Tourism Marketing

Topics: Tourism, Marketing, World Tourism Organization Pages: 48 (26233 words) Published: October 21, 2014

ADDIS ABABA UNIVERSITY
School of Graduate Studies
College of Commerce
Department of Marketing Management
A Study on Marketing Strategy to Enhance Sustainable Tourism Development in Bahir Dar and its Environs By: Aschalew Adane
ID No: GSR/0641/04
Advisor: Getie Andualem (PHD)

Thesis Submitted To The School Of Graduate Studies Of Addis Ababa University In Partial Fulfillment Of The Requirements For The Award Of Degree Of Master of Arts In marketing management May, 2013

Addis Ababa, Ethiopia
ADDIS ABABA UNIVERSITY
School of Graduate Studies
College of commerce
Department of marketing management
A Study on marketing strategy to enhance sustainable tourism development in Bahir dar and its environs By: Aschalew Adane
ID No: GSR/0641/04
Approval of Board of Examiners
Name Signature Date _______________ ___________ ____________ Chairman, institute

Graduate committee
Getie Andualem (PHD) _______________ ____________ Advisor
_________________ _____________ _____________ Examiner
CERTIFICATE OF DECLARATION BY THE RESEARCHER
I, the undersigned, declare that this thesis entitled, “marketing strategy to enhance sustainable tourism development in Bahir dar and its environs” is my original work that has not been conducted or presented in any other educational institutes- Universities. To finish this thesis, the researcher used different materials and all sources of material used for the thesis have been duly acknowledged by him. Name: Aschalew Adane

ID No: GSR/0641/04
Signature: _____________
Date: ______________
This thesis has been submitted for examination with my approval as University advisor. Name: Getie Andualem Advisor.
Signature: ________________________
Date: _____________________
ACKNOWLEDGEMENT
I am very much indebted to my advisor Dr. Getie Andualem for his continues and regular support and follow up in conducting this thesis in addition to giving text books about tourism marketing that helped me to explore more about the issue. I would like to thank my friend, Yetnayet Getu, a lecturer in tourism at Bahir Dar University who helped me by providing all the necessary materials related to the title of the study. My deep thanks also goes to Tegegne, Gojam Tamene who made the copies of the questionnaire without a penny It gives me a great pleasure to take this special opportunity to express my heartfelt gratitude to Ato Tilahun of Amhara National Regional State Bureau of Culture, Tourism and Parks Development, Souvenir sellers in and around Bahir Dar, Hotel managers and travel agents in Bahir Dar, for their kindly cooperation in providing different information regarding the topics of this research. My classmates especially Belay Adissu (Marshal), Temesgen Yitbarek (Laligaw), Yibeltal Aschale (Barney), Gedamnesh Tesfaye (Dh), Meaza Getinet (woloye), Guday Abeje, and Leake Legesse (Tekeste) and the rest of my friends, I have no words to express my gratitude, respect and admiration for the person you are, and for the true friendship you showed me during these past years in my stay in Addis Ababa. Brhanu (dokle), woldebrehan (sobra), my neighbors, thank you for everything you did for me. Finally, I am very thankful to my entire family member for their love, continuous support and hospitality throughout the years, especially, my mother, Felekech Andualem, my father Adane Brhanu and my elder brother Endeshaw Adane without them I would not be where I am today. After all, The Almighty God arranged all of this. Table of Contents

Contents...

References: Horner, S. & Swarbrooke, J. (1996). Marketing Tourism, Hospitality, and Leisure in Europe.International Thomson Business Press. ISBN 0 412 62170 3; xxvi+702pp.
Robert, C., & Morrison, A. M. (2002). The Tourism system an introductory Text, third Edition. Iowa: kendall Hunt Publishing company.
World Bank
Mitchell et al. 2009. Enhancing private sector and community engagement in tourism services in Ethiopia. Overseas Development Institute 111 Westminster Bridge Road London SE1 7JD UK

David Weaver2006) Sustainable Tourism: Theory and Practice))
((Gianna Moscardo, 2008 Building community capacity for tourism development, School of Business James Cook University, Townsville Australia))
((Tourism and Sustainable Community Development, Greg Richards and Derek Hall, T2002.))
(Bill Ryan, Jim Bloms, Jim Hovland, David Scheler, 1999 , (Marketing Crafts and Other Products to Tourists north Central Regional Extension Publication)
Gianna Moscardo, 2008 Building community capacity for tourism development, School of Business James Cook University, Townsville Australia
(Coorong District Council & Limestone Coast Tourism, 2002,
Paul Fifield. (1994), Marketing strategy, Linacre House, Jordan Hill, Oxford,)
(A publication of the Center for Ecotourism and Sustainable Development undated)
(The International Centre for Responsible Tourism (Dr Harold Goodwin) and Scott Wilson Business Consultancy (Stuart Robson and Sam Higton), August 2004.)
( KOTLER andKELLER 2006) Marketing management 12 ed
.( Bryden, D.M., Westbrook, S.R., Burns, B., Taylor, W.A., and Anderson, S. 2010. Assessing the economic impacts of nature based tourism in Scotland Scottish Natural Heritage Commissioned Report No. 398.)
(Sheldon and Abenoja, 2001)
June 30, 2006
Private Sector Development
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