| 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 |
