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Practice and Challenges of Promoting Major Tourism Destinations in Awi Administration Zone

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dc.contributor.advisor Amsalu PhD, Desalegn
dc.contributor.author Sewnet, Shewaye
dc.date.accessioned 2019-10-08T11:56:54Z
dc.date.available 2019-10-08T11:56:54Z
dc.date.issued 2019-06
dc.identifier.uri http://localhost:80/xmlui/handle/123456789/19327
dc.description.abstract Ethiopia’s tourism industry is in its initial stages of development as seen in its long history of promotion and development. The country’s governance changing systems have resulted in different social constructions of the role of tourism in national development. Mainly in Ethiopia and specifically in the Awi zone is rich for both natural and cultural tourism resources. On the contrary, it’s cultural, economic, social and environmental role was trivial due to different promotional challenges. Therefore, this study has assessed the practice and challenges of promoting major tourism destinations in Awi zone. The design of this study was descriptive and has employed a qualitative research approach. The data collection method employed in this study is such as interviews, focus group discussion, field observation and document review. The interview was conducted with 29 key informants and one focus group discussion among 9 participants those selected from Awi Zone Culture and Tourism Department, woredas found in Awi Zone, Awi Zone Government Communication Department and major local destination managers. The data were analysed qualitatively by narrative, text explanation and phenomena description method. The finding of the research showed that many tourism attractions in the zone, attractions which can be relevant to the local, national, or international tourist. Yet, the resources are not well promoted, and there are many challenges, the main ones include lack of government attention, skilled manpower, budget and funding, marketing and promotional strategies, stakeholder’s cooperation, museums and cultural centers, overall awareness and conflict over resource ownership. According to this study, weak promotion practices include poor-quality banners, brochures and signposts. In order to make promotion of the tourism destination more viable: improving the government’s attention, use of technology, allocation of budget, encouraging investment and incentives, awareness creations, basic infrastructure development, establishing promotional strategies and promotional activities and tools (building destination image and brand, performing events and activities, forming tourism partnership and “know-your-country” clubs, using online promotion, social media, etc.) are the core and essential aspects requiring work in order to ensure the improvement and promotion of the tourism industry in the zone. In this area the best approach to run an efficient destination promotion is to encompass as many experts and concerned bodies as possible to the promotion processes as it is not only the promotion and marketing personn en_US
dc.language.iso en en_US
dc.publisher Addis Ababa University en_US
dc.subject practice en_US
dc.subject challenges en_US
dc.subject promotion en_US
dc.subject destination en_US
dc.subject Awi zone en_US
dc.title Practice and Challenges of Promoting Major Tourism Destinations in Awi Administration Zone en_US
dc.type Thesis en_US


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