ADDIS ABABA UNIVERSITY SCHOOL OF COMMERCE GRADUATE STUDIES

The Effect of Marketing Mix Elements on the Satisfaction of Inbound Tourists to Ethiopia

By: Getachew Melese ID: GSE0606/07

A Thesis Submitted to School of Graduate studies of Addis Ababa University in partial fulfillment of the requirement for Master of art in Marketing Management

Advisor: Dr. Tewodrs Mesfin May, 2017 (Addis Ababa)

Declaration

I, the undersigned, declare that, this research paper is my original work, has never been presented in this or any other university, and that all resources and materials used herein have been duly acknowledged.

Name: Getachew Melese Signature: ______Place: School of Commerce, Addis Ababa University, Ethiopia Date of submission 30 May, 2017

ADDIS ABABA UNIVERSITY SCHOOL OF COMMERCE GRADUATE STUDIES

Statement of certification

This is to certify that Ato Getachew Melese has carried out his post-graduate thesis work on the topic entitled “The Effect of Marketing Mix Elements on the Satisfaction of Inbound Tourists to Ethiopia.

The work is original in nature and suitable for submission for the award of Master of Degree in Marketing Management (MA)

______Advisor: Dr. Tewodros Mesfin Date: ______

ADDIS ABABA UNIVERSITY SCHOOL OF COMMERCE GRADUATE STUDIES

The Effect of Marketing Mix Elements on the Satisfaction of Inbound Tourists to Ethiopia

BY: Getachew Melese

Approved by Board of Examiners:

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Chairman, Department Signature Date

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Internal Examiner Signature Date

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ACKNOWLEDGEMENTS

I wish to express my appreciation to my thesis advisor Dr. Tewodros Mesfin for his valuable assistance during writing this research paper. I am grateful to my wife,

Mulunesh Yohannes for her understanding and the help she extended to me. I wish to say thank you to Ato. Solomon Kebede for assisting me during data collection.

Abstract

This study is designed to examine the relationship between satisfaction of inbound tourists to Ethiopia and the marketing mix elements. The marketing mix elements which were surveyed had been destination (product), price, places, processes, promotion, physical evidence and people. The study had mainly employed quantitative approach and used descriptive analysis and regression. It was supplemented by key informant interview. The sample size was 385 tourists who were in Ethiopia in the month April 2017. The survey had 50 questions covering demographic details, characteristics and survey response on marketing mix elements. Data were also tested using linearity, Cronbach alpha and multicollinearity in order to determine the appropriateness of the data and the tools used for analysis.

The findings show that the marketing mix elements in general were partially responsible for the satisfaction of inbound tourists to Ethiopia. The variables that had significant effect on satisfaction of inbound tourists were found to be destination (product), people, price and physical evidence. The contribution of places, processes and promotion in the satisfaction of the inbound tourists was insignificant.

Key words: Marketing Mix, Product, price, places, processes, promotion, physical evidence, people and satisfaction.

Acronyms

UK: United Kingdom

UNECA: Economic Commission for UNESCO: The United Nations Educational, scientific and Cultural Organization

UNWTO: United Nations World Organization

USA: of America

WB: World Bank WEFR: World Economic Forum Repot WTO: World Tourism Organization WTTC: World Tourism and Travel Council

Table of contents

Acknowledgement………………………………………………………..i

Abstract …………………………………………………………………… ii

Chapter One

1. Introduction ...... 1 1.1. Research background ...... 1 1.2. Statements of the problem ...... 2 1.3. Research Question ...... 3 1.4. Research objective ...... 3 1.5. Research Model and Hypotheses ...... 4 1.6. Significance of the study ...... 4 1.7. Scope of delimitations ...... 4 1.8. Definition of Terms ...... 5

Chapter two

Review Related Literature ...... 6

2.1. Theoretical Framework ...... 6 2.1.1. Truism Defined ...... 6 2.1.2. Classification of Tourism and Tourist ...... 6 2.1.3. Destinations as products ...... 8 2.1.4. Tourist (customer) satisfaction ...... 9 2.1.5. The Tourism marketing Mix ...... 10 2.1.6. Conceptual Model ...... 11 2.1.7. Hypotheses of study ...... 12 2.2. ...... 14 2.2.1. Historical Development of Tourism in Ethiopia ...... 14 2.2.2. Tourist Attractions in Ethiopia ...... 16 2.2.3. Inbound Tourists to Ethiopia ...... 18 2.3. Empirical Literature ...... 19

Chapter three

3. Research Approach, Method and Design ...... 22 3.1. Research Method ...... 22 3.2. Research Design ...... 22 3.3. Research Approach ...... 22 3.4. Data Source and Instruments of Data Collection ...... 23

i

3.4.1. Primary Data Collection ...... 23 3.4.1.1. Tourist Questionnaires ...... 23 3.4.2. Secondary Data ...... 24 3.5. Sampling Technique ...... 24 3.6. Methods of Data analysis ...... 25 3.7. Reliability………………………………………………………………………25

Chapter Four

4. Data Presentation and analysis ...... 27 4.1. Analysis of the Survey ...... 27 4.1.1. Demographic Analysis of survey Respondents ...... 28 4.1.2. Analysis of travel profile of sample respondents ...... 30 4.1.3. Analysis of survey Response ...... 31 4.1.3.1. Descriptive analysis of responses from the survey .... 32 4.2. Assumption(Reliability) Test ...... 36 4.2.1. Regression ...... 40 4.2.2. Hypothesis Testing ...... 42 4.3. Qualitative Data Analysis (Informants response summery) ...... 44 4.4. Analysis of Tourist Arrivals, country of origin and receipts ...... 48 4.4.1. Tourist Arrivals with purpose of the visit ...... 50 4.4.2. Tourist Receipts ...... 51 4.5. Data Triangulation …………………………………………………………..51

Chapter Five

5. Conclusion and Recommendation ...... 55 5.1. Summary Conclusion ...... 55 5.2. Recommendation ...... 57 5.3. Limitation and Implication for Further study ...... 58

Reference ...... 59

Appendix ...... 65

ii

List of Table

Table 1: Travel and Tourism Competitiveness report ...... 2

Table 2.1 Smith’s typology of Tourists ...... 7

Table 2.2 Number of Travel Tour ...... 15

Table 2.3 Number of ...... 15

Table 4.1 Demographic ...... 28

Table 4.2 Travel Characteristics ...... 30

Table 4.3 Survey Data ...... 32

Table 4.4 Variables with Lower standard Deviation ...... 34

Table 4.5 Variables with Higher standard Deviation ...... 34

Table 4.6 Mean and Standard Deviation ...... 35

Table 4.7 Skewness and Kurtosis ...... 37

Table 4.8 Cronbach’s Alpha ...... 38

Table 4.9 Correlation Significance ...... 39

Table 4.10 Model summery ...... 40

Table 4.11 Regression (Anova Test) ...... 41

Table 4.12 Anova Result Among groups ...... 43

Table 4.13 General Characteristics respondent ...... 44

Table 4.14 Tourist Arrivals by origin ...... 49

Table 4.15 Tourist Arrivals ...... 50

Table 4.16 Tourist Receipts ...... 51

iii

Table of Chart

Figure 2.1 Tourist satisfaction model ...... 11

Figure 4.1 Native Language ...... 29

Figure 4.2 Source of Information ...... 31

iv

Chapter One

1. Introduction

1.1. Research Background

The travel and tourism is the most important sector in revenue and employment in the global economy. The sector accounted for 9% of GDP, a total of USD 7 trillion while the number of international travelers continues to increase (WEFR, 2015).The same report predicted that the travel and tourism sector was expected to continue growing at 4% annually—faster than financial services, and manufacturing (Ibid).

The tourism market report showed that international tourist arrivals grew by 4.4% in 2015 to reach a total of 1,184 million (Ibid). However, most of the benefits of tourism were enjoyed by the industrialized nations in , North America and Asia region even though some emerging economies were showing substantial tourist-generating ability (Zhang and Lynch, 2008). The share of global tourist arrivals in 2015 for Africa, , , Asia-Pacific and Europe were 53 million, 54 million, 191 million, 278 million and 609 million respectively .This shows that Africa still has a long way to benefit from the sector (WEFR, 2015).

Ethiopia has a huge tourism potential despite its poor performance in attracting tourist arrivals in the past decades. It has the richest archeological heritage and historical monuments like the mediaeval castle of Gondor and Axum. It has also endemic wildlife, varied cultures and languages. The lowest and highest places in Africa are also found in Ethiopia. Moreover, it is the source of Blue Nile and the birth place of coffee (Kidanemariam, 2015).

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Ethiopia’s tourism industry is in its initial stages of development (Ibid). The country has not also benefitted from the sector as much as other east African countries. The tourism of Kenya, Tanzania and Uganda has attracted more foreign tourists even though Ethiopia’s outstanding biodiversity and agro-ecological zones could match and even surpass the east African nature tourism.

(Http: www.omicoline.org/searchresult.php?keyword;Ethiopia)

Ethiopia ranked 122 out of the 198 countries in tourist arrival in the year 2015. The number of inbound tourists was 596,000. Kenya ranked 87 and had 1,470,000 tourist arrivals. This figure was more than double compared to Ethiopia. The number of tourist arrivals for Tanzania and Uganda were also similarly higher and they were ranked 96 and 101 with the tourist arrivals of 1, 043,000 and 1,197,000 respectively (UNWTO Annual Report, 2015).

Ethiopia was also behind Kenya, Tanzania and Uganda in respect to prioritization of tourism and tourist infrastructure (WEFR, 2015). This report by World Economic Forum Report covered 141 countries world-wide and the ranking of the above mentioned countries is presented on the following table.

No Competitiveness Index Rank out of 141 countries studied

Ethiopia Kenya Tanzania Uganda

1 Prioritization of tourism 118 23 51 103 2 Tourist service infrastructure 134 94 115 121 Table 1: Travel and Tourism competitiveness report by World Economic Forum Report 2016

1.2. Statement of the Problem The disparity between huge tourism potential and relatively less inbound tourist inflow is an indication that the sector is not performing well in Ethiopia. Despite a great need to examine the problem associated with the tourism sector in Ethiopia, there were a few studies conducted by marketers. These studies conducted were also mostly descriptive and their focus was largely on the quality of services provided by hotels, tour operators, tourist guides, travel companies and the like. They were also mainly focused on the tourist infrastructure. The analyses used in these studies

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 2 were SERVEQUAL and gap analysis using expectation and performance model. In order to understand the sector and identify the strength and the weaknesses, several studies using different models have to be conducted.

This study is an attempt to supplement previous studies by using marketing mix elements, a different model, in order to identify what matters most to tourists and to find out if they are happy with the different marketing mix elements in the Ethiopian tourism sector.

The study is broad in the scope as it covers all marketing mix elements and it also makes inferences. Marketing mix elements as independent variables are given paramount importance in this study as they are believed to be important for tourist satisfaction which is treated as dependent variable in this study. This research tried to show the relationship between the variables.

1.3. Research Questions The research paper attempt to answer the following questions in in the study:

1. What are the relationship between the marketing mix and inbound tourist satisfaction? 2. Which marketing mix elements are most valued by inbound tourists? 3. Are the marketing mix elements provided appropriate to the tourist needs? Are tourists satisfied? 4. Does the satisfaction level have any implication for more tourist flows and revenue?

1.4. Research Objective

The study has also the following objectives:

1. To find out the impact of the tourist marketing mix elements on the satisfaction of inbound tourists to Ethiopia.

2. To find out the level of tourist satisfaction arising from each element of the marketing mix in the tourism sector 3. To find out if the marketing mix elements are appropriate to the changing needs of tourists

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 3

4. To find out if the level of satisfaction has any implication to the magnitude of tourist flows and revenue

1.5. Research Model and Hypotheses According to Kotler (2000), ‘Marketing mix is the set of controllable variables that a firm can use to influence the buyer’s response’. The controllable variables in the context of service sector are the 7P’s. The compositions of these 7p’s are destination (product), price, place (distribution), promotion, people, process and physical evidence. It is widely assumed that these independent variables affect the satisfaction of customer’s i.e. inbound tourists.

1.6. Significance of the Study The study is believed to shed more lights on the marketing mix elements in Ethiopian tourism sector and its implication on tourists. It helps stakeholders to know the satisfaction level of their customers so that they can capitalize on the positive and work on the weaknesses. It helps the stake holders to know the expectation of their customers and the gaps which they need to fill. Besides, the study could encourage other researchers to use the marketing mix model in their studies. The use of marketing mix elements could help them to identify the marketing mix element which contributed the most or the least for the satisfaction or dissatisfaction of the customers.

1.7. Scope and Delimitations The study mainly focused on inbound tourists while the local tourists were not the subject of this study. The survey was done mainly on tourist sites. As a result, tourists who came to Ethiopia for businesses and visit of the relatives were less represented as they did not show up on the tourist sites with the same intensity as tourists on leisure travel.

1.8. Definition of Terms  Marketing Mix: According to Kotler (2000), “Marketing Mix is the set of controllable variables that the firm can use to influence the buyer’s response”

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 People: People refer to the employees who produce and deliver the service. Service encounter occurs when employees and consumers meet together and these encounters have strong influence on the customer’s perception of service quality (Hartline and Ferrell, 1996).  Physical Evidence: Physical Evidence is anything that can be easily associated with the product. Therefore, service providers should create a suitable environment to highlight the fact to the customers (Rathmell, 1974).  Place: Hirankitti et al. (2009) described place as the ease of access which potential customer associates to a service such as location and distribution. Place in case of services determine where the service is going to be performed  Price: According to Kotler et al. (2008), Price is the amount of money charged for a product or service, or the total values that consumers exchange for the benefits of having or using the product or service.  Destination (Product): Product refers to the goods and services offered by the organization. According to Borden (1984) product is characterized by quality, design, features, brand name and sizes.  Process: Process is the implementation of actions and functions. It increases value for products with low cost and high advantage to customer. Process is more important for service products. Hirankitti et al., (2009) stated that the pace of the process as well as the skill of the service providers is clearly revealed to the customer. It also forms the basis of consumer satisfaction with the purchase.  Tourists’ Satisfaction: In tourism, satisfaction is a tourist’s emotional state of mind after an experience. It is not attribute-based as it is ‘experiential’ (Baker and Crompton, 2000) and ‘‘emotions may intervene or act as a mediator between performance and satisfaction’’(Ibid)

Chapter Two

2. Review of Related Literature

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This chapter presents the theoretical framework, the tourism sector in Ethiopia and empirical literature. The theoretical framework discusses concepts related to tourism, the conceptual model used for the study and the hypotheses to be tested. The section about tourism in Ethiopia covers the historical development of tourism, the tourist attractions and the characteristics of inbound tourists. The empirical review summarizes three local and nine international studies conducted on tourism.

2.1. Theoretical Framework 2.1.1. Tourism defined Tourism is defined as a stay of one or more nights away from home for , visits to friends or relatives, business conference, or any other purpose, except such things as boarding, education, or semi-permanent employment (Kotler & Bowen, 2013). Another definition of tourism focuses on the purpose and it states that Tourism is travel for pleasure, sightseeing, recreation or business purposes that also provide tour related services for tourists from a supply-side (Mak, 2003). And tourists are consumers who purchase travel and tourism services (Holly & Robenson, 2004).

2.1.2. Classification of Tourism and Tourists Tourism (tourists) can be identified (classified) based on the purpose of visit like leisure, business, transit and visit of relatives (friends). There are also a number of other ways to classify tourism and tourists. Boniface, B. and Cooper, C (2009), for example, distinguish the following types of tourism:

, focused on the countryside  Urban tourism, focused on towns and cities  Spa tourism, travel for health and wellness, traditionally based on water resources with therapeutic properties  Heritage and  Sport tourism, concerned with spectators travelling to sport events  Eco-based tourism  and  A somewhat different classification of tourists known as Smith’s typology of tourists as cited by Boniface, B. and Cooper, C (2009) is presented on the table below:

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Type of Pattern of Tourist Characteristics travel/numbers These tourists are academics, climbers and true explorers in small numbers. They totally accept local conditions, and are self- sufficient, with portable chemical toilets, dehydrated food and Explorer communication equipment Very limited Travelling off the beaten track for pleasure, they have done it all and are now looking for something different. While they use tourist facilities, they adapt easily to local conditions-if they can Elite eat, we can is their mind set. A few Not as rich as the elite tourist, they are looking for an added extra to a standard tour. They adapt well and cope with local conditions Off-beat for a few days. Their flow is steady. They seek western amenities. visible A steady flow of tourists but in small groups or individuals. They are looking for central heating /air conditioning and other Incipient amenities, but will cope for a while if they are absent, and put it Mass down to part of ‘experience’ Steady flows Large number of tourists, often European and North American, with middle class value. The flow is highly seasonal, with tourists Continuous Mass expecting western amenities and multi-lingual guides. influx This is full blown, down-market, high volume tourism. It is totally dependent upon the travel trade. The tourists have standardized tastes and demands and the country of destination Charter is irrelevant. Mass arrivals Table 2.1 Smith’s typology of tourists Source: - Worldwide distribution the Geography of truism

2.1.3. Destinations as products

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The tourist destination comprises a number of elements which in combination attract visitors to stay for a holiday (Lumsdon, 1997). Crouch and Ritchie divide destinations´ core resources and attractors into six categories: physiography (overall nature of the landscape, the climate and visual appeal of the destination), culture and history, market ties, activities, special events and tourism superstructure (Crouch, 1999). Lampson divides destinations into four core elements, which are prime attractors, built environment, supporting supply services and atmosphere. Prime attractors are the main attractors which appeal to the visitor and which differentiate one destination from another. Built environment comprises the physical layout of a destination and includes waterfronts, promenades, historic quarters and commercial zones. Supporting supply services are essential at all destinations. They are facilitating services such as accommodation, communications, transport, , entertainment and amenities. The sociocultural dimensions of atmosphere and ambiance make up the cultural attributes of a destination (Lumsdom, 1997).

According to Lumsdom (1997), the three elements that have the most influence on a destination are the natural resources, the climate and the culture (Ibid). The cultural element seems to be growing in significance for many tourists, who feel too many destinations resemble one another. Thus, if a destination can provide visitors with a unique setting to experience lifestyle outside of their everyday routine, it has a clear competitive advantage (Crouch, 1999).

Swarbrooke (1995) as cited by Boniface, B. and Cooper, C (2009) has classified tourist attractions into the following categories:

 Natural including beaches, caves, scenic features and wildlife  Man-Made, but not originally designed to attract tourists; such as historic houses, castles and cathedrals  Man-made and purpose built to attract tourists; this includes museums, art galleries, exhibition centers  Special events. These ‘event attractions’ differ from the others, which are ‘site attractions’ in that they occur only periodically and in some cases change venues. E.g. sporting events

Van Der Merwe (2003) has identified the characteristics of tourism products as contrasted with other non-tourism products as Intangibility- which cannot be seen, felt, heard, tasted, or smelled

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 8 prior to purchase; Inseparability- where suppliers and consumers have to be both present when the product is being consumed; Variability products cannot be offered in exactly the same way or same level because no two consumers have exactly the same needs and emotions ; Perishability- some products such as sport events, festivals, seasonally appearing Wildlife, etc. happen only for a short period of time. (Ibid)

2.1.4. Tourist (customer) Satisfaction Tourist satisfaction is a complex phenomenon and its evaluation is a similarly complex process that can be studied at various levels. Some researchers, for example, have differentiated between satisfaction with the tourism services and satisfaction with the tourism experience (Del Bosque & San Martin, 2008). This distinction is important for both managers and researchers because the two constructs have different foci and determinants according to these authors.

Even another definition relates satisfaction with expectation. Satisfaction can be achieved when the actual performance of the product is bigger than or equals the consumer’s expectations. Thus, non-satisfaction occurs when the actual performance of the product is less than or equals the consumer’s expectations (Lovelock & Wirtz, 2007). For Kotler and Armstrong (2012), customer satisfaction depends on the product’s perceived performance relative to a buyer’s expectations. This is in line with several scholars which tied customer satisfaction to an evaluation process and which entails a comparison of product performance and some sort of a standard in relation to this performance (Duman, 2002).

