An Assessment of Fdre Ministry of Culture and Tourism Communication For Promoting Tourist Sites: The Media of Communication in Focus
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Date
2014-06
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Addis Ababa University
Abstract
Tourism is the temporary, short-term movement of people to destination outside the place where they normally live and work and their activities during the stay at each destination include movement for all purposes. The industry is currently among the leading earners of foreign exchange for Ethiopia. International tourist receipt was USD 1.5 billion in 2013. Arrivals grew to 650 thousand during the same year, a similar growth during the same period in 2014. The main objective of this study wasto evaluate the effectiveness of the marketing communication tools used in the promotion of tourist site in the FDRE Ministry of Culture and Tourism. Informed by the Persuasivetheoretical framework, the study employed an exploratory design whereby both qualitative and quantitative methods were used. To meet the objective of the study document analysis and questionnaires were used as tools of data collection. The population of the study comprises of Tourists and Employees of Ministry of Culture and Tourism. The data obtained from the population was analyzed using descriptive statistical tools and the findings were presented based on the basic research questions.
The finding of the study revealed the Ministry applied almost all communication tools to a limited extent. The findings also showed that the tools were prepared by the Ministry were not in the proper circulation. The communication tools were not available for tourists at arrival or on destinations.
The study concluded that the Ministry of Culture and Tourism should work on the preparation of fairs and exhibitions. In addition, the Ministry should have its own website that can update and check the numbers of visitors on time. The other major issue is, the use of billboard neglected in the Ministry. Therefore, the Ministry of Culture and Tourism should use billboard in any tourist sites that gives ample information, images and locations about the site for the tourists.
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Fdre Ministry of Culture and Tourism Communication