Marketing Management

Permanent URI for this collection

http://etd.aau.edu.et/handle/123456789/42

Browse

Browsing Marketing Management by Subject "AACTB"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Assessment Of the Marketing Strategy For Tourism Destinations In Addis Ababa
    (Addis Ababa University, 2018-05-14) Haddis, Azeb; Andualem, Getie (PhD)
    Even though Ethiopia has an abundance of attractions of numerous types ranging from wildlife, landscape culture, scenery, history and archeology sites that set it apart from its neighbors, it has one of the list developed tourism industry in the region. Marketing in the tourism industry is associated to making the potential customers sensitive to the product and service available in the tourism area and persuade them and propose them that they satisfied and benefited if they become real customers. This thesis was envisaged with the objective assessing the marketing strategy for tourism destinations in Addis Ababa. More specifically, it tried to examine how the city segment, target, and position its market, investigate the city’s marketing mixes elements that devised for marketing strategies, and identify problems to evaluate the tourism marketing strategy of the AACTB. The research design used for this study was descriptive research design. Both qualitative and quantitative research methods were used. Both primary and secondary data types were used for the study from their respective sources. Primary data were gathered from visitors (foreign and domestic) who have visited city, employees of Addis Ababa Culture and Tourism Bureau (AACTB) workers. Business and educational are the market segments in these tourism destinations in Addis Ababa. Religion is also used as Addis Ababa’s tourism market segmentation. The study also found that even though tourism activities are largely boosted by the promotional activities that are made in order to attract and sustain large tourist flow, the study has found that the promotional activities lacks coverage and consistency. Based on the result of this study, the major strengths of tourism sites in Addis Ababa are; friendliness of the people in the area, the culture variety of the city, safety and security, the presence of festivals and events, and value for money. Lack of customer awareness, absence of standard of accommodation, and absence of quality of services were found to be the major weaknesses of Addis Ababa tourism sites