Factors Affecting Tourism Marketing Demand: Evidence from Ethiopia Wildlife Conservation Authority and Bale Mountain National Parko in Ethiopia

Abstract

The study was conducted to assess the Factors Affecting Tourism Marketing Demand in the case of Bale Mountain National Park. The main objective of the study is investigating factors affecting tourism marketing demand: the case of Bale mountain national park. The sample respondents were selected using Convenience sampling technique from non probability sampling. For the sake of achieving the objectives of this study, administered schedule were analyzed using statistical analysis both descriptive and inferential analysis. The information gathered through schedule from a sample of 220 tourists (domestic and international) and structured interviews were conducted with 8 workers of the park and analyzed using descriptive narrations. Regression and correlation analyses are also applied for the study. The findings indicate that poor image creation, lack of proper promotion of tourist attraction, inadequate infrastructure to and inside the destination, problem of safety and security, political risk, and seasonality nature of tourism demand are factors influencing tourism marketing demand. Based on findings, improving tourism infrastructure, Building institutional capacity and developing community based ecotourism are some of the recommendation forwarded.