Browsing by Author "Redaei, Girmay"

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    Assessment of Effectiveness Integrated Marketing Communications to Attract International Tourists the Case of Addis Ababa
    (Addis Ababa University, 2014-01) Redaei, Girmay; Tesfaye, Birara (PhD)
    This dissertation researches on effective promotion mix to attract international travellers to Addis Ababa Tourism resources through the Performance of Ethiopian Ministry of Culture and Tourism, Addis Ababa Tourism Bureau, and the Tour and Travel Operators. The purpose of the study was to ascertain whether the mix of the promotion elements have been applied effectively on Addis Ababa tourism performance. This involves critically looking at the following objectives; To determine the pivotal role of the city tourism authority and its stakeholders in applying the mix of promotion communication efforts; and To investigate the effectiveness and up datedness, reliability and consistency of the message being communicated to international tourists. The research used exploratory and analytical research design. The main sources of primary data in the study included Ministry of Culture and Tourism, Ethiopian Tourism Organization, Addis Ababa Tourism bureau, Addis Ababa City Administration and the Tour and Travel operators along with managers, supervisor and experts’ a sample of 62 questionnaires on convenience base and group-Discussion of 5 members was interviewed. Questionnaires and interviews were used to collect data which was then coded and analysed using the Statistical Package for Social Scientists (SPSS). Among the findings it was revealed that the integrated mixes of the modern and traditional promotional elements are important means of communication with international tourists. Though they are not yet effectively combined to use them due to limited tourism product development, high package price for the existing product, poor promotional strategy and program, lack of attention and knowledge on tourism marketing and promotion strategy and limited integration of stakeholders to alleviate promotion of the city destination instead of individual effort.