The Use of Social Media as a Marketing Tool by Selected Tour Operators in Addis Ababa
| dc.contributor.advisor | Negi, Rakshit (PhD) | |
| dc.contributor.author | Nigussie, Abiy | |
| dc.date.accessioned | 2021-06-08T06:25:55Z | |
| dc.date.accessioned | 2023-11-04T14:10:44Z | |
| dc.date.available | 2021-06-08T06:25:55Z | |
| dc.date.available | 2023-11-04T14:10:44Z | |
| dc.date.issued | 2014-06 | |
| dc.description.abstract | Social media is being continually promoted as a valuable business tool through the internet and has been feature in important business publications globally. Businessmen of all sorts have started addressing these tools to reach consumers, including those involved with the Travel Industry. An academic study about the use of social media within Tour Operation businesses in Addis Ababa is currently not available. This study intends to contribute to filling this research gap by investigating the experiences of Tour Operators in Addis Ababa using social media as a marketing tool. Mixed method was used to assess the experience and attitudes of Tour Operators regarding the use of social media as marketing tool. The results of both interviews and questionnaire survey demonstrated that social media tools are being used for diverse purposes and that it was certainly an effective marketing tool. However, this perception is based more on the user’s confidence in the tool than on any measurable outcome. Furthermore, there is no evidence that social media marketing strategy is adopted by Tour Operators; even though the literature tends to indicate that this is one of the main factors for effective utilization of social media marketing potential. Further research would be needed as these platforms keep developing and new technologies emerge. This thesis contributes by indentifying areas for further research. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/26729 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | social media | en_US |
| dc.subject | marketing | en_US |
| dc.subject | Tour Operator | en_US |
| dc.title | The Use of Social Media as a Marketing Tool by Selected Tour Operators in Addis Ababa | en_US |
| dc.type | Thesis | en_US |