ENHANCEMENT OF TOURIST ATTRACTION SITES AND DEVELOPMENT OF TOURISM PRODUCTS final

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Abstract

The enhancement of tourist attraction sites, development of tourism products, and overall promotion in Dire Dawa are still in their early stages. Nevertheless, the region’s unexploited natural and historical attractions, along with improved infrastructure, services, and anticipated expansion of tourism offerings, present significant potential for sectoral growth, which could become a livelihood source for many residents.

To accomplish the office’s predefined objectives—which focus on upgrading existing attraction sites, boosting promotion, and advancing tourism products (including basic infrastructure for two rock art sites, restoring and expanding the Dire Dawa museum building, preserving selected built heritage, establishing a camel race center, improving tourist maps and websites, naming an avenue after the foreign community, and cataloging built heritage)—the office has prepared this project proposal. The aim is to gradually position the administration as the most visited destination in Eastern Ethiopia.

Titled **“THE TOURIST ATTRACTION SITE IMPROVEMENT AND TOURISM PRODUCT DEVELOPMENT IN DIRE DAWA ADMINISTRATION,”** the project comprises six sub-projects:
– Basic infrastructure development for two rock art sites
– Restoration and expansion of the Dire Dawa museum building
– Preservation and maintenance of selected built heritage with national and international significance
– Enhancement of existing tourist maps and websites
– Creation of a camel race center
– Naming an avenue after the foreign community
– Inventory of built heritage and capacity building

Each sub-project has distinct activities and goals. Together, their outcomes will establish a solid foundation for improving attraction sites and advancing tourism product development.

Key insights

• To accomplish the office’s predefined objectives—enhancing the condition of attraction sites, promoting them, and advancing tourism initiatives (such as building foundational infrastructure for two rock art sites, renovating and expanding the Dire Dawa museum, restoring and maintaining select built heritage structures, creating a camel race center, upgrading the existing tourist map and website, naming an avenue after the foreign community, and cataloging built heritage)—while steadily positioning the administration as the most frequented destination in Eastern Ethiopia, this project proposal has been prepared by the office.
• To establish a foundation for the ongoing planning of this event alongside other initiatives such as the business and cultural expo, on-sand sports competition, and to foster the steady growth of the event’s recognition both nationally and internationally, efforts include preparing a Standard Tourist Map highlighting key attractions within the Dire Dawa administration.

  With the tourist map and newly launched visitor guidebook now available on the main website of the Dire Culture and Tourism Office—a component of the project—beneficiaries and interested parties worldwide can effortlessly access relevant tourism information.

• Officials from Dire Dawa administration culture and tourism will gain hands-on experience in organizing camel race events and managing built heritage sites.
• The local community and other tourism stakeholders will recognize that enhancing and safeguarding access to tourist attraction sites in Dire Dawa is still in its early phases.
• Officials from the Dire Dawa administration’s tourism development and promotion core process, along with two senior members of the sport commission, will gain expertise in managing camel race events.

Relevant studies

This research aimed to explore the challenges and opportunities for tourism development in Hadiya Zone, specifically in east Badawacho Woreda. To accomplish this goal, both primary and secondary data were collected using qualitative and quantitative approaches. The study employed purposive and stratified simple random sampling methods to select 4 tourism sites and 100 sample households. Quantitative data was analyzed using frequency, percentage, and mean where applicable, while qualitative data helped validate and supplement the findings. The study assessed the tourism potential of the area, highlighting its capacity to foster industry growth.

Several challenges were identified, including inadequate visitor safety, underdeveloped infrastructure, low community awareness about tourism, insufficient tourism products, weak promotion and marketing, poor stakeholder collaboration, limited government and NGO involvement, a lack of training institutions, and minimal host community engagement. Conversely, opportunities such as the strategic location of sites, existing tourism potential, supportive tourism policies, and the hospitality of local residents were recognized as key drivers for success.

The findings and recommendations of the study provide insights into strengthening the capabilities of local authorities and stakeholders to advance the tourism sector in the region.

