• Login
    View Item 
    •   UNZA Repository Home
    • Theses and Dissertations
    • Humanities and Social Sciences
    • View Item
    •   UNZA Repository Home
    • Theses and Dissertations
    • Humanities and Social Sciences
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Investigating communication strategies on touristic attractions and other historical heritage sites in Lusaka, Zambia(2014-2016)

    Thumbnail
    View/Open
    MAIN DOCUMENT.pdf (2.226Mb)
    Date
    2016
    Author
    Nyamsamba, Govea Clara
    Type
    Thesis
    Language
    en
    Metadata
    Show full item record

    Abstract
    It appears that much information in terms of communication, advertising and marketing about tourism in Zambia has focused mainly on Livingstone, particularly the Victoria Falls. Even though Lusaka has one of the highest concentrations of touristic and heritage sites in Zambia, it has received very little attention. The tourism sector has seemingly not done well in exposing and advertising most of the heritage and monuments and is currently under-performing. Based on agenda setting, communication and knowledge gap theories, this study was carried out to investigate communication strategies on tourist attractions and historical heritage sites in Lusaka. From this study, it tried to establish dissemination, consumption and tourism communications on tourist attractions and other heritage sites in Lusaka. It was divided into 4 parts namely questionnaire survey involving 150 respondents, direct observation and physical visits of 5 tourist and heritage sites, in-depth interviews with 5 key informants and document review. A multi-stage cluster sampling design was employed for high, medium, and low communities represented by Matero, Libala and Roma, respectively. Simple random sampling was done for direct observation of heritage sites was established that even though efforts were being made to communicate tourism information through electronic and print media, communication strategies of government line ministries, agencies and commissions are out-dated, inadequate or absent. There was poor knowledge and consumption of the local touristic scene by respondents which may partly be explained by reduced interest by consumers, and lack of information and understanding of the touristic potential in Lusaka. Secondly, there was disconnecting between the expectations of disseminators of information and the consumers arising from a weak and disjointed communication strategy by many stakeholders. In conclusion, to offer an effectively and efficient communication for tourism development in Lusaka, the key players must facilitate different levels of user engagement that promotes more community outreach activities and involvement of different age groups.
    URI
    http://dspace.unza.zm/handle/123456789/4886
    Publisher
    University of Zambia
    Subject
    Tourism-Zambia-Marketing
    Tourism-Zambia
    Description
    Master of Communication for Development
    Collections
    • Humanities and Social Sciences [886]

    DSpace software copyright © 2002-2016  DuraSpace
    UNZA homepage | UNZA Library | Contact Us | Send Feedback
    Theme by 
    Atmire NV
     

     

    Browse

    All of UNZA RepositoryCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    LoginRegister

    Statistics

    View Usage Statistics

    DSpace software copyright © 2002-2016  DuraSpace
    UNZA homepage | UNZA Library | Contact Us | Send Feedback
    Theme by 
    Atmire NV