Abstract

This chapter presents the marketing aspect of cultural tourism resources by taking evidence from Sidama, Southern Ethiopia. It identifies the major cultural tourism resources of Sidama, and assesses their market readiness state through the lenses of tourists. It also presents the profile of cultural tourists visiting endowments in Sidama using descriptive research approach. Brief introduction of marketing approaches to cultural tourism and a review of literature on cultural tourism products and cultural tourists is also provided. As to its significance, the chapter offers analysis of cultural tourism assets and their marketability as a tourism product in a developing destination context. Practical implications for sound cultural tourism marketing are also discussed in the chapter.

Highlights

  • Tourism has experienced unprecedented growth over recent years and in 2020, international tourist arrivals are expected to exceed 1.6 billion [1]

  • These resources are not cultural tourism commodities unless they transform themselves into products that could be consumed by tourists [7] because, in a marketing concept, a product is considered as anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need [8]

  • The current study has found that the inbound tourism market to Sidama is an undeviating reflection of Ethiopia’s international tourism industry in terms of nationality and other demographic indicators

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Summary

Introduction

Tourism has experienced unprecedented growth over recent years and in 2020, international tourist arrivals are expected to exceed 1.6 billion [1]. Because culture is a key tourism asset [3]; the unique cultural offer provided by destinations has become a major driver and motivation for visitors worldwide, inspiring millions of tourists to visit new destinations each year [4]. A cultural resource can be defined as any cultural feature, tangible (material) or intangible (non-material), available within a country, region or area, which makes a positive contribution to cultural tourism [6]. These resources are not cultural tourism commodities unless they transform themselves into products that could be consumed by tourists [7] because, in a marketing concept, a product is considered as anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need [8]. When culture as a product is brought into transaction in the market, it is useful to analyze what is transferred to the consumer by the seller [9]

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