Browsing by Author "Meshkura Mukemil"

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    Analyzing the Role of Public Relations in Enhancing Tourism Stability During Political Crisis: The Case of Addis Ababa’s Tourism Industry
    (Addis Ababa University, 2025-06-01) Meshkura Mukemil; Abdulaziz Dino
    This study examined how public relations (PR) contributed to strengthening the resilience of Addis Ababa’s tourism industry during political crises. Specifically, it focused on PR strategies implemented during the Tigray Conflict and the post-conflict recovery period. A mixed-methods approach was used, combining quantitative surveys and qualitative semi-structured interviews to evaluate the effectiveness of key PR strategies in managing the impact of political crises. Additionally, content analysis of news releases and social media posts during the major crises (2020–2024) was conducted to examine secondary data. The study was guided by key theoretical frameworks, including Mitroff’s Five-Stage Crisis Management Model, Situational Crisis Communication Theory, Resilience Theory, and the Public Relations as Management Function Theory. These frameworks provided a comprehensive understanding of how PR strategies support the tourism sector during times of political instability. The research targeted individuals directly involved in tourism crisis communication, yielding 150 responses—representing 88% of the targeted sample. The findings revealed that public relations played a crucial role in maintaining tourist trust, minimizing the negative effects of political crises, and preserving Ethiopia’s image as a travel destination. Case studies of the Tigray Conflict (2020–2022) and post-crisis recovery efforts highlighted the use of consistent PR strategies that facilitated tourism recovery. Insights from surveys, interviews, and document analysis emphasized the importance of crisis communication, media relations, stakeholder collaboration, social media engagement, and reputation management. However, challenges such as inconsistent social media activity and weak stakeholder coordination were also identified. Overall, the study concludes that the survival and recovery of the tourism sector were heavily dependent on effective PR practices, including timely messaging, strong media engagement, real-time updates, and strategic branding. It recommends enhancing social media strategies, improving collaboration among public, private, and media sectors, and ensuring transparent and continuous communication through established protocols and advanced digital tools.