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Addis Ababa University College of Developmental Studies Center for Environment Tourism Development and Management Program ADDIS ABABA UNIVERSITY COLLEGE OF DEVELOPMENTAL STUDIES CENTER FOR ENVIRONMENT TOURISM DEVELOPMENT AND MANAGEMENT PROGRAM MARKETING AND PROMOTION OF HISTORICAL HERITAGES FOR CULTURAL TOURISM: THE CASE OF HISTORIC BUILDINGS IN ADDIS ABABA BY: DEJENE TILAYE OCTOBER, 2019 ADDIS ABABA ADDIS ABABA UNIVERSITY SCHOOL OF GRADUATE STUDIES COLLEGE OF DEVELOPMENT STUDIES CENTER FOR ENVIRONMENT TOURISM DEVELOPMENT AND MANAGEMENT PROGRAM Marketing and Promotion of Historical Heritages for Cultural Tourism: The Case of Historic Buildings in Addis Ababa By Dejene Tilaye A Thesis Submitted to School of Graduate Studies of Addis Ababa University in Partial Fulfillment of the Requirements for the Degree of Masters of Arts in Tourism Development and Management Advisor: Tesfaye Zeleke (PhD) OCTOBER, 2019 ADDIS ABABA i Addis Ababa University School of Graduate Studies College of Development Studies Center for Environment and Sustainable Development Department of Tourism Development and Management This is to certify that the thesis prepared by Dejene Tilaye Tadesse entitled Marketing and promotion of Historical Heritages for cultural Tourism: The Case of Historic Buildings in Addis Ababa submitted in partial fulfillment of the requirements for the Degree of Masters of Arts in Tourism Development and Management complies with the regulation of the University and meets the accepted standards with respect to originality and quality. Submitted by: Dejene Tilaye Tadesse Approved by: Tesfaye Zeleke (PhD) _________________ ____________________ Thesis Adviser Signature Date Tamirat Tefera (PhD) _________________ _____________________ Internal Examiner Signature Date Zelalem T (PhD) __________________ ______________ External Examiner Signature Date ______________________________________________________________________________ Head of center for Environment and Development i Declarations I, the undersigned, declare that this study entitled, Marketing and Promotion of Historical Heritages for cultural Tourism: The Case of Historic Buildings in Addis Ababa is my own work. All information in this document has been obtained and presented in accordance with academic rules and ethical conduct. This study has not been submitted for award of any degree or diploma program in this or any other institution and, I have fully cited, acknowledged and referenced all material and results that are not original to this work. Researchers’ Name: Dejene Tilaye Tadesse Signature: ____________ Date: ____________ i Acknowledgment All the glory goes to God for His boundless provision and protection towards all of us. I am highly indebted to my advisor Tesfaye Zeleke (PhD) for his invaluable comments, suggestions, guidance and direction from the very beginning to the very end of this research work. My deepest thank goes to Samson Michael who diligently assisted me by providing professional advice on how to deal with the overall research topic and commenting the research and statistical issues. My deepest thank goes to workers of the Addis Ababa Museum, Ethnographic Museum, Taitu hotel, St. Selassie cathedral and St. George cathedral, who eased access to visitors of the museum during the one month data collection period. Research participants (tourists, tour operating firms and tourism marketing experts) who have responded to my questionnaires and shared with me their broad knowledge on heritage tourism. Furthermore, my sincere gratitude should also go to my friends Tilahun wube, Meseret Gegawu, Bruk Tilahun, Fasil zewudu and Solomon Yematawu for your intellectual support and moral Encouragement. It is indeed reasonable to thank my dearest wife Emebet Alemu. Thank you for your assistance, time, and patience. Thank you ii TABLE OF CONTENTS Declarations .......................................................................................................... i Acknowledgment ..................................................................................................... ii List of Figures .......................................................................................................viii List of Tables ......................................................................................................... ix List of Acronyms and Abbreviations ......................................................................... xi Glossary of Local Terms ........................................................................................xiii Abstract ....................................................................................................... xiv CHAPTER ONE ...................................................................................................... 1 1. INTRODUCTION ................................................................................................. 1 1.1. Background of the Study ...................................................................................................1 1.2. Statement of the Problem ..................................................................................................3 1.3. Research Questions ...........................................................................................................6 1.4. Objectives of the Study .....................................................................................................6 1.4.1 General Objective ........................................................................................................6 1.4.2. Specific Objectives .....................................................................................................6 1.5. Significance of the Study ..................................................................................................7 1.6. Limitation of the Study .....................................................................................................8 1.7. Scope of the Study ............................................................................................................8 1.8. Definition of Key Terms ...................................................................................................9 1.9. Thesis Overview ...............................................................................................................9 CHAPTER TWO ................................................................................................... 11 2. LITRATURE REVIEW ....................................................................................... 11 2.1. Conceptual Review ......................................................................................................... 11 2.1.1 The Nature and Meaning of Cultural Heritage and Cultural Tourism ......................... 11 2.1.2 Special Characteristics of Cultural Tourism and Cultural Tourists ............................. 15 2.1.3 The role of Cultural Tourism for Urban Tourism Activities and Its Barriers .............. 17 2.1.4. Cultural tourism in Ethiopia and Addis Ababa .......................................................... 20 2.1.5 Historical Buildings as Major Cultural Heritage Tourism Sites in Addis Ababa ......... 21 2.1.5.1Taitu Hotel ........................................................................................................ 22 iii 2.1.5.2 Holy Trinity Cathedral .................................................................................... 24 2.1.5.3 Genete leul palace ............................................................................................... 25 2.1.5. 4 St .George Cathedral........................................................................................... 26 2.1.5.5 Ras Birru Residence (The current Addis Ababa Museum) .......................... 27 2.2 Empirical review.............................................................................................................. 28 2.3 Theoretical Review on Marketing and Promotion of Cultural Tourism ............................. 30 2.3.1 Relationship Marketing Approach ............................................................................. 32 2.3.1.1 The Product ......................................................................................................... 33 2.3.1.2. The People ......................................................................................................... 33 2.3.1.3. Communication .................................................................................................. 34 2.3.1.4. Personal Communication .................................................................................... 34 2.3.1.5. Non-personal Communications ........................................................................... 35 2.3.1.6. Collaboration ...................................................................................................... 36 2.3.2 Market Segmentation................................................................................................. 37 2.3.3. Trust and Authenticity in Marketing and Promotion of Cultural Heritage Tourism ... 37 2.4. Exceptional Characteristics of Cultural Tourism Marketing ............................................ 38 2.5. Policy Review ................................................................................................................. 39 2.6. Conceptual Framework ................................................................................................... 41 CHAPTER THREE ............................................................................................... 44 3 RESEARCH METHODOLOGY ...........................................................................
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