Assessing the Perceptions and Challenges of the New Ethiopian Tourism Brand “Ethiopia: Land of Origins” for Country Branding
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Date
2020-06
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Addis Ababa University
Abstract
This research concentrates on the fact that the new Ethiopia tourism brand “Ethiopia: land of
origins” can enhance the performance of tourism in the country. This study offers an original
insight into branding as a tool to enhance tourism performance through image analysis. This
research focuses on the importance of these dimensions (the new tourism brand awareness
compare to the previous tourism brand and other African Tourism brands to enhance the
performance of the tourism sector in Ethiopia) on stakeholder’s perceptions, challenges and their
contribution to promote the new Tourism brand. However, this research was aimed assessing the
perception, challenges and collaboration among tourism stakeholders in Addis Ababa in
promoting the new tourism brand of Ethiopia. And to find out how the tourism brand “Ethiopia:
land of origins” affects the tourism industry and investigate the role and collaboration. A semi
structured questionnaire and in-depth interview was conducted to provide answers to research
questions. In this study, 384 questionnaires were distributed, and 373 returned. The scope of the
research was based on the assumption that all tourists of national museum, promotional activities
and contribution of the new Ethiopian tourism brand in enhancing performance of tourism sector
in Ethiopia. Despite the academic attention to branding in Tourism, there seems to be no clear
path for authorities to follow in establishing their marketing strategic plan for branding,
stakeholder’s effort to promote the new tourism and Ethiopia as a tourist destination, there success
of promotional strategies in their department activities to enhance institutional capacity for
promotion with progress in attractive foreign tourist. A comprehensive research framework with
both qualitative and quantitative methods was used to suggest and assess these new brand
elements, meanings, and assets for both supply and demand sides of the market. In conclusion, the
research findings indicate that the new brand “Ethiopia: land of origins” has a significant positive
effect on Tourism Performance in Ethiopia. However, as the study reveals that different
stakeholders who are involved in Tourism to promote the new brand and Ethiopia as a Tourist
Destination are not working together to achieve their common goals.
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Keywords
Branding, Country Branding, Ethiopia land of origins, stakeholders.