Analyzing the Effect of Tourism Marketing Mix Elements on Stopover Tourism Marketing: The Case of Ethiopian Airlines Transit Travelers
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Date
2021-06
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Addis Ababa University
Abstract
Developing the Travel & Tourism sector provides growth opportunities for all countries, regardless of their wealth, and offers job opportunities at all skill levels. If we agree that tourism has a positive impact on a countries economic development, and Air transport plays a big role in the tourism sector, Stopover tourism is the ideal type of tourism that integrates the economic development of a country through tourism by using airlines. The main objective of this study is, to analyze the effect of the tourism marketing mix elements on stopover tourism marketing, and the specific objectives are to examine the relationship between the tourism marketing mix elements and stopover tourism marketing, and to assess the interest, determine the ability and willingness of transit travelers on the stopover city tour service. To achieve the above objectives a quantitative research method and both explanatory and descriptive research approach have been employed in this study. The descriptive result revealed the transit travelers are interested in all offered tourism attractions, transit travelers are also willing and have the ability to purchases the city tour package. Whereas, the correlation results indicate that there is a moderate positive and significant relationship between the independent variables and the dependent variable. Based on the regression analysis the dependent variable was affected by all the independent variables. Finally, as the potential tourists are interested, have the willingness and ability to purchase the provided city tour service, only a small effort is expected from ET Holidays and involved stakeholders to make Addis Ababa one of the top-visited cities in the continent. Furthermore, as a single study alone cannot fill the existing empirical research gap in this research context, the researcher recommends other researchers to carry out further studies in this research area (stopover tourism marketing).
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Keywords
Tourism, Stopover Tourism, Tourism Marketing