An Evaluative Study of Tourism Service Delivery and its Effectiveness: The Case of Addis Ababa Arts, Culture, and Tourism Bureau

Abstract 

This study aims to conduct an evaluative analysis of tourism service delivery and its effectiveness, focusing on the case of the Addis Ababa Arts, Culture, and Tourism Bureau. To achieve this objective, the researcher utilized a combination of descriptive and explanatory research designs, which enabled a more accurate and comprehensive understanding of the research topic. Both qualitative and quantitative approaches were employed in this study. The primary sources of data included key informant interviews, focus group discussions, and questionnaires, while the secondary sources of data were obtained from research articles, journals, books, and documents. By integrating these diverse data sources, this study sought to generate a holistic understanding of the tourism service delivery and its effectiveness in the context of the Addis Ababa Arts, Culture, and Tourism Bureau.The researcher utilized a combination of simple random sampling and purposive sampling techniques to select respondents from the overall population. A total of 120 respondents were chosen through simple random sampling in order to complete questionnaires, while nine respondents were purposefully selected for key informant interviews. Furthermore, eleven respondents were purposfullyy chosen for focus group discussions. The data collection instruments employed included key informant interviews, focus group discussions, questionnaires, research, journals, books, and documents. All of the collected data were coded for use in the Statistical Package for the Social Sciences (SPSS), version 26. The reliability of the data was assessed using Cronbach's alpha, which provides an estimate of the consistency across items that measure a single underlying construct. The methods of data analysis used in this study included both qualitative and quantitative approaches. For the qualitative analysis, phenomenology was employed, while the quantitative analysis involved inferential statistics, logistic regression, and chi-square tests. The findings of the study demonstrate that all the examined independent variables have a statistically significant and positive impact on the overall effectiveness of tourism services. Specifically, infrastructure and capacity building were found to be the most influential factors affecting tourism service effectiveness, followed by communication strategies and leadership. 

Key words: tourism service, leadership, communication strategies, capacity building, and infrastructures