003c/p\u003e\u003cp\u003eAccording to research by the African Development Bank (AfDB, 2024), 45% of rural communities in Africa that depend on tourism are highly vulnerable to economic disruptions brought on by climate change (Ikol, \u003cspan citationid=\"CR34\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). But in nations like South Africa and Kenya, digital solutions are beginning to bridge this divide (Mtapuri, 2024, Ikol, \u003cspan citationid=\"CR34\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). For instance, in Kenya, rural tourist operators have improved their climate readiness by using mobile-based weather applications, which has resulted in a 25% reduction in income losses during extreme weather events (Ikol, \u003cspan citationid=\"CR34\" class=\"CitationRef\"\u003e2023\u003c/span\u003e, Kenya tourist Board, 2022). In a similar vein, South Africa's use of digital marketing platforms has raised ecotourism destinations' profile and contributed to a 14% rise in sustainable tourist earnings (Chamboko-Mpotaringa, \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2024\u003c/span\u003e, Mtapuri, 2024, South African tourist, 2021).\u003c/p\u003e\u003cp\u003eZimbabwe, which is home to well-known tourist destinations including Mutarazi Falls, Great Zimbabwe, Victoria Falls, and Hwange National Park, is also battling the twin issues of climate change and sustainable tourism. According to climate forecasts, average temperatures in Zimbabwe are expected to rise by 2.5\u0026deg;C and rainfall patterns would decrease by 30% by 2050 (Muwani, et al., \u003cspan citationid=\"CR48\" class=\"CitationRef\"\u003e2024\u003c/span\u003e, Zimbabwe Meteorological Services Department, 2022). Rural communities, which are home to a large amount of the nation's tourist attractions and rely significantly on tourism-related income, are disproportionately impacted by these developments. Despite these obstacles, Zimbabwe's tourism industry has yet to fully integrate digital technology, and rural communities have little access to them (Chirenje \u0026amp; Munyati, 2023, Gossling, \u0026amp; Scott, \u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e2024\u003c/span\u003e).\u003c/p\u003e\u003cp\u003ePrevious studies on Zimbabwe's tourism have primarily focused on marketing, conservation, and visitor management. However, there is limited research on the potential of digital innovations to support climate adaptation in rural communities. Given that rural areas are home to 63% of the population and are vital for tourism development (Chamboko-Mpotaringa, \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2024\u003c/span\u003e, Zimbabwe National Statistics Agency, 2023), this gap is particularly concerning. Addressing this gap could enable Zimbabwe\u0026rsquo;s rural communities to leverage digital tools for climate risk mitigation, tourism product diversification, and improved livelihoods. Therefore, this study explores the potential of digital tourism innovations for climate change adaptation in Zimbabwe\u0026rsquo;s Manicaland Province, with a particular attention to rural communities.\u003c/p\u003e"},{"header":"2. Literature Review","content":"\u003cp\u003eThis section discusses the concepts and theories that underpin digital tourism innovations and climate change adaptation. These offer a foundation for comprehending the intricate relationships that exist between digital technologies, sustainable tourism, climate change, and rural communities.\u003c/p\u003e\u003cdiv id=\"Sec3\" class=\"Section2\"\u003e\u003ch2\u003e2.1 Theoretical Framework\u003c/h2\u003e\u003cp\u003eThe study's theoretical underpinnings are provided by the Adaptive Capacity Framework (ACF) and the Technology Acceptance Model (TAM). TAM is useful for analysing how Zimbabwean rural tourism stakeholders, including tourist attraction centres and tour operators, embrace digital technologies for climate adaptation (Na et al., \u003cspan citationid=\"CR49\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Chapagain et al., \u003cspan citationid=\"CR8\" class=\"CitationRef\"\u003e2025\u003c/span\u003e; Chirisa et al., \u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). It does this by evaluating factors like perceived usefulness and ease of use (Davis, Granic, \u0026amp; Marangunic, 2024; Ma et al., \u003cspan citationid=\"CR40\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). This is enhanced by the ACF, which emphasises the importance of information access, institutional support, and local innovation in fostering resilience, complements this by assessing how communities and systems adapt to climate-related risks (Bullock et al., \u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; DeCaro et al., \u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e2025\u003c/span\u003e; Thuy Phan et al., \u003cspan citationid=\"CR63\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). When combined, these frameworks provide for a thorough comprehension of the factors influencing the use of digital tools as well as how they improve adaptive capacity in rural tourist situations.\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec4\" class=\"Section2\"\u003e\u003ch2\u003e\u003cb\u003e2.2 Tourism and Climate Change\u003c/b\u003e\u003c/h2\u003e\u003cp\u003eThe effects of climate change pose a serious threat to the travel and tourism sector (Shashwat, \u003cspan citationid=\"CR58\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Travel patterns are disrupted, infrastructure is damaged, and the sustainability of tourist-dependent places is threatened by extreme weather events, rising temperatures, and shifting precipitation patterns (Ndlovu, et al., \u003cspan citationid=\"CR50\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). By 2050, climate change may cause a 10%-15% decline in the demand for travel worldwide, particularly in developing nations, according to (Mtapuri, et al., \u003cspan citationid=\"CR47\" class=\"CitationRef\"\u003e2024\u003c/span\u003e, Chirisa, et al., \u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). Due to their reliance on biodiversity and ecosystems that are vulnerable to climate change, rural communities in Africa that depend on nature-based tourism are especially vulnerable (UNWTO, 2022). Climate change has already started to show up in Zimbabwe, where unpredictable rainfall and rising temperatures are negatively impacting the country's agriculture and tourism industries (Chirenje \u0026amp; Munyati, 2023). According to studies, if adaptation measures are not put in place, Zimbabwe's tourism industry may lose up to 20% of its yearly revenue as a result of climate-related disruptions (Gohori, \u0026amp; van der Merwe, \u003cspan citationid=\"CR25\" class=\"CitationRef\"\u003e2024\u003c/span\u003e, Zimbabwe Tourism Authority, 2022). These figures demonstrate how urgent it is to implement measures that improve tourism operations' resilience, particularly in rural areas.