The Role of Social Media in Promoting Tourism Products and Services in Addis Ababa city Administration
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Date
2022-11
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Addis Ababa University
Abstract
The tourism sector is a multifaceted activity that is included in the daily activities of human beings, which serve as an economic pole for various countries. Almost all society is involved in tourism activity directly or indirectly. However, this study focuses on the areas where professionals engaged in the tourism sector work to contribute to the change in the growth of tourism, to promote tourist destinations in their districts and sub districts and to facilitate the marketing of the tourism sector. The objective of this study is to investigate the role of social media in marketing and promotion of tourism products and service in Addis Ababa. The research used descriptive design following both qualitative and quantitative approaches. The research data collected were from both primary and secondary sources through survey questionnaires and interview. From the total number of Tourism Marketing and Promotion officers 163 were selected using random sampling method. After data collection, data processing was done by using Statistical Package for Social Science software. According to the collected survey results, it can be stated that most of the tourism offices use social media network like Facebook and Telegram to promote. In addition to this, it is understood that most of the employees couldn’t find internet access from their workplace; thus, it has been hindrance on promotion and marketing work using social media. The result of the study shows that, the utilization of the social media on promoting of tourism products and services is not satisfactory. As reported by this thesis, the tourism office's website should be interesting and attractive for tourists. The tourism sector should work in collaboration with other institutions and individuals. In addition to this, by seeing the experience of other countries, conditions should facilitate to study city-oriented tourism differently by experts.
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Keywords
Social media, promotion, tourism, Addis Ababa city administration