Reimaging Ethiopia through Destination Branding

Abstract

As the name of a country is negatively seen due to certain unpleasant incidents, re-imaging is obviously important and Ethiopia is affected by early derogatory histories which force the modern readers and viewers conception to be shaped by stories of wars and natural disasters including famine crisis that highly affect the destination brands especially the re-imaging effort. On this regard, Ethiopia was analyzed from the context of the tourists and some concerned organization so as to identify the possibility of re-imaging the country by using destination branding practices. To meet the goal, the study used mixed research approach and samples of 368 respondents were selected randomly to fill the questionnaires and out of it, 316 of them were collected and analyzed using both descriptive and inferential statistics accordingly to test the hypothesis and reach the conclusions. The output reflects the destination marketing facts and insights in general, and recommendations are provided on how to re-image Ethiopia through destination branding which can be possible using branding techniques that could bring significant changes over stereotypes developed because of incidents that happen in the past.

The Effect of Social and Institutional Factors on Women Empowerment in Ethiopian Public Higher Education Institutions: Policy Percpectives

“…Therefore, interpretation of the t-statistics and beta estimates proceeded for each hypothesis. [21] Among the four constructs, multiple linear regression analysis revealed that social factor had a beta value of -.489, and institutional factors with women empowerment had a beta of-.572 And all are a significant predictor of women empowerment in Ethiopia public higher education (p<0.05). Hence the hypotheses presented above are accepted.…”

“…Furthermore, it shows how much unique variance in the dependent variable is explained by each of the independent variables. The Multiple Regression analysis assumes that the relationship between a single dependent variable and each independent variable is linear [21]. The model's multiple coefficients of determination or R square (R 2 .670) obtained indicates that 94.7% of the variance in the measurement (women empowerment) function can be explained by social and institutional factor and significant at a p-value of <.oo5.…”

Customer-based brand equity index of Kurukshetra

“…Guzman-Parra et al (2016) present an analysis of the cognitive attributes of destination image by establishing the relationships between destination image tourist attributes, tourist satisfaction and destination loyalty. Girma (2016) identifies re-image under a cumbersome and difficult situation. Manhas et al (2016) identify that post-consumption responses formulate destination brand image.…”

Customer-based brand equity index of Kurukshetra

“…(2) Brand image: The destination image is "an interactive system of thoughts, opinions, feelings, visualizations, and intentions toward a destination"(Tasci et al, 2007) Guzman-Parra et al (2016). present an analysis of the cognitive attributes of destination image by establishing the relationships between destination image tourist attributes, tourist satisfaction and destination loyalty Girma (2016). identifies re-image under a cumbersome and difficult situation Manhas et al (2016).…”