The very funny first draft of my Master Thesis presented to my classmates for comment.

1. IMT-E M2010
Author: Aysheshim Tiruneh, B.A
# 1010649040
[atiruneh.imte-m2010@fh salzburg.ac.at]
Supervised by
Prof. Roman Egger (Phd.)
June 2012
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu

2.  Chapter 1. Introduction
 Chapter 2. Methodology
 Chapter 3. Literature Review
 Chapter 4. Results
 Chapter 5. Discussion
 Chapter 6. Conclusion
 Chapter 7. Reflection
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu

3.  Evaluating tourists’ experience in
Ethiopia
› Based on visitors opinion posted on travel
blogs.
 Provide managerial implication to
monitor tourist experience
› Based on the result evaluated
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu

4.  Experience as a competition strategy
› (Gilmore & Pine 2007; Andersson 2007; Oh, Fiore & Jeoung
2007; Tung & Ritchie, 2011; Dalton et al. 2009)
› Volo (2009, proved the way out
› Though it is expensive, it is valued(Binkhorst 2009)
 experience as a marketing motto
› What is experience in tourism all about?
› (Ooi 2003)…found out it is difficult
› And Volo (2009)…. Tourism is market place of experience
› Andersson (2007) …..providing input for experience
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu

5.  How?
› Gilmore and Pine (2007)….”. ….being real,
original, genuine, sincere, and authentic”
› …. staging meaningful experiences
(Tarssanen 2009).
› But, experience designers ……intuition,
 on copying best practices w/c is a problem
 and tourists are not included (Binkhorst 2009).
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu

6.  if we know as we have to consider
tourist as a partner in the experience
design process
› Why not identifying factors that determine
tourist experience …………..
› Identifying those factors has been tried in the
service industry (Magnini 2011), though it was
just positive aspect
› And in Holiday experience (Kim et al. 2010)
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu

7.  What factors determine the experience
(type: meaning negative or positive)
that tourist encounter in Ethiopia?
› What experience are tourist communicating
about their visit to Ethiopia?
› What measures must Ethiopian DMOs
consider to provide and maximize tourists’
experience?
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu

8.  Unobstructive methodology is chosen to
answer the research question
› Allan and Emma (2003)…extensively used by
historians than business fields
› traditional research methodologies depend
 On protocol dictated by the researcher’s
objectives (Volo 2009)
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu

9.  Sampling
› purposive sampling is taken which means
 Datum are selected because of some
characteristic (Patton 1990)
 used the term “Travel Blog”
 Brin and Page (1998)…Google’s PageRank
algorithm ranks documents based on
popularity
 January 26…www.travelblog.org is
selected
 About Ethiopia 1015 found and
downloaded in to word file
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu

10.  travel blogs which are spam (commercial,
personal description, etc) will be eliminated
 Pictures and their description will not be
part of the Analysation
 Only travel blogs that has something with
research question will be analyzed
 Content will be grouped in to themes to
answer the research question,
 Content analysis and word Frequency will
be used with the help of Nvivo version 9
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu

11.  TRAVEL BLOGS AND THE IMPLICATIONS FOR
DESTINATION MARKETING (Bing et al. 2007)
 Development of a Scale to Measure
Memorable Tourism Experiences (Kim et al.
2010)
 Bloggers’ reported tourist experiences: Their
utility as a tourism data source and their
effect on prospective tourists (Volo 2010)
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu

12.  Positive and Negative tourist experience
in Ethiopia
 Factors that determine tourists
experience will be identified
 Constructive managerial implication to
DMOs of Ethiopia will be provided
Salzburg UoAS IMT Master Program | Aysheshim Tiruneh Alemu