Factors affecting motivation and performance of tourism entrepreneurs in Ethiopia

Ethiopia is one of the oldest civilisations and has huge tourism potential, but this industry has not developed as expected. Here tourism is not only a profit-earning source but also can be helpful in the poverty reduction strategy. This study has focused on the souvenir industry. Data for the study was acquired from 144 souvenir entrepreneurs. The study provides empirical evidence for the four pull motivational factors: initiation, independence, confidence, and alertness and the four push factors such as risk, dissatisfaction, effectiveness, and unemployment. The result indicated that pull factors like initiation and confidence and push factors like risk-taking positively affect sales, profit and asset performance. This study has generated new knowledge in the souvenir industry by investigating how the souvenir industry entrepreneur faces challenges in managing the business. This paper identifies the motivational factors of souvenir entrepreneurs that need to be considered by policymakers in Ethiopia to promote the souvenir industry.