POTENTIALS, CHALLENGES, AND OPPORTUNITIES OF TOURISM DEVELOPMENT: THE CASE OF QUARA WOREDA, WEST GONDAR, ETHIOPIA

Abstract

Tourism is the fastest growing industry in the world, which is dependent on the natural, cultural and historical tourism potential. Hence, the purpose of this study was to investigate the potential, challenges, and opportunities of tourism development in Quara Woreda, West Gondar Zone, Ethiopia. The research used cross-sectional descriptive research design and a mixed research approach, both quantitative and qualitative data collection research methods. Primary and secondary data were used to study the potential, challenge, and opportunity of tourism development in Quara Woreda. To collect the primary data, questionnaires, interviews, and observations checklist are used. In addition Secondary data were gathered from books, articles, official government report and related sources. 215 participants were selected for survey (questionnaire) by using census sampling. The Quara Woreda Cultural and Tourism Office, Bete kihinet Office, Church leaders, Alitash National Park tourism experts, Ngusu Washa music club, Geography and History teachers in high school, and Kebeles administrators were the study's target population. In addition, methods of analysis for the quantitative data were analyzed by SPSS version 26, by using descriptive statistics such as frequency, percentage, and mean, while qualitative data were analyzed by using thematic analysis. The findings from this study showed that the Quara Woreda has a high potential tourism resources such as, natural attractions like Nigus Cave, Michael Cave, and Alitash National Park. Cultural tourism attractions like the Monastery of Wofta St, George, the Monastery of Kuza Eyesus, and Bermil Holly Water. The study, on the other hand, identified a number of challenges, including a lack of local community awareness of the tourism industry, lack of standard hotels in the woreda, a lack of infrastructure, and a lack of promotion activity. Opportunities such as cultural and natural tourism resources; other well-known destinations such as Cherge Mariam (where Emperor Tewodros was born ;) Alitash National Park which is governed/managed by the Federal Republic of Ethiopia, Unique lions in Alitash Park live, monasteries, and caves were identified as success factors for tourism development in the study area. Therefore, to improve and enhance the tourism sector in the study area government and other related stakeholders emphasis in minimizing the challenges of tourism, using the prevailing potentials and opportunities.