Bachelor of Tourism and Hospitality Management

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https://scholar.ucu.ac.ug/handle/20.500.12311/83

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The Impact of Tourism on Uganda’s Economic Development: A Case Study of Lake Mburo National Park in Western Uganda
(Uganda Christian University, 2021-09-20) Joan Namugaanyi
This paper assesses the economic contributions of tourism at Lake Mburo National Park in Uganda through the analysis of the perceptions of the respondents on how tourism contributes to the local and national economies. From the survey responses, this research has identified three significant dimensions: entry fee collection, business income generation, and overall economic benefits from tourism activities. These findings reveal great appreciation for the potential of tourism to drive GDP and build national development; however, there is still much skepticism regarding whether tourism actually delivers in practical benefit to operators of tourism, accommodations, food, and beverages. The report also highlights various areas for improvement: revenue management, precise marketing techniques, and links to other sectors. Second, it requires the involvement of local communities to ensure transparency in the investment of tourism infrastructure for the impact to be economically realized. It is from this view that the study seeks actionable recommendations for stakeholders on ways through which sustainable tourism development can be fostered to benefit both the local community and the wider Ugandan economy
The Impacts of Online Customer Reviews on Customer Buying Decisions
(Uganda Christian University, 2023-09-15) Ivy Martha Kirabo
The purpose of the study is to investigate the impacts of online customer reviews on consumer buying decisions in Uganda at Uganda Christian University. This was guided by the following objectives: to examine consumer buying behavior, to examine online customer reviews and to establish the establish the impact of online customer reviews on consumer buying behavior This study was conducted using a correlational research design with a quantitative approach. The study population consists about 13,000 people. The sample consisted of 30 respondents selected from the target population. This study employed simple random sampling, voluntary response sampling, and convenience sampling techniques to select the sample.The researcher largely used closed-ended questionnaires to collect primary data from the respondents in the sample. In addition to the use of questionnaires, data was collected through observation of the setting and environment of the organization. The reliability and validity of the questionnaire were ensured through a rigorous process. After validation, the data was coded to facilitate computer entry and analysis. The study also found out that the respondents are begining to rely more on online customer reviews when purchasing products and services. The study found out that positive reviews play a pivotal role in building product credibility, attracting potential buyers, and fostering a positive brand image. Conversely, the presence of negative reviews can lead to hesitations and even deter consumers from making a purchase. The majority ranking demonstrated that most people would not be comfortable purchasing a product or service without reading reviews. In conclusion, the study findings demonstrate that there is an impact of online customer reviews on customer buying decisions as demonstrated from the study findings generated. The major recommendation is that tourism and hospitality establishments should increase their online presence because travellers today depend on online reviews to gain insights into product performance, quality, and overall user experiences
The Impact of Local Communities on Tourism Development In Uganda: A Case Study of Pakwach
(Uganda Christian University, 2023-09-15) Betty Naturinda
The Role of Digital Technology on Tourist Experiences
(Uganda Christian University, 2023-09-15) Shallon Nyangire
The Impact of Destination Image on Tourists Sastifaction. A Case Study of Murchison Falls National Park.
(Uganda Christian University, 2023-09-18) Shanita Nabulya
This study mainly focused on examining the impact of destination image tourist's satisfaction. In the study, the researcher identified that there was a gap in understanding how destination image influences tourists' satisfaction. The knowledge gap on the impact of destination image on tourist satisfaction in Uganda is significant due to ineffective resource allocation, competitive disadvantage, tourism sustainability, tourist experience enhancement, economic implications, and policy formulation (Otsuka et. al., 2023). The study was mainly carried out in Murchison Falls National Park-Masindi District. This study was guided by the following specific research objectives such as examine the indicators of tourist satisfaction, examine the factors of destination image, establish the effect of destination image on tourist satisfaction. From the study, the findings revealed a strong correlation between the destination image and tourist satisfaction.
