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 growth in tourism offerings, present significant potential for the sector to expand and 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, preserving selected built heritage, establishing a camel race center, enhancing the tourist map and website, naming an avenue after the foreign community, and cataloging built heritage)—the office has prepared this project proposal. The long-term vision is to 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
– Upgrading the existing tourist map and website
– Creation of a camel race center
– Naming an avenue in honor of the foreign community
– Inventory of built heritage and capacity-building initiatives

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 of enhancing the condition of attraction sites, promoting them, and developing tourism products—such as creating 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 the existing tourist map and website, naming an avenue after the foreign community, and cataloging built heritage—the office has prepared this project proposal. The aim is to progressively position the administration as the most visited destination in Eastern Ethiopia.
• To establish a foundation for the ongoing organization of this event alongside other initiatives such as the business and cultural expo, on-sand sports competition, and to foster the event’s growing recognition both nationally and internationally, efforts include creating a Standard Tourist Map highlighting key attractions within the Dire Dawa administration.

  As the tourist map and recently launched visitor guidebook have been published on the official website of the Dire Culture and Tourism Office—a component of the project—beneficiaries and interested parties worldwide can readily access relevant tourism information.

• Officials from the Dire Dawa administration’s culture and tourism sector will gain hands-on experience in organizing camel race events and managing built heritage.
• The local community and other tourism stakeholders recognize that enhancing and safeguarding access to tourist attractions 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 representatives from the sport commission, will gain expertise in managing camel race events.

Relevant studies

This study 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 research methods. Four tourism sites were selected through purposive sampling, while 100 sample households were chosen using stratified simple random sampling techniques. Quantitative data was analyzed using frequency, percentage, and mean where applicable, while qualitative data helped validate and support the findings. The research examined the tourism potential of the area, which holds significant promise for industry growth.

However, the study also uncovered several obstacles requiring attention and intervention. Key challenges included visitor safety concerns, inadequate 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 engagement from the host community. Conversely, opportunities such as the strategic positioning of sites, existing tourism potential, supportive policies, and the hospitality of local residents were identified as favorable conditions for tourism development.

The findings and recommendations highlight actionable strategies to strengthen the capacity of local authorities and stakeholders in fostering tourism growth within the study area.

Science, Technology and Arts Research Journal, 2013

This research examines 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 growing, 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%), while attracting fewer 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 environment. Lake Tana stands as the top attraction, with all tourists visiting by boat, making it their foremost priority. However, tourist numbers decline significantly in the lake’s more remote areas. Only 12.73% visit Spot-II (Zige Peninsula and Narga Salase Monastery on Daq Island), and just 5.45% reach Spot-III (crossing the lake at Gorgora), despite their high appeal.

A disparity exists between how tourist authorities promote certain spots and visitor preferences. The Blue Nile Falls and Traditional Orthodox Church School are key examples. The study suggests improving the accuracy, detail, and accessibility of information online and in print. 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 tourism destination. A mixed-method approach was employed, collecting 345 usable samples through purposive sampling. Relevant data were compiled, presented, and evaluated using descriptive and inferential statistical methods. The results 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 found that the most critical factor influencing destination selection is the overall assurance of safety from physical harm. Key challenges in marketing Dire Dawa include insufficient efforts to refresh tourist perceptions, a lack of market segmentation, limited recreational facilities, and brand confusion with Harrar. Therefore, the administration should prioritize safety measures and revitalize the existing brand by integrating a strategy featuring 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 maximized the potential benefits from this industry. Consequently, this study explored the challenges and opportunities within the tourism sector of the Amhara National Regional State (ANRS), with a particular emphasis on its world heritage sites. A mixed-methods 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 possess abundant 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 the southwestern part of Ethiopia, stands out as a notable tourism destination. However, its tourism sector remains underdeveloped. Additionally, there has been minimal research conducted to explore its opportunities. Therefore, this study aimed to identify key opportunities for advancing tourism industry growth in the Region. Key informants from three zones, five regional offices, and thirteen woredas were deliberately chosen based on specific criteria. A total of 103 informants were interviewed, supplemented by field observations. The primary data collected were processed, sorted, and entered into SPSS version 20. Qualitative data were interpreted through descriptive analysis, while quantitative data were evaluated numerically. The study’s findings highlighted several opportunities to boost tourism development in the Region, such as hiring skilled personnel, forming local tour guide associations, collaborating with tour operators, creating tourist guidebooks, establishing information centers, strengthening promotional efforts, updating information, upgrading infrastructure, and expanding accommodation services.

International Journal of Hospitality & 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 optimal 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 assessing attractions, the Rock-hewn churches of Lalibela show more progress in enhancing accessibility through ongoing construction and facility improvements compared to the Royal Enclosure of Gondar. Although efforts to promote accessible tourism in the Amhara Region are evident, significant work remains to be done.

Journal of Indonesian Tourism and Development Studies, 2017

Tourism serves as a significant contributor to local revenue. Enhancing the quality of tourism destinations relies on implementing effective strategies for sector development. This involves prioritizing proper maintenance and management of these sites. Research in Kediri has explored the region’s potential as a tourism hub, aiming to boost visitor numbers and local income by examining internal and external factors that support the sector. The study adopted a descriptive approach, combining quantitative and qualitative methods. Data analysis included SWOT, followed by weighted assessments using IFAS-EFAS. Key recommendations were: (a) constructing shopping centers that showcase local wisdom, especially in destinations lacking retail options, (b) introducing diverse tourism programs, (c) expanding awareness campaigns about Kediri’s attractions, and (d) leveraging multiple media platforms for promotion. The proposed strategy—focused on elevating destination quality through sustained development—is expected to strengthen the area’s tourism sector. Achieving the target visitor count would subsequently raise Kediri’s local revenue. The recommended approach is an Aggressive Maintenance strategy, where relevant institutions actively and vigorously develop tourism sites. This strategy should incorporate logical and analytical frameworks, along with prioritized short- and long-term planning.

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 approached carefully, requiring strategic planning and the creation of suitable tourism products. This research employs a descriptive method 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 focus on leveraging these tourism potentials…

This study evaluates the tourism potential of the Arsi Mountains National Park. To accomplish this goal, the researcher utilized a mixed-methods approach, combining qualitative and quantitative research techniques. Both 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 leaders, and other relevant stakeholders. 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 challenges, including inadequate tourist infrastructure, insufficient conservation efforts, and limited local community engagement in tourism.

To address these issues, 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 potential and overcome existing obstacles.

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Relevant studies

Progress in economics, business, and management studies, 2023

International Journal of Hospitality and 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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