Developing a strategic marketing plan for the Zambia Tourism Board in China
kasongo, Mulenga Ablbertina (2011)
Laurea-ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201104264837
https://urn.fi/URN:NBN:fi:amk-201104264837
Tiivistelmä
The purpose of this thesis is to research how the Zambian Government through the use of the Zambia Tourist Board can increase awareness of Zambia’s various tourist attractions, its geographical position, and differentiate the country from its competitors as an African tourist destination.
The research information was collected by studying theories related to marketing planning. Personal interviews with Chinese visitors in Zambia, members of staff at the Zambia Tourism Board, members of staff at the Ministry of Tourism, Environment and Natural Resources, the Association of Chinese Travel Agents and Zambian tour operators were used as the primary source of information. Secondary data was secured from organizational records and data collected through qualitative research. Responses from the questionnaires were analysed using the statistical package for social science programme (SPSS).
The empirical part of the thesis delineates the case company, the new market (China) it is trying to reach and information about marketing strategies for the tourism industry. The results of this study show that the major factors constraining Chinese tourists’ travel to Zambia are due to low market awareness. This is because there is little knowledge about Zambia among the Chinese people and the country’s image in China is not strong and recognizable.
The findings of the report are broadly discussed in the latter part of the report; conclusions made from the study have been detailed and recommendations on how the case company can formulate a marketing strategy to make available marketing materials for promotional purposes in China.
The research information was collected by studying theories related to marketing planning. Personal interviews with Chinese visitors in Zambia, members of staff at the Zambia Tourism Board, members of staff at the Ministry of Tourism, Environment and Natural Resources, the Association of Chinese Travel Agents and Zambian tour operators were used as the primary source of information. Secondary data was secured from organizational records and data collected through qualitative research. Responses from the questionnaires were analysed using the statistical package for social science programme (SPSS).
The empirical part of the thesis delineates the case company, the new market (China) it is trying to reach and information about marketing strategies for the tourism industry. The results of this study show that the major factors constraining Chinese tourists’ travel to Zambia are due to low market awareness. This is because there is little knowledge about Zambia among the Chinese people and the country’s image in China is not strong and recognizable.
The findings of the report are broadly discussed in the latter part of the report; conclusions made from the study have been detailed and recommendations on how the case company can formulate a marketing strategy to make available marketing materials for promotional purposes in China.