Tourism Marketing Mix and Plan: Practices from the Amhara National Regional State World Heritage Sites

Abstract

The Amhara National Regional State undoubtedly has significant tourism potential. However, the industry remains in its infancy; unable to realize its potential due to a range of constraints including understanding difference on the concept of marketing. A solid strategic plan, based on the marketing mix strategies, might contribute most to the overall industry growth and customer satisfaction within the region. Therefore, the purpose of this study is to analyze the Tourism Marketing Mix Strategies and marketing planpractices of the Amhara National Regional State Culture and Tourism Offices. To achieve these objectives, the study applied qualitative study design that helps to collect both descriptive and historical data. The data was collected from tourism experts who are working at Bahirdar, Lalibela, Gondar and Debark cities, and analyzed through interpretative and descriptive account of the data. A key finding of this study reviled that not all marketing mixes are equally utilized in the regional offices; their operation mainly focuses on the classical marketing mix strategies (product, promotion, place and price). On the other hand, promotion and public relation staff are primarily responsible for developing the region‟s marketing plan; the region‟s tourism industry do not operated with written marketing.Finally, based on the results of the study, the Tourism Bureau should understand the all marketing mix elements as important and make sure the development of written marketing plans for the region‟s marketing activity.