ASSESSING THE IMPACT OF PROMOTIONAL MIXES ON SALES PERFORMANCE OF TOUR OPERATORS IN ADDIS ABABA

Abstract

This study was conducted under the title “Assessing the impact of promotional mixes on sales performance of tour operators in Addis Abeba". The main objective of study is to assess the impact of promotional practices on the sales performance of tour operators. The study portrayed the impact of promotional mixes on sales performance of tour operators found in Addis Abeba. The study employed both qualitative and quantitative research methods. The main source of primary data in the study is tour and travel operators. Structured and unstructured questionnaires were used to collect data from the selected tour and travel operators of Addis Abeba. The target population of the study is 181 tour operators which are found in Addis Ababa and those 181 respondents were selected based on convenience sampling method. One person from each selected tour and travel operators filled the questionnaires based on the experience and knowledge in the area. Among the findings, it was revealed that the mixes of the promotional elements have influence on sales performance of tour operators with a varying degree. It is recommended to customize promotion strategy and program that consists proper mixes of promotional elements to enhance the sales performance of tour and travel operators. Accordingly the study found out that Advertising, direct marketing and personal selling activities affecting sales performance of tour operators, while public relation do not affect sales performance of tour operators