Dr. Yemane Gidey Gebrerufael

https://doi.org/10.64823/ijebm.2601004

Tourism destinations in post-conflict and post-pandemic contexts face significant challenges in restoring visitor demand and rebuilding destination image. Promotion plays a critical role in remarketing destinations, particularly in regions with rich cultural and historical resources but weakened market confidence. This study examines the role of promotional strategies in remarketing tourism destination demand in the Central and Eastern zones of the Tigray region, Ethiopia. Using a mixed-methods approach, primary data were collected from 384 domestic tourists through structured questionnaires and complemented by key informant interviews conducted at major destination sites, including Axum, Yeha, Wukro, and Gheralta. Quantitative data were analyzed using descriptive statistics and multiple regression analysis, while qualitative data were thematically analyzed. The findings reveal that promotional mix elements-advertising, public relations, personal selling, sales promotion, and direct marketing-have a statistically significant and positive effect on tourism destination demand. Advertising and public relations emerged as the most influential tools in shaping destination awareness and revisit intentions. The study highlights the importance of integrated, digitally driven, and experience-oriented promotional strategies to restore confidence and stimulate domestic tourism demand. The findings contribute to tourism marketing literature in post-conflict destinations and provide practical implications for destination marketing organizations, policymakers, and tourism stakeholders in Ethiopia and similar contexts.