\u003c/p\u003e\u003cp\u003e\u003cb\u003e2.3 The current level of adoption and use of digital tourism innovations among tourism stakeholders in rural communities.\u003c/b\u003e\u003c/p\u003e\u003cp\u003eThe use of digital technology in tourism has increased dramatically on a global scale, particularly after the COVID-19 epidemic heightened demand for contactless travel experiences (Abbass, et al., \u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). By 2020, more than 70% of tourism-related enterprises globally had implemented at least one digital solution, such as contactless payments, digital booking platforms, or mobile-based visitor interaction tools, according to the World Tourism Organisation (Chihwai, \u0026amp; Dube, \u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e2023\u003c/span\u003e, UNWTO, \u003cspan citationid=\"CR66\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). The tourism industry is rapidly changing due to digital innovations, which make it possible for new forms of promotion, interaction, and service delivery (Chihwai, \u0026amp; Dube, \u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). In order to improve tourist experiences and operational efficiency, tourism operators are progressively implementing digital tools, which include mobile applications, social media platforms, virtual (VR) and augmented (AR) reality, geolocation systems, and artificial intelligence (AI) (Chamboko-Mpotaringa, \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Rural communities worldwide are progressively embracing digital tourist innovations, albeit at a slower and more uneven rate, whereas metropolitan and developed locations are leading the way in these advances (Ndlovu, et al, \u003cspan citationid=\"CR50\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Nordic nations like Finland and Norway, have advanced significantly in incorporating digital technology with nature-based tourism (Fredman, \u0026amp; Margaryan, \u003cspan citationid=\"CR23\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). To increase safety and customisation, Finland's national parks and isolated lodges employ digital guides, geotagged visitor logs, and real-time weather updates (Gossling, \u0026amp; Scott, \u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e2024\u003c/span\u003e, Tussyadiah et al., 2017).\u003c/p\u003e\u003cp\u003eAlthough mobile phones are widely used, most rural tourist operators only utilise digital tools for informal marketing and rudimentary communication, according to research done in Kenya and Tanzania (Mtapuri, et al, \u003cspan citationid=\"CR47\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). However, because of economic obstacles, gaps in digital literacy, and inadequate infrastructure, adoption is still happening more slowly in Sub-Saharan Africa and is exacerbated by expensive data plans and inconsistent internet access in rural areas (Muwani, et al., \u003cspan citationid=\"CR48\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Despite all this, nations like Rwanda, Kenya, and South Africa have made great strides in incorporating ICT into their travel plans (Tanrisever, et al., \u003cspan citationid=\"CR62\" class=\"CitationRef\"\u003e2024\u003c/span\u003e, World Bank, \u003cspan citationid=\"CR68\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). For example, Rwanda's smart tourism app and Kenya's e-visa platform have greatly improved travel accessibility and tourist happiness (Ikol, \u003cspan citationid=\"CR34\" class=\"CitationRef\"\u003e2023\u003c/span\u003e, Muwani, et al., \u003cspan citationid=\"CR48\" class=\"CitationRef\"\u003e2024\u003c/span\u003e).\u003c/p\u003e\u003cp\u003eHowever, a different scenario has been depicted in Zimbabwe. Less than 30% of travel agencies in Zimbabwe are active on the internet (Nyatsambo et al., \u003cspan citationid=\"CR54\" class=\"CitationRef\"\u003e2022\u003c/span\u003e, ZTA, 2022). Rural regions like Nyanga District, continue to confront obstacles such as inadequate connectivity, limited device ownership, and high data charges, despite the fact that internet penetration has climbed to 65.3% nationwide (POTRAZ, 2023, Chirisa et al., \u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). The digital imprint of local tourist activities is still rather small, despite the potential. Digital marketing is mostly restricted to social media sites like Facebook and WhatsApp, and few operators have a formal online presence (Chirisa, Matamanda, \u0026amp; Bandauko, \u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). Local guides, community-based businesses, and lodging providers are examples of stakeholders in rural tourism that frequently lack the digital literacy needed to implement and maintain tourist technology (Gohori, \u0026amp; van der Merwe, \u003cspan citationid=\"CR25\" class=\"CitationRef\"\u003e2024\u003c/span\u003e).