Status of the Zambian tourism industry in a post COVID-19 era : a case of Livingstone district in Zambia.
| dc.contributor.author | Bbalo, Jemma Katalina | |
| dc.date.accessioned | 2024-12-12T10:13:07Z | |
| dc.date.available | 2024-12-12T10:13:07Z | |
| dc.date.issued | 2024 | |
| dc.description | Thesis of Masters of Science in Environmental and Natural Resource Management. | |
| dc.description.abstract | In early 2020, the world faced an unprecedented moment when the World Health Organization (WHO) declared the outbreak of COVID-19, caused by the novel coronavirus SARS-CoV-2, as a global pandemic. This had a devastating impact on the tourism industry worldwide, including Zambia's Livingstone district. This study investigated the current state of the tourism industry in Livingstone during the post-COVID era. The study utilized a case study design employing a mixed-methods approach, with a predominant focus on qualitative methods. Secondary data was analysed using basic quantitative techniques, primarily percentages, while qualitative data were analysed thematically. The research revealed that tourism enterprises employed various crucial tactics to adapt to the challenges, including collaboration through partnerships, targeted promotions for the domestic market, digital marketing, service diversification, cost optimization, and prioritizing health and safety protocols. However, the implementation of these strategies varied depending on factors such as company size and resource availability. In conclusion, despite facing severe challenges, tourism products demonstrated commendable adaptability by employing different survival tactics. Nevertheless, there is still much work to be done to ensure the future resilience of the sector. Based on the findings, key recommendations were made to both tourism products and the government, including fostering collaborative networks, targeted capacity building, implementing government support mechanisms, crisis preparedness planning, workforce development, continuous consumer monitoring, promoting domestic tourism, adopting sustainable community-based tourism models, and enhancing multi-stakeholder coordination. Implementing these strategies could strengthen the resilience and sustainability of the tourism industry, encourage local engagement, and ensure preparedness for future challenges. | |
| dc.identifier.uri | https://dspace.unza.zm/handle/123456789/9006 | |
| dc.language.iso | en | |
| dc.publisher | The University of Zambia | |
| dc.title | Status of the Zambian tourism industry in a post COVID-19 era : a case of Livingstone district in Zambia. | |
| dc.type | Thesis |