ASSESSMENT OF PROMOTIONAL MIXES PRACTICE OF TIGRAY TOURISM INDUSTRY, ETHIOPIA

Geo Journal of Tourism and Geosites

Demoz AREFAYNE¹  Leake LEGESSE²  Daniel ALEMSHET³ 

[1] Aksum University, Department of Management, Ethiopia, e-mail: [e-mail];Aksum University, Department of Marketing Management, Ethiopia, e-mail: [e-mail];Aksum University, Department of Tourism Management, Ethiopia, e-mail: daniofaxum@gmail. com;

关键词: tourism;    promotional mix;    marketing mixes;    tigray;    ethiopia;   

DOI  :  10.30892/gtg.362spl06-688

来源: DOAJ

【 摘 要 】

Tigray Regional State has significant tourism potentials. However, it is unable to exploit the existing tourism products using a promotional strategy. Therefore, the purpose of this study is to assess the promotional practice of the Tourism industry. This study applied a quantitative study design. The data was collected from 180 foreign and domestic tourists. The findings of the study indicated that Tigray tourism office frequently used television and radio promotional Media which are the most traditional, but infrequently used modern promotional tools (Websites, Short Mobile Messages (SMS), word of mouth, public relation). Sales Promotion and Public Relations mixes are mostly applied promotional elements in Tigray tourism sites.

【 授权许可】

Unknown