Abstract:
Tourism marketing is a management process including forecasting and meeting current
and future needs of the tourists as well as community. The purpose of this study is to
examine effect of tourism marketing on economic sustainability with special reference in
Bale Mountains National park. This study uses both descriptive and explanatory research
designs in line with mixed research approach. Both open-ended and close-ended
questionnaire with five point likert scale was used to collect data. Questioner distributed
to Bale Mountains National park ecotourism associations and Harenna lodge workers
based on the census sampling and Bale mountains national park, Bale zone cultural and
tourism office, Bale zone communication office, Oromia tourism commotion, Frankfurt
zoological society and Ethiopian wild life authority were selected for interview by using
purposive sampling technique. Both primary and secondary data source were employed.
The quantitative data was analyzed through descriptive statistics (percent, frequency,
mean and standard deviation) and inferential statistics (Pearson correlation and multiple
linear regression) was used to computerized data through software packages SPSS
version 21.The qualitative data was analyzed through narrative analysis. Products, price,
place and promotion had positive and significant effect on economic sustainability of
tourist destination. Therefore, it is crucial to consider products, price, place and
promotion to sustain economic in Bale Mountains National park.
