<![CDATA[Purpose: This study explored sustainability measures used in the hospitality and tourism industry and determined their effectiveness during the COVID-19 pandemic in selected towns in the Copperbelt Province. Methods: With an interpretative stance, a phenomenology qualitative research was conducted among 15 participants who were purposively selected. Data were collected using interviews and analyzed thematically. Result: We found out that measures are used to sustain the hospitality and tourism industry. The majority of the participants effectively used the measures to sustain their establishments while a few did not. There is a need for preparedness in the industry in case of any adverse changes occurring in the environment Contribution: This research contributes a qualitative interpretation of how the hospitality and tourism industry sustained itself during the COVID-19 era. It provides a basis for informed decision-making in sustaining the industry amidst uncertainties Originality: The study used a qualitative perspective to understand phenomena regarding the sustainability of tourism during the pandemic which was novel in Kitwe District.]]>
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