The Impact of Social Media on Travel Industry: The case of selected tour operators in Addis Ababa

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Addis Ababa University


This thesis entitled “the impact of social media to attract customer” aim to assess the role social media plays in promoting tourism industry in Ethiopia. It has the objective of assessing the impact of social media to attract tourists in Ethiopia and forward possible ways to promote the Ethiopian tourism sector using internet and social media. The research uses descriptive method following both qualitative and quantities approaches. Research data were collected from both primary and secondary sources through survey questionnaires and interview. A total of 20 tour operators and 80 tourists were selected using purposive sampling and data obtained from those samples were analyzed using simple statistical methods such as average, percentage and ratio analysis. Based on the analysis major findings were outlined, conclusions drawn and recommendations forwarded to utilize the social media for promoting tourism sector in Ethiopia.



social media, Ethiopian tourism