The Role of Film for Tourism Destination Development in Addis Ababa, Ethiopia
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Date
2020-06
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Addis Ababa University
Abstract
This thesis intends to investigate the role of film for tourism destination development in Addis
Ababa, Ethiopia. To conduct this research, mixed research method which involved both
qualitative and quantitative research approach was employed. Both primary and secondary
data were used. To collect the primary data, 2 interviews were undertaken with selected
government officials, and 163 questionnaires were film productions. The result of the study
revealed that the contribution of film for tourism destination development is less. Overall, film
productions have a much better understanding of the relationship of film and tourism
destinations when we look at the findings of the study. Their understand well that film is very
much connected to tourism destinations and that film will create a positive image of the country
and promote then bring economic development by promoting tourism destinations for others.
Next, the study indicates that the tourism destinations of Addis Ababa are integrated into the
film. That is, the Addis Ababa tourist destinations are included in the film as a transitional level
in feature film and, in some extent integrated into documentary film. Also, as the study shows,
the film has little contribution to creating image and promoting Addis Ababa destinations for
tourism development. And also the study shows that there are many challenges facing budget,
infrastructure, film workers, society and government to incorporate the Addis Ababa tourism
destinations in the film. In summary, based on this study, our country's film industry's role for
the tourism industry development is very low and there is no system linking the two industries.
There is also a great deal of cognitive and capacity problems across all stakeholders.
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Keywords
Role, film, challenges, destination, tourism development, film productions and stakeholders