College of Law and Governance

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The College of Law and Governance is dedicated to education, research, and public service in law, governance, public policy, and institutional development.

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    CONTRIBUTION OF HISTORICAL HERITAGES FOR IMAGE BUILDING: REVIEWING THE ETHIOPIAN EXPERIENCE
    (2020-06) Belete Sisay Tekie
    Tourism infrastructure is the basis of tourism development and utilization of existing destination resources. So, the main purpose of this study was to assess the “Contribution of Historical Heritages for Image Building: Reviewing the Ethiopian experience. The design of the study was descriptive and has employed qualitative research approaches. The data collection instruments were interview and document analysis. Interview was conducted with Ministry of Culture and Tourism, Ministry of Foreign Affairs, Heritage Study and Conservation Bureau, office of tourism Ethiopia, Ethiopian tour operator association and from various private tour operators by using purposive sampling technique. Thematic data analysis was used by linking interview results with document analysis. The finding of the study shows tourism industry in general, historical heritages in particular have crucial role for image building, branding, economic development and expansion of investment, poverty and unemployment reduction. Even though, tourism industry is the backbone for socio-economic development of the country, in Ethiopia tourism development is at infant stage. Utilization of historical heritages for image building, branding, image managements and for other socio-economic development is weak. The finding also shows the challenges that hinder to enhance image building, branding and image management via historical heritages. This includes internal and external challenges. Internally, there is lack of infrastructure such as transportation, internet, water supplication, electricity and lack of quality services like hotel, restaurants, entertainment services, bus, access to clean toilets, absence of peace and security and lack of awareness in the community. Externally, Ethiopia‟s image on the international scene is widely associated with draught, famine and war and the Horn of Africa seen as a region of instability and hub of terrorism. So, the finding recommends that the government must fulfill various infrastructures and quality services in the destination sites, stakeholders should develop the habits of working together and cooperation to foster tourism industry and Ethiopian government should realize the existence of peace and security in different parts of the region. In general, even if the country has many tangible heritages its performance of branding, image building and using it for economic development is found at low level.
Academic and research outputs of the College of Law and Governance.