Journal of Tourism & Hospitality
Open Access

College of Development Studies, Addis Ababa University, Addis Ababa, Ethiopia

Publications

• Research Article   
  Word of Mouth Marketing in Tourism Industry: Evidences from Chinese Business Immigrants in Ethiopia
  Author(s): Ebrahim Hussen* and Shiferaw Muleta
  
  Tourism and migration are an increasing and complementary outcome of globalization. Even though, the interrelation of the two is confirmed by many studies, the motivation of migrants to invite their friends and relatives is untouched. China is leading source of outbound tourist and half of them visit places recommended their friends and relatives. The study was too conducted to examine factors which affect word of mouth and satisfaction of Chinese business immigrants. Explanatory research design was employed to achieve the objective of the study and the data was collected at once. The quantitative data was collected from 205 Chinese workers in Eastern industry zone with convenience sampling. Eastern industry zone was selected purposively as study area. Mainly regression analysis SPSS an extended SPSS Process Macro was used to analyze the data. The findings show th.. View More»
  

  Abstract PDF