The Impact of Political Unrest on Tourism Marketing Performance: The Case of Selected Tour Operators

Abstract

Given that peace and stability is the major requirement for tourism development of a country aside from the availability of tourist destinations and infrastructure, tourists require peaceful environment on their destination areas for their visit to happen well. By taking the case of tour operators functioning in Ethiopia, this thesis assesses the impacts of political instability on Ethiopia’s tourism market performance. The thesis contemplates for assessment the country’s overall tourism market during three years period of political unrests that happened in Ethiopia from around end of 2015 until 2018. This study applied quantitative research approach and data was collected by various means with strict procedure. Secondary data supplemented by primary data using questionnaire was collected and used for the analysis. A total of 100 tour operators showed interest to be participated in the questionnaire of which 96 have participated, and only the responses of 93 participants were eligible for the analysis. Determining factors such as civil disobedience, state of emergency, unrest and safety concerns on the tourists were all taken into consideration on the questionnaire and adequate responses were given that have been analyzed on SPSS version 20. As per the findings, all the four tourism market affecting factors have been shown to have a negative influence on tourism market. And on overall conclusion of the research negative influence on tourism have been shown by the various variables (civil disobedience, state of emergency, unrests and inconveniences regarding safety of tourists).