<p>Tourism is one of Zambia’s undeveloped economic sectors, which if developed and marketed globally would provide employment, foreign exchange and international recognition. The purpose of this study was to find out how Zambia National Tourist Board could improve the awareness in Finland of Zambia's diverse tourism attractions and how Zambia is positioned in Finland as a tourist destination in Southern Africa. Primary data was collected by using long face to face interviews with members of the Association of Finnish Travel Agents, selected members from societies and clubs promoting adventure activities, staff at Zambia National Tourist Board and other tourism experts. Secondary data was derived from archival records. The data was analysed using inductive reasoning approach. The results of this study show that the image of Zambia in Finland is not strong and recognisable, there is a strong perception of poor safety for tourists, that Zambia is an expensive destination owing to the lack of direct flight connections, there is lack of promotional materials in local language, there is inadequate information on what Zambia as a tourist destination has to offer and that the positioning strategies adopted by Zambia National Tourist Board are ambiguous and are not structured. Consequently the recommendations are to set up a strategy to make available as much promotional materials. Furthermore, ZNTB must continue to position Zambia as an adventure tourist destination were one can enjoy exceptional wildlife and adventure. The Victoria Falls should be used as a unique feature around which an image can be developed.</p>

Tourism is one of Zambia’s undeveloped economic sectors, which if developed and marketed globally would provide employment, foreign exchange and international recognition. The purpose of this study was to find out how Zambia National Tourist Board could improve the awareness in Finland of Zambia's diverse tourism attractions and how Zambia is positioned in Finland as a tourist destination in Southern Africa. Primary data was collected by using long face to face interviews with members of the Association of Finnish Travel Agents, selected members from societies and clubs promoting adventure activities, staff at Zambia National Tourist Board and other tourism experts. Secondary data was derived from archival records. The data was analysed using inductive reasoning approach. The results of this study show that the image of Zambia in Finland is not strong and recognisable, there is a strong perception of poor safety for tourists, that Zambia is an expensive destination owing to the lack of direct flight connections, there is lack of promotional materials in local language, there is inadequate information on what Zambia as a tourist destination has to offer and that the positioning strategies adopted by Zambia National Tourist Board are ambiguous and are not structured. Consequently the recommendations are to set up a strategy to make available as much promotional materials. Furthermore, ZNTB must continue to position Zambia as an adventure tourist destination were one can enjoy exceptional wildlife and adventure. The Victoria Falls should be used as a unique feature around which an image can be developed.

Orientadora: Profa. Dra. Silvia Helena F. Passarelli / Dissertação (mestrado) - Universidade Federal do ABC, Programa de Pós-Graduação em Planejamento e Gestão do Território, 2016. / A dissertação propõe a análise de aderência, aplicabilidade e protagonismo do Turismo étnico afro, na gestão territorial da comunidade tradicional Quilombo do Campinho, localizado em Paraty. A formação deste quilombo, bem como suas características naturais e culturais aguçam o interesse pela pesquisa e a investigação. A partir de pressupostos como o patrimônio cultural imaterial, ancestralidade, modo e uso do território e a inclusão do turismo no desenvolvimento econômico da comunidade, esta dissertação propõe, através de métodos qualitativos, estudo de caso, o levantamento, apontamento, e mensuração dos principais pontos de convergência e divergência que impulsionaram o desenvolvimento desta atividade econômica na comunidade em questão. / This project proposes an adherence analysis, applicability, and role of the afro ethnic tourism in the territorial management of a traditional community called Quilombo do Campinho, located in Paraty. The formation of this quilombo and its natural and cultural features have risen interest in research and investigation. In this project, the study of the cultural patrimony, immaterial, ancestry, mode and use of the territory, as well as the inclusion of tourism in the community economic development are proposed through qualitative and quantitative methods, case study, data collection, notes, and measurement of the main points and disagreements that have driven the development of this economic activity in the community.