\u003c/p\u003e\u003cp\u003eAccording to a research by Mudzengi and Chikodzi (2020), the majority of Zimbabwean rural operators rely on physical brochures and word-of-mouth for promotion, with little knowledge of the advantages of digital tourism advances. Stakeholders in rural tourism throughout the world are adopting digital innovations at varying degrees. Many rural areas in the Global South are still overcoming fundamental obstacles, while developed countries are investigating smart tourist ecosystems (Chamboko-Mpotaringa, \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). The development of inclusive infrastructure, reasonably priced technology, and community-led digital capacity building must be the main priorities in order to close this digital gap (Mtapuri, et al., \u003cspan citationid=\"CR47\" class=\"CitationRef\"\u003e2024\u003c/span\u003e).\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec5\" class=\"Section2\"\u003e\u003ch2\u003e2.4 Digital tourism innovation\u0026rsquo;s contribution to climate change adaptation among rural communities\u003c/h2\u003e\u003cp\u003eThe term Digital Tourism Innovations (DTI), refers to the use of digital technologies, including social media, Internet of Things (IoT), mobile applications, remote sensing, Geographic Information Systems (GIS), and virtual and augmented reality, to improve tourism operations, experiences, and sustainability (Ndlovu, et al, \u003cspan citationid=\"CR50\" class=\"CitationRef\"\u003e2024\u003c/span\u003e, Chirisa, et al., \u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). These developments can lower the ecological impact of tourism in fragile rural areas, encourage sustainable habits, and offer real-time environmental information (Chamboko-Mpotaringa, \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2024\u003c/span\u003e, Muwani, 2024). Rural communities that mostly depend on natural resources and climate-sensitive sectors like tourism and agriculture are at considerable risk from climate change (Ramaano, 2024, DeCaro, et al., \u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). As a result, the tourism sector, particularly in rural areas, is increasingly viewed as a tool for adaptation and resilience as well as a possible victim of climate change (DeCaro, et al., \u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). Innovations in digital tourism provide transformational tools that can assist rural communities in communicating hazards, diversifying their sources of income, monitoring environmental changes, and developing adaptive skills (Muwani, 2024, UNWTO, \u003cspan citationid=\"CR66\" class=\"CitationRef\"\u003e2021\u003c/span\u003e; Scott et al., 2016).\u003c/p\u003e\u003cdiv id=\"Sec6\" class=\"Section3\"\u003e\u003ch2\u003e2.4.1 Environmental monitoring and early warning\u003c/h2\u003e\u003cp\u003eImproved environmental monitoring is one of the most important ways that digital advances are helping with climate adaptation (Ndlovu, et al., Muwani, et al., \u003cspan citationid=\"CR48\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Mobile-based weather alerts, sensor networks, and GPS-enabled applications are some of the tools that give rural tourism operators up-to-date information on climate threats, such as floods, storms, and fire hazards (Muwani, et al., \u003cspan citationid=\"CR48\" class=\"CitationRef\"\u003e2024\u003c/span\u003e, Ramaano, 2024). To lower the danger of landslides and flooding and to lessen local vulnerability, community-based tourism networks in Nepal have implemented mobile weather alarm systems (Mtapuri, et al., \u003cspan citationid=\"CR47\" class=\"CitationRef\"\u003e2024\u003c/span\u003e, Byers \u0026amp; Main, \u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). Similar to this, smart tourism platforms in Kenya employ GIS and satellite images to track drought trends and animal movements, enabling local communities to modify tourism services appropriately (Ramaano, 2024).\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec7\" class=\"Section3\"\u003e\u003ch2\u003e2.4.2 Promoting low-carbon and climate-resilient tourism models\u003c/h2\u003e\u003cp\u003eThrough technologies like online booking platforms that cut down on paper waste, digital storytelling that takes the place of physical signs, and virtual tours that eliminate the need for long-distance travel, digital innovations aid in the shift of rural tourism to low-carbon models (Chirisa, et al., \u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e2021\u003c/span\u003e, Chiwaridzo, \u0026amp; Masengu, \u003cspan citationid=\"CR12\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). VR and AR have made it possible for ecotourism destinations in rural Scandinavia to provide immersive experiences without compromising delicate ecosystems or necessitating high-carbon travel (Torabi, et al., \u003cspan citationid=\"CR64\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). These technologies aid in conservation, lessen the influence that visitors have on delicate ecosystems, and promote certification programs for sustainable tourism (Ramaano, 2024, Dumitru, et al., \u003cspan citationid=\"CR21\" class=\"CitationRef\"\u003e2021\u003c/span\u003e).\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec8\" class=\"Section3\"\u003e\u003ch2\u003e2.4.3 Enhancing adaptive capacity\u003c/h2\u003e\u003cp\u003eEnabling remote marketing, simplifying reservations, and promoting e-commerce for regional crafts and experiences, digital platforms can increase the size of rural tourist marketplaces (DeCaro, et al., \u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). One important aspect of climate adaptation that is improved by this diversity is economic resilience (Hernandez Sanchez,\u0026amp; Oskam, 2025). Despite interruptions from climate-related calamities, indigenous tourism operators in the Andes have utilised Facebook and Instagram to draw eco-aware tourists, enabling communities to make money (Moreno \u0026amp; Seabra, \u003cspan citationid=\"CR46\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). Similarly, when conventional agriculture fails during droughts in Sub-Saharan Africa, mobile-based tourism markets have helped people find other sources of income (Mapingure, \u0026amp; du Plessis, \u003cspan citationid=\"CR42\" class=\"CitationRef\"\u003e2022\u003c/span\u003e, World Bank, \u003cspan citationid=\"CR68\" class=\"CitationRef\"\u003e2020\u003c/span\u003e).