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.
Highlights
The image of a country is defined as the picture, reputation or stereotype that is attached to a specific country, [1]
This will affect the overall performance of the nation on attracting tourist by creating illusion. By understanding how they are seen by publics around the world and citizen itself; and how their achievements and failures, their assets and their liabilities, their people and their products are reflected in their brand image, they need to reduce or alleviate the shadow that tackles re-imaging practices to lead the concept of destination branding; that is marketing of destinations with the purpose of attracting tourists
Destination branding is all about tourists and according to international tourist association a person become tourist when left his home and stay 24 hour and more in other place and knowing the reason why tourist’s motivation is important for the tourism industry in general is the fact that it acts as the trigger that sets off all the other events involved in travel [31]
Summary
The image of a country is defined as the picture, reputation or stereotype that is attached to a specific country, [1]. In today’s competitive worlds countries compete with each other for the attention, respect and trust of investors, tourists, consumers, donors, immigrants, the media, and the governments of other nations so as to be the preferable country in the world, which is leading to the concept of destination branding defined as a way to communicate a destination’s unique identity by differentiating a destination from its competitors [4]. As [6] suggests, perceptions of people outside the country on certain destination are influenced by personal experiences, the media and its coverage of issues pertaining to the nation, and stereotyping on the contrary This probably leading to the overall brand of the nation may present quite a complex picture and this picture is further complicated by the fact of world phenomenon (natural or human made) or the governments often may fail to undertake a proper “map” of the country’s key audiences [7]. By understanding how they are seen by publics around the world and citizen itself; and how their achievements and failures, their assets and their liabilities, their people and their products are reflected in their brand image, they need to reduce or alleviate the shadow that tackles re-imaging practices to lead the concept of destination branding; that is marketing of destinations with the purpose of attracting tourists
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