Science, Technology and Arts Research Journal, 2013

This research evaluates the opportunities and obstacles for tourism growth in Bahir Dar, Ethiopia, from the perspective of international visitors. The study focuses on attractions within and near Bahir Dar, including the Blue Nile Falls and the island monasteries of Lake Tana. Data was collected from 165 randomly selected international tourists using a structured questionnaire, supplemented by interviews with local industry professionals. Descriptive statistics were employed for data analysis.

Tourism in Ethiopia, including Bahir Dar, is expanding, though not at the anticipated pace. Of the foreign tourists visiting Bahir Dar, 60% are male. The destination appeals primarily to young and middle-aged travelers (72.72%), with minimal interest from children (3.66%) and families (5.46%). Most visitors originate from Europe (30.9%) and North America (27.27%). The internet (34%) and books (32%) serve as the main sources of travel information.

A notable characteristic of this destination is the high proportion of elderly tourists (21.31%) and repeat visitors (44.24%), reflecting its tourism potential and safe social setting. Lake Tana stands as the top attraction, with all tourists visiting by boat. It ranks as the highest priority for visitors, though tourist numbers decline significantly toward the lake’s remote areas. Only 12.73% of tourists visit Spot-II, ‘Zige Peninsula and Narga Salase Monastery’ on Daq Island, while just 5.45% reach Spot-III, ‘crossing the lake at Gorgora.’ Despite this, interest in deeper destinations remains strong.

A significant discrepancy exists between how tourist authorities promote sites and visitors’ actual preferences, as seen with the Blue Nile Falls and Traditional Orthodox Church School. The study suggests improving the accuracy and detail of online and print information. Tourism promotion strategies should align with tourists’ preferences to enhance engagement.

The study aims to identify Branding strategies for promoting Dire Dawa as an attractive tourist destination. A mixed-method approach was employed, collecting 345 usable samples through purposive sampling. Relevant data were gathered, presented, and analyzed using descriptive and inferential statistical methods. The findings indicate that the city’s image and perceptions are shaped more by word-of-mouth communication than by destination attributes or personal experiences. Additionally, the study reveals that the most critical factor influencing destination choice is the overall assurance of safety from physical harm. Key challenges in marketing Dire Dawa include insufficient efforts to refresh tourist perceptions, failure to segment the market, a lack of recreational spaces, and brand confusion with Harrar. Consequently, the administration should prioritize safety and revitalize the city’s brand by integrating strategies such as a flagship destination brand and slogan.

The tourism sector, as a vital component of the economy, must contribute significantly to fostering sustainable development in Ethiopia. Although Ethiopia boasts numerous tourist attractions, the nation has not fully capitalized on the potential of its tourism industry. Consequently, this study explored the challenges and opportunities within the tourism sector of Amhara National Regional State (ANRS), particularly focusing on its world heritage sites. A mixed-method research approach was adopted to achieve this objective. Primary and secondary data were gathered through focus group discussions (FGDs), semi-structured interviews, self-reported data, and document analysis. Thematic analysis revealed that the study areas are rich in cultural, historical, ecotourism, archaeological, and religious tourism assets. Additionally, the research highlighted the hospitality of the lo…

International Journal of Hospitality and Tourism Management, 2019

Tourism has become a powerful means for alleviating poverty. Ethiopia possesses significant tourism potential, including natural, man-made, historical, and cultural assets. The Gambella Region, situated in southwestern Ethiopia, stands as one of the country’s appealing tourism destinations. However, its tourism sector remains underdeveloped. Additionally, there has been little research on identifying growth opportunities. Therefore, this study aimed to explore avenues for advancing tourism development in the Region. Key informants from three zones, five regional offices, and thirteen woredas were deliberately chosen based on set criteria. In total, 103 key informants were interviewed, supplemented by field observations. Primary data was refined, sorted, structured, and input into SPSS version 20. Qualitative data underwent thematic analysis, while quantitative data was processed numerically. The study identified several opportunities to boost tourism in the Region, including hiring skilled personnel, forming local tour guide associations, collaborating with tour operators, creating guidebooks, establishing tourist information centers, improving promotion and marketing, updating information, upgrading infrastructure, and expanding accommodation services.

