Destination Branding: Marketing Dire Dawa as an Appealing Tourist Destination

Mulugeta Girma Belay Adissu


The purpose of study is to find Branding strategies to market Dire Dawa as an appealing tourist destination. Mixed approaches with 345 usable samples were used to collect data from respondents purposively and relevant data were gathered, presented and analyzed using descriptive and inferential statistical techniques. The finding reveals the city image and perceptions is developed through word of mouth communication  rather than attributes themselves and personal experience .Also it find out that the most influential attributes in determining destination choices is over all assuredness of being safe from physical harm and the major challenges for marketing Dire Dawa includes ,lack of effort to rejuvenate tourists perception, failure to segment the market, shortage of recreational place and brand illusion with Harrar. So, the administration needs to work on safety and re-build ongoing brand by encompassing the strategy with flagship destination brand and slogan.

Keywords: Destination Marketing; Destination Branding; City Marketing; Brand Ambassadors; brand illusion

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ISSN (Paper) 2312-5187   ISSN (Online) 2312-5179

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