EFFECT OF TOURISM INFRASTRUCTURE ON DESTINATION IMAGE: THE CASE OF ETHIOPIAN TOURISM

Abstract

The purpose of the study was to investigate the effect of infrastructure on destination image in Ethiopian tourism. In undertaking the study causal descriptive survey method was used. 120 tourists have participated in this study. The list of tourists' email addresses were found from tour organizations. Then, the samples were taken using systematic random sampling method. At the last questionnaire was distributed to each sample through online and turned back to the researcher. Descriptive and inferential statistics were applied for data analysis. The results of the data analysis were presented using frequency, percentage, mean, standard deviation, t-test and Spearman Correlation Coefficient to see the relationship of the independent variables with the dependent variable. Ethiopia is the most attractive country for foreign tourists. Ethiopia has many natural, cultural, special and nightlife attractions which motivated tourists to visit the country. However, the country has problems in accessibility, accommodation and amenity which are the main effects of destination image. The protracted bureaucracy to get visa, inconvenient time to reach in the destinations, lack of clear signposts, lack of variety selection of accommodation, inconvenient accommodation, poor services, limitation to provide facilities to different groups, lack of providing heterogeneity in one place, limited shopping activities and limited network are problems in the Ethiopian tourism destination image. Therefore, the Ethiopian government should reform the accessibility, accommodation and amenity of the tourism sector in order to enhance the tourism destination image.