Specifically, a tourist’s satisfaction with a service refers to a satisfaction judgment directed toward the service itself and is driven by the product and service quality of a transaction (Crompton & Love, 1995). Tourists are satisfied when the service that they receive matches their expectations. In contrast, tourist satisfaction with the service experience refers to the entire consumption experience, which may be influenced by individual factors.

According to Mannell and Iso-Ahola (1987), tourist experience can be captured through postdoc evaluations, whereby tourists are asked to assess whether their needs have been met at the end of

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 9 a trip. Tourists who participate in package tours are often looking for a total experience, and thus a perceived shortfall in any dimension of a tour can give rise to tourist dissatisfaction or defection.

The quality of a does not depend on the performance of a single supplier but is rather the result of the coordinated efforts of many travel suppliers, such as airlines, cruise companies, coach and bus companies, railways, hotels, restaurants, shops, and theme parks, to name just a few (Ibid). These suppliers often differ in their goals and objectives and no single organization has direct control over the others. In order to determine whether all or particular parts of tour services actually live up to customer expectations, there is a need to develop methods to assess the performance of individual suppliers of the services included in package tours which is also known as marketing mix elements (Chan, 2015).

2.1.5. The Tourism Marketing Mix

Borden claims that he was the first person who had used the term marketing mix. The term consists of important elements or components that make up marketing mix (Borden, 1965). McCarthy has stylized this definition and defined marketing mix as a combination of all the factors in the chain of command that are geared to meet the demands of the target market (Victor, 1985).

The marketing mix has four components for non-service transactions. It becomes seven components when the discussion is about services. In the service sector including tourism, the marketing mix elements are destination (product), promotion, price, place (distribution), people, physical evidence and process.

2.1.6. Conceptual Model The marketing mix element mainly includes destination (product), price, promotion and distribution (Kotler &Bowen, 2013). Process, people and physical evidence are also identified as elements of marketing mix in addition to four elements discussed earlier whenever the discussion is about services as a product. These 7Ps of marketing mix have been considered to have a

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 10 significant impact on marketing for firms which are attempting to satisfy their customers (Borden, 1984).

The research model proposed for this study contains the independent variables which are destination (product), price, promotion, place (distribution), process, people and physical evidence while customer satisfaction is the dependent variable.

Independent variable Dependent Variable

Destination (Product)

Promotion

Price Tourist Satisfaction

Place

People

Process

Physical condition

Chart 2.1 Tourist Satisfaction Model

The above model is adopted from Kotler and Armstrong (2010) and from the model used by Kadhim (2016).

2.1.7. HYPOTHESES OF STUDY Based on the model selected for this study, the following Hypotheses were formulated:

Here HO represents Null Hypothesis and HA represents Alternative Hypothesis.

Hypothesis 1:-

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H01: There is no positive and significant relationship between destination (product) and the satisfaction of inbound tourist to Ethiopia. HA1: There is positive and significant relationship between destination (product) and the satisfaction of inbound tourist to Ethiopia.

Hypothesis 2:-

H02: There is no positive and significant relationship between price and the satisfaction of inbound tourists to Ethiopia. HA2: There is positive and significant relationship between price and the satisfaction of inbound tourists to Ethiopia.

Hypothesis 3:-

H03: There is no positive and significant relationship between place (distribution) and the satisfaction of inbound tourists to Ethiopia. HA3: There is positive and significant relationship between place (distribution) and the satisfaction of inbound tourists to Ethiopia.

Hypothesis 4:-

H04: There is no positive and significant relationship between promotion and the satisfaction of inbound tourists to Ethiopia. HA4: There is positive and significant relationship between promotion and the satisfaction of inbound tourists to Ethiopia. Hypothesis 5:-

H05: There is no positive and significant relationship between people and the satisfaction of inbound tourists to Ethiopia. HA5: There is positive and significant relationship between people and satisfaction of inbound tourists to Ethiopia.

Hypothesis 6:-

H06: There is no positive and significant relationship between process and the satisfaction of inbound tourists to Ethiopia. HA6: There is positive and significant relationship between process and the satisfaction of inbound tourists to Ethiopia.

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Hypothesis 7:-

H07: There is no positive and significant relationship between physical evidence and the satisfaction of inbound tourist to Ethiopia. HA7: There is positive and significant relationship between physical evidence and the satisfaction of inbound tourists to Ethiopia.

The general form of the model was as follows:

TS = α + β1X1 + β2X2+ β3X3+ β4X4+ β5X5+ β6X6+ β6X7+ e

Where, TS = Tourists Satisfaction X1 = Product X2 = Price X3 = Place X4 = Promotion X5 = People X6 = Process X7 = Physical Evidence

And α is constant and β1, β2, β3, β4, β5, β6 and β7 are coefficient to estimate, and e is the error term.

2.2. Tourism in Ethiopia 2.2.1. Historical Development of Tourism in Ethiopia Tourism industry in developed countries has grown dramatically after World War II. Economic growth, rising incomes, development of fast and cheap transport, more free time for people created the conditions that led to growth in tourism sector (Shabgoo & et al, 2011). Globalization has also

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 13 contributed to the growing influence of tourism. In recent years, the tourism industry has impacted the economic, social and culture of the world by creating job, exchanging technology, bringing regional balance, contributing to world peace, helping to invest in cultural heritage and improving environment (Ibid).

Tourism in Ethiopia dates back to the pre-Axumite period. The first illustrated travel guides to Ethiopia can be found in the friezes of the pyramids and ancient sites of (Ibid).The Egyptians knew Ethiopia as the source of the Nile, and a place where they traded for gold, incense, ivory and slaves. The fourth century Persian historian Mani as cited by Shabgoo & et al (2011) described the Kingdom of Axum as being one of the four great empires of the World, ranking it alongside , Persia and Rome.

Modern tourism in Ethiopia can be said to have started with the formation of a government body to develop and control it in 1961 (Seleshi, 2011).The concept of tourism was also introduced to Ethiopia by Ato Habte Sellassie, who served as Minister of Tourism, around 1961. At the time, not only the concept of tourism was not well understood in Ethiopian but also the majority of Ethiopians considered foreign visitors as mere strangers (Ibid).

The tourist infrastructure was also non-existent in 1960’s. According to the strategy document prepared by World Bank for Ethiopian government (2006), private tour operators in Ethiopia have only been permitted since the end of the Dreg Regime. Prior to that, the National was the government-owned monopoly in the sector (World Bank, 2006).

After five decades, the country has now more tourist infrastructures including several private hotels (rated from one to five stars) and tour/ travel operators who based their business on the inbound tourists. Even though there was growth in the number of hotels and tour operators they are not fairly distributed among the regions where most of the historical and cultural sites are found. This coupled with other less developed tourist infrastructure made the country among the bottom list of countries with infrastructure development.

The following tables show the number of hotels and tour operators that are operational in 2017:

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No. of Place of registration No operators 1 Addis Ababa 449 2 Afar 1 3 Amhara 4 4 Dire Dawa 1 5 Oromia 7 6 Tigray 5 7 Somalia 1 Total tour operators 468 Source ministry of culture and truism Table 2.2 Number of Travel tour

Star Rated Hotels Five Four Three Two One NO. Regions Star Star Star Star Star Total Lodges 1 Addis Ababa 6 15 28 22 8 79 2 Dire Dawa 1 3 4 3 Tigray 1 2 4 4 11 1 4 Afar Not Evaluated 5 Amhara 2 10 3 4 19 3 6 Oromiya 1 1 11 8 9 30 9 7 SNNP 5 3 4 8 20 9 8 Beneshangul Not Evaluated 9 Hareri 1 1 10 Somali Not Evaluated 11 Gambela Not Evaluated Total 7 25 54 41 37 164 22 Source ministry of culture and truism Table 2.3 Numbers of Hotels

Despite problems associated with tourist infrastructure, Ethiopia is enjoying tourism growth in the recent years. International tourist arrivals have been on a growth trajectory since the 90s rising from 64,000 in 1990 to 681,249 in 2013 (Ministry of Culture and Tourism, 2013). Further, the

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 15 industry was an important source of employment accounting for 3.8% of total employment in 2013 representing 985,500 jobs (Ibid).

2.2.2. Tourist Attractions in Ethiopia Ethiopia’s tourism potential is diversified in the context of historical, cultural and nature based tourism: natural attractions that include some of the highest and lowest places in Africa along with immense wild life including some endemic ones; a very old and well preserved historical traditions with fascinating stelae, churches and castles, an attractive cultural diversity of about 80 nations and nationalities; and various ceremonies and rituals of the Ethiopian Orthodox Church which open a window on the authentic world of the Old Testament (Ministry of Culture and Tourism, 2013).

Ethiopia is also the origin of humanity, the birthplace of ‘Lucy', the world's oldest known almost- complete hominid skeleton, more than three million years old. It is the land of the Queen of Sheba, home of the Ark of the Covenant, the origin of coffee and of the Blue Nile. It is also the home of Erta Ale, a unique active lava lake, in the beautiful Danakil Depression, in part below sea level and the hottest place on Earth. It has beautiful scenery including the Simien Mountains, a spectacular chain of mountains that are sometimes called "the roof of Africa" (Ibid).

Besides, there are four biosphere reserves registered by UNESCO. There are numerous Rift Valley lakes, hot springs and highland lakes even around Addis Ababa. There are various national and regional parks, such as the Awash National Park and the Simien Mountains National Park. Ethiopia has spectacular sites dedicated to the some of the earliest buildings of three great religions, Judaism, Christianity, and Islam; with old cities, beautiful ancient mosques and churches, monuments. Axum, Lalibela and the Nejashi mosque are major sites that attract many tourists and, indeed academic researchers (Ibid).

The ministry of Tourism and culture (2016) has identified five routes and arranged inspirational booklets for each one of them separately. The routes are listed below:

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1. The historic North and the Simien mountains covers Bahir Dar (regional capital), Lake Tana, Blue Nile falls, Gonder and its castles, simen mountains national park, Aksum oblisk, the market in Adwa, Yeha, Monastory of Debre Damo, Negash (Ethiopia’ first Islamic settlement), ancient Wokro houses, Gheralta Escarpment, Mekele ( regional state),11 rock-hewan churches at Lalibela and the like. 2. The Rift valley and the cultural mosaic of the South covers Lake Ziway, Lake Langano, Abijatta- Shalla National park, Shashemene, Wondo Genet, Hawasa, Maze National park, Yabello wildlife sanctuary, Arba Minch (forty springs), Nech sar National park, konso cultural landscape, Mago National park and so on. 3. The East-Denakil, Harar and Bale Mountain includes Awash National park, Bilen hot springs, Yangudi-Rassa National park, Semera (custom built regional state), Dallol (50 m below sea level), Erta Alle (permanent lava lake), lake Afdera volcano, Harer Jugol, Dire Dawa, Babile Elephant sanctuary, Jijiga (regional state), Adaba-Dodola integrated Forest Management Project, Bale Mountain National park, Sof Omar caves, the whitewashed tomb of Sheikh Hussein, Negele Borena and the like. 4. The West-Lush Nature and Coffee Routes includes Ambo, mount Wenchi, Didessa Wildlife Reserve, Assosa ( Regional capital), Bambasi market, Yamesera mosque, Sor Waterfall, Yayu Coffee Forest Biosphere Reserve, Gambella National park, Bebeka coffee estate, The Sheka Biosphere Reserve, Southwest Omo ( home to the pastoralist surma), Kafa Biosphere Reserve, Bonga, Jimma , palace of king Abba Jiffar and the like. 5. Addis Ababa and its Surrounding encompasses Addis Ababa museum, The Selassie (Trinity) cathedral, Beata Mariam church, The Red Terror Martyrs’ Memorial Museum, IES Ethnographic museum, the National Museum of Ethiopia, St. George cathedral, Merkato, Anwar Grand Mosque, Gulele Botanical Gardens, Entoto Mariam Church, Debre Libanos Monastery, Oromia cultural center, Bishoftu and so on .

Generally, Ethiopian tourism was dominated by archaeological, cultural and historical tourism. Other types of tourism like medical tourism, leisure (activity) tourism, religious tourism, landscape tourism, sport tourism and adventure tourism are under developed or non-existing. No significant work was done to promote the destination and it was among the least known. For

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 17 example, only 10% of 400 Africa focused UK and European tour operators were selling Ethiopian tourism products (Kauffmann, 2008).

2.2.3. Inbound Tourists to Ethiopia The tourism industry in Ethiopia has been growing sharply in the past few years. UK, USA, German, , and tourists were the most important and attractive markets as a top five tourist generating country to Ethiopia (Ministry of Culture and Tourism, 2013). Researches also showed that most of the travelers coming to Ethiopia as tourists belonged to the older age group and were interested in the UNESCO registered world heritages (World Bank, 2006). The destination was also selected by those who had a good travel experience and traveled once to Africa. Nearly 90% of tour operators’ clients to Ethiopia were affluent, well-traveled and well- educated professionals that had been to Africa before. It was also noted that more than half of the tourists came to Ethiopia to participate in international meetings of the United Nations Economic Commission for Africa and African Union (Ministry of Culture and Tourism, 2013).

The average expenditure by a tourist in Ethiopia had been oscillating between USD 100 and USD 200 for quite longer time between 1973 and 1988. From 1988 on, that number was never been below USD 200 and it was fluctuated between USD 200 and USD 300 in the period 1988-1999 (WB, 2006).The increment can reasonably be explained in the general increase in world prices and increase in the number of tourists who stay pretty long in the country. A more than 100% growth of expenditure per tourist (USD 517) was registered in the beginning of 2005 (Ibid).

An exist interview was conducted by the Ministry of Culture and Tourism (2013) at Bole international airport in Addis Ababa and the survey took place from January 30 to February 29, 2013. The number of tourists involved in the survey was 1,036. The survey results indicated that tourists that came for leisure, business and visit of relatives (friends) are 50%, 29% and 10% respectively. Only 33% of the tourists arranged their travel via a travel or tour operator. The first time visitors were 55.9 %.

The tourists surveyed were mainly interested in the historical and cultural aspect of the country. According to the survey, the tourists that showed specific interest in history, cultural life and nature

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 18 including wildlife are 27.73%, 42.89 % and 29.9% respectively. The surveys also showed that 89.43 % of the tourists were either very satisfied or satisfied with their trip.

2.3. Empirical Literature In this part, review of local and international studies on related topic is presented:

1) The first paper mainly focused on service quality and tourists’ satisfaction. The purpose of the study was to measure the service quality dimensions and tourist satisfaction in Ethiopia. It employed the gap model of service quality with the application of SERVQUAL instrument. The finding showed a negative gap scores. This research by Asfaw (2014) concluded that customers’ expectations of service quality exceeded their perceptions, with the tangibility and reliability dimensions having the largest gap.

2) The other local study was conducted by Yesuf (2014). The paper investigated the image of Ethiopia as a tourist destination from the perspective of top five tourist generating countries namely USA, UK, German, Italy and France. It used structured and unstructured questioners and presented the study’s outcome. The findings indicated that the tourists had positive feelings towards Ethiopia.

3) A research paper by Mahlet Seleshi, (2011) studied 40 different tour operators in Ethiopia and evaluated their capability in satisfying tourist needs and meets their expectations. The finding showed that the tour operators were vertically integrated, had low branch distributions in sites, and employed a few promotional media .They were characterized by lack of skilled man power and appropriate infrastructures which made it difficult for tour operators to satisfy tourists’ needs.

4) A research conducted by Chan (2015) in studied the capabilities of the tour operators in there. It also assessed the impact of tour service performance on Chinese tourists in Hong Kong. The data was collected from 580 Chinese tourists. The findings

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showed that tour guiding service had the greatest impact on satisfaction with tour services, whereas leisure activities had the greatest impact on satisfaction with the tour experience.

5) The next study by Han (2015) was about perception of international tourists toward products in and around Yangon (Myanmar). The researcher used sample size of 385 respondents and applied descriptive and inferential statistics for data analysis. The study concluded that respondents greatly showed difference in their perception of attractions, travel agents and restaurants when they were distinguished by age, gender, education level and purpose of travel.

6) Kadhim (2016) employed the marketing mix model in assessing the satisfaction of tourists in Malaysia. This empirical study on tourism industry collected data from 123 tourism firms and found out that there had been significant positive relationship of the seven marketing mix elements with that of customer satisfaction.

7) A similar study reached the same conclusion as Kadhim on its study conducted in India (Jain, 2010). The study covered both domestic and international tourist visiting Jaipur a place found in India.

8) Another study investigated if marketing mix elements (product, price, promotion, place, participants, process, physical evidence, partnership, packaging and programming) could potentially play a role in implementing . The study concluded that marketing mix elements brought sustainability in tourism and development. (Pomeringa, 2011).

9) A study by Shaharam Gilanini (2015) used marketing mix elements to find out their impact on tourism development in . The study showed that among seven components of the marketing mix elements in the tourism industry, components of product, price, and promotion, people and planning affected development of tourism industry in Guilan

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province found in Iran. While the elements of place and physical evidence did not have significant effect on tourism development in the province.

10) A study in Jordan by Magatef (2015) also employed the marking mix elements to find out the level of satisfaction among inbound tourists to Jordan. Unlike the previous studies, the research had selected only product, promotion, price and distribution among the seven marketing mix element for the research and had reached to the conclusion that all the studied independent variables had strong effect on tourist satisfaction while the effect was much more for product and promotion.

11) Amzad (2012) used a sample of 132 people among university students who visited Eastlake in China. The findings of the study showed that six of seven marketing mix elements were positively related to tourists’ satisfaction while price imposed by the authority was not satisfactory to the visitors’.

12) Pisit (2015) made a similar study in Chonburi province in Thai. 400 participants from both Thai and foreign nationals were selected and studied. The study found that Thai and foreign tourists gave importance to the marketing mix elements on a different order. The order of importance for Thai respondents was as follows: physical evidence, price, people, place, product, process and promotion while the important factors for foreign respondents based on their importance were ordered as physical evidence, price, people, process, product, place and promotion. Place was more important for Thai respondents than for the foreigner.

CHAPTER THREE

3. Research Approach, Method and Design

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This chapter presents the process followed to conduct this research so as to achieve the objectives outlined. It discusses the research approach, methods, design and data collection techniques. The statistical method used to analyze the date is also presented in this section.

3.1. Research Approach

There are three approaches that commonly used for research. They are quantitative, qualitative and mixed methods (Creswell, 2003). Quantitative research approach is based on measurement of quantity or amount in order to increase the ability to draw conclusions. On the other hand, qualitative approach is concerned with subjective assessment of attitudes, opinions and behavior (Kothari, 2004). Mixed approach uses the combination of both approaches. This study predominantly uses quantitative approach supplemented by key informant interview.

3.2. Research Method In this study, quantitative method was mainly implemented while this was supplemented by key informant interview. What was mainly measured had been the impact of marketing mix elements on the satisfaction of inbound tourists to Ethiopia. Survey having 50 questions was formulated and responses were collected and analyzed using descriptive and inferential statistics. Secondary source data were also be presented and analyzed as well.

3.3. Research Design The study is designed to confirm the hypothesis based on a theory that marketing mix elements affect the satisfaction of tourists. To achieve this, the study mainly used explanatory approach. There was also description of the respondents, and frequency analysis of the data collected. In order to test the relationship of the variables, reliability tests and regression analysis are conducted using SPSS 16.

3.4. Data source and instruments of data collection

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Both qualitative (key informant interview) and quantitative (visitor survey questionnaires) were used. Both are supplemented by secondary source data.

3.4.1. Primary Data Collection 3.4.1.1. Tourist Questionnaires Survey The survey questions were adopted from the works of Magatef (2015) and they were modified to fit to Ethiopian context. The questionnaires were distributed in English, French, and Mandarin, a widely spoken language in china. In the questionnaires survey, only closed ended questions were used to gather data from the sample respondents. A care was taken to differentiate tourists from residents in the country. Data was also carefully recorded and analyzed using SPSS 16.

