Pub Date : 2022-02-28DOI: 10.46222/ajhtl.19770720.228
E. Nwankwo, J. Ejikeme, Rosemary Obi, Calistus Odionu
This study investigated the potentialities of rural sports (with emphasis on the popular yuletide sporting events) with regard to sports tourism development in rural communities of Southeast Nigeria. Four paradigms (perceptions, arrivals, impacts and safety issues) were used for this investigation. However, ten rural communities with a history of such events were conveniently sampled from the five states of the region in Nigeria. Yaro Yemene’s formula aided the sampling of 400 respondents for the distribution of semi-structured questionnaires. In addition, cluster and purposive sampling techniques were further used to select forty key informants for the study. Chi Square and descriptive statistics were used in the analysis of data. The result of the study shows that this yuletide sporting event has potentialities to enhance sports tourism development in the rural areas judging from the information from the four paradigms. The implication of the study is that it has opened another self-development option for rural communities in Nigeria. This study has contributed to responsive rural development in traditional African communities through the opportunities of local sports.
{"title":"Investigating Sporting Event as a Self-development Option Through Rural Tourism Development in Southeast, Nigeria","authors":"E. Nwankwo, J. Ejikeme, Rosemary Obi, Calistus Odionu","doi":"10.46222/ajhtl.19770720.228","DOIUrl":"https://doi.org/10.46222/ajhtl.19770720.228","url":null,"abstract":"This study investigated the potentialities of rural sports (with emphasis on the popular yuletide sporting events) with regard to sports tourism development in rural communities of Southeast Nigeria. Four paradigms (perceptions, arrivals, impacts and safety issues) were used for this investigation. However, ten rural communities with a history of such events were conveniently sampled from the five states of the region in Nigeria. Yaro Yemene’s formula aided the sampling of 400 respondents for the distribution of semi-structured questionnaires. In addition, cluster and purposive sampling techniques were further used to select forty key informants for the study. Chi Square and descriptive statistics were used in the analysis of data. The result of the study shows that this yuletide sporting event has potentialities to enhance sports tourism development in the rural areas judging from the information from the four paradigms. The implication of the study is that it has opened another self-development option for rural communities in Nigeria. This study has contributed to responsive rural development in traditional African communities through the opportunities of local sports.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48369545","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-28DOI: 10.46222/ajhtl.19770720.229
M. Mosia, K. Dube, V. Labuschagne
This study examines visitors' perception of the impact of climate variability and change on national botanical gardens in Gauteng, South Africa. The study used data from field observations and an online questionnaire that gathered views of 324 botanical garden visitors at Walter Sisulu and Pretoria Botanical Gardens. Data were analysed using QuestionPro Analysis tools. The study found that botanical garden visitors are apprehensive about climate variability and change impacts on picnicking, bird watching, flowering patterns, walking trails and waterfalls viewing experiences, among other activities. More than half of the respondents indicated that climatic patterns play a critical role in their decision to visit the botanical gardens. Most visitors (75%) perceived that weather events induced by climate variability and change threaten botanical gardens, with drought, flooding and extreme storms singled out as some of the most significant climatic threats to botanical gardens. The study recommends that botanical gardens management streamline climate change in their medium to long-term planning to ensure climate resilience and adaptation. This calls for the implementation of mitigation and adaptation strategies to reduce the impacts of climate variability on the recreational experience in botanical gardens.
