Marketing strategies and sustainable tourism: an assessment of the Zambia tourism agency.
Date
2022-06-29
Authors
Mwango, Kampamba Julian
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Publisher
The University of Zambia
Abstract
The study investigated the relationship between marketing strategies and sustainable tourism development in Zambia. The aim of the study was to enhance knowledge on the marketing strategies that affect tourism sustainability. The purpose of the study was to establish whether a relationship exists between marketing strategies and sustainable tourism. The study was conducted on employees at Zambia Tourism Agency in Lusaka. The specific objectives of the study were to determine marketing strategies adopted by Zambia Tourism Agency for sustainable tourism, establish key indicators of sustainable tourism and determine the relationship between marketing strategies and sustainable tourism. The theories that helped to guide the study were the Maslow’s Hierarchy of Needs, Consistency theory, Extended Self, Four Network and the Input Output theory. The mixed study design of both quantitative and qualitative was used with primary and secondary sources of data. The research targeted a population of 200 from ZTA and other agencies of the Ministry of Tourism that collaborate with ZTA to fulfill its mandate. Purposive and simple random sampling methods were used. Data collected was analyzed with the help of the Statistical Package for Social Sciences (SPSS). Statistical findings (0.005 <0.05, reject HO), revealed that there was sufficient evidence of a relationship between tourism Service and or product development, tourism market development, tourism Service and or product Diversification, being the core marketing strategies at ZTA, and sustainable tourism. Sustainability in isolation will not bring the desired outcomes of destination promotion. It was concluded that sustainable tourism development was influenced by the marketing strategies. To achieve this sustainable tourism status of destination Zambia requires concerted effort from ZTA and central government to create collaborative and networking platforms with other agencies of tourism and experts in tourism. The Ministry of tourism should therefore increase funding for tourism marketing and implement policies after wide consultation with key stakeholders in the tourism sector if sustainable tourism development is to be realized.
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Keywords
Tourism. , Strategies for tourism development. , Sustainable tourism--Marketing. , Place marketing. , Branding (Marketing).