Challenges and Opportunities of Cultural Tourism Development: The Case of Gondar City

Abstract

The study entitled to the challenges and opportunities of cultural tourism development in Gondar city. The main objective of this study is to identify the challenges and opportunities of cultural tourism development. This research has three specific objectives; the first specific objectives is to assess the current situation of cultural tourism in Gondar city. Second, identify the challenges of cultural tourism development in Gondar city. Finally, identify the opportunities of cultural tourism development in Gondar city. Descriptive research design was applied to this study with both qualitative and quantitative research approaches so as to describe the existing situations. To collected data through questionnaires, interviews and other means of sources which were helpful during the collection of the necessary information. In this regard, different religious and cultural celebrities, cultural night clubs, souvenir shops and so on. Economic benefit, job opportunity, tourism multiplier effect and promotion of culture are some benefits of cultural tourism. Lack of promotion, shortage of skilled and professional manpower, lack of government attention, cultural diffusion, uneven distribution of cultural benefits, and lack of awareness are some of the challenges of cultural tourism. Cultural attractions, good infrastructural development, peacefulness of the city, and ancient history of the city are considered as opportunities. The current condition of cultural tourism in Gondar city is improving time to time. In order to solve these problems active involvement of tourism stakeholders play a vital role. Plans, policies, and strategies that are go in line with cultural tourism, strong promotional campaigns about the culture through marketing mix elements, creating new and strengthening the existing participatory discussion stages, work in collaboration, conducting researches, bringing attitudinal changes can have a significant role regarding with minimizing the challenges and for efficient use of the opportunities of cultural tourism resources.

Keywords: challenges, opportunities, development, cultural tourism.

DOI: 10.7176/JTHS/33-01

Publication date:October 31^st 2022