The Effect of Digital Marketing Tools on Promoting Ethiopian Tourism Sector: A Case of Bale Mountain National Park, Bale Zone

Abstract

The purpose of this study is to analyze the effects of digital marketing tools in promoting Ethiopian tourism in case of bale zone tourism destination specifically on BMNP. Interview and questionnaire were the main data gathering tools. And the target population of the study was the tourists (both foreign and domestic) and 165 respondents were selected with convenience sampling methods. From the mean score value of the tourist’s information source, Search engines became the most used information source to come to Ethiopia followed by Social Media. Mobile advertising was found out to be the last preference of the tourists to serve as tourist information source. Bale mountain national park Digital marketing may succeed more if it considers user needs as a top priority by identifying its target group. The destinations must also focus on the demographic differences of the tourists so as to arrange digital promotions that fit to the needs and requirements of these different segments of international tourists. Finally, Digital marketing has no boundaries. Bale mountain national park can use any devices such as smartphones, tablets, laptops, televisions, games, digital billboards, and media such as social media, SEO (search engine optimization), videos, content, e-mail and lot more to promote the park as a tourist destination.

Keywords: Marketing, promotion, tourism, Digital tool

DOI: 10.7176/JTHS/63-01

Publication date: January 31^st 2023