{"title":"Tourist Perceptions of the Impacts of Climate Variability and Change on Botanical Gardens","authors":"M. Mosia, K. Dube, V. Labuschagne","doi":"10.46222/ajhtl.19770720.229","DOIUrl":"https://doi.org/10.46222/ajhtl.19770720.229","url":null,"abstract":"This study examines visitors' perception of the impact of climate variability and change on national botanical gardens in Gauteng, South Africa. The study used data from field observations and an online questionnaire that gathered views of 324 botanical garden visitors at Walter Sisulu and Pretoria Botanical Gardens. Data were analysed using QuestionPro Analysis tools. The study found that botanical garden visitors are apprehensive about climate variability and change impacts on picnicking, bird watching, flowering patterns, walking trails and waterfalls viewing experiences, among other activities. More than half of the respondents indicated that climatic patterns play a critical role in their decision to visit the botanical gardens. Most visitors (75%) perceived that weather events induced by climate variability and change threaten botanical gardens, with drought, flooding and extreme storms singled out as some of the most significant climatic threats to botanical gardens. The study recommends that botanical gardens management streamline climate change in their medium to long-term planning to ensure climate resilience and adaptation. This calls for the implementation of mitigation and adaptation strategies to reduce the impacts of climate variability on the recreational experience in botanical gardens.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42272317","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-28DOI: 10.46222/ajhtl.19770720.217
Regis Musavengane
The Covid-19 virus has impacted the tourism sector heavily. The pandemic provided a fertile ground for politicians, development experts and individuals to ‘open’ up and share their emotions. In this article, discourse analysis is used to decipher the politicization of the COVID-19 Omicron variant and its impacts on the tourism Southern African tourism sector. Data is collected from the social media platforms, chiefly, Twitter. The approaches taken by countries that harshly banned travel to the Southern Africa have been described as Afrophobia, anti-scientific and fear and anti-development of the Southern African tourism sector. There is a general agreement among the voices of the participants that the strands of injustice and mistrust still exist among nations and politicians, a situation which is detrimental to tourism development.
{"title":"The Politicization of COVID-19 Omicron: Southern Africa Tourism Sector","authors":"Regis Musavengane","doi":"10.46222/ajhtl.19770720.217","DOIUrl":"https://doi.org/10.46222/ajhtl.19770720.217","url":null,"abstract":"The Covid-19 virus has impacted the tourism sector heavily. The pandemic provided a fertile ground for politicians, development experts and individuals to ‘open’ up and share their emotions. In this article, discourse analysis is used to decipher the politicization of the COVID-19 Omicron variant and its impacts on the tourism Southern African tourism sector. Data is collected from the social media platforms, chiefly, Twitter. The approaches taken by countries that harshly banned travel to the Southern Africa have been described as Afrophobia, anti-scientific and fear and anti-development of the Southern African tourism sector. There is a general agreement among the voices of the participants that the strands of injustice and mistrust still exist among nations and politicians, a situation which is detrimental to tourism development.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46462267","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-28DOI: 10.46222/ajhtl.19770720.208
W. Wessels, L. Tseane-Gumbi
This research aimed to identify urban tourism development challenges in Mahikeng. Using a quantitative research method, a self-administered questionnaire was developed and distributed online. A database consisting of active tourism product suppliers in Mahikeng, obtained from the Department of Economic Development, Environment, Conservation and Tourism (DEDECT) was used. Fifty-two completed questionnaires were returned out of 60. To reach the aim of this study, descriptive statistics and an exploratory factor analysis (EFA) were done, which yielded four factors: provincial-level management challenges, national-level management challenges, municipal-level management challenges, and private sector management challenges. There is a lack of coordination and planning among different departments of government, while the private sector is heavily relying on government support. Through these results, tourism product suppliers in Mahikeng can strive towards self-motivation and form tourism associations. Government can revisit their tourism strategic management objectives to overcome the identified challenges and, in turn, ensure sustainable urban tourism development in Mahikeng.
{"title":"Identifying Urban Tourism Development Challenges in Mahikeng","authors":"W. Wessels, L. Tseane-Gumbi","doi":"10.46222/ajhtl.19770720.208","DOIUrl":"https://doi.org/10.46222/ajhtl.19770720.208","url":null,"abstract":"This research aimed to identify urban tourism development challenges in Mahikeng. Using a quantitative research method, a self-administered questionnaire was developed and distributed online. A database consisting of active tourism product suppliers in Mahikeng, obtained from the Department of Economic Development, Environment, Conservation and Tourism (DEDECT) was used. Fifty-two completed questionnaires were returned out of 60. To reach the aim of this study, descriptive statistics and an exploratory factor analysis (EFA) were done, which yielded four factors: provincial-level management challenges, national-level management challenges, municipal-level management challenges, and private sector management challenges. There is a lack of coordination and planning among different departments of government, while the private sector is heavily relying on government support. Through these results, tourism product suppliers in Mahikeng can strive towards self-motivation and form tourism associations. Government can revisit their tourism strategic management objectives to overcome the identified challenges and, in turn, ensure sustainable urban tourism development in Mahikeng.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46588971","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-28DOI: 10.46222/ajhtl.19770720.227
O. Joseph, L. Ntombana, F. Sibanda
This study explored the factors, responsible for the exodus of Nigerians to India for medical tourism. We employed a qualitative approach and the information was retrieved from 50 participants, using an in-depth interview method. The study found factors that were responsible for this drive are as follows: Cheaper cost of treatments and procedures, referrals of doctors, aggressive marketing of agents, top-notch healthcare services, access to human organs, preference of treatment sponsors, assurance of visas, immediate healthcare services, the expertise of Indians in kidney transplant and quick turnaround time. This was the first qualitative study of its kind on the factors, responsible for the exodus of Nigerians to India for medical tourism, and it provides an insight into what the country stands to lose in terms of income. Additionally, emulating the success story of India may, in turn, assist in turning around the dwindling health system in Nigeria.
