Assessing the role of Ethiopia’s diplomatic missions in promoting for Ethiopian’s tourism development, In the case of foreign affairs Ethiopia
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Date
2022-05-05
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Addis Ababa University
Abstract
In the modern countries to create a strong image focused on dimensions of diplomacy aims to promoting a positive image of tourism, exports, foreign direct investment and foreign policy of the country. This study assessed the role of Ethiopian‟s diplomatic missions in promoting for tourism development in the case of foreign affairs Ethiopia. Both qualitative, (interviewee and focus group discussion) and the quantitative (one hundred thirty one questionnaires) were employed to generate relevant data. Mainly, descriptive statistics was used to analyze the quantitative data using SPSS version 26 and the qualitative data was analyzed parallel, thematically and triangulation system. The study result revealed that, majority of respondents have agreed resulted as high level of scores on the role of diplomatic missions for tourism development. The FGD and key informants have strongly supported this statement. Besides, diplomats participation in promoting their country for tourism development, Furthermore, the statement that Ethiopian diplomatic missions political challenge in promotion, showed that, most respondents are approximately responded in a medium level. The statement that Ethiopia diplomatic missions economical challenge in promotion, showed that, nearly similar but, little proportion of respondents are responded in a medium level and Ethiopian diplomatic missions Socio-cultural challenges in promotion, showed that majority of respondents are in the range of medium. The FGD and interviewee are strongly supported the above descriptive results. As the study finding concludes that, Ethiopian‟s diplomatic missions are potentially promoting tourism to develop Ethiopian tourism sectors. The study recommended that, all diplomats should design effective strategy to promote a positive image of tourism. Tourism industry recently has been recognized as a major priority of governments but there is a shortage in tourism promotion experts. Ethiopian Diplomats are participated in the development of tourism because, they do tourism promotion, assessments and reports and they provide best experience to our home country, also, Diplomats participates with tourism stakeholders in policy recommendations or policy formulation and opinions, event organization, tourism market segmentation, tourism destination development with interaction between tourists and the host local customs, traditions and standards.
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Diplomacy, Tourism, Promotion, Challenge, Roll