Assessment of The Performance of Online Maeketing Platforms Used by Hotels in Uganda During Covid-19 Pandemic
(Uganda Christian University, 2023-09-19) Racheal Kisakye
The purpose of this study was to assess the performance of online marketing platforms used by hotels during COVID-19 pandemic basing on the following objectives; to increase utilization of online marketing platforms and strategies by hotels in Uganda, to identify the online marketing platforms used by hotels in Mukono town during COVID-19 pandemic, to assess the challenges faced by hotels in using the online marketing platforms during COVID-19 pandemic and to suggest mechanisms that may improve online marketing in Ugandan hotels. The research was descriptive in nature involving quantitative methods which was administered through questionnaires. The total sample comprised of 90 respondents of all the hotel managers, clients and hotel management software companies. Simple random sampling was used whereby the researcher went to hotels and interviewed sampled or selected clients plus hotel management software developer companies. Data analysis was carried out using SPSS version 23 and frequency distribution tables were run to show the results and interpretations from the field according to the questionnaire that ware filled by the hotel managers to collect data. This dissertation has 6 chapters in total and findings revealed that hotels remained using the online marketing platforms that had been used before the outbreak of Covid-19 though they emphasized using them to post pictures and videos to show hotel operations and SOPs that had been introduced by the hotel during the pandemic. The most commonly used platforms were social media platforms like facebook, twitter, YouTube, Instagram and others included software applications like Karibu, central management system, sales management system, booking.com, trip advisor, hotel.com. According to the study, challenges that were faced by hotels in using the platforms were clients being used to the traditional ways so they had limited knowledge on how to use online platforms. Other challenges included network and connectivity issues, security issues and language problem as explained in chapter 4 There were mechanisms that were raised up in order to improve online marketing by the hotels in Uganda for example more participation in online events and discussions, educating and training both employees and clients on how to use the online platforms, creating useful and interesting content and partnering with complementary brands. It was concluded that to a larger extent, the online platforms used during covid-19 pandemic helped to improve the performance of hotels especially when SOPs like quarantine, lockdown were lifted by the government for example more hotel bookings, kept hotels presence online, promoted relationship between clients and hotels and improved branding.
Influence of Online Platforms on Tourist Behaviours : A Case Study of Paara Safari Lodge
(Uganda Christian University, 2023-09-19) Priscilla Kaakyo
This study explores the impact of online platforms on tourist behavior in Uganda's tourism sector, highlighting the challenges faced by rural areas and the digital divide. Factors like online reviews, satisfaction levels, and information access can significantly shape tourist behavior. International tourists dedicate more time to online platforms, expressing high satisfaction levels. Booking preferences vary, with weekly usage hours ranging from 3 to 10. Bridging the digital gap is crucial for sustainable growth in Uganda's tourism sector. Results revealed that International tourists spend more time on online platforms for travel-related activities than domestic tourists, indicating a significant disparity in online behavior. These platforms provide essential travel details, cultural insights, and booking options, facilitating global mobility and contributing to the growth of the tourism industry. High satisfaction ratings indicate the effectiveness of online platforms in meeting travelers' needs and influencing booking decisions. The data also shows a substantial increase in bookings made through online channels, reflecting the industry's adaptability to changing consumer preferences. Paara Safari Lodge's diverse activities cater to a diverse range of tourists.
The Effects of Social Media Marketing on Customer Awareness in Tourism Industry in Wakiso District
(Uganda Christian University, 2023-09-19) Jenissi Mukisa
The study investigated the impact of social media marketing on customer awareness in tourist industry in Wakiso district. Emphasis was put on establishing how social media marketing is done in tourist industry, tourist awareness in tourist industry, and the effectiveness of social media marketing on customer awareness in tourist industry in Wakiso district. The study used cross-sectional survey research design where quantitative approach of data collection and analysis was adopted. Data was collected from customers of the selected tourist industry in Wakiso district who were selected using systematic sampling technique and data was collected using a closed-ended questionnaire. The data collected was analysed using statistical analysis. The study found out that tourist industry in Wakiso have practiced social media marketing through using Facebook, Twitter, WhatsApp, and Youtube as the main social media platforms to market their products & services. Tourist industry have adopted social media marketing as a tool to communicate with customers for their services. It was concluded that social media marketing has improved customer awareness in tourist industry through providing information on products, location, payment, and delivery. The study recommends that restaurant management should engage itself more in improving social media marketing using different platforms available to capture customers from different areas.
