Assessing The Perceptions And Challenges Of The New Ethiopian Tourism Brand Ethiopia Land Of Origins For Country Branding

This research concentrates on the fact that the new Ethiopia tourism brand “Ethiopia: land ofrnorigins” can enhance the performance of tourism in the country. This study offers an originalrninsight into branding as a tool to enhance tourism performance through image analysis. Thisrnresearch focuses on the importance of these dimensions (the new tourism brand awarenessrncompare to the previous tourism brand and other African Tourism brands to enhance thernperformance of the tourism sector in Ethiopia) on stakeholder’s perceptions, challenges and theirrncontribution to promote the new Tourism brand. However, this research was aimed assessing thernperception, challenges and collaboration among tourism stakeholders in Addis Ababa inrnpromoting the new tourism brand of Ethiopia. And to find out how the tourism brand “Ethiopia:rnland of origins” affects the tourism industry and investigate the role and collaboration. A semirnstructured questionnaire and in-depth interview was conducted to provide answers to researchrnquestions. In this study, 384 questionnaires were distributed, and 373 returned. The scope of thernresearch was based on the assumption that all tourists of national museum, promotional activitiesrnand contribution of the new Ethiopian tourism brand in enhancing performance of tourism sectorrnin Ethiopia. Despite the academic attention to branding in Tourism, there seems to be no clearrnpath for authorities to follow in establishing their marketing strategic plan for branding,rnstakeholder’s effort to promote the new tourism and Ethiopia as a tourist destination, there successrnof promotional strategies in their department activities to enhance institutional capacity forrnpromotion with progress in attractive foreign tourist. A comprehensive research framework withrnboth qualitative and quantitative methods was used to suggest and assess these new brandrnelements, meanings, and assets for both supply and demand sides of the market. In conclusion, thernresearch findings indicate that the new brand “Ethiopia: land of origins” has a significant positiverneffect on Tourism Performance in Ethiopia. However, as the study reveals that differentrnstakeholders who are involved in Tourism to promote the new brand and Ethiopia as a TouristrnDestination are not working together to achieve their common goals.

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