The extent of research into the determinants of foreign direct inflows to particular locations is expansive and diverse; however, little is known of the influence of country images as non-financial determinants on the inflow of foreign capital. In contributing to this body of knowledge, this article aims to explore the influence of tourism as a non-financial nation image determinant of foreign direct investment (FDI) in Zimbabwe. The relationship between tourism and the four distinct forms of FDI opportunities in Zimbabwe, market-, resource-, efficiency- and strategic-asset seeking is examined. Empirical data were generated from a final purposively sampled survey population of 305 foreign investors who had applied to invest in Zimbabwe between January 2009 and April 2015. Multiple statistical techniques were employed including exploratory factor analysis and multiple regression using STATISTICA 12 software. As it emerged, eight variables were identified as constituting Zimbabwe’s tourism nation brand image. Empirically, the results of this article affirm the influence of tourism as a non-financial determinant of market-, efficiency- and strategic asset-seeking FDI opportunities in Zimbabwe.

对外国直接流入特定地区的决定因素的研究范围广泛而多样；然而，很少有人知道国家形象作为非金融决定因素对外国资本流入的影响。为了促进这一知识体系的发展，本文旨在探讨旅游业作为津巴布韦外国直接投资（FDI）的非金融国家形象决定因素的影响。考察了旅游业与津巴布韦的四种不同形式的外国直接投资机会，市场，资源，效率和战略资产寻求之间的关系。经验数据来自于305名外国投资者的最终有针对性的抽样调查，这些外国投资者在2009年1月至2015年4月期间申请在津巴布韦投资。采用了多种统计技术，包括探索性因素分析和使用STATISTICA 12软件的多元回归。出现后，确定了八个变量构成了津巴布韦的旅游民族品牌形象。从经验上讲，本文的结果肯定了旅游业作为津巴布韦市场，效率和战略资产寻求外国直接投资机会的非财务决定因素的影响。