American Journal of Marketing Research
Articles Information
American Journal of Marketing Research, Vol.5, No.1, Mar. 2019, Pub. Date: Mar. 19, 2019
Empirical Analysis of Mega Projects Effects on Destination Ethiopia
Pages: 1-9 Views: 1262 Downloads: 507
Authors
[01] Mulugeta Girma, Faculty of Business Studies, University School of Applied Management, Punjabi University, Patiala, India; Faculty of Business and Economics, Department of Marketing Management, Dire Dawa University, Dire Dawa, Ethiopia.
[02] Manjit Singh, Faculty of Business Studies, University School of Applied Management, Punjabi University, Patiala, India.
Abstract
Megaprojects are believed to help the growing interest in destination competitiveness that affects perceived mixture of tourists’ attraction elements and experiences. However, no studies have been done to examine the possible effect on the destination image. Particularly, no empirical findings exist in the Ethiopian context that assess how mega projects affect a given destination image. Hence, this paper intended to identify the impact of megaprojects on a destination branding and then proceeds to examine their significance as perceived by tourists. 400 usable responses were used to proceed for further analysis. Both descriptive and inferential statistical techniques were used to test the possible effect of mega projects on the destination image. The results reveal that the cognitive, affective and unique image of destination branding dimensions was significantly affected by megaprojects existed in the country. It also shows mega projects, i.e., energy, train and transport, industrial expansion and park development, education and housing projects were a significant predictors of the cognitive, affective and unique image of Ethiopia and have a direct correlation each other with dependent (destination image dimensions) variables. Therefore, stakeholders that work on destination branding in Ethiopia can use those mega projects existed in the country as tools to promote the nation endowed resources that will have a multidimensional benefit in terms of attracting investment and changing the nation image in general.
Keywords
Destination Branding, Megaprojects, Tourists, Cognitive, Affective, Unique Image
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