ASSESSMENT OF THE CHALLENGES AND OPPORTUNITIES OF TOURISM DEVELOPMENT IN CASE OF GONDAR TOWN.

Abstract

Tourism is an industry capable of changing the socio-cultural, economic and environmental face of the world .Tourism is one of the largest and fast growing industries in the world. It has the potential to influence the living pattern of communities. It is one of the most important channels of cultural exchange which breaks down the barriers between people of different parts of the world. It is the collection of activities, services and industries that deliver a travel experience including transportation, accommodation, eating and drinking establishments of retail shops, entertainment, business and other hospitality services provided for individuals or groups of travelling away from home .Tourism industry is capable to generate employment to both skilled and unskilled workers, directly and indirectly. This study focuses on assessing the challenges and opportunities of tourism development in Gondar town. To achieve this study the researchers’ use both primary and secondary data source. Primary data collected by using questionnaires from local community, interview from tourists and Gondar tourism bureau. To do this, the researcher was used both probability sampling technique and non-probability sampling such as simple random sampling methods and purposive sampling method respectively. The data were analyzed by using chart, table, and graph and by using narrating (statement) method. The result of the study show that lack of promotion, lack of physical infrastructure (road, transportation system, network facility, availability of hotel accommodations especially in tourist site), and low level of awareness about tourism industry. On the other side tourism sector the town create job opportunities and improve growth of town. Finally, researchers’ recommended that opportunities measure must be taken or policy measures must be taken by concerned bodies will suggest alleviating the major challenges and improving opportunities of tourism industry in town.