Unpacking the motivations, satisfaction and loyalty of tourists travelling to a distressed destination

ABSTRACT The study investigates the travel motivations, satisfaction and loyalty of tourists visiting a destination (under distress). Furthermore, the current study examines the challenges faced by tourists when visiting politically and economically unstable destinations, such as Zimbabwe. Drawing upon a sample of international tourists that visited Zimbabwe’s popular destinations, the results showed that tourists are motivated by scenery, solitude, excitement and thrills as well as social dimensions. The critical challenges of visiting a distressed destination were also identified, and key among them include higher prices and excessive police roadblocks. The travel motivation dimensions and challenges were identified using exploratory factor analysis. Further analyses were done using correlations and regression analyses. Both linear and non-linear relationships were observed and discussed. Thus, the study yields essential results regarding the nature of travel motivations, satisfaction and loyalty in destinations with distress, as well as the challenges tourists face during their visit and stay.