Abstract:
The aim of the study was to investigate the role of marketing skill for the success of tourism
sector for the case of Gondar town. The study focused on four major tourist sites in the town:
Fasildes castle, Fasil swimming pool, DebreBerhanSilasie church and Kusikom Maryam
Church. For the purpose of scrutinizing, 31 key respondents participated based on purposive
sampling method. From the secondary and primary data, the study found that, from all
tourism actors, marketing graduates are found only in three-star hotels. In addition, the
result also showed that, based on personal characteristics and general manager knowledge,
almost there is no difference among tourism sector actors. However, there is huge difference
by general marketing skill and marketing mix strategy skills. The econometrics result also
showed that, marketing skill is the major determinant variable for tourism business success.
Besides marketing skills there are other determinants for the success of tourism business such
as bad political situation and absence of skilled man power. Hence, the study recommended
that each tourism actor institution to employ marketing expert and also to increase woman
participation in the tourism sector, and a special emphasize should be made by giving
training on general marketing skill and marketing mix strategies skill
