Tourism Destination Marketing Challenges and Prospects: The Case of the Southern Route of Ethiopia

Tourism destinations these days focus on tourism development with little marketing attention. This study’s main aim is to assess destination marketing challenges and prospects in the Southern Ethiopian Route. The study employed a descriptive research design with a mixed research approach. Data were collected from tourists, culture/tourism experts, security personnel, road authorities and tourism businesses through questionnaires, interviews and FGD who were approached through convenience and purposive sampling techniques. The study revealed tourists are more impressed by cultural diversity which is a motivating factor, hospitality and natural attractions. Security, accessibility and quality of service are aspects tourists wouldn’t like to recommend. Furthermore, seasonality, cost of media and security threats are the main challenges faced by tourism businesses. Previous image, accessibility and security are challenges faced by DMO. The destination is lagging in marketing activities compared with its immense tourism potential. The study approaches destination marketing in a tourist route context, which makes it unique from previous enquiry attempts. Theoretical and practical implications are also forwarded.