May 5, 2024 Thesis Open Access

Walelign Belayneh Tamene

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  <dc:creator>Walelign Belayneh Tamene</dc:creator>
  <dc:date>2024-05-05</dc:date>
  <dc:description>Tourism plays a crucial role in economic development, cultural preservation, and community empowerment. Recognising this, the Amhara Media Corporation launched the "Getseta" tourism program to promote the rich tourism resources of the Amhara region. However, limited strategies, negative perceptions of viewers and users, and several challenges have hindered the program's effectiveness in achieving its objectives. The purpose of the study is to identify the strategies utilised by the program, understand the perceptions of viewers or users, and explore the challenges encountered in promoting tourism resources. The study employed an exploratory research design and a mixed-methods approach, combining qualitative data from interviews, focus group discussions, and document analysis. The quantitative method was only used to express demographic characteristics. Eight individuals were chosen for in-depth interviews, five Getseta programs were employed for document analysis, and one FGD group was employed within the scope of the study. The data were presented and analysed using thematic and content analysis techniques. The findings of the study confirmed that the strategy utilised by the “Getseta” tourism program has a significant gap in the use of tourism promotion strategies, much of which has a negative perception among viewers or users, and has faced several challenges. Based on the findings, it is recommended that the Getseta tourism program improve its digital marketing and social media usage, collaboration and partnerships, advertising and media campaigns, public and media relations, and destination branding efforts. The federal and regional governments, with stakeholders addressing infrastructure, political security concerns, and AMECO’s authority, provide sufficient budget and technology, and coordination is crucial for more comprehensive and successful tourism promotion. Increasing awareness and education among the target audience is also essential. Overall, the study highlights the importance of enhancing the "Getseta" tourism program's strategies by the producers to effectively promote the tourism resources of the region and attract more visitors. Also, to address negative perceptions and improve the effectiveness of the "Getseta" tourism program, it may be necessary to enhance awareness, engagement, content quality, and the comprehensive promotion of tourism resources in the region, and the federal and regional governments should work with stakeholders to overcome the challenges faced to enhance its ability to effectively promote the Amhara region's diverse and convincing tourism resources.
 </dc:description>
  <dc:identifier>https://zenodo.org/record/21022</dc:identifier>
  <dc:identifier>10.20372/nadre:21022</dc:identifier>
  <dc:identifier>oai:zenodo.org:21022</dc:identifier>
  <dc:relation>doi:10.20372/nadre:21021</dc:relation>
  <dc:rights>info:eu-repo/semantics/openAccess</dc:rights>
  <dc:rights>http://www.opendefinition.org/licenses/cc-by</dc:rights>
  <dc:subject>Getseta Tourism Program, Tourism resources, Tourism Promotion strategies, Perception of viewers/users, and challenges</dc:subject>
  <dc:title>Assessment of Amhara Media Corporation Practices in Tourism Promotion: "Getseta" in Focus</dc:title>
  <dc:type>info:eu-repo/semantics/doctoralThesis</dc:type>
  <dc:type>publication-thesis</dc:type>
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