“The Effect of Marketing Strategy on Tourist’s Destinatin Choice the Caes of Bahir Dar City”

ABAY, ERMIAS

dc.contributor.author	ABAY, ERMIAS
dc.date.accessioned	2001-01-07T19:29:22Z
dc.date.available	2001-01-07T19:29:22Z
dc.date.issued	2023-06
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/16972
dc.description.abstract	Managing and marketing destinations is challenging because of the variety of stakeholders involved in the development and production of tourism products. Marketing should ensure alignment of aims of various stakeholders on tourist destination on its long-term attraction and competitiveness. The Ethiopian tourist destinations have become less competitive due to improper marketing strategies. However, understating how different marketing strategies affect tourist destinations choice is still limited in Ethiopia particularly in Bahir Dar. Moreover, many researchers argue that management in the tourist industry is not aware of the various marketing strategies provided by various tourist firms to enable them select their destinations. The main objective of the study was to assess the effect of marketing strategy on tourist’s destination choice in Bahir Dar city and investigate how price, promotion, product and place influence tourist’s destination choice. A quantitative study was employed with descriptive and explanatory design. A survey method was used to collect the data from respondents by using convenience sampling techniques. A sample of 385 was taken and analyzed by descriptive and inferential statistical techniques. Correlation analysis and multiple regressions were used to examine the relationship and to identify the effect of explanatory variables on tourist’s destination choice. The regression analysis confirms that 66% of the explored variables explained the dependent variables. The findings revealed that price, promotion, product and place has a statistically and positive effect on tourists destination choice. The study recommends that the tourism sector (stakeholders) should concentrate on those four determinant factors that have greatest influence on tourist destination choice and more focus on marketing strategy.	en_US
dc.language.iso	en_US	en_US
dc.subject	Marketing Management	en_US
dc.title	“The Effect of Marketing Strategy on Tourist’s Destinatin Choice the Caes of Bahir Dar City”	en_US
dc.type	Thesis	en_US