Innovation, market accessibility, and financial performance in ecotourism: a comparative analysis of Ethiopian enterprises

Abstract Introduction Ecotourism is an important driver of sustainable development, particularly in biodiversity-rich countries like Ethiopia. Problem The impact of market accessibility and innovation on the financial performance of ecotourism enterprises in Ethiopia remains unclear, particularly across urban and rural areas with infrastructure and digital disparities. Besides this, the relationship between market accessibility, innovation, and financial success in ecotourism enterprises remains