DETERMINANTS OF EFFECTIVE TOURISM MARKETING PRACTICES: CASE OF ADDIS ABEBA CULTURE ARTS &TOURISM BUREAU

Abstract

Addis Ababa city is rich in various tourism resources that could attract tourists from different parts of the world. However, in the city tourism marketing does not meet the tourism potential in reality. The purpose of this study was to identify determinants of effective tourism marketing practices, case of Addis Ababa culture arts and tourism bureau. The study was descriptive and explanatory in design and a cross-sectional method with quantitative and qualitative research approaches. Questionnaires and key informant interviews were the main data gathering tools. Purposive sampling technique was used to select the target population and the census was to determine the sample size of the population. Data were analyzed using descriptive and inferential statistics (percentage, frequency, mean, standard deviation, sig, correlation and regression) through SPSS version 26. The study revealed that political stability, infrastructural facilities, stakeholder cooperation, promotion, economy, technology and human resources are the major determinants of tourism marketing in AACATB. Besides, practices of the bureau need focus on potential customers, TICs, digital marketing, knowing and advertising those attractions &destinations. Therefore, to market tourism effectively, the AACATB should develop TICs, work with stakeholders, promote where there is market using technological plat forms, hanging all with competent human resource