\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec9\" class=\"Section3\"\u003e\u003ch2\u003e2.4.4 Knowledge sharing and community empowerment\u003c/h2\u003e\u003cp\u003eDigital advancements increase knowledge accessibility, which aids in climate adaptation (Ndlovu, et al., \u003cspan citationid=\"CR50\" class=\"CitationRef\"\u003e2024\u003c/span\u003e, Dumitru, et al., \u003cspan citationid=\"CR21\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). Best practices in climate-smart tourism and sustainable land use are shared via mobile applications and online platforms (DeCaro, et al., \u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). For example, an international development organisation in India sponsors a digital tourist learning hub in rural India that offers training on biodiversity protection and climate resilience to operators and local guides (UNDP, \u003cspan citationid=\"CR65\" class=\"CitationRef\"\u003e2022\u003c/span\u003e, Chirisa, et al., \u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). The adaptability of rural populations to climate change might be greatly aided by developments in digital tourism (Kumar, \u0026amp; Shekhar, \u003cspan citationid=\"CR36\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). These techniques help increase rural resilience to climate threats by empowering local stakeholders, encouraging sustainable tourist practices, improving environmental monitoring, and diversifying livelihoods (Hernandez Sanchez, \u0026amp; Oskam, 2025). However, investment in inclusive infrastructure, capacity building, and coordinated policy assistance are necessary to achieve this promise (Lalisan et al., \u003cspan citationid=\"CR38\" class=\"CitationRef\"\u003e2024\u003c/span\u003e, Ndlovu, et al, \u003cspan citationid=\"CR50\" class=\"CitationRef\"\u003e2024\u003c/span\u003e).\u003c/p\u003e\u003c/div\u003e\u003c/div\u003e\u003cdiv id=\"Sec10\" class=\"Section2\"\u003e\u003ch2\u003e2.7 Research gap and implications\u003c/h2\u003e\u003cp\u003eRegarding the extent and variety of digital tourism innovation usage in rural Zimbabwe, there is a glaring information vacuum (Dube, \u003cspan citationid=\"CR19\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). The data that is available is dispersed, and not many studies have covered how various stakeholder groups such as, neighbourhood businesses, residents, and park officials\u0026rsquo; use or profit from digital technology. By offering a thorough evaluation of the present levels of acceptance and application of digital tourism technologies in Manicaland province, this research closes that gap.\u003c/p\u003e\u003c/div\u003e"},{"header":"3. Methodology","content":"\u003cp\u003eThis study employed a mixed method approach, which allowed them to triangulate across many approaches (Creswell and Clark, 2011). There was a combination of personal interviews, and quantitative surveys (G\u0026ouml;ssling, et al., 2021). This triangulation guarantees thorough insights into adoption and obstacles and wide coverage of patterns. Data was gathered from representatives of tourist attractions and service providers using Kobo Collect digital tools. Management was interviewed in person. In order to collect contextual information, the researchers also consulted secondary data sources and spoke with local stakeholders (Dawadi, Shrestha, and Giri, 2021). Using an online RaoSoft sample calculator, a sample of 102 respondents was determined from a population of 137 tourist attraction centres and tourist service providers from Manicaland Province. This was calculated using a 5% error margin and a 95% level of significance. Purposive sampling was employed in the study to choose key informants from the two clusters (Nikolopoulou 2023). Quantitative data was analysed using STATA Software. In this study, the main independent variable is digital tourism innovations. The other variables, Role in the tourism sector and Experience in tourism sector are control variables that help isolate the effect of the main independent variable thus reducing potential bias in the estimated coefficients (Newey, \u0026amp; Stouli, \u003cspan citationid=\"CR52\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). Different roles in the tourism sector might have varying levels of exposure to climate impacts or different resources for adaptation, or even different access to digital tools. Controlling for \"Role,\" the researchers are ensuring that the observed effect of digital tourism adoption on climate change adaptation effectiveness is not simply because, for example, National Parks have a higher digital adoption and are more inherently geared towards adaptation than, say, Shuttle Services. The study isolated the effect of digital innovation regardless of the specific role. Similarly, by including the years of experience as a control variable, these researchers are statistically holding their effects constant so that they can more confidently interpret the unique contribution of digital tourism innovation (Memona, Thurasamya, Ting, Cheahi and Chuahj, \u003cspan citationid=\"CR45\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Organizations with more years of experience might have developed more robust adaptation strategies over time, or they might have had more time to adopt digital innovations. Qualitative data was processed using NVivo software and thematic analysis was used to determine themes and patterns. For ethical reasons, the participants were made fully aware of the survey's objectives, their roles, and the necessary but voluntary nature of their participation. They were also notified that they were allowed to withdraw from participation and that their responses would be kept as anonymous as possible.