The survey has questions related to demographic details, the tourist travel profile and marketing mix elements’ rating. The respondents were asked to express their reactions to the statements on the survey by choosing Likert scale numbers, Strongly agree (5), agree (4), neutral (3), disagree (2), strongly disagree (1)

Their response on marketing mix elements was described using degree of approval rating, which was adopted from the research of Jain (2010) and the works of Magatef (2015) as shown below:

From 1.00 - less than 1.80 Very low From 1.80 - less than 2.60 Low From 2.60 - less than 3.40 Medium Form 3.40 - less than 4.20 High From 4.20 – 5.00 Very high

Note: The length of class was calculated by dividing the greatest value minus the smallest value on the number of the Classes’ equal 5 -1 on 5 = 0.80.

Key Informant interview Open ended questions were used to get information from selected samples of tourism experts working in the tourism sector. The key informants were selected based on their rich experience

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 23 of the tourism industry. This key informant interview had contributed greatly by providing additional insight and explanation to some of the quantitative findings.

3.4.2. Secondary data Recent data covering 2015 and 2016 was obtained from the Ministry of Culture and Tourism and it was used for analysis. This was supplemented by data collected from previous studies, and different references related to the subject published in the form of books and journals.

3.5. Sampling Technique The size of the population was large and it was difficult to do random sampling as access to each one of them was not equal. Therefore, a probability sampling procedure was not a choice. Instead, a purposive sampling method was employed targeting respondents that met the following inclusion criteria:

(1) Tourists who were available on tourist sites during the survey (2) Tourists who were 18 years old or above (3) Tourists who were willing to take part in the survey

The sample size to this study, which has large yet finite population, was determined by using the formula developed by Cochran (1963). Sample size from the customers is calculated

no= Z2pq 2 e

Where: n = the sample size 0 Z2= the abscissa of the normal curve that cuts off an area α at the tails (1 - α equals the desired confidence level, i.e. 95%) e = the desired level of precision p = the estimated proportion (standard deviation) of an attribute that is present in the population, and q is 1-p. The value for Z is found in statistical tables which contain the area under the normal curve.

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no=(1.96) 2 (0.5)(0.5) = 385.

2 (0.05)

3.6. Methods of data analysis After data gathering, all responses were entered into Statistical Package for Social Science (SPSS 16) for analysis. The results of analysis were interpreted and discussed using descriptive statistics (frequency, mean, and standard deviation). In addition, the following tests and analyses were conducted:

 Cronbach's alpha coefficient to estimate testability of the internal consistency of the instrument (Consistency Reliability).  Test of normal distribution of data study (Normal Distribution)  Test of Variance Inflation Factor (VIF): test of allowed variation (Tolerance) to make sure there is no high correlation (Multicollinearity) between the independent variables.  Correlation analysis in order to find the direction and significance of relationship among the variables  Analysis of simple linear regression (Simple Linear Regression) to measure the effect of the independent variable (all tourism marketing mix elements) on the dependent variable (the satisfaction of inbound tourists to Ethiopia).

3.7. Reliability Reliability refers to the quality of a measurement procedure to ensure accuracy and repeatability when the research is repeated. A construct is said to be reliable or consistent if it brings the same result when we use it multiple times (Bhattcherjee, 2012). Most commonly used tool in order to verify this consistency is Cronbach’s alpha.

When we measure internal consistency of the research instrument using Cronbach’s alpha, the correlation between items should not be too low. The standard set by George and Mallery (2003) puts down the following scale of measurement in order to decide the internal consistency as follows:

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 Above 0.9 is excellent  Above 0.88 and less than 0.9 is good  Above 0.7 and less than 0.8 is acceptable  Above0.6 and less than 0.7 is questionable  And 0.5 or less is poor.

In order to increase the reliability of the survey and the entire research, the questions were also pre-tested with 30 respondents. Based on the test, ambiguities were removed and questions that were not measuring what they were intended to measure were dropped. The survey results were also verified against key informant interview and review of literature.

Chapter Four

4. Data presentation and analysis

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This chapter presents analysis of the sample survey, the discussion with key informants and analysis of quantitative data from the secondary source. First, statistical analysis using SPSS 16 was employed to analyze the responses of the sample respondents in order to assess the effect of marketing mix elements on the satisfaction of inbound tourists to Ethiopia. Second, the discussion with key informants was summarized and presented. Finally, the latest data on tourists’ arrivals, recipients and tourist visit by purpose are presented and discussed.

The study employed descriptive analysis using frequency, and inferential analysis employing correlation and regression. Study model test and hypothesis testing were also conducted.

4.1. Analysis of the Survey The survey questions were adopted partially from the works of Magatef (2015) written on a study in Jordan on the same topic as this research. Some questions were modified to fit Ethiopian reality. The survey was conducted for a period of one month in April 2017. With expectation of 10% non- return or wrongly filled responses, 424 questioners were distributed. And 419 questioners (98 %) were returned. Among those returned, 34 questioners (7 %) were not correctly filled and rejected. The final number of questioners accepted was 385 and they were used for the analysis. And the correct response rate is 90.80%.

The survey was mainly conducted in tourist sites where many tourists normally visit. The questioner had three parts. The first part was devoted to demographic details like Gender, Age, Occupation, Educational level, Annual Income and the mother tongue of tourists. The second part covered the travel characteristics or pattern of tourists. It mainly focused on the number of visit to Ethiopia, the number of sites visited, the number of days tourist spent in Ethiopia, the pre arrival source of information about tourist sites, the purpose of visit and what matters most for tourists. The final part was about the relationship between dependent and independent variables which are the subject of inferential claims.

4.1.1. DEMOGRAPHIC ANALYSIS OF SURVEY RESPONDENTS

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Missing Cumulative Demographic Sub Category Frequency % Value Percent Male 222 57.66 0 57.7 Gender Female 163 42.34 100 Total 385 100 18-35 118 30.65 4 30.8 36-45 102 26.49 57.14 46-55 71 18.44 75.58 Age 56-65 71 18.44 94.03 66 and above 19 4.94 98.96 Total 381 98.96 100 Student 30 7.79 11 7.79 Government employee 85 22.08 29.87 Private Sector Occupation employed 162 42.08 71.95 Self-employed 97 25.19 97.14 Total 374 97.14 100 High school or below 17 4.42 7 4.42 Diploma 23 5.97 10.39 Educational Level Bachelor Degree 108 28.05 38.44 Graduate studies 230 59.74 98.18 Total 378 98.18 100 $ 16,000 or less 39 10.13 40 10.13 $ 16001-30,000 53 13.77 23.9 $ 30,001-75,000 121 31.43 55.32 Annual Income $ 75,001-100,000 82 21.3 76.62 100,001 or above 50 12.99 89.61 Total 345 89.61 100

Table4.1.Demographic Data (own survey)

According to table 4.1., slightly more male tourists were surveyed than female tourists. In terms of age category, 30% of the tourists were between 18 to 35 years and more than 41% of the tourists were older than 46 years. Most of the tourists surveyed were private sector employees with 42.08 % followed by self-employed 25.19 % and government employee 22.08%. Most of the

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 28 respondents were either BA Degree holder or above. The category of college educated accounted 87.79 % of the respondents.

When it comes to income, nearly 13% of the respondents earned more than 100,000 USD per year while 10% earned USD 16,000.00 or less annually. The majority of the respondents earned between USD 16,000 and USD 100,000.Generally, the survey covered from bag packers with a small income and willing to use budget hotels to the very rich who bought private tour package.

Chart 4.1. Native language (own survey result)

As indicated on the chart 4.1., out of the surveyed 385 respondents, nearly 41% were tourists whose native language was English. There was also considerable number of tourists whose native language was German, French and Spanish. A few tourists reported Arabic as their mother tongue. Even though tourists indicated French, German and Spanish as their native language, most of them can communicate in English as well. Most of these tourists filled the survey which was arranged in English. The number of tourists who responded using either French or Mandarin was less than

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5%. In short, the survey showed that most of the tourists spoke English language whether English was their mother tongue or not.

4.1.2. Analysis of travel profile of sample respondents Cumulative Variable Category Frequency Percent Missing Percent First Visit 292 75.84 75.84 Number of 2-4 visits 71 18.44 94.29 Visit to 4 Five or more visits 18 4.68 98.96 Ethiopia Total 381 98.96 100 Less than three days 61 15.84 15.84 Number of 3-6 days 121 31.43 47.27 days to 7 7 or more days 196 50.91 98.18 Stay Total 378 98.18 100 3 or less sites 201 52.21 52.21 Number of 4-6 sites 118 30.65 82.86 7 sites to visit 7 or more sites 59 15.32 98.18 Total 378 98.18 100 Table 4. 2. Travel Characteristics (Own Survey result)

Table 4.2 above indicates that 75.84 % of the respondents were visiting Ethiopia for the first time which was a large number. The table also shows that nearly half of the tourists stayed in the country for seven or more days. The number of tourists that visited Ethiopia four or more sites was 45.97%. The number of tourists who visit less than three sites was 59.91 %. Business (conference) travelers visited small number of sites as they used their extra days before or after the conference for this purpose. Many of these tourists flew to a few sites especially to lalibela or visited sites in Addis Ababa where most of their business or conference took place.

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Chart 4.2 Source of Information (own Survey) Chart 4.2 shows that most of the tourists accessed tourist site information in Ethiopia either on internet (social media) or word of mouth from other tourists that had experienced the site. These sources of information are powerful and yet they are very difficult to control their message unlike planned promotion using the traditional mediums i.e. TV, exhibitions and etc. The number of tourists who used the traditional medium was far less compared to social media and word of mouth. There were also a significant number of tourists that indicated ‘other’ as their source of information which needs to be identified and further studied.

4.1.3. Analysis of survey Response Among the 50 questions in the survey, 38 questions were directly linked to the dependent and independent variables. These questions were grouped into eight categories namely destination (product), price, promotion, processes, people, physical evidence, places and satisfaction. Satisfaction is the dependent variable while the remaining seven variables are independent variables.

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4.1.3.1. Descriptive analysis of responses from the survey Here is below presented the statistical description of the 38 questions (variables) surveyed.

Std. Item Statistics Mean No Variables Dev. There is diversity of tourist sites in Ethiopia 4.18 0.774 372 The attractions deserve to be visited 4.35 0.698 372 Destination The historical sites and the culture are impressive 4.32 0.721 372 (Product) I am happy with the accommodation, transport, meals, and available 3.73 0.873 372 Things I need are available in the market 3.68 0.803 372 Prices reflect the quality of services provided 3.47 0.761 372 I think tour prices to Ethiopia are fair and suitable compared to similar destinations 3.55 0.821 372 Price Accommodation rates commensurate with my financial capabilities 3.71 0.793 372 I believe that the price of antiques and suits me 3.62 0.726 372 Food and beverage prices in Ethiopia are fair 3.92 0.804 372 Booking systems at travel(tour) agencies are easy and convenient 3.82 0.882 372 Adequate means of transport is available to tourist sites 3.62 0.959 372 Access to tourist sites is easy and convenient 3.68 0.9 372 Places The foods and drinks I love at home is available at the destination (tourist sites) 3.48 1.047 372 I saw positive news about Ethiopia even before considering to visit Ethiopia 3.47 0.958 372 There is sufficient information about tourism in Ethiopia in my home land 2.91 1.104 372 Promotion I was aware that Ethiopia has indigenous animals, plants and unique attractions 3.96 0.841 372 I was provided with written hard and soft copies of tourist information before my visit 3.06 1.187 372 Information is available in different languages for tourist coming to Ethiopia 3.38 0.979 372 It is easy to get visa to enter Ethiopia 3.92 1.022 372 Schedules during sites tours are observed 3.71 0.822 372 Processes Moving from one place to another is easy and safe 3.46 0.885 372 I can use my mobile and internet easily to communicate 2.95 1.221 372 Accessing the market and purchase in Ethiopia is easy 3.65 0.828 372 The tourist sites are well maintained 3.33 0.971 372 Physical Places I have visited are clean and comfortable 3.41 0.952 372 Evidence I saw impressive unique architecture, animals, food and dressing 4.09 0.714 372 I wish to have replica of the tourist site or souvenirs that reminds of my visit 3.72 0.921 372 People in Ethiopia are friendly 4.35 0.661 372 I have met local people that I will not forget 4.08 0.771 372 People People engaged in the tourism sector are professional 3.73 0.79 372 I wish to keep communicating with people I met in Ethiopia even after I left 3.65 0.779 372 No major security or theft risk while visiting 3.45 0.814 372 Table 4.3 Survey Data (own survey result)

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Most Approved variables: When we compare using their mean, the five most approved variables on table 4.3 were the following: 1. The attractions deserve to be visited 2. People in Ethiopia are friendly 3. The historical sites and the culture are impressive 4. There is diversity of tourist sites in Ethiopia 5. I saw impressive unique architecture , animals, food and dressing

Number one and two were approved with the same mean of 4.35 while item 3, 4 & 5 above were approved with a mean score of 4.32, 4.18 and 4.09 respectively. Item 1, 3 and 4 are representative items for category destination (product) while item 2 and 5 represent the category of people and physical evidence respectively.

The Least Approved variables:

The five least approved items from the survey are also listed below:

1. There is sufficient information about tourism in Ethiopia in my home land 2. I can use my mobile and internet easily to communicate 3. I was provided with written hard and soft copies of tourist information before my visit 4. The tourist sites are well maintained 5. Information is available in different languages for tourist coming to Ethiopia

Item number one and two had the lowest mean of 2.91 and 2.95 followed by item 3, 4 and 5 with a mean score of 3.06, 3.33 and 3.38 respectively. Item 1, 3 and 5 belongs to the category of promotion while item 2 and 4 are variables which are part of process and physical evidence respectively. The degree of approval or disapproval for both groups had significant effect on the mean of their respective category by ensuring destination (product) rated as high rated while promotion was rated as medium as indicated on table 4.5.

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Variables with the Lowest Standard Deviation

Standard Items with lower standard deviation Mean Deviation People in Ethiopia are friendly 4.35 0.661 The attractions deserve to be visited 4.35 0.698 I saw impressive unique architecture, animals, food and dressing 4.09 0.714 The historical sites and the culture are impressive 4.32 0.721 I believe that the price of antiques and souvenir suits me 3.62 0.726 Table 4.4 Variables with Lower standard deviation (own survey result)

Tourists surveyed showed that there was an agreement (consensus) on the degree of approval of the five above variables among respondents with relatively small standard deviation as shown on table 4.4. Most of those variables were rated high with average mean of above 4.00 and two of the variables are part of product while the remaining three belongs to categories of people, physical evidence and price.

Variables with the Highest Standard Deviation

Standard Items with higher standard deviation Mean deviation I can use my mobile and internet easily to communicate 2.95 1.221 I was provided with written hard and soft copies of tourist information before my 3.06 1.187 visit There is sufficient information about tourism in Ethiopia in my home land 2.91 1.104 The foods and drinks I love at home is available at the destination (tourist sites) 3.48 1.047 It is easy to get visa to enter Ethiopia 3.92 1.022 Table 4.5. Variables with Higher standard deviation (own survey result)

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This survey showed a difference of opinion on the variables listed on table 4.5.with a standard deviation of above one which was relatively higher compared to the remaining variables. Three of the variables had the lowest average relative to other variables in the survey. The variables concerning visa and meals had also higher standard deviation as well as higher mean score.

Using the Statistical Standard for Interpreting Averages for the Estimations of Responses, adopted from the research of Jain (2010) and Magatef (2015), we find below a table showing how each marketing mix element is rated:

N Mean Std. Deviation Degree of Statistic Statistic Statistic Approval Destination 385 4.0596 0.55404 High (Product) Price 385 3.6687 0.57538 High Places 385 3.6184 0.69251 High Promotion 385 3.3514 0.68924 Medium Processes 385 3.5399 0.65518 High Physical Evidence 385 3.6286 0.65726 High People 385 3.8587 0.53548 High Satisfaction 385 3.9638 0.56935 High Valid N (list wise) 385 Table 4.6. Mean, Standard Deviation and degree of approval for Marketing Mix Elements (Own survey Result)

When the mean was tested against the degree of approval using Statistical Standard for Interpreting Averages for the Estimations of Responses, approval for destination (product), price, places, processes, physical evidence and people showed high. Approval for product, people and overall satisfaction was relatively higher than the rest of the components. Promotion was rated as medium with average mean of 3.35.

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4.2. ASSUMPTION (RELIABILITY) TEST

Before making any inference about the relationship between the dependent and independent variable, the reliability test has to come first. Accordingly, the following tests were conducted as follows:

A). Linearity

The linearity of the relationship between the dependent and independent variables represents the degree to which the change in the dependent variable is associated with the independent variable (Hair et al., 1998). A significant violation of linearity may force to drop the data as it will not be usable for regression analysis (Malhotra, 2007). In this study, the scatter plot of standardized residuals versus the fitted values was checked visually to determine linearity. The plot supports the linear relationship as indicated on appendix and as suggested by Malhotra.

B). Skewness and Kurtoisis

N Skewness Kurtosis Std. Std. Statistic Statistic Statistic Error Error Destination 385 -0.656 0.124 0.447 0.248 (Product)

Price 385 -0.269 0.124 0.099 0.248 Places 385 -0.229 0.124 -0.451 0.248 Promotion 385 0.125 0.124 -0.455 0.248

Processes 385 -0.319 0.124 0.235 0.248 Physical 385 -0.126 0.124 -0.167 0.248 Evidence People 385 -0.138 0.124 0.277 0.248

Satisfaction 385 -0.505 0.124 0.121 0.248 Valid N (list 385 wise) Table 4.7. Skewness and Kurtosis table (own survey result)

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A common test for normality is to run descriptive statistics to get skewness and kurtosis. Skewness should be within +2 and -2 range while kurtosis to fall within +3 and +3 if the data is normally distributed according to (Garson, 2012). Based on Garson’s suggestion, the skewness and kurtosis as indicated on table 4.7 shows that all variables are within the range suggested. The data used for the research are normally distributed.

C). Cronbach’s alpha

Cronbach’s alpha is used to measure the internal consistency of the research instrument and the correlation between items should not be too low. The standard set by George and Mallery (2003) puts down the following scale of measurement in order to decide the internal consistency as follows:

 Above 0.9 is excellent  Above 0.88 and less than 0.9 is good  Above 0.7 and less than 0.8 is acceptable  Above0.6 and less than 0.7 is questionable  And 0.5 or less is poor.

Reliability Statistics No Items Cronbach's Alpha No.of Items 1 Destination (Product|) 0.759 5 2 Price 0.787 5 3 Places 0.826 4 4 Promotion 0.703 5 5 Processes 0.711 5 6 Physical Evidence 0.710 4 7 People 0.738 5 8 Satisfaction 0.809 5 9 Overall Reliability 0.921 38 Table 4.8. Cronbach's Alpha (own survey result)

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Based on the standard proposed by George and Malley (2003), table 4.8 shows that all the variables stated are acceptable as they are above 0.7 cronbach’s alpha.

D) Collinearity Statics

There is no formal criterion for determining the bottom line of the tolerance value or VIF. However, Klein says a tolerance value less than 0.1 or VIF greater than 10 roughly indicates significant multicollinearity (Klein, 1962) as cited by Mamo (2010). Based on this criterion, table 4.14 shows that dependent variables show no multicolinarity as the variables have less than 10 VIF and more than 0.1 tolerance value.

E) CORRELATION ANALYSIS Correlation test is conducted to find out the existence and level of association between variables. The Pearsons correlation coefficient falls between -1.0 and +1.0. The Pearsons correlation indicates the strength and direction of association between the two variables. (Field, 2005) The strength of the relationship can be summarized the following groupings (Ibid):

 A coefficient between 0.1 and 0.29 is weak;

 A coefficient between 0.3 and 0.49 is moderate; and

 A coefficient of 0.5 or above is strong.

