The Potential and Challenges of New Tourism Product Development and Promotional Practices of Kilte- Awlaelo Woreda Rock Hewn Churches, Tigray, Ethiopia.

Abstract

New tourism product development is the process by which the resources of a destination are shaped to meet the requirements of international and domestic customers. Ethiopia’s tourism destination awareness is very low and destination image is very poor until today. The purpose of this study was to explore the potential of new tourism product development and promotional practices for the Rock Hewn Churches in Kilte- Awlaelo District, Tigray, Ethiopia. To achieve the research objective of the study, a qualitative research approach was employed and the data was collected through personal observations, photographing, semi-structured interviews and documented arts information. The resesarchers found nine historically endowed rock hewn churches namely: Abraha we Atsbaha, Debre Tsion Abune Abraham, Debre Mear Abune Gebre Meskel, Medhane Alem AdiKesho, Michael Milihai Zengi, Michael Minda'e, Michael Abi-Adi, Yaid Kidanemhiret and Yohaness Maequdi. The findings of the study indicated the rock-hewn churches of the Wereda have unique architectural features. The most finely carved cross-section and near-circular free-standing pillars are common elements of the churches. In tourism, such uniqueness plays a great role in boosting the potential of destinations to attract visitors, and it is also an important basic characteristic for visitor attractions. These selected rock hewn churches are potentially very good tourism products at the current time and can entice potential tourists. However it is critical to make both domestic and foreign tourists aware of the rock hewn churches and their immense heritage value.

Keywords

• New tourism product
• heritage sites
• promotional practices
• rock-hewn Churches
• Kilte- Awlaelo District