\u003c/p\u003e"},{"header":"4. Results and Discussion","content":"\u003cp\u003eThis section will present quantitative and qualitative results followed by a discussion section\u003c/p\u003e\u003cdiv id=\"Sec13\" class=\"Section2\"\u003e\u003ch2\u003e4.1 Current Use of Digital Tourism Innovations\u003c/h2\u003e\u003cp\u003e\u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab1\" border=\"1\"\u003e\u003ccaption language=\"En\"\u003e\u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e\u003cdiv class=\"CaptionContent\"\u003e\u003cp\u003eThe current level of adoption and use of digital tourism innovations among tourism stakeholders in Manicaland Province\u003c/p\u003e\u003c/div\u003e\u003c/caption\u003e\u003ccolgroup cols=\"3\"\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e\u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e\u003cthead\u003e\u003ctr\u003e\u003cth align=\"left\" colname=\"c1\"\u003e\u003cp\u003eStatement\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c2\"\u003e\u003cp\u003eMean\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c3\"\u003e\u003cp\u003eStd. Dev.\u003c/p\u003e\u003c/th\u003e\u003c/tr\u003e\u003c/thead\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eWe use digital platforms to share information about local attractions with potential visitors.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e3.82\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.961\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eWe provide digital information about local attractions to visitors.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e4.01\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.985\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eVisitors can easily book accommodation or tourism activities in our area through online platforms\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e4.16\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.960\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eOur organization uses digital payment methods for tourism-related services.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e3.37\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.998\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eWe use digital systems to manage reservations and bookings for tourism services.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e3.91\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.925\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eWe offer digital tools to enhance the visitor experience at Mutarazi Falls.\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e3.59\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.006\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eDigital tourism innovations are a central part of our overall strategy for tourism development\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e4.00\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.903\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eInternet speed is sufficient to support digital tourism activities\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e3.25\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.183\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003ePublic Wifi or community internet centres are available in my locality\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e3.16\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e1.226\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eMost people in this community use smart phones\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e4,45\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.789\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eLocal government and NGOs support digital access and ICT development in this community\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e3.95\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e0.93\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/colgroup\u003e\u003ctfoot\u003e\u003ctr\u003e\u003ctd colspan=\"3\"\u003e\u003cem\u003eSource: Authors\u0026rsquo; calculation\u003c/em\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tfoot\u003e\u003c/table\u003e\u003c/div\u003e\u003c/p\u003e\u003cp\u003eQualitative results concur with quantitative results in Table \u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e above, indicating an increase in the uptake of digital innovations in tourism promotions. Facebook, Instagram, and WhatsApp were often mentioned by participants as the main platforms for advertising nearby attractions. One respondent said;\u003c/p\u003e\u003cp\u003e\"\u003cem\u003eWe post pictures, hold giveaways, and inform visitors about trail conditions and weather on Facebook and WhatsApp every day\u003c/em\u003e.\"\u003c/p\u003e\u003cp\u003eFor rural areas with little infrastructure, digital advances were viewed as cost-effective and efficient marketing tools. In order to increase their digital reach, several operators mentioned working with influencers.\u003c/p\u003e\u003cp\u003eFurther to that, one guest house manager alluded to the use of online booking and digital payments. EcoCash, ZIPIT, and mobile banking are now accepted for bookings by an increasing number of providers. He is quoted saying;\u003c/p\u003e\u003cp\u003e\"\u003cem\u003eBank transfers and EcoCash made it simpler for domestic travellers to pay in advance, particularly those travelling from Mutare or Harare\u003c/em\u003e.\"\u003c/p\u003e\u003cp\u003eSome tourist companies reported using innovative technologies including digital feedback kiosks, app-based guided tours, and QR-coded trail maps, especially in the vicinity of Mutarazi Falls.\u003c/p\u003e\u003cp\u003e\"\u003cem\u003eWhen guests arrive, they may download an interactive map that we introduced. It provides information about the local climate and leads them along the trekking track\u003c/em\u003e.\u0026rdquo;\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec14\" class=\"Section2\"\u003e\u003ch2\u003e4.2 Regression analysis\u003c/h2\u003e\u003cp\u003eThe purpose of this study was to investigate how digital tourism innovations (DTIs), can improve rural tourist communities' ability to adapt to climate change in Zimbabwe's Manicaland Province. Regression analysis was conducted and results are presented in Table\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e.