Browsing by Author "Eliza Wanirwott Jawaconga"

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    Assessing Local Participation and Empowerment in Tourism Marketing by Uganda Community Tourism Association (Ucota) a Case Study on Community Engagement in Tourism Marketing
    (Uganda Christian University, 2024-06-04) Eliza Wanirwott Jawaconga
    The purpose of the study was to assess Local participation and empowerment in Tourism Marketing by Uganda Community Trust Association. The study was guided by the following study objectives; To examine tourism marketing in Uganda; To examine community participation and empowerment in Uganda; To assess community engagement in tourism marketing. Across sectional survey design was adopted in the study. Data were collected from community and staff of the chosen tourism sectors. Stratified random sampling, simple random sampling and purposive sampling were used in selecting the respondents. Data were collected using questionnaires, interview guides and document review checklist. Data were analyzed at univariate and bivariate level. Univariate analysis involved the use of frequency and percentages, meanwhile bivariate analysis involved the use of correlations and regression analysis. Findings of the study indicated that there are still some gaps in legal structure. HSE marketing preparedness and technological marketing level of community that prevents the tourism sector to competitively participate in the provision of goods and services in the tourism sector. However, most sectors (UCOTA) where found to be having the required Human resource marketing strategy that can enable them effectively to participate in marketing the tourism sector