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Product Price Places Promotion Processes Physevid People Overallsat

Pearson 1 .332** .517** .352** .417** .490** .299** .557** Correlation Product Sig. (2-tailed) 0 0 0 0 0 0 0 N 385 385 385 385 385 385 385 385 Pearson .332** 1 .354** .207** .283** .280** .379** .444** Correlation Price Sig. (2-tailed) 0 0 0 0 0 0 0 N 385 385 385 385 385 385 385 385 Pearson .517** .354** 1 .615** .626** .638** .266** .436** Correlation Places Sig. (2-tailed) 0 0 0 0 0 0 0 N 385 385 385 385 385 385 385 385 Pearson .352** .207** .615** 1 .574** .447** .153** .332** Correlation Promotion Sig. (2-tailed) 0 0 0 0 0 0.003 0 N 385 385 385 385 385 385 385 385 Pearson .417** .283** .626** .574** 1 .564** .342** .444** Correlation Processes Sig. (2-tailed) 0 0 0 0 0 0 0 N 385 385 385 385 385 385 385 385 Pearson .490** .280** .638** .447** .564** 1 .378** .556** Correlation Physevid Sig. (2-tailed) 0 0 0 0 0 0 0 N 385 385 385 385 385 385 385 385 Pearson .299** .379** .266** .153** .342** .378** 1 .528** Correlation People Sig. (2-tailed) 0 0 0 0.003 0 0 0 N 385 385 385 385 385 385 385 385 Pearson .557** .444** .436** .332** .444** .556** .528** 1 Overall Correlation satisfaction Sig. (2-tailed) 0 0 0 0 0 0 0 N 385 385 385 385 385 385 385 385 **. Correlation is significant at the 0.01 level (2-tailed). Table 4.9. Correlation significance

The table above shows that there is a correlation between the items in consideration with significant value less than 0.01 for all possible combination of the variables. The magnitude of the relationship varies from the low to high among different combination of the variables.

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4.3. Regression

The result of regression using SPSS is presented on the tables below:

Variables Entered/Removedb a. All requested variables entered. b. Dependent Variable: Overall satisfaction

Model Summary

Std. Error of Model R R Square Adjusted R Square the Estimate

1 .730a .534 .525 .39242

a. Table 4.10. Model Summery Predictors: (Constant), People, Promotion, Price, Product, Physical evidence, Processes, Places

The model summary shows that the level of correlation of the seven independent variables with that of dependent variable i.e. satisfaction. The model is reliable at 73% while the independent variables explain 53.4% of the variations on the dependent variable while the remaining 46.6% is explained by other variables which are not part of this study.

ANOVAb Model Sum of Squares df Mean Square F Sig. 1 Regression 66.422 7 9.489 61.619 .000a Residual 58.055 377 .154 Total 124.477 384 a. Predictors: (Constant), People, Promotion, Price, Product, Physical evidence, Processes, Places and b dependent variable: overall satisfaction b. Dependent Variable

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Unstandardized Standardized Collinearity Coefficients Coefficients Statistics Model B Std. Error Beta t Sig. Tolerance VIF 1 (Constant) .113 .194 .581 .561 Destination .299 .044 .291 6.723 .000 .661 1.513 Price .172 .040 .174 4.347 .000 .771 1.296 Places -.066 .046 -.080 -1.420 .157 .390 2.563 Promotion .046 .039 .055 1.173 .241 .557 1.795 Processes .045 .043 .052 1.040 .299 .494 2.025 Physical .224 .043 .259 5.205 .000 .500 2.000 evidence People .289 .043 .272 6.676 .000 .744 1.343 Table 4.11 Anova Test (own survey result)

The most important factors that affected the satisfaction of inbound tourists to Ethiopia were found to be destination, price, physical evidence and people with a significant value .000 which is less than 0.05. The remaining three variables namely places, promotion and process were not significant contributors to the overall satisfaction of tourists visiting Ethiopia as their significant value was found to be above 0.05. The most significant influencers of satisfaction were destination and people with beta of 0.299 and 0.289 followed by physical evidence and price with beta of 0.224 and 0.172 respectively.

4.3.1. Hypothesis Testing

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Table 4.1 shows that significant value of 0.000 for destination (product), price, physical evidence and people. The significant values for these variables were less than 0.05, i.e. it was significant at 5% level of significance. Thus, the test supported the rejection of the null hypothesis for destination (product), price, physical evidence, and people while the alternative hypothesizes were supported as follows:

 There is positive and significant relationship between destination and the satisfaction of inbound tourists to Ethiopia.  There is positive and significant relationship between prices and the satisfaction of inbound tourists to Ethiopia.  There is positive and significant relationship between physical evidence and the satisfaction of inbound tourists to Ethiopia.  There is positive and significant relationship between people and the satisfaction of inbound tourists to Ethiopia.

Table 4.11 also shows the significant value of .157, .241 and .299 for places, promotion and processes respectively. All three values were more than 0.05 i.e. they were insignificant at 5 % level of significance. Thus in the three cases null hypothesis were supported and the test failed to reject the alternative hypothesis. Therefore,

 There is no positive and significant relationship between places and the satisfaction of inbound tourists to Ethiopia.  There is no positive and significant relationship between promotion and the satisfaction of inbound tourists to Ethiopia.  There is no positive and significant relationship between processes and the satisfaction of inbound tourists to Ethiopia.

ANOVA for Tourist Satisfaction along different variables

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Sum of df Mean F Sig. Squares Square Between 6.018 5 1.204 3.911 Groups Satisfaction among Age Within 0.002 Group 116.007 377 0.308 Groups Total 122.024 382 Between 4.386 4 1.096 3.557 Groups Satisfaction among Education Within 0.007 Level Group 115.288 374 0.308 Groups Total 119.674 378 Between 9.529 5 1.906 6.307 Groups Satisfaction among Purpose Within 0.000 of visit group 113.307 375 0.302 Groups Total 122.836 380 Between 15.032 2 7.516 26.234 Groups Within 0.000 109.445 382 0.287 Satisfaction among Priority Groups during Visit Group Total 124.477 384 Table 4.12 Anova Result Among groups (own survey result)

The above table shows the output of the ANOVA analysis and there were statistically significant variance between the group means. We can see from table 4.18 the Significance level of 0.00a (p = .000), (p = .002) and (p = .007) and all were below sig. 0.01. This shows significant variations within groups of Age, education level, purpose of visit and priority. The result might indicate a need for segmentation of the tourists to meet their needs based on their different demand and priority.

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4.4. Qualitative data Analysis (Informants Response Summary)

Key informants must be recruited with reference or based on judgment as to the level of expertise he/she has (Kothari, 2004). Accordingly, key informants for this study were carefully identified using their experience in the tourism sector, their role and their experts in the field. They were selected from tour operators, , ETO, and Ministry of Culture and Tourism of Ethiopia.

General Characteristics of the Respondents

Role Place of work Owner of Tour company Tour company Tour company Expert in hotels and tour operators Ministry of Culture and Tourism Researcher in Tourism ETO Marketing Manager Hotel Table 4.13. General Characteristics Respondent

All the respondents were asked to give their assessment of Ethiopian tourism sector in terms of destination (product), prices charged, places (the distribution), the promotion conducted, the processes that affect tourists, the physical evidence and the hospitality of the local people. They were also shown the questions distributed to the tourists. Their assessment is presented as follows:

Destination (Product): All informants were in agreement that the unique attraction was the major reasons that tourists come to Ethiopia. They also believed that tourists were happy and satisfied after their visit. According to the informants, the most sought site these days was the northern route while there was a growing demand for Denkail. On the other hand, there was a decline in demand for southern route. One informant relates the decline to the fact that national parks were not well maintained and protected in the south. The local people were grazing their animals in some of the

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 44 national parks and it took days to see wild animals, which was not the case 15 years ago. The draught was also affecting both the local people as well as the wild animals in the south according to the same informant. For example, bull jumping tradition, which is usually visited by several tourists, has gone down this year due to draught affecting the domestic animals. The other informant was more concerned with our inability to add value for these tourist sites which made the country benefits less than what it should.

Price: The informants’ assessment of price was mixed. Most agreed that the price being charged was fair and less than other tourist sites in East Africa. Three of the informants believed that the price should had been a little higher following proper promotion. The remaining two respondents had a different view on price increment. They insisted that the service and the facilities must be improved first as tourists do not normally compare prices with other destinations but with the value they get for the money they pay. According to them, the current price is high for value even though it is relatively cheap compared to other destinations.

Places: According to the informants, most tourists did not mind if the cars did not have AC, or if their favorite food was not available in the tourist sites. Even available, some tourists were adventurous and willing to have limited hardship. They were also happy trying the local dish and dressing. However, there were a few tourists who brought their own food, amenities and prefer to travel by air to the exact destination and get back immediately without little interaction with the local people. These types of tourists were small in number compared to the other tourists even though their number was slowly growing. According to the informants, these tourists usually go to Lalibela or else stay in the cities and towns.

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Promotion: All informants agreed that Ethiopian tourist sites were not promoted to the level required. However, they disagreed on who should have promoted them. The informants from tour operators and hotel pointed their finger to the government. They believed that government has more networks abroad through its embassies and better financial strength. The informant from the ministry of Culture and Tourism, however, argued that it was the responsibility of all stakeholders and should not have been left for the government alone. The same informant confessed that that there was resistance in the lower government bodies of his organization to spend money on promotions as the return from such expenditure was not immediately visible. However, there has been a slow paradigm shift in this respect during last three years.

Processes: The informants said that there was significant improvement in transportation network and other tourist infrastructure. The major problems which were frequently raised by tourists according to all the informants had been the problem of internet connectivity, mobile network, and the long line at the customs especially upon departure. According to one of the informant, some tourists complained that they had never been pre-informed that some items (souvenirs) they had bought were not allowed to be taken out of Ethiopia.

Physical Evidence: The informants believed that tourists were happy with what they had experienced during their visit. According to the informants, the tourists’ eagerness to take pictures and record the land escape, the local people, and the rituals was an evident for their satisfaction with the physical evidence. However, there were some aspects of their travel which tourists did not like according to one informant. The informant said that tourists were not happy that tourist

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 46 sites, restrooms and service personnel were not clean. The same informant tried to explain the sanitation problem in the country and said that what the local people, hotel owners and tour guides considered as clean was not perceived as clean in the eyes of the tourists which was confusing for both sides. Tourists had access to high standards at home which their advanced countries could provide. For example, they would not be happy to share bed, bathroom, and also see kitchens and restrooms which were less clean than the dining room. The same informant advice stakeholders to take this into consideration and provide what the tourists need rather than what the host believe is good enough.

People: All informants agreed that the local people were hospitable and genuine for inbound tourists. According to these informants, the hospitality of the local people was strong in the rural areas than the cities. However, there were certain tendencies which must have been discouraged.

According to these informants, there were unprofessional lone tourist guides who offered reduced rate to arrange site tour which compromised the tourist experience. Besides, some youth in certain regions of the country did not allow tourist visit unless they were paid by tour operators from Addis

Ababa or unless they did the guiding themselves. Another important element mentioned by one of the informant was that most tour guides were not good in story-telling, which was critical element in enhancing the tourist experience during the visit.

Tourist Flow: One of the informants commented that one should not be surprised if Kenya,

Tanzania or Uganda were doing better than Ethiopia. He said that Tourism in these countries had a history of hundred years due to the colony. Moreover, the tourist sector including attractions, hotels and travel agents were partially owned by Europeans by origin and in some cases they were

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the citizen of these countries. They had strong network and offices in Europe and America which

made it easier for them to promote the destination and brought more tourist flows. These East

African countries had been also stable for several decades and had no image problem like Ethiopia

which was affected by famine and long civil war. The other informant said that it was our lack of

long term vision and strategy which kept us behind the other Eastern African countries. He insisted

that there should be value add and diversification if we need to catch up these countries.

4.5. Analysis of Tourist Arrivals, country of Origin and receipts

The total number of inbound tourists coming to Ethiopia was growing every year. 66% more tourists came to Ethiopia in 2016 compared to the year 2011. Most of these tourists were from Europe, Africa and America. The most visible tourists on tourist sites, however, were tourists from Europe and USA.

2011 2012 2013 2014 2015 2016 No.of % Ra No.of % Ra No.of % Ra No.of % Ra No.of % Ran No.of Tourists nk Touris nk Tourists nk Tourists nk Tourists k Touris ts ts

TOTAL 523,438 100. 596,64 100.0 681,249 100. 770,428 100. 863,742 100. 870,59 00 1 0 00 00 00 7 AFRICA 160,311 30.6 168,90 28.31 216,787 31.8 232,416 30.1 260,568 30.1 3 9 2 7 7 EAST 52,087 9.95 57,540 9.64 74,021 10.8 80,587 10.4 90,347 10.4 AFRICA 7 6 6 Kenya 19,904 3.80 5 20,279 3.40 7 23,520 3.45 6 26,822 3.48 6 30,071 3.48 6

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Sudan 17,922 3.42 9 16,814 2.82 10 20,312 2.98 8 23,103 3.00 10 25,902 3.00 10

AMERICA 96,246 18.3 121,21 20.32 129,695 19.0 150,367 19.5 168,580 19.5 S 9 0 4 2 2 USA 93,933 17.9 1 114,64 19.22 1 124,890 18.3 1 143,324 18.6 1 160,684 18.6 1 5 8 3 0 0 China 20,197 3.86 4 35,383 5.93 2 31,688 4.65 3 37,157 4.82 3 41,659 4.82 3

Europe 162,784 31.1 181,30 30.39 200,745 29.4 231,407 30.0 259,432 30.0 0 9 7 4 4 UK 28,945 5.53 2 31,605 5.30 3 36,980 5.43 2 41,629 5.40 2 46,670 5.40 2

Italy 19,164 3.66 7 22,621 3.79 5 24,213 3.55 5 27,999 3.63 5 31,389 3.63 5

France 16,517 3.16 10 20,970 3.51 6 20,289 2.98 9 23,780 3.09 9 26,660 3.09 9

Germany 24,780 4.73 3 29,917 5.01 4 29,286 4.30 4 34,778 4.51 4 38,991 4.51 4

MIDDLE 47,583 9.09 51,282 8.60 58,750 8.62 68,075 8.84 76,317 8.84 EAST Saudi Arabia 18,891 3.61 8 18,435 3.09 9 19,494 2.86 10 24,181 3.14 8 27,109 3.14 8

SOUTH 20,746 3.96 21,539 3.61 23,365 3.43 27,510 3.57 30,845 3.57 ASIA India 19,667 3.76 6 19,211 3.22 8 21,789 3.20 7 25,606 3.32 7 28,708 3.32 7 Table 4.14 Tourist Arrivals by Origin

As can be seen from table 4.1., USA, UK, China, Germany, Italy, Kenya, India, Saudi Arabia, France, and Sudan were the ten most tourist generation countries in every year from 2011 to 2015. The contribution of these ten countries was more than 50 % of all the tourists that came to Ethiopia from 2012- 2016. The largest origin was USA which was nearly 18% of all the tourists that came to Ethiopia. Continentally, Europe and Africa, each contributed around 30% during those periods followed by North America with nearly 19% and Middle East nearly 9%. The contribution of Asia was minimal while there was no significant tourist flow from South America.

Generally, the tourist flow was dominated by a few counties mentioned above and it lacked diversity. The sector could be affected whenever there is a travel ban or restrictions by these countries. USA and UK, for example, announced to their citizens on their website by the end of 2016 due to some unrest in part of Ethiopia. It could be for this reason that the growth of tourist arrival in the year 2016 showed only 0.7% which is much lower than the average 13% registered in the year 2012, 2013, 2014 and 2015.

4.5.1. Tourist arrivals with purpose of the visit

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Tourists come to Ethiopia for several reasons mainly for conference and business as the country was growing and is seat of several international organizations like AU and UNECA. It also attracted leisure travelers due to its attractions which are associated with its history, culture, unique architecture and endemic animals and plants. Due to having large expatriate community and diaspora, the country hosted several tourists who came to visit their friends and relatives. On top of these, there were a large number of transit passengers as the Ethiopian Airlines connects Africa to the rest of the world. These passengers spent some time and money in Addis Ababa.

The following table shows the composition of these tourists along their purpose of visit.

Number of Arrivals with purpose and Ethiopian Fiscal Year Purpose 2004 EC 2005 EC 2006 EC 2007 EC 2008 EC

No.of % No.of % Yearly No.of % Yearly No.of % Yearly No.of % Yearly Arriva Arrivals Growth Arrivals Growt Arrivals Growth Arrivals Growth ls (%) h (%) (%) (%)

Conference 41892 7 71746 11 71.26 66076 9 -7.90 73885 9 11.82 83728 9 13.32 Vacation 198186 36 191420 30 -3.41 251111 35 31.18 271922 34 8.29 315487 35 16.02

Business 108522 20 126169 20 16.26 134792 19 6.83 148997 19 10.54 170071 18 14.14

Transit 90619 17 91326 15 0.78 126235 17 38.22 127452 16 0.96 146475 16 14.93 Visit.rel. 36500 52941 8 45.04 51061 7 -3.55 55480 7 8.65 62530 7 12.71 Not stated 71550 13 99643 16 39.26 93732 13 -5.93 115141 15 22.84 131837 15 14.50 Total 547269 10 633245 100 15.71 723007 100 14.17 792877 100 9.66 910128 10 14.79 0 0 Table 4.15 Tourist Arrivals

Note: the data received and presented above is in Ethiopian Fiscal year (calendar) which starts from September 1 and ends August 30 which could result a slight number of difference on total number of tourists presented using European calendar. Table 4.16. shows that all categories of tourists show yearly growth with the exception of vacation for the year 2005 E.C. as well as conference & visit of relatives for the year 2006 E.C. The largest yearly increases occurred in 2005 for conference visitors and visitor of relatives and friends which were 71.26% and 45% increase respectively. The number of vacation visitors jumped by 31.18 % and 34.66% in the year 2006 EC and 2008EC respectively.

4.5.2. Tourist Receipts

year Tourist Arrivals Receipts

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% % Count growth In USD growth 2012 596,341 1,190,775,613.00 2013 681,249 14.24 2,550,592,512.00 114.20 2014 770,428 13.09 2,884,471,200.00 13.09 2015 863,742 12.11 3,233,850,048.00 12.11 2016 870,597 0.79 3,259,515,168.00 0.79 Table 4.16Tourist Receipts

With the exception of 2016, all the years showed more than 12% yearly increase both in tourist arrivals and receipts. 2013 was exceptional year which registered 114.20% growth in receipts as depicted on table 4.13.

4.5.3. Data Triangulation

Triangulation in research refers to the combination of two or more theories, data sources, methods or investigators in one study of a single phenomenon to converge on a single construct (Hilton (2005), as cited by Ali (2007)). There are different types of triangulation namely; investigator triangulation, data triangulation, time triangulation, space triangulation, person triangulation, theory triangulation, methods triangulation, unit of analysis triangulation and analysis triangulation. This study uses data triangulation collected though survey, key informant interview and secondary source as well as review of literature.

Based on this triangulation, the following points were confirmed:

 Tourists visiting Ethiopia were interested in the cultural and historical aspect of the country.  Most of the tourists were happy with their visit and were not demanding in terms of western amenities

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 They relied on social media and word of mouth as their source of information about tourist sites and the country. There was no significant formal promotion done by Ethiopia.

They key informant interview beyond affirming the findings of the survey, it gave more insight and explanation on some of the survey results. The key informants, for example, provided insights on pricing using price against other African countries as well as against value. The informants also indicated areas for improvement like the need to look after the southern route which was declining in demand, the need for setting better standard for cleanness, the need to improve the story telling skills of guides and the need to add values on the existing destinations (product). These were important points which were not found in the literature reviewed and the survey. One informant also tried to shed lights why other Eastern African countries were doing better which needs to be investigated further.