The Impact of Digital Technology on Customers Experiences in Experimental Tourism: A Case Study of Pakwach Town Hotels
(Uganda Christian University, 2023-09-20) Patricia Kayompatho
The aim of this study was to establish the impact of digital technology on customers’ experiences in experimental tourism: a case study of Pakwach Town Hotels. The study addressed the following objectives: Establish the impact of digital technology on the involvement and practicality of the tourism experience at Pakwach Town Hotels, Examine the ways in which digital technology can be used to provide tourists with more personalized and relevant information at Pakwach Town Hotels, and Examine the ways in which digital technology can be used to make the tourism booking and payment process easier and more convenient at Pakwach Town Hotels. The study adopted a case study research method and a qualitative research approach to collect qualitative data from 7 tourist visitors, 3 hotel managers with 76.9% response rate and the data was narratively analyzed. The study established that tourists use online booking platforms, reviews and recommendations platforms, social media, and local guide apps to plan their trips and book accommodations. Hotels can use digital technologies to provide personalized recommendations and make the tourism booking and payment process easier and more convenient for both tourists and hotel management. However, digital financial systems like MOMO payment systems, WIFI connectivity, and room cleaning requests on mobile phones can be used to make the tourism booking and payment process easier and more convenient. However, the study concluded that, the study concludes that digital technology has had a significant impact on the tourism experience in Pakwach Town. By adopting these technologies, hotels can improve the customer experience and attract more visitors to the town. Therefore, the study recommended The researcher recommends that hotels use hotel booking systems, accept online payments, use social media, email marketing, chatbots, mobile apps, and partner with local tour operators to improve their customer experience and attract more visitors..
Impact of Covid 19 on the Performance of National Parks: A Case Study of Rwenzori National Park
(Uganda Christian University, 2023-09-20) Rooney Ssegawa
The study was conducted on the topic entitled the Impact of COVID 19 on the performance of national parks, a case study of Rwenzori National Park. It later followed the following objectives; to determine the level of performance of national parks during and after COVID 19, to find out the challenges faced by Mt. Rwenzori National Park during and after covid-19 and to find out the measures taken by the national parks and tourism industry to recover from COVID-19 problems. In order to achieve the objectives of this study, a descriptive research design was employed in which the relationship between COVID-19 and performance of national parks was determined. In addition, the descriptive kind of research design was adopted because it helps provide answers to questions of who, what, when. The study used a sample size of 20 respondents consisting of employees of Mt. Rwenzori National Park such as tour guides and rangers, management of the national park, tourists and community members. Questionnaire was used as data collection instrument. The researcher utilized closed-end in designing the questionnaire. Questionnaires give the respondent ample time to give the required information in the provided document, hence it assures high rate of response. From the study findings, it was revealed that National parks were not closed during Covid-19 and this didn’t decline the financial performance of the park, National parks had poor performance due to lack of funds, Rwenzori national park did not follow standard operating procedures and guidelines, Rwenzori national park could allow online bookings and online payments during and after Covid-19 From the study findings in the table above, it was revealed that 16(80%) of the respondents strongly agreed that there was low turn up of tourists, 4(20%) agreed, There was low turn up of tourists. It was revealed that respondents strongly agreed that there was increased poaching due to limited staff of the park that could monitor the park, no park staff (game rangers & tour guides) died of Covid 19 and Inadequate funds to advertise for the services during Covid-19. From the study findings, it was concluded that there is a stronger positive relationship between COVID 19 on the performance of national parks, since income of the national parks was lowered down by the coming of covid-19.
The Role of Social Media Marketing in Enhancing Tourism Experiences in Uganda
(Uganda Christian University, 2023-09-21) John Walter Tusingwire
The study examined the role of social media marketing in enhancing tourism experiences in Kampala CBD, Uganda. The study was guided by objectives which included; identifying the social media platforms used by tourism-related businesses in Uganda to promote their services, engage with customers, and share travel experiences, examining the specific tourist attractions, events, and activities that are being promoted on social media platforms in Uganda, evaluating the effectiveness of social media marketing in promoting Uganda’s tourist attractions and engaging with tourists and to identify the challenges associated with social media marketing in Uganda's tourism industry and the possible solutions. The study was carried out using an explanatory research design where both quantitative and qualitative research approaches were used. The data were collected using questionnaires and during the data collection, both purposive and simple random sampling methods were used. A sample size of 36 tour operator companies in Kampala CBD plus the top management of Ministry of Tourism and Uganda Tourism Board respondents were also used in the study. From the findings, it was revealed that Facebook and Twitter are the primary platforms used by tourism-related businesses to promote their services and engage with customers, while Instagram, YouTube, and TikTok are also valued for their specific purposes. The major tourist attractions and activities being promoted on social media include wildlife, culture and traditions, historical sites, adventure activities, religious sites, and festivals. Social media marketing has proven effective in increasing tourists' awareness of Uganda's attractions, influencing their decisions to visit, facilitating engagement and feedback, and aiding in trip planning. However, challenges exist, including a lack of training and expertise, high costs, intense competition for attention, potential reputation damage from negative reviews, the constantly evolving nature of social media, and the difficulty of standing out amidst user-generated content. Finally, the study recommended the need to address the lack of training and expertise among tourism-related businesses in using social media effectively; the study recommends that it is crucial to provide comprehensive training programs. Finally, the study recommended that it is crucial for tourism-related businesses to develop a unique value proposition that differentiates them from competitors.
