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The very funny first draft of my Master Thesis presented to my classmates for comment.
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Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu
Understand the Tourist Experience in Ethiopia:
Master Thesis
A Travel Blog Based Evaluation
IMT-E M2010Author: Aysheshim Tiruneh, B.A
# 1010649040[atiruneh.imte-m2010@fh salzburg.ac.at]
Supervised by Prof. Roman Egger (Phd.)
June 2012
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu
Structure Chapter 1. Introduction Chapter 2. Methodology Chapter 3. Literature
Review Chapter 4. Results Chapter 5. Discussion Chapter 6. Conclusion Chapter 7. Reflection
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu
Research Purpose
Evaluating tourists’ experience in Ethiopia › Based on visitors opinion posted on travel
blogs. Provide managerial implication to
monitor tourist experience › Based on the result evaluated
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu
Argumentation
Experience as a competition strategy› (Gilmore & Pine 2007; Andersson 2007; Oh, Fiore & Jeoung
2007; Tung & Ritchie, 2011; Dalton et al. 2009) › Volo (2009, proved the way out
› Though it is expensive, it is valued(Binkhorst 2009) experience as a marketing motto
› What is experience in tourism all about?› (Ooi 2003)…found out it is difficult › And Volo (2009)…. Tourism is market place of experience› Andersson (2007) …..providing input for experience
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu
Argumentation Continued
How?› Gilmore and Pine (2007)….”. ….being real,
original, genuine, sincere, and authentic”› …. staging meaningful experiences
(Tarssanen 2009). › But, experience designers ……intuition,
on copying best practices w/c is a problem and tourists are not included (Binkhorst
2009).
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu
Here comes my argumentation
if we know as we have to consider tourist as a partner in the experience design process › Why not identifying factors that determine
tourist experience …………..› Identifying those factors has been tried in
the service industry (Magnini 2011), though it was just positive aspect
› And in Holiday experience (Kim et al. 2010)
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu
Research Questions
What factors determine the experience (type: meaning negative or positive) that tourist encounter in Ethiopia?
› What experience are tourist communicating about their visit to Ethiopia?
› What measures must Ethiopian DMOs consider to provide and maximize tourists’ experience?
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu
Methodology
Unobstructive methodology is chosen to answer the research question › Allan and Emma (2003)…extensively used
by historians than business fields› traditional research methodologies
depend On protocol dictated by the researcher’s
objectives (Volo 2009)
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu
Data Collection Sampling
› purposive sampling is taken which means Datum are selected because of some
characteristic (Patton 1990) used the term “Travel Blog” Brin and Page (1998)…Google’s PageRank
algorithm ranks documents based on popularity
January 26…www.travelblog.org is selected About Ethiopia 1015 found and downloaded
in to word file
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu
Analysation
travel blogs which are spam (commercial, personal description, etc) will be eliminated
Pictures and their description will not be part of the Analysation
Only travel blogs that has something with research question will be analyzed
Content will be grouped in to themes to answer the research question,
Content analysis and word Frequency will be used with the help of Nvivo version 9
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu
Literature TRAVEL BLOGS AND THE IMPLICATIONS FOR
DESTINATION MARKETING (Bing et al. 2007)
Development of a Scale to Measure Memorable Tourism Experiences (Kim et al. 2010)
Bloggers’ reported tourist experiences: Their utility as a tourism data source and their effect on prospective tourists (Volo 2010)
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu
Possible Results
Positive and Negative tourist experience in Ethiopia
Factors that determine tourists experience will be identified
Constructive managerial implication to DMOs of Ethiopia will be provided
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