\u003c/p\u003e\u003cp\u003e\u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab2\" border=\"1\"\u003e\u003ccaption language=\"En\"\u003e\u003cdiv class=\"CaptionNumber\"\u003eTable 2\u003c/div\u003e\u003cdiv class=\"CaptionContent\"\u003e\u003cp\u003eOLS, OLOGIT and OPROBIT estimates: Digital Tourism Innovations in achieving Climate Change Adaptation in Zimbabwean Rural Communities in Manicaland Province, Zimbabwe\u003c/p\u003e\u003c/div\u003e\u003c/caption\u003e\u003ccolgroup cols=\"4\"\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e\u003cthead\u003e\u003ctr\u003e\u003cth align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/th\u003e\u003cth align=\"left\" colname=\"c2\"\u003e\u003cp\u003eOLS\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c3\"\u003e\u003cp\u003eOLOGIT\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c4\"\u003e\u003cp\u003eOPROBIT\u003c/p\u003e\u003c/th\u003e\u003c/tr\u003e\u003c/thead\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eVARIABLES\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e(1)\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e(2)\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e(3)\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eDigital Tourism Innovation\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e0.418***\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e4.661***\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e2.493***\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e(0.142)\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e(0.583)\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e(0.446)\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eLodge\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e0.241***\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e1.135***\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e0.813***\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e(0.0856)\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e(0.319)\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e(0.342)\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eTour Guide\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e-0.0378\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e0.0239\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e-0.0196\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e(0.171)\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e(0.986)\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e(0.532)\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eShuttle Services\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e-0.0678\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e-0.210\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e-0.176\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e(0.184)\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e(0.845)\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e(0.577)\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eAirbnb\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e0.206\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e0.537\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e0.344\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e(0.156)\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e(0.467)\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e(0.687)\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eExperience years\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e0.239***\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e1.439***\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e1.018***\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e(0.164)\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e(0.922)\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e(0.616)\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eConstant cut1\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e15.75***\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e12.26***\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e(3.414)\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e(2.361)\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eConstant cut2\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e18.38***\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e17.50***\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e(4.480)\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e(2.112)\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eConstant\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e0.312**\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e(0.600)\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eObservations\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e102\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e102\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e102\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003eR-squared\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003e0.332\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c3\"\u003e\u003cp\u003e0.2589\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003e0.2602\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/colgroup\u003e\u003ctfoot\u003e\u003ctr\u003e\u003ctd colspan=\"4\"\u003e\u003cem\u003eRobust standard errors in parentheses\u003c/em\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd colspan=\"4\"\u003e\u003cem\u003eSource: Authors\u0026rsquo; calculation\u003c/em\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tfoot\u003e\u003c/table\u003e\u003c/div\u003e\u003c/p\u003e\u003cp\u003eThis study primarily focused on the coefficient and significance of DTI score, while acknowledging that role and experience in tourism were important factors to account for to strengthen the validity of core findings. A series of regression analyses, employing Ordinary Least Squares (OLS), Ordered Probit (OPROBIT), and Ordered Logit (OLOGIT) models was conducted to establish the robustness of the results, all of which yielded remarkably consistent and corroborating results. The OLS model produced a positive and highly statistically significant coefficient (β\u0026thinsp;=\u0026thinsp;0.418, p\u0026thinsp;\u0026lt;\u0026thinsp;0.01), indicating that the perceived adaption efficiency score increases by 0.418 for every unit rise in the adoption of digital tourist innovations. With coefficients of 2.493 and 4.661, respectively, the OPROBIT and OLOGIT models supported this trend and were also significant at 1% level.