ADDIS ABABA UNIVERSITY COLLEGE OF DEVELOPMENT STUDIES CENTER FOR ENVIRONMENT AND DEVELOPMENT STUDIES DEPARTMENT OF TOURISM DEVELOPMENT AND MANAGEMENT Practice and Challenges of Promoting Major Tourism Destinations in Awi Administration Zone By Shewaye Sewnet Advisor: Desalegn Amsalu (PhD.) A Thesis Submitted to the Centre for Environment and Development Studies in Partial Fulfilment of the Requirements for the Degree of Master of Arts in Tourism Development and Management. Addis Ababa University Addis Ababa, Ethiopia June, 2019 Addis Ababa University College of Development Studies Centre for Environment and Development Studies This is to certify that the proposal prepared by Shewaye Sewnet entitled “ Practice and Challenges of Promoting Major Tourism Destinations in Awi Zone” submitted in partial fulfilment of the requirements for the Degree of Masters of Arts in Tourism Development and Management complies with the regulation of the University and meets the accepted standards with respect to originally and quality. Signed by Examining Committee Examiner_____________________________ Signature_____________ Date __________ Examiner______________________________ Signature_____________ Date __________ Advisor______________________________ Signature_____________ Date __________ DECLARATION I Shewaye Sewnet, hereby declare that this thesis is entitled “Practice and Challenges of Promoting Major Tourism Destinations in Awi Zone” is a product of my original research work. I seriously assert that this thesis is not submitted to many institutions anywhere for the award of any academic degree, diploma, or certificate. The assessments of the research participants have been duly acknowledged in this research. To the best of my knowledge, I have fully acknowledged the resources and pieces of information used in the study. All the research procedures do conform the expected standards and regulations of Addis Ababa University. Acknowledgements First of all, my admiration goes to the Almighty God for being the soul of my existence and for making me strong while doing this research. Next, to that, my genuine appreciation and gratitude go to my Advisor Dr. Desalegn Amsalu for his continuous follow-up, valuable and constructive advice. I have been lucky in receiving valuable and constructive advice from him. My next thank goes to my family especially my husband Dr. Mengistu Shiferaw for his encouragement and assistance throughout my thesis work. I am also indebted to my friends especially Meseret Tamir, Mulu Yirdaw, Shewangizaw Getachew and Muday Getachew, who were supporting and giving me useful comments for completion of this study. I would like to record my genuine thanks to all participants from Awi Zone Culture and Tourism Department and respective woreda offices and local destination managers who were willing to participate in my data collection in the fieldwork. i Table of Contents Acknowledgements ............................................................................................................................... i Table of Contents ………………………………………………………………………………………ii List of Tables ......................................................................................................................................... vi List of Figures ....................................................................................................................................... vii List of Acronyms ................................................................................................................................. viii List of Pictures ....................................................................................................................................... ix Abstract ................................................................................................................................................... x CHAPTER ONE ................................................................................................................................... 1 INTRODUCTION ................................................................................................................................. 1 1.1. Background of the Study ............................................................................................................. 1 1.2 Statement of the Problem .............................................................................................................. 3 1.3 Research Questions ....................................................................................................................... 4 1.4 Objectives of the Study ................................................................................................................. 5 1.4.1 The General Objective of the Study....................................................................................... 5 1.4.2 Specific Objectives of the Study ............................................................................................ 5 1.5 Significances of the Study ............................................................................................................ 5 1.6 Scope of the Study ........................................................................................................................ 6 1.7 Limitations of the study ................................................................................................................ 6 1.8 Organization of the Paper ............................................................................................................. 7 CHAPTER TWO .................................................................................................................................. 8 REVIEW OF RELATED LITERATURE .......................................................................................... 8 2.1 Definition of Terms ....................................................................................................................... 8 2.1.1 Promotion ............................................................................................................................... 8 2.1.2 Tourism ................................................................................................................................... 8 2.1.3 Destination .............................................................................................................................. 8 2.1.4 Destination Attractions ........................................................................................................... 8 2.1.5 Tourism Destination Promotion ............................................................................................. 9 2.2 Potential Tourism Destinations ..................................................................................................... 9 2.3 Benefit of Destination Promotion ................................................................................................. 9 2.4 Promotional Activities and Tools ............................................................................................... 12 ii 2.5 Ethiopian Tourism Development Policy and Marketing Strategy Review ................................. 14 2.6 Challenges of Destination Promotion ......................................................................................... 16 2.7 Conceptual Framework ............................................................................................................... 20 2.8 Empirical Literature .................................................................................................................... 21 CHAPTER THREE ............................................................................................................................ 25 RESEARCH METHODOLOGY ...................................................................................................... 25 3.1 Description of the Study Area ..................................................................................................... 25 3.2 Research Design .......................................................................................................................... 26 3.3 Sampling Method ........................................................................................................................ 27 3.4 Data sources and Data Collection Instruments ........................................................................... 27 3.4.1 Primary Data Collection ..................................................................................................... 27 3.4.1.1 Key Informant Knterview ........................................................................................... 27 3.4.1.2 Focus Group Descussion .............................................................................................. 29 3.4.1.3 Observation ................................................................................................................... 29 3.4.2 Review of Documents ........................................................................................................ 30 3.5 Research Participants, their Profile, and Selection Procedure .................................................... 30 3.6 Procedures of Data Collection .................................................................................................... 31 3.7 Validity ....................................................................................................................................... 32 3.8 Data Analysis Method ................................................................................................................