Exploring City Branding Case Of Harar City Ethiopia

One of the key prerequisites for the success of cities is their overall image so called “cityrnbranding”. The perception of the city affects its attractiveness to tourists, foreign investors orrnpotential students. City Branding (CB) is a tool that assists to make a city widely recognized andrnthis thesis will explore CB at Harar. Therefore, it is crucial to find out the following: What arernthe actual practices of CB at Harar? What activities are doing Harar Culture Heritage andrnTourism Bureau (HCHTB) in relation to CB to attract tourists and investors? What are thernopportunities and challenges of HCHTB in relation to CB? rnThe goal of the thesis is to explore CB in Harar City to attract Tourists and Investors.The studyrnused both qualitative and quantitative research approach. It is mainly dependent on primaryrnsource of data in which open-ended and close-ended questionnaire was developed to get datarnfrom respondents. The study result grabbed from 49 questionnaires distributed for the tour guide,rnhotel owners and museum employees, one FGDs made with CBPs at HCHTB and sevenrninterviews data conducted with the target study area. To meet the research objective thernresearcher used all available data sources for quantitative method which are related to CBrnactivities to attract tourist and investment. Since this study explores about the practice of CB atrnHarar. In relation to the vision, strategies and communication level which is help for practicingrnCB in the city’s the study finding shows large percent of each question respondents have notrnpositive response in general. If this negative perception towards city’s future is influencernpracticing CB and attract tourists as well as investors. The actual practice lacks attention, lack ofrnlocal community fairly participation, unavailability of cognitive environment to attract touristsrnand investors, most of the city bureaus doesn’t have active communication tool. The onlyrnpositive result obtained from the study is the existence of giving opportunities for individuals,rnentrepreneurs to implement CB activities. At last, the student researcher believes the study wouldrngive a sight of facts about CB practice in Harar and help to point out the CB practice gap.

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