FACTORS AFFECTING DESTINATION IMAGE IN CASE OF ADDIS ABABA SELECTED TOURIST DESTINATION PLACES

Abstract

This study designed to investigate factors affecting destination image in case of Addis Ababa selected tourist destination place. Specifically, on Entoto and sheger parks, to indicate how destination image evaluated by local tourists in terms of infrastructure, peace and security, tangibility and heritage and to examine to what extent these factors influenced the destination image. In order to achieve its objectives, the study gathered data from 200 local tourists in Addis Ababa newly opened Entoto and Sheger Parks from March 01 to May 31, 2021 Gregorian calendar through open and close-ended questionnaires. The data were analyzed through help of statistical package for social science. The findings revealed that the destination image exceeds well in peace and security, tangibility, infrastructure. On contrary the city in some area, achieve good results such as, on the dimension of cultural activities. The study also indicated that researcher found out that not all of the marketing & brand dimensions have positive effects on destination image. In addition, the result of the study discovered that peace and security is the most important factor and have positive and significant effect on destination image, followed by infrastructure and tangibility. On the other hand, heritage have insignificant effect on destination image.