International Journal of Hospitality and Tourism Systems, 2018

Tourism is often considered a means to cater to diverse needs, yet it falls short in addressing the interests of those with limited mobility. To bridge this gap, accessible tourism serves as an ideal solution. This study focuses on analyzing the challenges and developmental aspects of accessible tourism in hotels and attraction sites. Findings reveal that while many standard hotels have implemented basic accessibility features such as ramps, telephones, and designated drop-off zones, they often lack elevators, pushchairs, shower chairs, and bed risers. In evaluating attractions, the Rock-hewn churches of Lalibela demonstrate more progress in upgrading facilities compared to the Royal Enclosure of Gondar. Overall, while efforts to enhance accessibility in the Amhara Region’s tourism sector are evident, significant work remains to be done.

Journal of Indonesian Tourism and Development Studies, 2017

Tourism serves as a significant contributor to local income. Enhancing the quality of tourist destinations relies on implementing effective strategies for the development of the tourism sector. To advance tourism, priority should be given to proper maintenance and management of these destinations. Research has been carried out in Kediri to assess the region’s potential as a tourism hotspot. The study aimed to boost visitor numbers and local revenue by examining internal and external factors that support the area’s tourism industry. This descriptive research utilized a mixed-methods approach, combining quantitative and qualitative techniques. Data analysis involved SWOT, followed by weighted assessments using IFAS-EFAS. Key findings included: (a) Kediri’s government should establish shopping centers that showcase local culture, especially in tourist areas lacking retail options, (b) introduce diverse tourism initiatives, (c) expand the dissemination of information about Kediri’s attractions, and (d) engage multiple media platforms to promote tourism sites. The proposed strategy, focused on elevating destination quality through sustained development, is expected to strengthen the local tourism sector. Achieving the target visitor count would subsequently raise Kediri’s revenue. The recommended approach is an Aggressive Maintenance strategy, where relevant institutions actively and vigorously develop tourist areas. The strategy’s implementation should emphasize logical and analytical frameworks, alongside prioritizing short- and long-term goals through thorough analysis and conceptualization.

Sangiran Tourism Village, also known as Krikilan Village, stands out as a destination with distinctive geological features, forming part of the Sangiran Cultural Conservation area recognized as a UNESCO World Cultural Heritage. Consequently, tourism development in Sangiran Tourism Village must be carefully planned, avoiding arbitrary actions and focusing on the creation of suitable tourism products. This research employs a descriptive methodology and qualitative approach to examine the existing conditions and phenomena. The findings reveal the current state of tourism products in Sangiran Tourism Village, where activities primarily revolve around the Sangiran Ancient Human Museum as the main attraction. The village holds untapped potential, including its natural geological formations, scenic landscapes, and preserved rural lifestyle. Proposed recommendations include leveraging these underutilized tourism assets to enhance visitor experiences.

This study evaluates the tourism potential of the Arsi Mountains National Park. To accomplish this goal, the researcher utilized both qualitative and quantitative methods. Primary and secondary data were employed to analyze the park’s capabilities. Primary data was gathered through interviews and questionnaires administered to selected park staff, community elders, and other relevant individuals. Furthermore, extensive and sustained personal observations were carried out to supplement the interview findings and literature review.

The findings indicate that the Arsi Mountains National Park possesses significant tourism potential and diverse attractions, comprising four distinct blocks: Chelalo Gaallama, Honqqolo, Dheraa Deelfeeqa, and Kaaka. However, these resources remain underutilized due to several obstacles, including inadequate tourist infrastructure, insufficient conservation efforts, and limited local community engagement in tourism.

To address these challenges, the study recommends strong collaboration between zonal authorities and key stakeholders, such as local residents and private sector actors, to fully harness the park’s tourism opportunities and overcome existing barriers.

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Relevant studies

Progress in economics, business, and management studies, 2023

International Journal of Hospitality & Tourism Management, 2019

Al-Azhar University Engineering Sector Journal, 2016

Proceedings of the 2019 International Conference on Applied Science and Technology – Social Sciences Track (iCASTSS 2019), 2019

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