FACTORS AFFECTING THE TOURISM MARKET: CASE OF ADDIS ABABA

Abstract

The main aim of this study is to asses factors affecting the tourism market of Addis Ababa. To arrive at sound conclusion, the study employed a qualitative research approach and has explorative research design. The research gathered data from primary and secondary sources. Primary data were collected by conducting semi- structured interviews with twenty one respondents and they are high- level executives such as hotel managers, tour and travel agents, and professional tourism consultants. Lastly data was analyzed in narrative and argumentative essay form. It was found that the tourism market of Addis Ababa is affected by numerous forces in its environment; one factor is the political crises which are happening in different regions of Ethiopia. The political unrest in Ethiopia creates a negative image on tourist’s perception. The study also revealed that the host country’s image significantly impacts tourists’ decision-making on choosing their destination. It was recommended that keeping the political stability of a country is vital for tourism activities. Again the government and public have to work together to secure peace and political stability in their country. There has to be a fair distribution of tourism revenue and also the government has to support this sector since tourism marketing process costs huge budget.