The literature review showed that Ethiopia was behind other East African countries in terms of tourist inflow and revenue generation. Its tourist infrastructure was also behind these countries namely Kenya, Tanzania and Uganda. The survey result on the other hand shows that tourists were happy despite poor tourist infrastructure. The secondary source data also shows that Ethiopia is registering average annual growth of 12% in terms of revenue and tourist inflows even being behind other east African countries in total tourist flow and revenue.

The significant annual growth can probably be explained better by the fact that base number for tourist inflows and revenue for Ethiopia is too low so that a percentage increase becomes big with small increase over the previous year. For example, Ethiopia is registering a double digit annual growth in GDP while USA growth rate is between 2-3%. Relying on this data, it is wrong to assume that Ethiopia is outperforming USA. The same is true for the tourism sector in Ethiopia, apart from the yearly growth statics, it must measure itself against its potential and against other similar countries and this might give a better insight about performance.

Regarding the satisfaction level, the regression analysis indicated that the majority of the tourists value the destination (product), people, physical evidence and price more than they value places, promotion, and processes. In other words, destination, people, physical evidence and price have

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 52 more weights to satisfy these tourists while over-performing or under-performing on the other variables has relatively less significant to the satisfaction of these tourists. That is why the null hypotheses for these variables (place, promotion and process) were supported even when their mean score is rated high as the other valued variables.

Considering that most of the tourists were interested in history, culture and nature, it would not be surprising that places, promotion and process were not positively and significantly related to the satisfaction of inbound tourists to Ethiopia. Many other literatures done in other parts of the world, on the other hand, showed that these three variables which are strongly related to tourist infrastructure had significant relationship with tourist satisfaction.

Possible explanation would be the other destinations in other parts of the world were being visited by tourists who demand better tourist infrastructure and western amenities. A few of these tourists probably came to Ethiopia due to low tourist infrastructure. If this found to be true, Ethiopia must formulate a strategy targeting these tourists.

Generally, this research paper supplemented the previous studies in the following ways;

 This research employed marketing mix elements to find out satisfaction of inbound tourists to Ethiopia. This model was rarely used in several studies in Ethiopia and this might encourage markets to use different models and concepts in their studies.  In terms of findings, the research showed that certain marketing elements (destination, people, price and physical evidence) were deal breakers for the type of tourists the country was having. On the other hand, other marketing mix elements (promotion, place and processes) contribute less for the satisfaction of these tourists.

 It also challenged the use of single performance measurement (yearly growth) which was common in many researches and communications. In this research, the data from secondary source was compared against potential and similar countries in order to understand Ethiopian standings and find out the gaps.  The data used for this study was very recent especially the tourist data from the Ministry of Culture and tourism and this might fill the time gap.

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Chapter Five

Conclusion and Recommendation

5.1. Summary Conclusion

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The analysis of the survey in triangulation with the discussion with key informants and data available from the ministry of Culture supports the following findings and conclusions: Major Findings  Most of the tourists surveyed were first time visitors, college educated and interested in the historical and cultural heritage of Ethiopia. They seemed less concerned about tourist infrastructure and generally satisfied. Almost all the tourists rated the destination and the hospitality of the people as high. However, there were significant number of surveyed tourists who disapproved of the internet connectivity, mobile network, the cleanness of the tourist sites, the level of promotion done and the availability of their favorite meals at the destination.

 The correlation and regression analysis of the study showed that the destination (product), the hospitability of the people, the physical evidence and the lower price had contributed greatly to the overall satisfaction of the tourists. The 53.40 % of the variation in the tourist satisfaction was explained by the model used for the study.

 The correlation and regression analysis also showed that the contribution of places (distribution), promotion and processes in satisfaction of tourists was insignificant even though they were rated as high and medium on the mean score.

 The Anova analysis also showed variation in the satisfaction of tourists among sub groups of age, educational level, purpose of visit and priority in the visit. This might indicate the need for segmentation of the product and tourists in order to provide diversified product and services based on their needs even when the tourists share significant interest on the destination and the people.

Additional Findings:  The study also revealed that the level of formal promotion was very low in the Ethiopian tourism sector and it was the tourists that were searching the destination (product) i.e. Ethiopian tourist attractions. There was no significant promotion outside of Ethiopia where the tourists lived.

 The tourist arrival and revenue for Ethiopia was growing significantly at 12% average annually. The study also showed that the sector was sensitive to instabilities as shown on the

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number of tourist arrivals and revenue for the year 2016 following the state of emergency announced by Ethiopian government.

 A few countries dominated the number of tourist arrivals and recipients in Ethiopia. This has its own drawbacks and the country could be easily affected whenever there is a problem with these countries or whenever there is a travel ban from these countries.

 The fact that Ethiopia is seat of AU, UNECA and other international organizations as well as the number of connecting flights handled by Ethiopian airless have their positive contribution on tourism flow as reflected on the number of transit and conference travelers to Ethiopia

 The study also revealed that significant number of tourists came to Ethiopia mainly for the historical and cultural aspect of Ethiopia. They were less interested in tourist infrastructure as they were ready to adapt to local conditions for limited period of time. Those tourists who take part in mass and charter tourism are absent in Ethiopia. These tourists demand western amenities and better infrastructure before they travel.

 Tourists, who can speak English language, seemed interested in Ethiopia while those non- English speaking tourists were almost invisible in a places where the survey was conducted

5.2.Recommendation

The study showed that there was significant annual increase in tourist flow and revenue. However, one should also remember that the country is trailing behind Kenya, Tanzania and Uganda both in tourist flow and revenue. This might be related to better tourist infrastructure and promotion

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 56 done consistently over the years by these Eastern African countries. Ethiopia should learn from them if this is found to be true.

New sites have to be developed. For example, The Ethiopian Grand Dam has a big potential when it will be completed. The country can build tourist facilities in the middle of the dam so that it can have new attractions like palms islands and Burj al Arab of Dubai. The palms islands and Burj al Arab in Dubai were constructed in the middle of the water which incurred a lot of costs. Ethiopia, however, can make similar construction now before the dam is filled with water so that the cost will be much lower.

It is also risky to depend only on a few countries for tourist flows and revenue. Therefore, promotion has to be made to attract tourists from other origins as well. One should also investigate if the reason for a few tourists’ arrivals from other origins could be explained due to visa problem for countries with no visa privilege upon arrival.

It is only when we segment the tourist product and the tourists that we know which tourist segments are doing well and which are not. This type of study will help us which type of tourists to harvest and which type of tourism (attraction) to develop based on the demand. Therefore, future studies and strategies must consider using segmentation.

Value added is another important element that has to be considered as there is a potential to get more revenue from the same number of tourists. Additional expenditure has to be made as long as it brings higher income which covers the cost and bring more benefit.

The use of marketing mix elements as a model might give a different perspective on how we see the needs of tourists and where we should invest more to satisfy their needs. This study has to be tested again and again in a large scale having more samples and cover more tourist sites so that effective strategy can be placed based on the finding.

The findings of the study also indicated the presence of tourists who pursue similar interest i.e. culture and history and the absence other tourists with different interest. These tourists with

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different interests are potentials if the county makes an effort to meet their needs. They are best described by Smith’s Typology discussed on the review of literature. Our policy makers and researchers should look into it as it might describe better the opportunities and challenges which Ethiopia is having.

5.3. Limitation and Implication for Further study

The study failed to capture tourists who did not show up on the tourist sites. Most of those tourists, which were not available for the survey, came to Ethiopia to visit relatives (friends) and for business. They were not available on tourist sites in large number as the tourists’ on holiday or leisure. It might require another study to find out where they spend their time and money.

Probably, future studies should also investigate the following points:

 If our visa system has any impact on countries other than those that can get visa upon arrival  If language has any impact on non-English speaking tourists for their decision to come or not to come to Ethiopia  If segmentation of tourist attractions on a wider range is a viable option to increase tourist flows  If infrastructure development and availability of western amenities can bring more diversified type of tourists.

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The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 63

Appendix

Appendix 1 Questionnaire in English

Questionnaire Dear Respondents, I am Getachew Melese, a graduate student at Addis Ababa University School of Commerce. Currently, I am conducting a research study on “The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourist to Ethiopia” in partial fulfillment of Master of Arts Degree in

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 64

Marketing Management at Addis Ababa University School of Commerce (AAUSC). I request your help to spend some minutes of your time by filing the provided questionnaire.

This questionnaire is intended to gather information about tourist satisfaction. I can assure you that any information that you provide in this questionnaire will be kept confidential. Your genuine response is of high importance for the outcome of the project.

Thank you in advance for your cooperation in filling the questionnaire.

Getachew Melese: [email protected]

Part I: Please tick (X) in the place where it deems appropriate.

1. Gender a) Male b) Female 2. Age: a) 18-35 b) 36-45 c) 46-55 d) 56-65 e) 66 - and more

3. Occupation: a) Student b) government employee c) employee in the private sector d) self-employment

2. Educational Level: a) High School and below b) Diploma) c) Bachelor's d) Graduate Studies

4. Monthly Income: a) $ 1,000 or less b) 1001 - 2000 $ c) 2001-3000 $ d) 3001- $ 4000 e) $ 4001-5000) f) 5,000 $ or more 5. Native language: a) English b) French c) German d) Spanish e) Arabic f) other

Part II: Information about the reasons for the visit and how to get to the tourist sites:

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 65

1. What is the number of your visits to Ethiopia? a) First visit b) 2-4 visits c) more than 5 visits

2. What is the duration of your stay when you visit Ethiopia? a) Less than 3 days b) 3-6 days c) 7 days or more

3. The Reason for visiting Ethiopia? a)Visit friends or relatives b) Business c) Tourism d) Religious e) Other

4. How did you know about the tourist sites in Ethiopia? a)Newspapers b) magazines c) Brochures d) word-of-mouth e) T.V f) Books g) Internet h) Exhibitions i) Other

5. What is the number of sites you've visited in Ethiopia? a) 3 sites and less b) 4-6 sites c) 7 sits and more

6. What is most important to your visit? a) The tourist attraction b) The tourist infrastructure(service) c) both are equally important

Part III: To what extent do you agree with the following statements, tick (V) in the appropriate place only for the questions that are related to touristic marketing combination elements:

Strongly Strongly Product: Disagree Disagree Neutral Agree Agree 1 There is diversity of tourist sites in Ethiopia 2 I see that tourist sites in Ethiopia are attractive

3. Adequate sanitation facilities are available within the tourist site

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 66

4. I am happy with the accommodation, transport, meals, souvenirs and internet service provided 5. Things I need are available in the market

Prices: 6. Prices reflect the quality of services provided 7. I think tour prices to Ethiopia are fair suitable compared to neighboring countries 8. hotel rates commensurate with my financial capabilities 9 I believe that the price of antiques and souvenir suits me 10 Food and beverage prices in Ethiopia are fair

Places (Distribution):

11 Booking systems at travel agencies are easy and convenient. 12Adequate means of transport are available to serve tourists heading to tourist sites. 13Access to tourist sites is easy and convenient. 14Means of transport used between tourist sites are modern and comfortable for tourists.

Promotion:

15Sufficient online information about the tourist sites is provided 16There is sufficient information about tourism in Ethiopia in my home land. 17I knew tourist sites in Ethiopia before my arrival.

18It is easy to access information about tourism in Ethiopia

19Information is available in different languages commensurate with the language of the tourist coming to Ethiopia

Processes 20 It is easy to get visa to visit Ethiopia 21 Schedules for travel and tourist sites are observed

22 Moving from one place to another is safe 23 Check in and check out process at the airport as well as hotels is flawless

24 Accessing the market and purchase in Ethiopia is easy

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Physical Evidence 25 The tourist sites are well maintained 26 The historical/archeological sites are memorable

27. I like the food dress and housing of the local people 28 I wish to have replica of the tourist site or souvenir that reminds of my visit People 29 People in Ethiopia are friendly for tourists 30. I have met local people that I won’t forget 31 The tourist guides are professional 32 The local people are supportive and cooperative 33 No major security or theft risk in Ethiopia

Overall satisfaction:

34Tourist services provided in the sites meet my needs

35My visit to tourist sites in Ethiopia exceeded my expectations

36. I wish to stay longer to visit more places

37 I will advise friends and families to visit Ethiopia.

38. I have unforgettable experience by visiting Ethiopia

Appendix 2. Questionnaire in French

Questionnaire à remplir par les tourists

Je suisétudiant à l'Universitéd'Addis-Abeba, École de commerce. Je travaillesur ma thèseintitulée: "L'effet de Marketing Mix Elémentssur la satisfaction des touristesentrants en Ethiopie". J'appréciesivousrépondez aux questionnaires suivants qui serontessentiels pour l'étude. Votreréponsesincèreetsincèreseraitd'unegrande aide. L'identité des répondants ne sera pas révélée et vousn'avez pas besoind'écrirevotre nom.

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 68

Merci d'avance pour votre cooperation GetachewMelesse: [email protected]

Partie 1 Veuillezcocher x dans les endroitsqu'iljugeappropriés. I, Sexe une. Homme b. Femelle 2, Âge une. 18 à 35 b. 36 à 45 c. 46 à 55 b. 56 à 65 e. 66etplus 3. Occupation une. Étudiant b. Employé du gouvernement c. Employé du secteurprivé d. travailleurindépendant 4. Niveaud'éducation une. Lycéeet ci-dessous b. Diplôme c. Baccalauréat d. étudiantdiplomé 5. Revenuannuel une. 16 000 $ oumoins b. 16 001 $ jusqu'à 30 000 $ c. $ 30,001 jusqu'à $ 75000 d, $ 75,001 jusqu'à $ 100,000 e. 100,001 $ et plus 6. Langue maternelle 7. une. Anglais b. Français c. Germen d. EspagnoleaArabe f. autre

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 69

Partie 2

Informations sur les raisons de la visiteet comment se rendresur les sites touristiques

1. Quelest le nombre de vosvisites en Ethiopie une. Première visite b. 2/4 visites c. Plus de 5 visites 2. Quelleest la durée de votreséjourlorsquevousvisitezl'Éthiopie une. Moins de 3 jours b. 3 à 6 jours c.7 jourset plus 3. Quelestvotre motif de visiterl'Ethiopie une. Loisirsetvacances b. Affaires et conférencec.religieuse d. Exploration e, Visited'amis et de parents f. autre 4. Comment saviez-vous les sites touristiques en Ethiopieune. Journaux magazines b. Brouchers c. Bouche à oreille d. T.V e. Internet f. Expositions g. autres

5. Quelest le nombre de sites quevousavezvisités en Ethiopieune. 3 sites et moins b. 4 à 6 sites c.7 sites et plus 6. Ce qui compte le plus pour votrevisite une. Emplacements / attractions uniques b. Service / infrastructure touristiqueadéquate / c. L'emplacementet le service sontégalementimportants. Partie 3

Fortement en être en Se mettre tout à fait produit désaccord désaccord neutre d'accord d'accord I . Il existeunediversité de sites touristiques en Ethiopie

2. les attractions méritent d'être visitées

3. Les sites historiques et la culture m'impressionnentvraiment

4. Je suissatisfait de l'hébergement transport des repas et des souvenirs disponibles

5. Les choses dontj'aibesoinsontdisponiblessur le marché Price

6. prix reflète la qualité des Services fournis

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 70

Price

Fortement en être en Se mettre tout à fait désaccord désaccord neutre d'accord d'accord 7. Prix du tour à l’Éthiopieestjuste et approprié par rapport aux destinations similaires

8. Tarifsd’hébergementcorrespondant à mon

9. decapacitésfinancières. Je croisque le prix des antiquités et des souvenirs notre me convient

10. Les prix des denréesalimentaires et des boissons en Éthiopiesontéquitables

Fortement en être en Se mettre tout à fait Lieux et destinations désaccord désaccord neutre d'accord d'accord

11. Les systèmes de réservationdans les agences de voyages et les hôtelssontfaciles et confortables.

12. Des moyens de transport adéquatssontdisponibles pour servir les touristes en direction des sites touristiques.

13. l'accès aux sites touristiquesest facile et pratique

14. La nourriture et les boissonsquej'aime à la maisonsontdisponibles à la destination.

Fortement en être en Se mettre tout à fait Promotion désaccord désaccord neutre d'accord d'accord

15. J'ai vu des nouvelles positives surl'Éthiopieavantmêmeque je considère la visite du pays

16. I l existesuffisammentd'informationssur le tourisme en Ethiopiedansmon pays d'origine

17. Je savaisquel'Ethiopiepossède des plantesindigènesindigènes et des attractions uniques.

18. J'aireçu des documents écrits et des copies papieravant ma visite.

19. L'informationestdisponibledansdifférenteslanguescorrespondant à la langue du touristevenant en Éthiopie

Fortement en être en Se mettre tout à fait Processus désaccord désaccord neutre d'accord d'accord

20. Il est facile d'obtenir un visa pour l'Ethiopie.

21. Les horaires des sites touristiques et touristiquessontobservés.

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22. Passer d l un endroit à l'autreest facile et sûr.

23. Je peuxutilisermon mobile et internet facilement pour savoir ce qui se passe à la maison et dans le monde entier.

24. L'accès au marché et aux achatsest facile en Ethiopie.

Fortement Se tout à en être en mettre fait preuve physique désaccord désaccord neutre d'accord d'accord

25. Les sites touristiquessontbienentretenus

26. Les endroitsquej'aivisitéssontpropres et confortables 27. Des installations d'assainissementadéquatessontdisponiblesdans les sites touristiques

28. Je souhaiteavoiruneréplique de site touristiqueou des souvenirs qui me rappellent ma visite

Fortement en être en Se mettre tout à fait Gens désaccord désaccord neutre d'accord d'accord

29. Les gens en Ethiopiesontamicaux pour les touristes

30. J'ai des personnes locales qui je ne peux pas oublier

31. les personnesengagéesdans le secteur du tourismesontprofessionnelles

32. Je souhaite continuer à communiquer avec des personnesquej'airencontrées en Éthiopiemême après que je suisparti

33. Aucunrisquemajeur de sécuritéou de vol en Ethiopie.

Fortement en être en Se mettre tout à fait physical evidence désaccord désaccord neutre d'accord d'accord

34. Les services touristiquesfournisdans les sites touristiquesrépondent à mesbesoins

35. Ma visitedans les sites touristiquesd'Ethiopie a dépassémesattentes

36. J'aimeraispouvoirrester plus longtemps pour visiterd'autreslieux

37. Je conseille aux amis et aux membres de la famille de visiterl'Ethiopie

38. J'aiuneexpérienceinoubliable en visitant l'Ethiopie.

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 72

Appendix 3. Questionnaire in Chinese

调查问卷由游客填写

我是商学院亚的斯亚贝巴大学的研究生。我正在研究题为“营销组合

要素对入境游客对埃塞俄比亚的满意度的影响"的论文。如果您回答

以下对这项研究至关重要的调查问卷，我很感激。你的诚实和真诚

的回应将是很大的帮助。受访者的身份根本不会被泄露，您不需要

写你的姓名。

谢谢你的合作。

Getachew Melesse：[email protected]

第1部分请在其认为合适的地方打勾x。

性别

一个。男bo女

2 年龄

一个。18至35 bo 36至45 co 46至55b。56至65 eo 66及以上

3 职业

一个。学生b。政府雇员c。私营部门的雇员d。自雇

4 · 教育水平

一个。高中及以下b。文凭c。本科学位d。研究生

5. 年收入

一个 $ 16，000以下b。$ 16，001至$ 30，000 co $ 30，001至$ 75000

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 73 d。$ 75，001至$ 100，000 eo $ 100，001及以上

