An assessment of the effects of COVID-19 on employment in Zambia’s tourism industry.
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Date
2024
Authors
Mwiinga, Ivorrie
Journal Title
Journal ISSN
Volume Title
Publisher
The University of Zambia
Abstract
This study investigated the impact of the COVID-19 pandemic on employment within Zambia's tourism industry, focusing on the years 2020 to 2022. The study used a quantitative research design in which 120 respondents from different tourism sectors participated. The findings revealed the impact of COVID 19 across the tourism sector, with accommodation (44%), tour packages (13%), and entertainment segments (27%) emerging as particularly vulnerable. The affected job segments included cleaners constituting the largest group at 25%. Following closely were waiters and wait resses at 16%, front office workers at 13%, drivers at 11%, chefs at 9%, and tour guides at 7%. Additionally, a cluster of other roles such as curators, bar attenders, security personnel, and reser vation officers. The study revealed a greater negative impact on hotels and game viewing. Further more, The Chi-Square Tests performed showed a statistically significant association between the perceived negative impact of COVID-19 on employment mostly in hotels and its effect on tourist visits (Pearson Chi-Square = 19.391, df = 8, p = .013). In response to the unprecedented challenges posed by the pandemic, businesses in the Zambian tourism industry showcased resilience through various strategic initiatives. Notably, digital transformation emerged as a cornerstone strategy, with enterprises leveraging online platforms, virtual tours, and enhanced digital marketing to main tain consumer engagement. Additionally, the study identifies diversification of offerings, collabo rative efforts with other sectors, and cost-cutting measures as adaptive responses that contributed to the sector's survival.
Description
Thesis of Master of Business Administration in Management Strategy.