ASSESSING THE PROMOTIONAL PRACTICES OF TOUR & TRAVEL OPERATORS IN ADDIS ABABA

Abstract

This study was conducted under the title “assessing the promotional practice of tour and travel operators in Addis Ababa” The main objective of the study is to examine whether the mix of the promotion elements have been applied effectively by Tour and travel operators. The study is descriptive in its nature and employed both qualitative and quantitative research methods. The main sources of primary data in the study were Tour and travel operators. Questionnaires were used to collect data which was then coded and analyzed using descriptive statistics. The target population of the study was composed of 300 Tour and travel operators which are found in Addis Ababa and 171 respondents properly completed questionnaires. 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 are important means of communication with international tourists. Though they are not yet effectively combined to use them, the reason could be due to limited tourism product development, high package price for the existing product, poor promotional strategy and program, lack of attention and knowledge on tourism marketing and promotion strategy and limited integration among Tour and travel operators. It is recommended to customize promotion strategy and program that consists proper mixes of promotional elements to attract more tourists that best suits to tourism resources of the country.