Tourism Marketing in Ethiopia
An Endeavor Towards World Class Tourist Destination
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The purpose of this study was to analyze tourism marketing in Ethiopia with respect to major objectives including to identify significant variables/ dimensions that attracts tourists to visit Ethiopia and determine their level of satisfaction; identify most attractive tourist market segments in Ethiopia; examine the amount of revenue generated from international tourists who visited Ethiopia and Ethiopia s market share in world tourism; explore the feasibility of governments promotional strategy used to promote tourism; assess the performance of marketing intermediaries in enhancing the level ...
The purpose of this study was to analyze tourism marketing in Ethiopia with respect to major objectives including to identify significant variables/ dimensions that attracts tourists to visit Ethiopia and determine their level of satisfaction; identify most attractive tourist market segments in Ethiopia; examine the amount of revenue generated from international tourists who visited Ethiopia and Ethiopia s market share in world tourism; explore the feasibility of governments promotional strategy used to promote tourism; assess the performance of marketing intermediaries in enhancing the level of tourist s satisfaction in Ethiopia; etc. To realize this objectives a research instrument was developed for international travelers, management groups of the various sectors in tourism and host communities. Various hypothesizes were also designed, developed, and tested using appropriate inferential statistics: independent t-test, one way ANOVAs, correlation analysis, step-wise multiple regression analysis, factor analysis. The major findings of the study have various significant managerial implications for destination marketers.
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