The Influence of Infrastructure Development on Sports Tourism in Uganda
(Uganda Christian University, 2024) Atwongiire Peruth
This research explores the impact of infrastructure development on sport tourism growth in Uganda, a country gifted with diverse topography and a gradually developing sports culture. It is against this backdrop that, with the global sports tourism market valued at an estimated $600 billion in 2022, Uganda is gradually being recognized as a potential destination. In this regard, critical infrastructural components are assessed herein, with a focus on the roles that transport systems, accommodation facilities, and sports venues play in attracting both domestic and international visitors. Investment in the road network increased from 28,000 kilometers in 2010 to over 32,000 kilometers in 2023, and modern road construction continues to facilitate access to attractions and events of sports tourism importance. In addition, modern hotel construction has grown by 35% in the last five years and offers accommodation in an improved environment. The core part of the research enshrines numbers from the Uganda Tourism Board, indicating that between 2021 and 2023, sports tourist arrivals have grown by 20 percent, a growth which corresponds with the improvement in infrastructure. This study, through stakeholder interviews and case studies, emphasizes how improved infrastructure increases not only the attendance of events, such as those of the Uganda Marathon and Rugby Cranes matches, but also contributes toward the local economic development. The findings show that investment in infrastructure, done intelligently, has the potential to increase Uganda's position as a sports tourism destination manifold. It concludes by recommending some actionable points for the policymakers to further leverage the driver that is infrastructure development for sustainable growth within sports tourism.
Impacts of Cultural Tourism on the Preservation of Local Heritage and Traditions in Uganda
(Uganda Christian University, 2024-05-29) Angella Suzan
This research investigates the impact of cultural tourism on local heritage and traditions in Uganda, a nation rich in diverse cultural scopes and historical significance. By examining various case studies across Uganda, this study explores how cultural tourism influences the preservation and transformation of local customs, rituals and traditional practices. The findings reveal dual impact: while cultural tourism has facilitated economic benefits and increased global awareness of Uganda's heritage, which has also led to the commercialization and sometimes the distortion of traditional practices. This dynamic has prompted both positive and negative responses from local communities. On one hand, the influx of tourists has spurred efforts to preserve and promote cultural heritage through revitalized festivals, crafts and performances. On the other hand, the pressure to cater to tourist expectations has occasionally resulted in the commodification of culture, altering its authenticity and meaning. The study underscores the importance of implementing sustainable tourism practices that respect and uphold the integrity of local traditions while fostering economic growth. Recommendations include community based tourism initiatives, heritage conservation programs and policy frameworks that prioritize cultural sensitivity and local empowerment. This research contributes to a deeper understanding of the complex relationship between cultural tourism and the sustainability of local heritage in Uganda.
Analysis of Limitations in the Mice Tourism Industry of Uganda
(Uganda Christian University, 2024-05-29) Nabiira Nabaale
The Mice (meetings, Incentives, Conferences, and Exhibitions) tourism industry in Uganda presents significant potential for economic growth, yet it faces several limitations that hinder its development. The purpose of the study is to investigate the primary constraints affecting the sector, focusing on infrastructure deficiencies, limited marketing strategies , and inadequate policy support limitations in the mice tourism industry in Uganda. This was guided by the following objectives: to examine customer experience analysis, to examine online customer reviews through technology integration and to establish the limitations in the mice tourism industry in Uganda. This study was conducted using a correlational research design with a quantitative approach. The study population consists about 13,000 people. The sample consisted of 30 respondents selected from the target population, 10 questionnaires were answered. This study employed simple random sampling, voluntary response sampling, and convenience sampling techniques to select the sample.The researcher largely used closed-ended questionnaires to collect primary data from the respondents in the sample. In addition to the use of questionnaires, data was collected through observation of the setting and environment of the organization. The reliability and validity of the questionnaire were ensured through a rigorous process. The study found out that positive reviews play a pivotal role in building the mice industry, attracting potential clients, and fostering a positive brand image. Conversely, the presence of negative reviews can lead to hesitations and even deter consumers from making a purchase. Majority ranking demonstrated that most people would not be comfortable purchasing a product or service without reading reviews. In conclusion, the study findings demonstrate that there are limitations in the mice tourism industry of Uganda as demonstrated from the study findings generated. The major recommendation is that tourism and hospitality establishments should increase their presence because travelers today depend on MICE to gain insights into product performance, quality and overall user experience