6 母语

一个。英语b。法语c。德国人西班牙语e。阿拉伯语f。其他

第2部分

有关访问原因的信息以及如何到达旅游景点

你访问埃塞俄比亚的人数是多少？

一个。第一次访问b。2/4访问c。超过5次访问

当你访问埃塞俄比亚时你逗留的时间是多久？

一个。不到3天b。3至6天c· 7天及以上

你有什么理由访问埃塞俄比亚

一个。休闲度假b。商业和会议c。宗教d。探索e。朋友亲戚访问f。

其他

你如何知道埃塞俄比亚的旅游景点

一个。新闻纸和杂志b。布鲁塞尔口碑d。 T.V eo互联网f展览g。其他

你在埃塞俄比亚访问过的网站数量是多少？

一个。3个网站少b。4到6个站点c·7站点及以上

最重要的是你的访问

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 74

一个。位置/独特景点b。服务/充足的旅游基础设施/co位置和服务

同样重要。

強烈反 非常同 产品︰ 對 不同意 中性 同意 意

l .埃塞俄比亚的旅游景点多样化

2 · 景点值得参观

3．历史遗迹和文化真让我印象深刻

4. 生我需要的东西在市场上可用凹@@@@河

5．我很乐意提供运送餐和纪念品价格

6．价格反映了提供的服务质量

7．埃塞俄比亚的旅游价格比同类目的地公平合理

8．住宿费用与我的财务能力相称

9．我相信古董和纪念品的价格适合我

10. 埃塞俄比亚的食品和饮料价格是公平的生地点和分布

11. 旅行社和酒店的预订系统简单而且简洁

12.；紧急和医疗服务很容易获得

13. 有足够的交通工具可以让游客前往游客占 00

14. 生访问旅游景点方便方便

15．我喜欢在家的食物和饮料在目的地可用河提升积极消息 00

16 ·在我考虑访问国家之前，我看到了关于埃塞俄比亚的

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 75

17. 在我家乡的埃塞俄比亚有足够的旅游信息

18. &我知道埃塞俄比亚有土着动物植物和独特的景点

19· 在我访问之前我被提供了书面材料和软拷贝。

20．与旅游者的语言相符的信息有不同的语言/丿儿

21. 从地板移动到另一个是容易和安全的

22· 我可以轻松地使用我的手机和互联网了解在家和世界各地发生什么。

23．在埃塞俄比亚，拉丁市场和欧元区都很容易。物证

24．旅游景点维护良好

25．我访问的地方是干净而又可信的

26．旅游景点内设有足够的卫生设施

27，我看到独特的文章动物的食物和敷料让我想起了我的访问。

28．我希望有一个旅游景点或纪念品的复制品，让我想起我的访问人 29. 埃塞俄比亚人对游客很友好

30．我有配偶当地人，我不能忘记

31．从事旅游业的人员是专业人士

32．我希望继续与我在埃塞俄比亚遇到的人沟通，即使我离开了

33 .在此主全然窃网，险总怵满意度

34．在网站上提供服务的游客满足我的需要。

35．我对埃塞俄比亚旅游景点的访问超出了我的期望。

36. &我希望我可以留更长时间来访问更多的地方

37．我会建议朋友和家属访问埃塞俄比亚。

38．访问埃塞俄比亚我有不可逾越的经验

The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 76

Appendix 4. Stastics generated from SPSS

Descriptive Statistics

Std. N Mean Deviation Skewness Kurtosis

Statistic Statistic Statistic Statistic Std. Error Statistic Std. Error

Destination 385 4.0596 .55404 -.656 .124 .447 .248 (Product) Price 385 3.6687 .57538 -.269 .124 .099 .248 Places 385 3.6184 .69251 -.229 .124 -.451 .248 Promotion 385 3.3514 .68924 .125 .124 -.455 .248 Processes 385 3.5399 .65518 -.319 .124 .235 .248 Physical 385 3.6286 .65726 -.126 .124 -.167 .248 Evidence People 385 3.8587 .53548 -.138 .124 .277 .248 Satisfaction 385 3.9638 .56935 -.505 .124 .121 .248 Valid N (list 385 wise)

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Descriptive Statistics

Std. N Mean Deviation Skewness Kurtosis

Statistic Statistic Statistic Statistic Std. Error Statistic Std. Error

Destination 385 4.0596 .55404 -.656 .124 .447 .248 (Product) Price 385 3.6687 .57538 -.269 .124 .099 .248 Places 385 3.6184 .69251 -.229 .124 -.451 .248 Promotion 385 3.3514 .68924 .125 .124 -.455 .248 Processes 385 3.5399 .65518 -.319 .124 .235 .248 Physical 385 3.6286 .65726 -.126 .124 -.167 .248 Evidence People 385 3.8587 .53548 -.138 .124 .277 .248 Satisfaction 385 3.9638 .56935 -.505 .124 .121 .248

Case Processing Summary

N %

Cases Valid 384 99.7

Excludeda 1 .3

Total 385 100.0

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Descriptive Statistics

Std. N Mean Deviation Skewness Kurtosis

Statistic Statistic Statistic Statistic Std. Error Statistic Std. Error

Destination 385 4.0596 .55404 -.656 .124 .447 .248 (Product) Price 385 3.6687 .57538 -.269 .124 .099 .248 Places 385 3.6184 .69251 -.229 .124 -.451 .248 Promotion 385 3.3514 .68924 .125 .124 -.455 .248 Processes 385 3.5399 .65518 -.319 .124 .235 .248 Physical 385 3.6286 .65726 -.126 .124 -.167 .248 Evidence People 385 3.8587 .53548 -.138 .124 .277 .248 Satisfaction 385 3.9638 .56935 -.505 .124 .121 .248 a. Listwise deletion based on all variables in the procedure.

Collinearity Diagnosticsa

Variance Proportions Dime Eigenvalu Condition Model nsion e Index (Constant) Product Price Places Promotion Processes PhysEvid People

1 1 7.879 1.000 .00 .00 .00 .00 .00 .00 .00 .00

2 .038 14.405 .03 .01 .09 .08 .16 .03 .01 .07

3 .022 18.738 .02 .00 .00 .24 .57 .00 .11 .00

4 .017 21.852 .01 .00 .45 .21 .02 .10 .13 .13

5 .014 23.529 .05 .21 .14 .00 .07 .53 .07 .03

6 .012 25.850 .06 .27 .14 .04 .11 .19 .45 .03

7 .010 27.867 .02 .13 .18 .42 .03 .14 .19 .47

8 .008 32.373 .83 .38 .00 .01 .04 .01 .04 .27 a. Dependent Variable: Overall

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The Effect of Marketing Mix Elements on Satisfaction of Inbound Tourists to Ethiopia Page 80

Cronbach’s Alpha for Product

Reliability Statistics

Cronbach's Alpha N of Items

.759 5

Cronbach’s Alpha for price

Reliability Statistics

Cronbach's Alpha N of Items

.787 5

Cronbach’s Alpha for Places

Reliability Statistics

Cronbach's Alpha N of Items

.826 4

CronbachAlpah for Promotion Reliability Statistics

Cronbach's Alpha N of Items

.703 5

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Cronbch’sAlpah for Processes Reliability Statistics

Cronbach's Alpha N of Items

.711 5

Cronbach’s Alpha for Physical evidence

Reliability Statistics

Cronbach's Alpha N of Items

.710 5

Cronpach’s Alpha for People

Reliability Statistics

Cronbach's Alpha N of Items

.738 5

Cronpach’s Alpha for overall satisfaction Reliability Statistics

Cronbach's Alpha N of Items

.921 38

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P-P plot for Marketing mix elements (variables)

Product

Price

Places

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Promotion

Processes

Physical Evidence

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People

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Appendix 5.

Arrivals Receipts year Count % growth In USD % growth 1959 1960 1961 1962 1963 19,215 1964 19,836 3.23185 1965 25,412 28.11051 1966 33,696 32.59877 1967 29,401 -12.7463 1968 42,114 43.24003 1969 46,418 10.21988 1970 53,187 14.5827 1971 64,542 21.3492 1972 63,940 -0.93273 1973 73,662 15.20488 1974 50,220 -31.8237 1975 30,640 -38.9885 1976 36,929 20.52546 1977 28,984 -21.5143 1978 30,817 6.324179 1979 36,400 18.11662 1980 39,500 8.516484 1981 45,931 16.28101 1982 60,629 32.00017 1983 64,240 5.955896 1984 59,552 -7.29763 1985 61,459 3.202243 1986 58,529 -4.76741 1987 73,144 24.97053 1988 76,450 4.519851 1989 76,844 0.51537 1990 79,346 3.255947 1991 81,581 2.816777 1992 83,213 2.000466 1993 93,072 11.84791 1994 98,070 5.370036 1995 103,336 5.369634

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1996 108,885 5.369861 1997 139,000 27.65762 43,000,000.00 1998 112,000 -19.4245 32,700,000.00 -23.9535 1999 115,000 2.678571 33,600,000.00 2.752294 2000 135,954 18.22087 68,000,000.00 102.381 2001 148,438 9.182518 73,808,411.00 8.541781 2002 156,327 5.314677 77,100,000.00 4.459639 2003 179,910 15.08569 89,946,355.00 16.66194 2004 184,079 2.31727 114,627,850.00 27.44024 2005 227,398 23.53283 138,599,940.00 20.91297 2006 330,026 45.13144 169,975,086.00 22.6372 2007 357,841 8.428124 213,936,063.00 25.86319 2008 383,399 7.142278 204,855,489.00 -4.24453 2009 427,286 11.44682 246,415,374.00 20.28742 2010 468,305 9.599893 333,352,000.00 35.28052 2011 523,438 11.77288 411,638,987.00 23.48478 2012 596,341 13.92772 1,190,775,613.00 189.2767 2013 681,249 14.23816 2,550,592,512.00 114.1959 2014 770,428 13.09051 2,884,471,200.00 13.09024 2015 863,742 12.11197 3,233,850,048.00 12.11241

2016 870,597 0.79364 3,259,515,168.00 0.79364

Source Ministry of Culture and Tourism

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Appendix 6.

Arrivals of non-resident tourists at national borders, by country of residence

2011 2012 2013 2014 2015 NOTES

Arrivals through all TOTAL 523,438 596,641 681,249 770,428 863,742 ports of entry.

AFRICA 160,311 168,909 216,787 232,416 260,568

EAST AFRICA 52,087 57,540 74,021 80,587 90,347

Djibouti 5,962 8,944 10,358 11,357 12,733

Eritrea 340 601 775 820 920

Kenya 19,904 20,279 23,520 26,822 30,071

Malawi 3,625 4,175 4,668 5,596 6,274

Rwanda 2,542 3,581 4,970 5,192 5,821

Somalia 1,842 2,388 6,219 5,076 5,690

Tanzania, United Republic of 5,464 5,965 8,118 8,600 9,640

Uganda 7,148 7,154 9,461 10,556 11,834

Zimbabwe 5,260 4,453 5,932 6,568 7,364

CENTRAL AFRICA 3,966 3,587 7,073 6,750 7,569

Chad 3,966 3,587 7,073 6,750 7,569

NORTH AFRICA 17,922 16,814 20,312 23,103 25,902

Sudan 17,922 16,814 20,312 23,103 25,902

SOUTHERN AFRICA 13,433 11,470 14,511 17,084 19,153

South Africa 13,433 11,470 14,511 17,084 19,153

WEST AFRICA 23,034 23,859 29,691 31,949 35,819

Ghana 4,764 5,129 6,270 6,993 7,841

Mali 1,833 2,029 4,476 3,869 4,337

Nigeria 16,437 16,701 18,945 21,087 23,641

OTHER AFRICA 49,869 55,639 71,179 72,943 81,778

Other countries of Africa 49,869 55,639 71,179 72,943 81,778

AMERICAS 96,246 121,210 129,695 150,367 168,580

NORTH AMERICA 93,933 114,648 124,890 143,324 160,684

Canada 12,889 15,007 16,801 19,219 21,547

United States of America 81,044 99,641 108,089 124,105 139,137

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OTHER AMERICAS 2,313 6,562 4,805 7,043 7,896

Other countries of the Americas 2,313 6,562 4,805 7,043 7,896

EAST ASIA AND THE PACIFIC 35,768 52,392 51,907 60,653 68,000

NORTH-EAST ASIA 26,424 40,219 38,589 45,086 50,549

China 20,197 35,383 31,688 37,157 41,659

Japan 3,283 2,986 4,233 4,757 5,334

Korea, Republic of 2,944 1,850 2,668 3,172 3,556

SOUTH-EAST ASIA 1,406 1,553 2,047 2,437 2,733

Philippines 1,406 1,553 2,047 2,437 2,733

AUSTRALASIA 5,874 5,252 7,143 8,025 8,996

Australia 4,914 4,479 6,167 6,912 7,749

New Zealand 960 773 976 1,113 1,247

OTHER EAST ASIA AND THE PACIFIC 2,064 5,368 4,128 5,105 5,722

Other countries of Asia 1,054 4,174 3,574 4,169 4,672

Other countries of Oceania 1,010 1,194 554 936 1,050

EUROPE 162,784 181,309 200,745 231,407 259,432

CENTRAL/EASTERN EUROPE 1,740 1,849 2,047 2,338 2,621

Russian Federation 1,740 1,849 2,047 2,338 2,621

NORTHERN EUROPE 49,252 52,841 61,576 70,399 78,924

Denmark 2,622 2,805 3,280 3,749 4,203

Finland 2,213 2,567 2,620 3,217 3,607

Norway 5,068 5,248 6,053 7,130 7,994

Sweden 10,404 10,616 12,643 14,674 16,450

United Kingdom 28,945 31,605 36,980 41,629 46,670

SOUTHERN EUROPE 20,129 23,696 25,737 29,589 33,172

Greece 965 1,075 1,524 1,590 1,783

Italy 19,164 22,621 24,213 27,999 31,389

WESTERN EUROPE 69,490 78,376 80,291 94,704 106,173

Austria 3,772 2,859 3,573 4,216 4,725

Belgium 6,998 5,366 6,813 8,087 9,067

France 16,517 20,970 20,289 23,780 26,660

Germany 24,780 29,917 29,286 34,778 38,991

Netherlands 9,052 10,613 12,497 13,935 15,623

Switzerland 8,371 8,651 7,833 9,908 11,107

EAST MEDITERRANEAN EUROPE 9,165 10,732 14,322 15,182 17,022

Israel 6,369 7,754 10,705 10,951 12,278

Turkey 2,796 2,978 3,617 4,231 4,744

OTHER EUROPE 13,008 13,815 16,772 19,195 21,520

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Other countries of Europe 13,008 13,815 16,772 19,195 21,520

MIDDLE EAST 47,583 51,282 58,750 68,075 76,317

Egypt 2,956 2,983 4,834 4,927 5,524

Kuwait 2,158 1,977 2,406 2,605 2,919

Saudi Arabia 18,891 18,435 19,494 24,181 27,109

United Arab Emirates 8,255 9,368 13,211 14,353 16,091

Yemen 5,340 6,172 9,326 9,411 10,550

Other countries of Middle East 9,983 12,347 9,479 12,598 14,124

SOUTH ASIA 20,746 21,539 23,365 27,510 30,845

India 19,667 19,211 21,789 25,606 28,708

Pakistan 1,079 2,328 1,576 1,904 2,137 Source Ministry of Culture and Tourism

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Appendix 7.

Countries that can get visa upon arrival at Bole Airport

1. Argentina 2. Australia 3. 4. Belgium 5. Brazil 6. Canada 7. China ( issued Hong Kong & Macao) 8. Czech Republic 9. Denmark 10. Finland 11. France 12. Germany 13. 14. Ireland 15. India 16. 17. Italy 18. 19. Korea Republic 20. Kuwait 21. Luxmberg 22. Mexico 23. Netherlands 24. Newzealand 25. North Korea 26. Norway 27. Poland 28. Portugal 29. Russia 30. Slovakia 31. South Africa 32. Spain 33. Swedeen 34. Switzerland 35. Thailand 32. United Kingdom 33. USA

Source: Immigration office Bole

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Tour Operators List

№ NAME OF THE COMPANY FIELD OF BUSINESS REGION

1 ABA TOUR P.L.C TOUR OPERATION AA 3 KATA FAMILY TOUR OPERATION TOUR OPERATION & TRAVEL A.A AGENCY 4 13 SUNS TOURS P. L.C TOUR & TRAVEL AGENT A.A 5 A B L TRADING LC TOUR OPERATOR TIGRAY 6 A.E ALEMET ETHIOPIA TOUR TOUR OPERATION A.A 7 ABABA TOURS ETHIOPIA P.L.C TOUR OPERATION A.A 8 AB-ASTAMY ORGINS ETHIOPIA TOUR & TRAVEL TOUR OPERATOR AND TRAVEL A.A AGENTS 9 ABC P.L.C TOUR OPERATION A.A 10 ABDULHAKIM SHEMSU TOUR AND TRAVEL TOUR OPERATION A.A 11 ABEM TOUR & TRAVEL P.L.C TOUR OPERATION & TRAVEL A.A AGENTS 12 ABERUS ETHIOPIA TOURS TOUR OPERATION A.A 13 ABINAS ETHIOPIA TOUR OPERATION AND TRAVEL AGENT TOUR OPERATION AND TRAVEL A.A AGENT 14 ABSOLUTE ETHIOPIA TOURS TOUR OPEARTION A.A 15 ABSSINIA TOUR P.L.C TOUR OPERATION A.A 16 ABUNE YEMATA TOUR OPERATION TOUR OPERATORS TIGRAY 17 ABWOLF TOUR AND TRAVEL TOUR OPERATION A.A 18 ABYSS LAND TOUR & TRAVEL TOUR OPERATION A.A 19 ACACIA TOURS AND TRADING P.L.C TOUR OPERATION AND TRAVEL A.A AGENTS 20 ACROSS ABYSSINIA TOUR PLC TOUR OPERATION A.A 21 ACTION TOURS TOUR OPERATION A.A 22 ADIAMAT ETHIOPIA TOUR AND TRAVEL AGENCY TOUR OPERATION AND TRAVEL A.A AGENT 23 ADIMASU TOURS TOUR OPERATors& TRAVEL AGENTS A.A 24 ADINAS AGERA TOUR AND TRAVEL AGENT A.A 25 ADLEN TOUR AND TRAVEL AGENT TOUR OPERATION A.A 26 ADMIRE ETHIOPIA TRAVEL TOUR OPERATION & TRAVEL AGENT A.A 27 ADONAY ETHIOPIA TOURS P.L.C TOUR OPERATION A.A 28 AFEGET TOUR OPERATION AND TRAVEL AGENT P.L.C TOUR OPERATORS AND TRAVEL A.A AGENTS 29 AFRICA RIDING ADVENTURES.TOUR TOUR OPERATION A.A 30 AFRICAN ADVENTURE TOURS TOUR OPERATION A.A 31 AFRICAN PETRA TOUR & TRAVEL TOUR OPERATION & TRAVEL AGENT A.A 32 AFRICAN QUEEN TOUR OPERATION TOUR OPERATION A.A 33 AFRO GLOBAL BUSINESS CENTER P.L.C TOUR OPERATION A.A 34 AGAPE TOUR PLC TOUR OPERATION A.A 35 AGAR ALEMAYEHU BEHABTU TOUR OPERATION A.A 36 AGESHA TOUR TOUR OPERATION A.A 37 AGOBO ETHIOPIA TOUR P.L.C TOUR OPERATION TIGRAY

