The role of Airlines in Tourism: A case of Zambia Airways

Abstract

Zambia Airways, the country's national airline has a major role to play in the tourism industry in that it makes the country and its tourist resorts accessible to the tourists.Zambia Airways serves other kinds of markets too and the tourist market is only a very small sector of the airline's total potential market. But through its general operations management,Zambia Airways in some ways works towards the promotion oi tourism in the country. Thus,for this study,four major aspects of the airline's general operations management were examined. These are transport, advertising, anxillary services provided by the airline and linkages that the airline forges with other sectors of the tourism industry in the country.With regard to transport, this study sought to find out whether most tourists to Zambia come from countries to which Zambia airways operates flights frequently.Out of all the major getways to Europe, Zambia's major tourist market, Zambia Airways only operates flights to London, Frankfurt, Rome and Larnaca. The study findings showed that tourists do not predominatly come from countries that Zambia Airways serves.