Event Tourism as a Tool for Destination Competitiveness: The Case of Debre Berhan Town, North Shewa Zone, Ethiopia.

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from primary source, and reports, an extensive review of literature from journal articles, books, publish and unpublished works from secondary sources were entertained to collect data.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.