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The Impact of Digital Marketing Strategies in the Hospitality Industry of Uganda.
(Uganda Christian University, 2024-09-24) Abukui Elizabeth
This research explored the impact of digital marketing strategies on the hospitality industry with focus on the 5-start and 4-star hotels in Kampala City area. It analyses how a number of digital marketing tools like social media, content marketing, Search Engine Optimization (SEO), email marketing has affected the department of the hospitality Industry. Using the mixed method approach, the study reveals that while social media and content marketing are the most commonly used, there is need to explore some of the more sophisticated digital marketing techniques like SEO and pay-per-click (PPC) advertising in order to discover the true potential of the hospitality industry of Uganda. The findings suggest that digital marketing has notably enhanced brand visibility and revenue, although challenges like intense competition, a shortage of skilled workers, and high operational costs remain. Recommendations include regularly updating digital marketing strategies, investing in employee training, and broadening the application of digital marketing tools to enhance the sector's performance and competitiveness.