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38 AGW TOUR AND TRAVEL TOUR OPERATION AND TRAVEL A.A AGENT 39 AKEMBALO TOUR OPERATION TOUR OPERATION A.A 40 AKSUMAWIT MAKDA TOUR AND TRAVEL P.L.C TOUR OPERATORS AND TRAVEL A.A AGENTS 41 AL EMAAR TOUR AND TRAVEL AGENCY TOUR OPERATION AND TRAVEL A.A AGENTS 42 ALAYNESH ETHIOPIA TOURS TOUR OPERATION A.A 43 ALEP TOUR TOUR OPERATION A.A 44 ALLIGAN TRAVEL P.L.C TOUR OPERATION A.A 45 ALNATAN TOUR OPERATOR TOUR OPERATION A.A 46 ALPHA TOUR AND TRAVEL TOUR AND TRAVEL OPERATION A.A 47 AL-SENEDI P.L.C TOUR OPERATION & TRAVEL AGENT A.A 48 AMBER TOUR AND TRAVELE TOUR AND TRAVEL A.A 49 AMEKO P.L.C TOUR OPERATION AND TRAVEL A.A AGENT 50 AMERAN ETHIOPIA TOUR TRAVEL P.L.C TOUR & TRAVEL AGENT A.A 51 AMZING ETHIOPIA TOURS TOUR OPERATION A.A 52 ANTIQUE TOURS P.L.C TOUR OPERATION A.A 53 ARAMIS TOUR TOUR OPERATION A.A 54 ARAYA MELES TOUR OPERATION A.A 55 ARBAMINCH ETHIOPIA TOUR OPERATION TOUR OPERATION A.A 56 ARDI TOUR AND TRAVEL AGENT TOUR AND TRAVEL AGENT A.A 57 ARK TOUR & TOUR & TRAVEL AGENT A.A 58 ASHENGE TOUR & TRAVEL AGENT P.L.C TOUR OPERATION & TRAVEL AGENT A.A 59 ASQUAL TOUR AND TRAVEL TOUR AND TRAVEL AGENT A.A 60 ASTONISHING ETHIOPIA TOUR OPERATION TOUR OPRATION A.A 61 ATEETEE TRAVEL AND TOUR P.L.C TOUR OPERATION A.A 62 ATRANOS ETHIOPIA TOURS TOUR OPERATION A.A 63 AVA TOURS OPERATOR P.L.C TOUR OPERATION A.A 64 AVOLA TOUR AND TRAVEL TOUR OPERATION AND TRAVE A.A AGENT 65 AWASH G/HIWOT NEGASH TOUR OPERATION A.A 66 AWAZE TOURS TOUR OPERATION AND TRAVEL A.A AGENT 67 AWERA TOUR OPERATION & TRAVEL AGENT TOUR OPERATION &TRAVEL AGENT A.A 68 AYGA TOUR TRAVEL AGENT & CAR RENT P.L.C TOUR OPERATION& TRAVEL AGENT A.A 69 AYISHA TOUR ETHIOPIA TOUR OPERATION A.A 70 AYNAGE TOUR OPERATION TOUR OPERATION A.A 71 BALEHAGERU TOURS ETHIOPIA TOUR OPERATION A.A 72 BASHIR MALIK BASHIR TOUR OPERATION A.A 73 BATTI TRAVEL & TOUR TOUR OPERATION & TRAVEL AGENT A.A 74 BEGA TOUR OPERATION TOUR OPERATION A.A 75 BELA HOTEL AND TOUR TOUR OPERATION A.A 76 BELEMA ENTERTMENT P.L.C TOUR OPERATORS& TRAVEL AGENT A.A 77 BELLE ABYSSINIA TOURS P.L.C TOUR OPERATION A.A

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78 BEN TRAVEL AND TOUR P.L.C TOUR AND TRAVEL AGENTS A.A 79 BEST TOUR & TRAVEL P.L.C TOUR AND TRAVEL AGENT A.A 80 BETSEGA TOUR OPERATION SERVICE TOUR OPERATION A.A 81 BEYOND BEAUTY TOUR AND TRAVEL AGENCY TOUR OPERATIONA AND TRAVEL A.A AGENT 82 BINIYAM WOLDAY TOUR & TRAVEL AGENT TOUR OPERATION & TRAVEL N.GONDER AGENCY 83 BIRANA TOURS P.L.C TOUR OPERATION A.A 84 BITANIYA TOUR AND TRAVEL P.L.C TOUR AND TRAVEL AGENT A.A 85 BLACK ICONS TOUR AND TRAVEL OPERATOR PLC TOUR OPERATOR A.A 86 BONE TOUR OPERATION TOUR OPERATION A.A 87 BOUNDLESS ETHIOPIA TOURS P.L.C TOUR OPERATION A.A 88 BRC BUDGET TOUR AND CAR RENT TOUR AND CAR RENT A.A 89 BUSKA ETHIOPIA TOURS TOUR AND TRAVEL AGENT A.A 90 BUZEX INTERNATIONAL TRADE P.L.C TOUR OPERATOR AND TRAVEL A.A AGENT 91 CAMPING TOURS TOUR OPERATION A.A 92 CARAVAN TRAVEL AND TOUR AGENCY TOUR AND TRAVEL A.A 93 CARMELOSS ETHIOPIA TOUR & TRAVEL AGENCY TOUR OPEARTION A.A 94 CELEBRITY ETHIOPIA TOUR TOUR OPERATION AND TRAVEL A.A AGENT 95 CHEK ETHIOPIA TOURS& TRAVEL TOUR OPERATION & TRAVEL AGENT A.A 96 CHORRA TOURS TOUR OPERATION A.A 97 CLASSIC ETHIOPIA TOURS TOUR OPERATION A.A 98 COFFEE TOURS ETHIOPIA TOUR OPERATION A.A 99 COVENANT ETHIOPIA TOUR TOUR OPERATION TIGRAY 100 CRISTYLOBE TOUR AND TRAVEL TOUR OPERATION AND TRAVEL A.A AGENCY 101 CROWN TOUR & TRAVEL TOUR OPERATION A.A 102 DADO TOUR AND TRAVEL AGENT TOUR OPERATION AND TRAVEL A.A AGENT 103 DANIEL AND FRIYE TOUR TOUR OPERATION A.A 104 DAWIT G/SELASSIE TOUR AND TRAVEL AGENCY TOUR AND TRAVEL AGENCY A.A 105 DESIREE TOUR TRAVEL TRADE P.L.C TOUR OPERATION & TRAVEL AGENT A.A 106 DESU TOUR &TRAVEL SERVICE P.L.C TOUR OPERATAR & TRAVEL AGENT A.A 107 DIK DIK TOUR TRAVEL OPERATION TOU OPERATION AND TRAVEL A.A AGENT 108 DINKNESH ETHIOPIA TOURS TOUR OPERATION A.A 109 DINSHO TOUR TOUR OPERATION A.A 110 DIRECT LINK ETHIOPIA TOUR & TRAVEL P.L.C TOUR OPERATION A.A 111 DISCOVER ABYSSINIA TOURS TOUR OPERATION A.A 112 DIVERSITY TOURS ETHIOPIA TOUR OPERATORS A.A 113 DOHRA TOUR TRAVEL & CAR RENT P.L.C TOUR OPERATION& TRAVEL AGENT AFAR 114 DUKA TRAVEL TOUR LODJE SHARE COMPANY TOUR OPERATORS AND TRAVEL A.A AGENTS 115 DYNANSITY ETHIOPIA TOUR OPERATION A.A 116 E.N.G TOUR AND TRAVEL TOUR OPERATION A.A 117 EASIEK TOUR AND CAR RENT TOUR OPERATION A.A

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118 EBYET GENERAL TRADING P.L.C TOUR OPERATION A.A 119 EDEN LAND TOUR & TRAVEL TOUR OPERATION & TRAVEL A.A AGENTS 120 EDIDIYA TOUR & TRAVEL TOUR OPERATION & TRAVEL AGENT A.A 121 EFOY TOUR AND TRAVEL PLC TOUR AND TRAVEL AGENT A.A 122 EISAYAS ASEMELSH TOURS TOUR OPERTAION & TRAVEL A.A AGENTS 123 EKUBAY YOHANNES GEBRAY TOUR OPERATION A.A 124 ELDANA TOUR & TRAVEL AGENCY P.L.C TOUR & TRAVEL AGENT A.A 125 ELEPHANT TOUR & TRAVEL AGENCY TOUR OPERATORS & TRAVEL A.A AGENTS 126 ELIAKIM TOUR OPERATION & TRAVEL AGENT TOUR OPERATION & TRAVEL AGENT A.A 127 ELMES TOUR AND TRAVEL PLC TOUR OPERATOR AND TRAVEL A.A AGENT 128 ELMI TOUR P.L.C TOUR OPERATION A.A 129 ELSET TOUR P.L.C TOUR OPERATION & TRAVEL AGENT A.A 130 ELSHADAY TOURS TOUR OPERATION A.A 131 EMAMUZ INTERNATIONAL TOUR & TRAVEL P.L.C TOUR OPERATION AND AGENTS A.A 132 EMINENCE SOCIAL ENTERPREURS TOUR OPERATION A.A 133 EMMAUS TOUR & TRAVEL AGENT TOUR OPERATION AND TRAVEL A.A AGENT 134 EMPERIUM REAL ESTATE TOUR OPERATION & TRAVEL AGENT A.A 135 EMPIRE TOUR P.L.C TOUR OPERATION AND TRAVEL A.A AGENCY 136 EMW TOUR AND TRAVEL PLC TOUR OPERATION A.A 137 ENDO ETHIOPIA TOUR OPERATION P.L.C TOUR AND TRAVEL A.A 138 ENTOTO TOUR & TRAVEL AGENCY TOUR OPERATION A.A 139 ERMIAS BIRRU BADE TOUR OPERATION A.A 140 ET L TOUR AND TRAVEL TOUR OPERATION A.A 141 ETAD TOUR OPERATOR TOUR OPERATOR AND TRAVEL A.A AGENT 142 ETHIO MAJESTIC TOUR & TRAVEL OPERTION TOUR OPERATION AMARA 143 ETHIODER P.L.C TOUR OPERATION & TRAVEL AGENT A.A 144 ETHIOGUZO TOUR AND TRAVEL P.L.C TOUR OPERATION A.A 145 ETHIOLAND TOUR OPERATION TOUR OPERATION & TRAVEL AGENT A.A 146 ETHIONATIONAL TOUR AND TRAVELO P.L.C TOUR OPERATION A.A 147 ETHIOPIAN IMPRESSIONS TOURS PLC TOUR AND TRAVEL A.A 148 ETHIOPIAN QUADRANTS P.L.C TOUR OPERATION A.A 149 ETHIOPIAN RIFT VALLEY SAFRIS P.L.C TOUR OPERATION A.A 150 EVERGREEN TOUR P.L.C TOUR OPERATION A.A 151 EXCITING ETHIOPIA TOURS TOUR OPERATION A.A 152 EXPEDITION ETHIOPIA TOURS TOUR OPERATION A.A 153 EXPERIANCE ETHIOPIA TRAVEL P.L.C TOUR OPERATION A.A 154 EXTOL TOUR TOUR OPERATION A.A 155 EYAYAW TOURS ETHIOPIA TOUR OPERATORS AND TRAVEL A.A AGENTS 156 EYOATAM TRADING PLC TOUR OPERATION A.A 157 FARANGI TOUR OPERATION TOUR OPERATION A.A

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158 FASIL MOLLA TEZERA TOUR OPERATION A.A 159 FENAN TOUR AND TRAVEL P.L.C TOUR OPERATORS A.A 160 FEST ETHIOPIA TRAVEL & TRAVEL AGENTS TOUR OPERATION A.A 161 FISHEAGLE TOURS PLC TOUR AND TRAVEL AGENT A.A 162 FK EXPLORER ETHIOPIA TRAVEL TOURS P.L.C TOUR OPERATORS AND TRAVEL A.A AGENTS 163 FLOWER TOUR OPERATION TOUR OPERATION A.A 164 FOOT PRINT ETHIOPIA TOURS TOUR OPERATION AND TRAVEL A.A AGENTS 165 FOUR SEASONS TRAVEL, TOUR AND TRADING P.L.C TOUR OPERATION A.A 166 FOUR WINDS TRAVEL AND TOUR AGENCY TOUR OPERATION A.A 167 FREEWAY TOUR TOUR AND TRAVEL AGENT A.A 168 FUBU TADING & SEVICE P.L.C TOUR OPERATOR AND TRAVEL A.A AGENT 169 G 2 GEDA TOUR OPERATION TOUR OPERATOR A.A 170 G.M TOUR AND TRAVEL SERVICE TOUR OPERATION & TRAVEL AGENT A.A 171 GALAXY EXPRESS SERVICES P.L.C TOUR OPERATION A.A 172 GEBREAL TOUR P.L.C TOUR AND TRAVEL AGENT A.A 173 GEDAMAYTU TOURS TOUR OPERATION AND TRAVEL A.A AGENT 174 GENESIS ETHIOPIA TOUR & CAR RENT TOUR OPERATION A.A 175 GETANEH TAMRAT TOUR OPERATION TOUR OPERATION AND TRAVEL A.A AGENT 176 GHION TRAVEL TOURS P.L.C TOUR OPERATION A.A 177 GIZE P.L.C TOUR OPERATION A.A 178 GLOBAL NOMAD TRAVEL ETHIOPIA P.L.C TOUR OPERATOR AND TRAVEL A.A AGENT 179 GMT TOUR OPERATION AND TRAVEL AGENT TOUR OPERATION AND TRAVEL A.A AGENCY 180 GOSH TOUR SERVICE TOUR OPERATION A.A 181 GRAND HOLIDAYS ETHIOPIA TOURS P.L.C TOUR OPERATION AND TRVEL A.A AGENT 182 GRANT EXPRESS TRAVEL AND TOURS SERVICES P.L.C TOUR OPERATOR OROMIA 183 GREEN LAND P.L.C TOUR OPERATION A.A 184 GREEN MARK ETHIOPIA TOUR AND CAR RENT TOUR AND TRAVEL AGENT A.A 185 GREENVALLEY ETHIO TOUR TOUR OPERATION AND TRAVEL A.A AGENTS 186 GULF AZIZ FAMILY TRADING P.L.C TOUR AND CAR RENT A.A 187 GWP TRADING PLC TOUR OPERATORS A.A 188 H.K BEEHIVE TRADING TOURS AND TRAVEL TOUR OPERATION A.A 189 HABESHA TOUR AND TRAVEL AGENCY TOUR OPERATION AND TRAVEL A.A AGENT 190 HABLULE TOURS & TRAVEL P.L.C TOUR OPERATION AND TRAVEL A.A AGENTS 191 HABTU TOUR AND TRAVEL TOUR AND TRAVEL OPERATION A.A 192 HADAR TOURS P.L.C TOUR & TRAVEL AGENT A.A 193 HAILEABE SEYOUM TOUR TOUR OPRATION A.A 194 HALIAL ETHIOPIA TOUR & TRAVEL AGENT TOUR OPERATION A.A 195 HAPPY NATION TOURS TOUR OPERATION A.A 196 HASSEN TOUR & TRAVEL AGENCY TOUR OPERATION& TRAVEL AGENT A.A

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197 HEAVEN WAY TOUR OPERATIONS TOUR OPERATION A.A 198 HESS TRAVEL ETHIOPIAN P.L.C TOUR & TRAVEL AGENT A.A 199 HIGH AND FAR ETHIOPIA TOUR AND TRAVEL TOUR OPERATION A.A 200 HIGHWAY TOURS TOUR OPERATION A.A 201 HIJIRA TRAVEL & TOUR P.L.C TOUR AND TRAVEL AGENT A.A 202 HILALA TOUR OPERATION ND TRAVEL AGENT TOUR OPERATION AND TRAVEL A.A AGENT 203 HILIGHT TOURS TOUR OPEARTION& TRAVEL AGENTS A.A 204 HIS-CUL TOUR OPERATION & TRAVEL AGENCY TOUR OPERATION AND TRAVEL A.A AGENT 205 HORA TOUR CAR RENTP.L.C TOUR OPERATION A.A 206 HORIZON ETHIOPIA P.L.C TOUR OPERATION & TRAVEL A.A AGENTS 207 HUKUN TOUR TOUR OPERATION A.A 208 HUNTING AND PHOTO TOUR OPERATION AND TRAVEL A.A AGENTS 209 IMAGE ETHIOPIA TOUR AND TRAVEL P.L.C TOUR OPERATION AND TRAVEL SOMALI AGENT 210 INSIGHT ETHIOPIA TOURS TOUR OPERATION A.A 211 INSPIRATIONAL TOUR OPERATION TOUR AND TRAVEL AGENT A.A 212 INTER AMAN P.L.C TOUR OPERATION A.A 213 ISABELA TOURS OPERATION TOUR OPERATION A.A 214 JACARANDA TOUR AND TRAVEL P.L.C TOUR OPERATION A.A 215 JANBO TOUR TRAVEL & CAR RENT P.L.C TOUR OPERATION A.A 216 JAWI TOUR OPERATION TOUR OPERATION AND TRAVEL A.A AGENTS 217 JDAVID BANDELE ADAM TOUR OPERATION & TRAVEL AGENT A.A 218 JH SIMEX P.L.C TOUR OPERATION A.A 219 JOURNEYS ETHIOPIA TOUR & TRAVEL P.L.C TOUR OPERATION A.A 220 JULIAN TOUR & TRAVEL AGENT TOUR OPERATION AND TRAVEL A.A AGENT 221 JUPITER TOURS & TRAVEL P.L.C TOUR OPERATION A.A 222 KADANOOMUU TOUR & TRAVEL TOUR & TRAVEL AGENT A.A 223 KAMAK TOUR OPERATION AND CAR RENT P.L.C TOUR & TRAVEL AGENT A.A 224 KARAT TOUR AND TRAVEL AGENT PLC TOUR OPERATION&TRAVEL AGENT A.A 225 KARIBU ETHIOPIA TOURS P.L.C TOUR OPERATION A.A 226 EYARICO TOUR ANR TRAVEL P.L.C TOUR OPERATOR AND TRAVEL A.A AGENT 227 KEREYOU TOUR 7 TRAVEL TOUR OPERATION A.A 228 KARAM INTERNATIONAL TOUR OPERATOR TOUR OPERATION A.A 229 KIBRAN TOUR OPERATION TOUR OPERATION A.A 230 KIDICHO TOUR & TRAVEL TOUR OPERATION A.A 231 KOKET TOUR AND CAR RENT P.L.C TOUR OPERATION AND TRAVEL A.A AGENCY 232 KOMPASS ETHIOPIA TOUR PLC TOUR & TRAVEL A.A 233 LA TERRE DE ETHIOPIE TOUR TOUR OPERATION A.A 234 LAKE TANA TOURS P.L.C TOUR OPERATION A.A 235 LAL BUSINESS HOUSE P.L.C TOUR OPERATION A.A

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236 LALBELA TRAVEL AND TOUR P.L.C TOUR OPERATION A.A 237 LAMBADINA TOUR AND TRAVEL AGENT P.L.C TOUR OPERATION A.A 238 LEMLEMTU ETHIOPIA TOURS TOUR AND TRAVEL AGENTS A.A 239 LENDO TOUR TRAVEL & CAR RENT TOUR AND TRAVEL AGENT A.A 240 LEOLA ETHIOPIA TOUR AND TRAVEL P.L.C TOUR OPERATION A.A 241 LETS IMAGIN ETHIPOIA TOURS TOUR OPERATION & TRAVEL AGENT A.A 242 LOGA TOUR OPERATION & TRAVEL TOUR OPERATION AND TRAVEL A.A AGENT 243 LUCKY LAND ETHIOPIA TOUR AND CAR RENT TOUR OPERATOR AND TRAVEL A.A AGENT 244 LUEL YITBAREK TOURS TOUR OPERAYTION & TRAVEL A.A AGENTS 245 LUMALE TOUR OPERATION P.L.C TOUR OPERATION A.A 246 M.G.N .D TOUR & TRAVEL TOUR OPERATION A.A 247 MAGELLAN TOUR & TRAVEL AGENT P.L.C TOUR OPERATION A.A 248 MAGICLAND TOURS TOUR OPERATOR & TRAVEL AGENET A.A 249 MAHELET TOUR TOUR OPERATION & TRAVEL AGENT A.A P.L.C 250 MARAKE TRAVEL AGENCY TOUR OPERTION A.A 251 MARANATA TOUR & TRAVEL AGENT TOUR OPERATION A.A 252 MARKAN ETHIOPIA TOUR TOUR OPERATION AND TRAVEL A.A AGENT 253 MAZ ETHIOPIA TOURS TOUR OPERATION & TRAVEL AGENT A.A 254 MD. TOUR OPERATION AND TRAVEL AGENT TOUR OPERATION A.A 255 ME ETHIOPIA TOUR TRAVEL AGENT TOUR OPERATION A.A 256 MEBRAHATU TOUR TRAVEL AGENT AND CAR RENT TOUR OPERATION AND TRAVEL A.A AGENT 257 MEDIR TOUR OPERATION TOUR OPERATION AND TRAVEL A.A AGENT 258 MELA TOUR & TRAVEL P.L.C TOUR TRAVL AND CAR RENT A.A 259 MELKAM TOURS AND GUST HOUSE SERVICE TOUR OPERATION A.A 260 MELODY TOUR AND CAR RENT PLC TOUR & TRAVEL A.A 261 MEMORIES TOUR P.L.C TOUR OPERATION A.A 262 MENBI TOUR AND TRAVEL AGENCY TOUR OPERATOR A.A 263 MERGA GUDETA TOUR & TRAVEL TOUR OPERATION A.A 264 MEROB LAND TOUR AND TRAVEL TOUR OPERATION A.A 265 MESAMA ETHIOPIA TOURS TOUR OPERATION OROMIA 266 MESB ETHIOPIA TOURS TOUR OPERATION AND TRAVEL A.A AGENT 267 METTA ROBE TOUR OPERATION TOUR OPERATION A.A 268 MIFTAH YERDAW SHEREFA TOUR & TRAVEL P.L.C TOUR OPERATION A.A 269 MIKADO ETHIOPIA TOUR TOUR OPERATION A.A 270 MOLLA ZEGEYE AND HIS FAMILY PLC TOUR OPERATION & TRAVEL AGENT A.A 271 MOSES COVENANT TOURS TOUR OPERATION A.A 272 MYSERU GENERAL TRADING P.L.C TOUR OPERATOR A.A 273 NATIONAL TOUR OPERATION & TRAVEL AGENCY P.L.C TOUR OPERATION & TRAVEL AGENT A.A 274 NATRAN TOUR AND TRAVEL PLC TOUR AND TRAVEL AGENT A.A 275 NETWORK P.L.C TOUR & TRAVEL AGENT A.A

