THIRTEEN MONTH´S OF SUNSHINE : Improving Ethiopia´s Image as a Tourist Destination
Kassaye, Selamawit (2013)
Centria ammattikorkeakoulu (Keski-Pohjanmaan ammattikorkeakoulu)
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013110616659
https://urn.fi/URN:NBN:fi:amk-2013110616659
Tiivistelmä
The aim of the study was to evaluate, how the image of a country affects the tourism industry in Ethiopia. In this report the past and the present situation of tourism development was analyzed in comparison with the potential of the Country. The objective of this work was to suggest a way to build a better Ethiopian image as tourist destination in world standard.
This research was based on the framework that dealt with the significance of place and image branding in the tourism industry. The research methodology applied in this thesis was qualitative research; Semi-structured interview was conducted with three tourism experts and two foreign tourists in order to get adequate and balanced information. According to the findings Ethiopia's tourism industry currently has shown encouraging and positive growth. However, the research illustrated that the negative image has been a challenge for the development of tourism sector.
Based on the framework that the researcher used in this thesis, the data gathered from the tourism expert combined with personal research, it concluded that the image of the country has been a barrier for tourism industry not to grow as expected. Finally, a suggestion has been made how to improve the country's image in order to be the best tourist destination in the region.
This research was based on the framework that dealt with the significance of place and image branding in the tourism industry. The research methodology applied in this thesis was qualitative research; Semi-structured interview was conducted with three tourism experts and two foreign tourists in order to get adequate and balanced information. According to the findings Ethiopia's tourism industry currently has shown encouraging and positive growth. However, the research illustrated that the negative image has been a challenge for the development of tourism sector.
Based on the framework that the researcher used in this thesis, the data gathered from the tourism expert combined with personal research, it concluded that the image of the country has been a barrier for tourism industry not to grow as expected. Finally, a suggestion has been made how to improve the country's image in order to be the best tourist destination in the region.