Beyond the Falls: Zambia’s Journey in Tourism
Authors: Nassar, M., Turkoglu, H., Chola, H.
Conference: Macromarketing Conference 2026, “Prospecting for Macromarketing Gold”
Dates: 14/06/2026
Journal: https://macromarketing2026.com/proceedings/
Publication Date: 14/06/2026
Abstract:This case provides attendees with an opportunity to interact actively, propose strategies and actions for Zambia to build their tourism industry. It also helps attendees consider using similar cases with students, offering them an authentic learning experience. The case provides a summary of the issue, followed by a brief analysis of other countries that Zambia might be competing with. At the end, readers are asked to start building a sustainable tourism strategy. This case can be used for upper-level undergraduate students as well as postgraduate students studying modules in sustainable marketing, business and strategic management, tourism and hospitality, cultural heritage and geography, destination management, and sustainability and environmental management.
Source: Manual