Practice and Challenges of Promoting Major Tourism Destinations in Awi Administration Zone
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Date
2019-06
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Addis Ababa University
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
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Keywords
practice, challenges, promotion, destination, Awi zone