ASSESSMENT OF PROMOTIONAL MIXES PRACTICE OF TIGRAY TOURISM INDUSTRY, ETHIOPIA

Abstract

Tigray Regional State has significant tourism potentials. However, it is unable to exploit the existing tourism products using a promotional strategy. Therefore, the purpose of this study is to assess the promotional practice of the Tourism industry. This study applied a quantitative study design. The data was collected from 180 foreign and domestic tourists. The findings of the study indicated that Tigray tourism office frequently used television and radio promotional Media which are the most traditional, but infrequently used modern promotional tools (Websites, Short Mobile Messages (SMS), word of mouth, public relation). Sales Promotion and Public Relations mixes are mostly applied promotional elements in Tigray tourism sites.

Keywords

• tourism
• promotional mix
• marketing mixes
• tigray
• ethiopia