The Importance of cultural heritage and authenticity in tourism, a case study of Great Zimbabwe.

Author

Ndanda, Stembiso

Title

The Importance of cultural heritage and authenticity in tourism, a case study of Great Zimbabwe.

Abstract

This study explores the role and significance of authenticity in cultural heritage tourism, using Great Zimbabwe as a focal point. As a UNESCO World Heritage Site, Great Zimbabwe holds immense historical, cultural, and spiritual value for both local communities and international visitors. The research investigates how tourists perceive authenticity, how these perceptions influence their emotional and cognitive experiences, and how authenticity shapes overall satisfaction and return intentions. It also examines the perspectives of local communities and heritage stakeholders regarding the preservation and presentation of authentic cultural narratives. The study employs a qualitative methodology, including in-depth interviews with site guides, community members, and tourism officials. Findings reveal that authenticity is multi dimensional encompassing physical preservation, cultural rituals, emotional resonance, and inclusive storytelling. The research highlights that authentic engagement enhances tourist satisfaction and strengthens community participation in heritage management. Recommendations are offered for heritage authorities, tourism bodies, and policymakers to foster more inclusive, culturally respectful, and sustainable tourism practices. Ultimately, the study underscores the critical importance of integrating community voices and living heritage into the fabric of cultural tourism.

Date

October 2025

Publisher

BUSE

Keywords

Cultural Heritage

Authenticity

Heritage Tourism

Commodification

Cross-Cultural Understanding

Supervisor

Mrs Zimucha Sagiya