{"title":"Factors Influencing Outbound Medical Tourism: India as the Preferred Destination for Nigerians","authors":"O. Joseph, L. Ntombana, F. Sibanda","doi":"10.46222/ajhtl.19770720.227","DOIUrl":"https://doi.org/10.46222/ajhtl.19770720.227","url":null,"abstract":"This study explored the factors, responsible for the exodus of Nigerians to India for medical tourism. We employed a qualitative approach and the information was retrieved from 50 participants, using an in-depth interview method. The study found factors that were responsible for this drive are as follows: Cheaper cost of treatments and procedures, referrals of doctors, aggressive marketing of agents, top-notch healthcare services, access to human organs, preference of treatment sponsors, assurance of visas, immediate healthcare services, the expertise of Indians in kidney transplant and quick turnaround time. This was the first qualitative study of its kind on the factors, responsible for the exodus of Nigerians to India for medical tourism, and it provides an insight into what the country stands to lose in terms of income. Additionally, emulating the success story of India may, in turn, assist in turning around the dwindling health system in Nigeria.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49589480","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-28DOI: 10.46222/ajhtl.197707.00x
Meylani Tuti, Teguh Saputra
Digital marketing has become a mainstay for consumers to make purchases; one factor supporting it is that consumers can easily find information about the products. This research aimed to find out the influence of hedonic and utilitarianism on e-Loyalty through Trust. The population of this research is repeat guests who had reserved the hotel room more than twice. The analysis used descriptive and quantitative analysis by analyzing data using Structural Equation Modeling (SEM). The result of the research showed that Hedonic and Utilitarian have a significant influence on trust. Hedonic gives significant influence towards e-loyalty, whereas Utilitarian does not give significant influence towards e-loyalty. Finally, trust gives significant value to e-loyalty. Hedonic and Utilitarian give indirect influence to e-loyalty. Based on these findings, the writer provided critical managerial implications that the hotel should focus on the website's content to help consumers find the information quickly and make them enjoy and grow their willingness to book and stay at the hotel.
{"title":"Hotel Guest’s Main Preferences in Hotel Online Booking: Pleasure or Usability","authors":"Meylani Tuti, Teguh Saputra","doi":"10.46222/ajhtl.197707.00x","DOIUrl":"https://doi.org/10.46222/ajhtl.197707.00x","url":null,"abstract":"Digital marketing has become a mainstay for consumers to make purchases; one factor supporting it is that consumers can easily find information about the products. This research aimed to find out the influence of hedonic and utilitarianism on e-Loyalty through Trust. The population of this research is repeat guests who had reserved the hotel room more than twice. The analysis used descriptive and quantitative analysis by analyzing data using Structural Equation Modeling (SEM). The result of the research showed that Hedonic and Utilitarian have a significant influence on trust. Hedonic gives significant influence towards e-loyalty, whereas Utilitarian does not give significant influence towards e-loyalty. Finally, trust gives significant value to e-loyalty. Hedonic and Utilitarian give indirect influence to e-loyalty. Based on these findings, the writer provided critical managerial implications that the hotel should focus on the website's content to help consumers find the information quickly and make them enjoy and grow their willingness to book and stay at the hotel.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48873909","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-28DOI: 10.46222/ajhtl.19770720.223
S. Madila, M. Dida, S. Kaijage
The study analysed the current state of the adoption of social media analytics (SMA) technology and tools to tourism small and medium enterprises (SME) in Tanzania and to understand the factors which influence the adoption of SMA tools to tourism SMEs. SMA became the basic technology in understanding and getting insight into social media data. Tourism SMEs are among the users of social media platforms. The researcher carried out the survey in Arusha and Kilimanjaro regions to determine the current state of the adoption of SMA to tourism SMEs. The technology, organization and environment (TOE) framework has been used to determine the factors that contribute to the adoption of SMA. The study finding shows that many tourism SMEs are using social media in their business activities however the adoption of SMA is very low, majority of the SMA are not adopting and using SMA. Technology, organization and environmental factors seem to allow the adoption of SMA to tourism SMEs. The study contributes to the research body of knowledge on the current status of adoption of SMA to tourism SMEs and managerial contribution on the factors to determine when tourism SMEs wants to adopt SMA.
