Abstract:
This study aimed to examine how event tourism becomes a tool for destination
competitiveness in a case of Debre Berhan Town in North Shewa zone by adopting some
destination competitiveness attributes. The study used both descriptive and explanatory
research design. Descriptive research design helps to explain and describe the study in detail
and explanatory research helps to know the cause and effect relationship between variables.
Mixed research approaches (qualitative and quantitative) were employed to achieve its
objectives. Qualitative research approach used to explore and understand fact and the
quantitative research approach used to gather, analyze, and generalize numerical data.The
study also used convenience and purposive sampling techinques.384 event participants were
a sample of respondents by using convenience sampling for only survey questionnaire. In
addition, hotel managers, Event organizers, Debre Berhan culture and tourism office experts,
and North Shewa zone culture and tourism office expert for semi-structured interview.366
samples were found valid and used for analysis. Interviews and questionnaires from primary
source, and reports, an extensive review of literature from journal articles, books, publish and
unpublished works from secondary sources were entertained to collect data. Data analyzed by
using descriptive and inferential statistics. Correlation analysis applied to know the
association between dependent and independent variable. Finally, multiple regression
analysis runs to examine the effect of dependent and independent variables. The study
revealed that, governmental and non-governmental meetings, workshops, conference,
religious, sport festivals etc. In addition, the study also uncovered that event tourism
development contributed for destination competitiveness as local culture promoter, general
place marketing, a catalyst for urban infrastructural facilities, generate revenue and create job
opportunity for locals. The result indicates that all destination competitiveness attributes used
for analysis have a positive and significant correlation with event tourism development.
Furthermore, the regression analysis shows the independent variables have positive and
significant effect on event tourism development to contribute destination competitiveness.
The concerned bodies should work to expand, improve event related infrastructure and
should play a major role in keeping the safety and create awareness to the local community.
