The Role Of Tour Operators In Ethiopian Tourism Development

If Ethiopia is to effectively exploit its great tourism potentials, it needs to have thernappropriate infrastructures and key enablers of the sector. Tour operating firms are keyrnplayers in the tourism sector. Recognizing this fact, this study is aimed at identifyingrnthe major roles played by tour operating flfms in Ethiopia, and their definingrncharacteristics such as their branch distribution, promotional methods they employ, thernskills and training of their personnel, and the level of involvement of localrncommunities in their operations. The survey used different instruments to collect datarnfrom a sample of 40 different tour operating finns in Addis Ababa. The surveyrnfindings indicate that tour operating finns are highly vertically integrated, have lowrnbranch distributions in tourist attraction sites, employ a few promotional media, andrninvolve local communities in some forms of tourism activities at tourist destinationrnsites. The sector is also characterized by lack of skilled man power and appropriaterninfrastructures.

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