\u003c/p\u003e\u003cp\u003eInterview participants supported quantitative results in that, digital technologies assisted in controlling tourist flows and warning travellers about weather-related hazards such as, landslides or fog at destinations such as Mutarazi Falls and Mount Inyangani.\u003cdiv class=\"BlockQuote\"\u003e\u003cp\u003eBy using WhatsApp groups and facebook pages to give out early weather alerts, we have prevented a number of incidents. Visitors come more prepared.\u003c/p\u003e\u003c/div\u003e\u003c/p\u003e\u003cp\u003eMore so, through online pre-order systems, digital platforms have enabled young people and women in rural areas to sell food and crafts to visitors, assisting in maintaining revenue during off-peak seasons.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\"Our community members now use social media to promote their organic honey and beaded crafts. Orders continue to pour in even during the months with the fewest tourists.\u0026rdquo;\u003c/em\u003e\u003c/p\u003e\u003cp\u003eThe embracing of digital platforms in tourism related activities has allowed local residents to learn climate-smart tourism techniques through community seminars that were conducted via Zoom or WhatsApp. Increased water collection, sustainable waste disposal, and reforestation activities were attributed by several responders to these sessions.\u003c/p\u003e\u003cp\u003e\"\u003cem\u003eWe began implementing water-saving measures at our lodges and teaching villagers how to recycle plastic for crafts after attending a webinar last year.\"\u003c/em\u003e\u003c/p\u003e\u003cp\u003eHowever, high data prices, frequent power outages, and restricted internet coverage were identified as the main obstacles to a more thorough digital transition.\u003c/p\u003e\u003cp\u003e\"\u003cem\u003eWe frequently lose contact with clients when the power goes out if we don't have a generator or solar backup.\"\u003c/em\u003e\u003c/p\u003e\u003cp\u003eThe majority of operators pointed out that community residents and employees lacked digital literacy. They demanded specialised instruction on cyber security, SEO, and digital content production.\u003cdiv class=\"BlockQuote\"\u003e\u003cp\u003e\u003cem\u003eOur employees are proficient in taking photos, but few are proficient in editing or running sponsored advertisements. Workshops specifically designed for rural entrepreneurs are needed\u003c/em\u003e.\u003c/p\u003e\u003c/div\u003e\u003c/p\u003e\u003cp\u003eThe potential of digital tourism innovations for climate change adaptation in Zimbabwean rural communities, particularly in Manicaland Province, presents a multifaceted opportunity for both environmental sustainability and economic growth. The region, known for its rich biodiversity and cultural heritage, stands to benefit from digital platforms that enhance visibility and accessibility for eco-tourists. Exploiting online marketing strategies and social media, local communities can attract visitors interested in sustainable travel, thereby generating revenue that can be reinvested into conservation efforts and climate resilience projects, (Dickinson et al, \u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e2017\u003c/span\u003e; Gulati, \u003cspan citationid=\"CR29\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Maulana, Deliana \u0026amp; Indah, \u003cspan citationid=\"CR44\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). The integration of digital tools, such as mobile applications and virtual reality experiences, can help educate both tourists and locals about the importance of environmental stewardship. These innovations not only provide information about local ecosystems and climate challenges but also foster a sense of responsibility among visitors to engage in sustainable practices during their stay. This educational component is crucial for promoting a deeper understanding of climate change impacts on rural livelihoods and biodiversity.\u003c/p\u003e\u003cp\u003eData collection and analysis through digital platforms can empower communities to make informed decisions regarding resource management. Monitoring environmental changes in real-time, local leaders can adapt tourism strategies to align with sustainable practices, such as minimizing waste and optimizing energy use, (Yanti, Heryadi, Cakranegara \u0026amp; Kadyrov, \u003cspan citationid=\"CR71\" class=\"CitationRef\"\u003e2023\u003c/span\u003e; Njoroge, Ratter, Atieno \u0026amp; Mugabe, \u003cspan citationid=\"CR53\" class=\"CitationRef\"\u003e2020\u003c/span\u003e; Chen, Chen, Wang \u0026amp; Deng, \u003cspan citationid=\"CR9\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). This proactive approach not only enhances the resilience of rural communities to climate impacts but also positions them as leaders in sustainable tourism within the broader context of Zimbabwe\u0026rsquo;s tourism sector. Ultimately, the successful implementation of digital tourism innovations in Manicaland can contribute to a robust framework for climate change adaptation. Aligning economic interests with environmental goals, these communities can create a sustainable tourism model that not only thrives in the face of climate challenges but also protects their cultural and natural heritage for future generations.\u003c/p\u003e\u003c/div\u003e"},{"header":"5. Conclusion and Recommendation","content":"\u003cp\u003eThis study offers contextual and empirical proof that innovations in digital tourism greatly improve climate change adaptation in rural areas. The robustness and coherence of both quantitative and qualitative results demonstrate how digital technologies have the capacity to revolutionise livelihoods, safety, communication, and environmental management. Therefore, it is prudent to note that the efficacy of digital innovation varies depending on the function in tourism and has to be interpreted in light of organisational capability, experience, and resource availability. In developing rural areas, digital tourism offers a scalable and sustainable alternative for climate adaptation, despite skill-based and infrastructure-related obstacles. Digital tourism innovations are becoming more and more important for boosting rural tourism, maintaining livelihoods, and aiding in climate change adaption. Digital tourism in rural Manicaland Province, Zimbabwe may reach its full potential as a tool for climate resilience and sustainable development.