{"title":"Tourism SME’s Adoption of Social Media Analytics Tools and Technology","authors":"S. Madila, M. Dida, S. Kaijage","doi":"10.46222/ajhtl.19770720.223","DOIUrl":"https://doi.org/10.46222/ajhtl.19770720.223","url":null,"abstract":"The study analysed the current state of the adoption of social media analytics (SMA) technology and tools to tourism small and medium enterprises (SME) in Tanzania and to understand the factors which influence the adoption of SMA tools to tourism SMEs. SMA became the basic technology in understanding and getting insight into social media data. Tourism SMEs are among the users of social media platforms. The researcher carried out the survey in Arusha and Kilimanjaro regions to determine the current state of the adoption of SMA to tourism SMEs. The technology, organization and environment (TOE) framework has been used to determine the factors that contribute to the adoption of SMA. The study finding shows that many tourism SMEs are using social media in their business activities however the adoption of SMA is very low, majority of the SMA are not adopting and using SMA. Technology, organization and environmental factors seem to allow the adoption of SMA to tourism SMEs. The study contributes to the research body of knowledge on the current status of adoption of SMA to tourism SMEs and managerial contribution on the factors to determine when tourism SMEs wants to adopt SMA.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43931187","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-28DOI: 10.46222/ajhtl.19770720.225
Victoria Verkerk
At the end of 2019, a new crisis emerged in the world - COVID-19 - which literally devastated the tourism industry worldwide. In order to try to minimise the spread of COVID-19, the government implemented a strict national lockdown, but this unfortunately had a negative impact on many sectors within the tourism industry. In the light of this, many scholars argued that technology such as virtual reality (VR), would contribute to the recovery of tourism. This article considers this phenomenon by filling a gap in the literature regarding the role of VR in the tourism industry in the global South by focusing on South Africa. The key question that arises, namely can VR save tourism in South Africa in the wake of COVID-19? To address this question, the study uses three methodological approaches: case studies, a conceptual research method and open-ended interviews. The results from the study showed that VR offers tourism numerous benefits, but at the same time poses a threat to the industry. Despite this, the study concludes that VR cannot save the tourism industry in South Africa currently as it faces certain critical obstacles in this context.
{"title":"Virtual Reality: Saving Tourism in South Africa?","authors":"Victoria Verkerk","doi":"10.46222/ajhtl.19770720.225","DOIUrl":"https://doi.org/10.46222/ajhtl.19770720.225","url":null,"abstract":"At the end of 2019, a new crisis emerged in the world - COVID-19 - which literally devastated the tourism industry worldwide. In order to try to minimise the spread of COVID-19, the government implemented a strict national lockdown, but this unfortunately had a negative impact on many sectors within the tourism industry. In the light of this, many scholars argued that technology such as virtual reality (VR), would contribute to the recovery of tourism. This article considers this phenomenon by filling a gap in the literature regarding the role of VR in the tourism industry in the global South by focusing on South Africa. The key question that arises, namely can VR save tourism in South Africa in the wake of COVID-19? To address this question, the study uses three methodological approaches: case studies, a conceptual research method and open-ended interviews. The results from the study showed that VR offers tourism numerous benefits, but at the same time poses a threat to the industry. Despite this, the study concludes that VR cannot save the tourism industry in South Africa currently as it faces certain critical obstacles in this context.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44005520","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-28DOI: 10.46222/ajhtl.19770720.219
Mukhles M. Al-Ababneh, Firas J. Al-Shakhsheer, Mohammad Al-Badarneh, M. Masadeh
Although the importance of Total Quality Management (TQM) practices in improving hotel service performance is well known since it is a key to achieving service excellence, the role of TQM practices in improving service recovery performance through service innovation in service businesses has remained a relatively untapped research field. Thus, the purpose of the current study is to investigate the impacts of TQM practices on service recovery, as well as the mediating role of service innovation between TQM and service recovery. This study used a quantitative survey method, with data collected from a sample of 414 staff working at Jordan's five-star hotels using a questionnaire. The results indicated a significant positive effect of TQM on service innovation and service recovery, and that service innovation fully mediates the relationship between TQM and service recovery. The current study presents an innovative approach since it is one of the first and few research papers that provide empirical evidence for the mediating effect of service innovation between TQM and service recovery. This study contributes to the existing literature by examining the roles of TQM and service innovation in increasing service recovery performance, and it helps practitioners understand how TQM practices support service innovation and the latter’s role in improving service recovery performance.