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276 NEW INTERNATIONAL TOUR OPERATION TOUR OPERATION A.A 277 NIGARIT ETHIOPIA TOURS TOUR & TRAVEL AGENT A.A 278 NIGIST MESAFINT TOUR OPERATION TOUR OPERATION A.A 279 NILOTIC ETHIOPIA TOUR TOUR OPERATION A.A 280 NO PROB TOUR ETHIOPIA P.L.C TOUR OPERATION A.A 281 NOAH SAFARI P.L.C TOUR OPERATION A.A 282 NOBLE CONFERENCE P.L.C TOUR OPERATION A.A 283 NURGI BIRDING ETHIOPIA TOUR AND TRAVEL0 TOUR OPERATION & TRAVEL AGENT A.A 284 OFF TRACK TOUR & TRAVEL TOUR OPERATION & TRAVEL AGENT A.A 285 OFFROAD ETHIOPIA TOUR P.L.C TOUR OPERATOR AND TRAVEL A.A AGENT 286 OLIVE TRAVEL & TOUR TOUR OPERATION A.A 287 OMO CAR RENT AND TOUR TOUR OPERATORS A.A 288 ONE STOP TOURISM P.L.C TOUR OPERATION & TRAVEL AGENT A.A 289 ONLINE TOUR & TRAVEL P.L.C TOUR OPERATION A.A 290 OUMER SEID IBRAHIM TOUR OPERATION & TRAVEL AGENT A.A 291 OUT OF TOWN TOUR & TRAVEL AGENT TOUR OPERATORS A.A 292 OZONE TRAVEL & TOUR P.L.C TOUR OPERATION A.A 293 PANGEANS SAFARI P.L.C TOUR OPERATION & TRAVEL A.A AGENCY 294 PARADISE ETHIOPIA P.L.C TOUR OPERATION & TRAVEL AGENT A.A 295 PARAGLIDING ETHIOPIA TOURS TOUR OPERATION A.A 296 PASSION ETHIOPIA TOURS TOUR OPERATION A.A 297 PATHFINDER TOUR OPERATION TOUR OPERATION A.A 298 PENIEL TOUR OPERATION TOUR OPERATION A.A 299 PHAREZ TRAVEL & TRAVEL AGENCY TOUR OPERATION A.A 300 PLEASURE ETHIOPIA TOUR AND TRAVEL TOUR OPERATORS A.A 301 POSH TOURS TOUR OPERATION & TRAVEL AGENT A.A 302 PRICELESS ETHIOPIA TOURS P.L.C TOUR OPERATION A.A 303 PRIDE ETHIOPIA TOURS TOUR OPERATION A.A 304 RAINBOW EXCLUSIVE CAR RENTAL & TOUR SERVICES P.L.C TOUR OPERATION A.A 305 RAMIDUS ETHIOPIA TOUR OPERATION TOUR OPERATION AMHARA 306 RAS ROBEEN TOURS TOUR OPERATION & TRAVEL AGENT A.A 307 RED JACKAL TOUR OPERATOR P.L.C TOUR OPERATION A.A 308 REMHAY TOUR TRAVEL AGENT P.L.C TOUR OPERATION A.A 309 RENDEZ-VOUS ETHIOPIA TOURS TOUR OPERATION A.A 310 RIA ETHIOPIA TOUR AND TRAVEL PLC TOUR OPERATION AND TRVEL A.A AGENT 311 ROCK HEWN TOURS TOUR OPERATION A.A 312 ROCKY VALLEY SAFARIES TOUR OPERATION A.A 313 ROHA TOURS TOUR OPERATION A.A 314 ROOTS TRAVEL & TOURS SAFARIS AND SIGHTSEEING SERVICE A.A 315 ROUND TOUR AND TRAVE TOUR OPERATRS A.A 316 ROYAL ENTERPRISE TOUR & TRAVEL P.L.C TOUR & TRAVEL AGENT A.A

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317 S & M AGRO INDUSTRIS P.L.C TOUR AND TRAVEL A.A 318 SAMANTHA TOUR TRAVEL & CAR RENT P.L.C TOUR OPERATION & TRAVEL AGENT A.A 319 SARA YIMER TOUR OPERATION TOUR OPERATOR & TRAVEL AGENET OROMIA 320 SASCO INDUSTRIAL TRADE & TRANSPORT TOUR OPERATION & TRAVEL AGENT A.A 321 SAYAT NURENA TOUR OPERATION TOUR OPERATION A.A 322 SCARMAK BUSINESS PLC TOUR OPERATION & TRAVEL AGENT A.A 323 SEARCH TOUR AND TRAVEL P.L.C TOUR OPERATION OROMIA 324 SEE MORE ETHIOPIA TOUOR AND TRAVEL TOUR OPERATION AND TRAVEL A.A AGENT 325 SELAM INTERNATIONAL TRAVEL & TOURIST AGENCY TOUR OPERATION A.A 326 SELOHOME TOUR & TRAVEL P.L.C TOUR OPERATION A.A 327 SENAIT ETHIOPIA TOURS TOUR OPERATION A.A 328 SENTAYEHU TEKALEGN TOUR OPERATION A.A 329 SERENE CAR RENT TOUR AND TRAVEL AGENT TOUR OPERATION A.A 330 SHANGRELA ETHIOPIAN TOURS P.L.C TOUR OPEATION A.A 331 SHARYEM TOURS TOUR OPERATION A.A 332 SHEGAW ENGNERING PLC TOUR OPERATION A.A 333 SHIELD & SPEAR INTERNATIONAL SAFARI TOUR OPERATION A.A 334 SIMBA TOURS ETHIOPIA TOUR OPERATION A.A 335 SINOT TOUR & TRAVEL OPERATION SAFRIS & SIGHTSEEING BOT TOURS A.A 336 SKY LIMIT INTERNATIONAL BUSINESS PLC TOUR OPERATION A.A 337 SMILING ETHIOPIA TRAVEL & TOURS P.L.C TOUR & TRAVEL AGENCY A.A 338 SOF OMAR TOUR & TRAVEL P.L.C TOUR OPERATION A.A 339 SOLOMON BERHE TOURS TOUR OPERATORS AND TRAVEL A.A AGENTS 340 SOSENA KASSHUN TASSEW TOUR& TRAVEL AGENTS A.A 341 SOURCE AWASH INTERNATIONAL BUSINESS P.L.C TOUR OPERATORS A.A 342 SPHERE TOUR TRAVEL TOUR OPERATION & TRAVEL AGENT A.A 343 SPLIENDER ETHIOPIA TOURS P.L.C TOUR OPERATION AND TRAVEL A.A AGENT 344 STERLING TRADING P.L.C TOUR & TRAVEL AGENT A.A 345 STUNNING ETHIOPIA TOURS TOUR OPERATION A.A 346 SUBA TOUR AND TRAVEL AGENT TOUR OPERATION A.A 347 DISCOVER ETHIOPIA TOUR TOUR OPERATION A.A 348 SUNRISE TRAVEL & TOUR AGENCY TOUR OPERATIONA AND TRAVEL A.A AGENT 349 SUNTREK ETHIOPIA TOURS TOUR & TRAVEL SERVICE A.A 350 T D S INTERNATIONAL TRADING P.L.C TOUR OPERATION A.A 351 T.S.A TOUR AND TRAVEL P.L.C TOUR OPERATORS A.A 352 T.T.C TRAVEL & TOURS TOUR OPERATORS AND TRAVEL A.A AGENTS 353 T.TAM TRAVEL TOURS P.L.C TOUR AND TRAVEL AGENT A.A 354 TABOR DENAKIL TOUR P.L.C TOUR OPERTION & TRAVEL AGENT A.A 355 TAG TOUR AND TRAVEL AGENT P.L.C TOUR OPERATION & TRAVEL AGENT A.A 356 TAITU TOURS& TRAVEL P.L.C TOUR OPERATION & TRAVEL P.L.C A.A

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357 TAMBEK INTERNATIONAL PLC TOUR OPERATION A.A 358 TAMRAT DEMENA TOUR OPERATION TOUR & TRAVEL AGENT A.A 359 TATU TOUR AND CAR RENT TOUR OPERATION AND TRAVEL A.A AGENT 360 TAYE SHEMELESE TOUR & TRAVEL TOUR OPERATION A.A 361 TEDY TOUR AND TRAVEL SERVICE P.L.C TOUR OPRATION A.A 362 TEHI TRADING PLC TOUR OPERATION & TRAVEL AGENT A.A 363 TEK TOURS TOUR OPERATION A.A 364 TEMA TOUR ETHIOPIA TOUR OPERATION A.A 365 TEREFE GETACHEW TOUR AND TRAVEL TOUR OPERATION A.A 366 TERRA INCOGNIT TOUR OPERATION TOUR OPERATION A.A 367 TESFA TOURS TOUR OPERATION AND TRAVEL A.A AGENT 368 THE EXPRESS TRAVEL GROUP TOUR OPERATION A.A 369 THE SHEFFIELD CARTAGE TOUR OPERATION A.A 370 TIMELESS ETHIOPIA TOURING P.L.C TOUR OPERATION A.A 371 TIYAW TOUR AND TRAVEL AGENT TOUR OPERATION A.A 372 TIZEZ HAILE TOUR AND TRAVEL TOUR OPERATION A.A 373 TREK IN ETHIOPIA TOUR PLC TOUR OPERATION A.A 374 TUTU FELA TOURS TOUR OPERATION A.A 375 UNCOVERED ETHIOPIA TOUR TOUR OPERATION AMARA 376 VANTAGE TRAVEL &TOUR SERVICE TOUR OPERATION A.A 377 VERONICA HOTEL AND TOUR TOUR OPERATION A.A 378 VILLAGE ETHIOPIA P.L.C TOUR OPERATION&TRAVEL AGENT A.A 379 VIVA ETHIOPIA TOUR OPERATION TOUR OPERATION A.A 380 WABI TOUR, TRAVEL AGENT AND CAR RENT TOUR OPERATION A.A 381 WALK IN ETHIOPIA TOUR TRAVEL & CAR RENTAL TOUR OPERATION A.A 382 WENZDAR TOUR OPERATION TOUR, TRAVEL AND CAR RENT A.A 383 WISE TOUR OPERATION TOUR OPERATION A.A 384 WOLDELUL TRAVEL AND TOUR P.L.C TOUR OPERATORS A.A 385 WONDU TOURS ENTERPRISE TOUR OPERATION A.A 386 WORLD TRAVEL & TOUR OPERATION TOUR AND TRAVEL AGENT A.A 387 WOSEN TOUR OPERATION TOUR OPERATION A.A 388 WUDNESH ETHIOPIA TOUR AND TRAVEL AGENT TRAVEL AND TOUR OPERATION A.A 389 WUHA COMMERICIAL P.L.C TOUR OPERATION A.A 390 YAFE TOUR CAR RENT P.L.C TOUR AND TRAVEL AGENT A.A 391 YAHWEH NISSI TOUR OPERATION TOUR OPERATION A.A 392 YAMA ETHIOPIA TOURS.P.L.C TOUR OPERATORS & TRAVEL A.A AGENTS 393 YARED TOUR AND TRAVEL P.L.C TOUR OPERATION OROMIA 394 YEABZER ESAYAS TRADING TOUR OPERATION A.A 395 YEYOUSH TOUR OPERATION TOUR OPERATION AND TRAVEL A.A AGENTS 396 YOD ABISSINIA TOUR & TRAVEL TOUR AND TRAVEL AGENT A.A

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397 YOEL P.L.C TOUR OPERATION A.A 398 YOSTINA ETHIOPIA TOUR AND TRAVEL TOUR & TRAVEL AGENT A.A 399 YUMO TOURS P.L.C TOUR OPERATION & TRAVEL AGENT A.A 400 ZAB TOURS ETHIOPIA TOUR OPERATION A.A 401 ZAGWE TOUR & TRAVEL AGENCY TOUR OPERATION A.A 402 ZERSI ETHIOPIA TOUR TRAVE TOUR OPERATION A.A 403 ZEST TOUR TRAVEL P.L.C TOUR OPERATION & TRAVEL AGNET A.A 404 ZEYLA TOUR OPERATION TOUR OPERATORS A.A 405 ZOZ ETHIOPIA TOUR OPERATION TOUR OPERATION & TRAVEL AGENT A.A 406 SANTTI ADVENTURETOUR OPERATION TOUR OPERATORS AND TRAVEL A.A AGENTS 407 SOFAS TOUR TOUR OPERATION A.A 408 LIBAHI HUNTING & PHOTO SAFARI TOUR OPERATION AND TRAVEL A.A AGENT 409 ASOL ETHIOPIA TOUR TOUR OPERATION A.A 410 ANINI TOUR OPERATION ETHIOPIA(NR/07) TOUR OPERATION A.A 411 MANER TOUR & CAR RENT PLC TOUR OPERATION A.A 412 SACRID TOUR& CAR RENT TOUR OPERATION A.A 413 TRINITY ETHIOPIA TOURS PLC TOUR OPERATION A.A 414 BETTAS INDUSTRY PLC A.A 415 J.M TOUR OPERATION TOUR OPERATION & TRAVEL AGENT A.A 416 CHAPTER TOUR OPERATION TOUR OPERATION A.A 417 ABACA TOURS PLC TOUR OPERATION A.A 418 OLAKALA ETHIOPIAN TOUR & TRAVEL TOUR OPERATION A.A 419 M.J TOUR OPERATION& TRAVEL AGENT TOUR OPERATION A.A 420 DASHEN TOURS TOUR OPERATION A.A 421 AYNALEM TOUR OPERATION TOUR & CAR RENT A.A 422 DREAMLAND ETHIOPIA TOURS AND CAR RENT TOUR & CAR RENT A.A 423 MONPAYS TOUR TOUR OPERATION A.A` 424 MIKLIT ETHIOPIA TOURS TOUR OPERATION A.A 425 SAFARI ETHIOPIA TOURS TOUR OPERATION A.A 426 CRUISE TOUR AND TRAVEL PLC TOUR OPERATION& TRAVEL AGENT A.A 427 STONE AGE TOUR & TRAVEL AGENCY P.L.C TOUR OPERATION A.A 428 SUNNY THIRTEEN TOURS&TRAVEL PLC TOUR OPERATION A.A 429 EASTERN TOUR AND TRAVEL P.L.C TOUR OPERATION A.A 430 MARDA TOUR & TRAVEL P.L.C TOUR OPERATION A.A 431 HOLYLAND TOUR & TRAVEL TOUR OPERATION A.A 432 KURAT ETHIOPIA TOUR AND TRAVEL TOUR OPERATION A.A 433 TRAVEL ETHIOPA P.L.C TOUR OPERATION & TRAVEL AMHARA AGENCY 434 ABYSSINIA BALLOONING P.L.C TOUR OPERATION A.A 435 SUNNY LAND ETHIOPIA TOURS & TRAVEL AGENT TOUR OPERATION A.A 436 EQUATOR TOUR AND TRAVEL TOUR OPERATION A.A 437 HEIMAT TOURS ETHIOPIA TOUR OPERATION A.A

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438 AFRICA AMAZING TRAVEL TOUR LOGE P.L.C TOUR OPERATION A.A 439 ELDA TOUR AND TRAVEL AGENCY P.L.C TOUR OPERATION A.A 440 GREENFIELDS P.L.C TOUR OPERATION A.A 441 NIGHTJAR TOUR P.L.C TOUR OPERATION A.A 442 TROPICAL TOURS TOUR OPERATION D.DAWA 443 PANAROMIC ETHIOPIA TOUR OPERATION P.L.C TOUR OPERATION A.A 444 K.K.S TRADING P.L.C TOUR OPERATION A.A 445 APCO P.L.C TOUR OPRERATION OROMIA 446 PRESS ETHIOPIA TOUR & CAR RENT SUPPORTING TRAVEL AGENCIES A.A 447 GRAND EAST AFRICA ECO TOURS TOUR OPERATION & TRAVEL AGENT A.A 448 CHILALO TOUR & TRAVEL SERVICE P.L.C TOUR OPERATORS & TRAVEL A.A AGENTS 449 DAEZ TRAVEL & TOUR AGENT P.L.C TOUR AND TRAVEL AGENTS A.A 450 SYCAMORE TREE ETHIOPIA TOURS& TRAVEL P.L.C TOUR OPERATION TIGRAY 451 ZAWRA TOUR & TRAVEL TOUR OPERATION A.A 452 SOURCE ETHIOPIA TOURS P.L.C TOUR OPERATION A.A 453 RIMON GENERAL TRADING P.L.C TOUR OPERATION & TRAVEL A.A AGENCY 454 KOREB TOUR & TRAVEL SERVICE P.L.C SAFARIS AND SIGHTSEEING BUS A.A TOURS 455 ONE WORLD TOURS P.L.C TOOUR & TRAVEL AGENT A.A 456 BASE ETHIOPIA INTERNATIONAL TOUR& TRAVEL P.L.C TOUR OPERATION A.A 457 HANIEL GENERAL TRADING P.L.C TOUR OPERATION A.A 458 YEABAY TOUR & CAR RENT TOUR OPERATION A.A 459 BRUDER TRADING P.L.C TOUR OPERATION A.A 460 ESCAPE TOUR ADMASIE TOUR OPERATION A.A 461 BILILE TRAVEL AGENT AND TOUR OPERATION P.L.C TOUR OPERATORS & TRAVEL A.A AGENTS 462 GYOSLAND INDUSTRIAL P.L.C TOUR OPERATORS AND TRAVEL A.A AGENTS 463 ECOLOGICAL PRODUCTS OF ETHIOPIA P.L.C TOUR OPERATION A.A 464 GERYA TOUR AND TRAVEL P.L.C TOPUR OPERATION A.A 465 VISIT ETHIOPIA TRAVEL TOUR OPERATION & TRAVEL A.A AGENCY P.L.C 466 FIRST TOUR OPERATORS AND TRAVEL AGENTS TOUR OPERATION A.A 467 ENDAY TOUR &TRAVEL P.L.C TOUR OPERATION A.A 468 WILD EXPEDITIONS TOUR P.L.C TOUR OPERATION A.A 469 TONREVE TOUR AND TRAVEL AGENCY P.L.C TOUR OPERATION OROMIA

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