\u003c/p\u003e\u003cp\u003eFollowing the above findings this study recommends the need for the government agencies and other relevant digital service providers to expand rural digital infrastructure through investments in dependable Wi-Fi zones, solar-powered charging stations, and broadband access in underserved rural tourism corridors. Also, the government and tourism boards should provide incentives for innovation, such as tax breaks, recognition programs, or grants, for operators who digitise their services sustainably. Lastly, the government should put structures that encourage community-led digital initiatives including smartphone applications for ecotourism, visitor information centres, and weather alert networks.\u003c/p\u003e\u003cp\u003eThis study recommends future studies on digital tourism extending to other provinces and countries for comparative analysis.\u003c/p\u003e"},{"header":"Declarations","content":"\u003cp\u003e\u003cb\u003eAUTHORSHIP CONTRIBUTION\u003c/b\u003e\u003c/p\u003e\u003cp\u003eAll the authors were participated in the writing of the article. J.M originated the article, collected data and compiled the initial draft. F.C carried out the regression analysis and presented the findings. He also participated in proofreading. S.M participated in writing the methodology section, results and discussion sections and editing.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eConflict of interest\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe authors declare that there is no conflict of interest regarding to the publication of this paper.\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\u003cli\u003e\u003cspan\u003eAbbass K, Qasim MZ, Song H, Murshed M, Mahmood H, Younis I (2022) A review of the global climate change impacts, adaptation, and sustainable mitigation measures. 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Agritourism Marketing in Africa: Exploring Digital and Social Media Strategy. Springer, Cham, pp 213\u0026ndash;234. \u003cspan class=\"ExternalRef\"\u003e\u003cspan class=\"RefSource\"\u003ehttps://doi.org/10.1007/978-3-031-78682-2_8\u003c/span\u003e\u003cspan address=\"10.1007/978-3-031-78682-2_8\" targettype=\"DOI\" class=\"RefTarget\"\u003e\u003c/span\u003e\u003c/span\u003eNature Switzerland\u003c/span\u003e\u003c/li\u003e\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":true,"hideJournal":true,"highlight":"","institution":"Midlands State University","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true},"keywords":"Tourism Innovations, Climate change adaptation, Climate change, Rural communities, Sustainable development","lastPublishedDoi":"10.21203/rs.3.rs-7466297/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-7466297/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eZimbabwe's rural areas are especially susceptible to the negative consequences of climate change, such as droughts, floods, and temperature fluctuations, which endanger local businesses sustainability and livelihoods. As a supplementary economic activity, tourism presents chances for resilience development and diversification. Therefore, this study seeks to examine the current use of digital tourism innovations and explore how these digital solutions can contribute to climate change adaptation strategies in rural communities in Manicaland Province. This will help unravel ways in which digital technologies, including mobile apps, internet platforms, augmented and virtual reality, might improve tourist experiences, change habits, and generate steady revenue streams for rural communities. In order to evaluate the uptake and effects of digital tourism innovations, the study used a mixed-methods approach that combined quantitative and qualitative data collected from community stakeholders and tourism operators. From a population of 137 tourist attraction centres and tourist service providers, a sample of 102 respondents was selected using an online Raosoft sample calculator. Structured questionnaires were used to collect quantitative data, and personal interviews were used to collect qualitative data. Digital tourism innovations were found to positively and significantly affect climate change adaptation. The results revealed how rural communities might use digital tourism innovations to adapt to climate change while protecting biodiversity and cultural heritage. Suggestions are made for incorporating digital tourism innovations into national climate adaptation plans, encouraging community involvement, and expanding on successful technologies. This study adds to the conversation about climate resilience, digital transformation, and sustainable development.\u003c/p\u003e","manuscriptTitle":"Exploring the potential of digital tourism innovations for climate change adaptation in Zimbabwean rural communities in Manicaland Province, Zimbabwe","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2025-08-28 03:54:14","doi":"10.21203/rs.3.rs-7466297/v1","editorialEvents":[{"type":"communityComments","content":0}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"c1a29ffa-38c1-4991-9bc8-7d2472b72e4d","owner":[],"postedDate":"August 28th, 2025","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"posted","subjectAreas":[{"id":53754291,"name":"Entrepreneurship"}],"tags":[],"updatedAt":"2025-08-28T03:54:14+00:00","versionOfRecord":[],"versionCreatedAt":"2025-08-28 03:54:14","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-7466297","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-7466297","identity":"rs-7466297","version":["v1"]},"buildId":"8U1c8b4HqxoKbykW_rLl7","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}