The Challenges And Prospects In Branding Of Natural Tourist Destinations In Ethiopia. The Case Of Ethiopian Wildlife Conservation Authority
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Date
2020-06
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AAU
Abstract
This study was designed to be conducted on branding natural tourist destinations and role of public relations in the organization. In this case Ethiopian Wildlife Conservation Authority was selected for the study. Purpose of this study was to show prospects and challenges in branding natural tourist destinations from the public relations professions aspect. Therefore, this study focused on the prospects, challenges, roles and practices of public relations in branding national parks in Ethiopia Wildlife Conservation Authority.
This study showed and assessed the prospects and challenges in building brands of natural tourist destination and indicated potentials of public relations to develop natural tourist destination brand specifically in the authority.
Purposive Sampling technique was taken to clearly examine the case and the data were collected through using group interview, in depth interview, document analysis and observation of data collection methods.
Including the Authority management bodies, stakeholders and other participants in group interview and in depth interviewees were taken purposely sampling technique from the Authority, Simien and Bale mountain national parks. And also stakeholders and focal persons from the partners were participated. By analyzing the data collected through using different methods the researcher has found out that Ethiopian Wildlife Conservation Authority PR directorate practices are not as effective as they are expected to be.
According to the findings, the PR directorate practices were not directly doing its activities to brand national parks and its activities don’t have continuity and the PR directorate is considered less important in the authority for the sake of branding. On the prospects side the PR directorate has many opportunities but as the finding indicated that it doesn’t use it properly. And also the trained of sharing a better experiences from the neighboring country, Kenya in branding national parks from the public relations aspect is so week.
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In this case Ethiopian Wildlife Conservation Authority was selected for the study.