MODELING KEY SELECTED MULTISENSORY DIMENSIONS ON PLACE SATISFACTION AND PLACE ATTACHMENT AMONG TOURISTS IN VICTORIA FALLS, ZIMBABWE

Abstract

This study investigated the influence of multisensory dimensions on place satisfaction and attachment in the African tourism context. Using a data set consisting of 151 tourists who had visited the Victoria Falls of Zimbabwe, the study examines the relationships involved. All the posited six hypotheses are supported. The results indicate that the relationship between sight, sound and place satisfaction, as well as the relationship between place satisfaction, place dependence, place identity, place affect, and place social bonding were significantly positive. The research paper discusses both the academic and the managerial implications of the results, and future research directions are suggested.