The Utilization of Public Relation to Promote Tourism in Gambella Regional State
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Date
2022-11
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Addis Ababa University
Abstract
The utilization of public relation to promote tourism in Gambella regional state and this aim has also accomplished through the following specific objectives: to explore the practice of public relations within the Gambella cultural and tourism in promoting regional culture. to determine the purpose that prompt culture and tourism to combine role of public relations and the other departments, to examine the role of public relations within Culture in Gambella and Tourism Bureau. Even though, there are few researches conducted regarding public relations practices in some institutions in Ethiopia, the utilization of Public relations seems lack of attention by Gambella culture and tourism researchers. Since Culture and tourism has their own publics; they need to give emphasis on communication of both internal and external stake holders. Most of them did not have professional public relations practitioners and the practice functioned by either delegated departments or in a simple routine activity of the bureau. The study used mixed research method. To explore the eco-system or practical level of the profession, the role, importance and purpose of the practice, both primary and secondary data were collected and used. The primary data was collected through self-developed questionnaire and interview, whereas the secondary data was collected to relating reviews. Legitimacy theory was used as a theoretical foundation of this study. The collected data has been analyzed quantitatively and qualitatively. The study shown that the professional public relation practice in Gambella culture and tourism bureau was nominal, the utilization of public relations practice is to disseminate information from the organization to its publics and the purpose of the practice is more of publicity rather than managerial functioning of the profession. As a result of this research, the researcher summarized, and concluded as well as forwards the important recommendations to improve the practice. Some of the recommendations included as following. Gambella Regional state’s tourism needs professional public relations practice to communicate and manage good relationship with their publics in order to promote the regional culture to attract tourists. To perform the public relations practice in a better way, the practitioners need to know the purpose.
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public relations