{"title":"The Role of Total Quality Management Practices in Improving Service Recovery Performance through Service Innovation in Jordan’s Five-Star Hotels","authors":"Mukhles M. Al-Ababneh, Firas J. Al-Shakhsheer, Mohammad Al-Badarneh, M. Masadeh","doi":"10.46222/ajhtl.19770720.219","DOIUrl":"https://doi.org/10.46222/ajhtl.19770720.219","url":null,"abstract":"Although the importance of Total Quality Management (TQM) practices in improving hotel service performance is well known since it is a key to achieving service excellence, the role of TQM practices in improving service recovery performance through service innovation in service businesses has remained a relatively untapped research field. Thus, the purpose of the current study is to investigate the impacts of TQM practices on service recovery, as well as the mediating role of service innovation between TQM and service recovery. This study used a quantitative survey method, with data collected from a sample of 414 staff working at Jordan's five-star hotels using a questionnaire. The results indicated a significant positive effect of TQM on service innovation and service recovery, and that service innovation fully mediates the relationship between TQM and service recovery. The current study presents an innovative approach since it is one of the first and few research papers that provide empirical evidence for the mediating effect of service innovation between TQM and service recovery. This study contributes to the existing literature by examining the roles of TQM and service innovation in increasing service recovery performance, and it helps practitioners understand how TQM practices support service innovation and the latter’s role in improving service recovery performance.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41848014","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Tourism destinations these days focus on tourism development with little marketing attention. This study’s main aim is to assess destination marketing challenges and prospects in the Southern Ethiopian Route. The study employed a descriptive research design with a mixed research approach. Data were collected from tourists, culture/tourism experts, security personnel, road authorities and tourism businesses through questionnaires, interviews and FGD who were approached through convenience and purposive sampling techniques. The study revealed tourists are more impressed by cultural diversity which is a motivating factor, hospitality and natural attractions. Security, accessibility and quality of service are aspects tourists wouldn’t like to recommend. Furthermore, seasonality, cost of media and security threats are the main challenges faced by tourism businesses. Previous image, accessibility and security are challenges faced by DMO. The destination is lagging in marketing activities compared with its immense tourism potential. The study approaches destination marketing in a tourist route context, which makes it unique from previous enquiry attempts. Theoretical and practical implications are also forwarded.
{"title":"Tourism Destination Marketing Challenges and Prospects: The Case of the Southern Route of Ethiopia","authors":"Dagnachew Wegayehu Muluneh, Amare Yaekob Chiriko, Tadesse Taye","doi":"10.46222/ajhtl.19770720.226","DOIUrl":"https://doi.org/10.46222/ajhtl.19770720.226","url":null,"abstract":"Tourism destinations these days focus on tourism development with little marketing attention. This study’s main aim is to assess destination marketing challenges and prospects in the Southern Ethiopian Route. The study employed a descriptive research design with a mixed research approach. Data were collected from tourists, culture/tourism experts, security personnel, road authorities and tourism businesses through questionnaires, interviews and FGD who were approached through convenience and purposive sampling techniques. The study revealed tourists are more impressed by cultural diversity which is a motivating factor, hospitality and natural attractions. Security, accessibility and quality of service are aspects tourists wouldn’t like to recommend. Furthermore, seasonality, cost of media and security threats are the main challenges faced by tourism businesses. Previous image, accessibility and security are challenges faced by DMO. The destination is lagging in marketing activities compared with its immense tourism potential. The study approaches destination marketing in a tourist route context, which makes it unique from previous enquiry attempts. Theoretical and practical implications are also forwarded.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43763687","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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