Influence of Rural Tourism on the Local Community Liveliy Hood
(Uganda Christian University, 2024-05-29) Rita Nafuna
I wish to extend my sincere appreciation to the Almighty GOD for enabling me to accomplish my studies successfully with good health I do appreciate my research supervisor for the timely, adequate and positive influential style of supervision that I was subjected to from the starting point up to this level I wish to extend my sincere appreciation to my lectures and the university staff both skilled and unskilled for support and encouragement given to me thought my course Finally give my thanks to my parents and siblings for the continuous support financially and much love thought my studies
Analyzing the Opportunities of Coffee Tourism in the Development of Ugandan Tourism Industry. A Case Study of Mukono District
(Uganda Christian University, 2024-05-29) Joyce Kobusinge
The study investigated the opportunities of coffee tourism in the development of the tourism industry in Uganda but specifically Mukono district. Emphasis was put on analyzing these opportunities for the growth and development the tourism sector, engaging both the tourists, coffee farmers, baristas and government bodies responsible for tourism in Mukono district. The study used a case study research design where quantitative approach of data collection and analysis was adopted. Data was collected from tourists, farmers, baristas and some few government officials in Mukono district who were selected using random and purposive sampling techniques and data was collected using a closed-ended questionnaire. The study found out that coffee tourism in Mukono is yet just to be discovered as many farmers have not delved into it with much seriousness hence there is need for the UTB to organize training programs so as to brand coffee tourism as a tourism product which can fetch more than enough tourists. More so Mukono as a district need to adopt social media marketing as a tool to communicate and brand itself for example using Facebook, Twitter, Whatsapp and YouTube as the main social media platforms to market their products & services. It was concluded that Mukono has a lot of potential for the operation and exercise of coffee tourism. The study recommends that the government and UTB should collaborate with coffee farmers in Mukono to promote and develop coffee tourism in the region.
Sustainable Hotel Operations and Performance of the Hotels
(Uganda Christian University, 2024-05-29) Kevin Niyigaba
The aim of this study is to examine the challenges and opportunities in implementing sustainable practices within hotel operations. Drawing on a review of literature and case studies, it identifies key barriers hindering the adoption of sustainability measures in hotels, such as cost concerns, lack of awareness, and organizational inertia. Additionally, it explores innovative strategies and best practices for overcoming these challenges and fostering a culture of sustainability in hotel management. The study highlights the importance of collaboration among stakeholders, including hotel owners, managers, employees, guests, and local communities, in achieving meaningful progress towards sustainable hospitality (Bohdanowicz 2008). Additionally, according to Gonzalez (2018) this study examines the multi-dimensional impact of sustainable practices within hotel operations, encompassing environmental, social, and economic dimensions. Drawing on empirical research and industry case studies, it evaluates the effectiveness of sustainability initiatives in conserving resources, enhancing community well-being, and improving financial performance. The study highlights the need for comprehensive measurement frameworks and indicators to assess the holistic impact of sustainable hotel operations. By providing evidence-based insights, this paper aims to support hotel managers, owners, and policymakers in making informed decisions and investments in sustainable initiatives vii
Staff Attitude and Customer Satisfaction in the Hotel Industry
(Uganda Christian University, 2024-05-30) Saida Musa Kyakuwa
The study examined the relationship between staff attitude and customer satisfaction of African village hotel mukono kiyunga and the total population which was obtained using simple random sampling. The study was random quantitative since the major findings from field were descriptively presented through the use of tables for easy understanding and interpretation. This shows that out of 40 people which was obtained using simple random sampling. The study was random quantitative since the major findings from field were descriptively presented through the use of tables for easy understanding and interpretation. I distributed a couple of research questioners' and objectives which included ; what is the various dimensions of staff attitude in vission for Africa hotel what is the level of staff attitude in vissionforafricanhotel, what is the relationship between staff attitude and customer satisfaction in Africana village hotel, to establish the various dimensions of staff attitude in African village hotel. Using across sectional survey design in which the survey questionnaire were used to collect the required data The study was able to make the following findings. The female gender the highest with 66.7%, and 33.3 male, the respondents age the highest were less than 30 having 46% of the respondents .The research findings revealed that customer satisfaction is very important in expanding African village hotel as indicated by the survey The researcher also revealed that there is close relationship between staff attitude and customer satisfaction in African village hotel. The research also found out that great percentage of respondent 40% appreciates knowledge of management of improvement on customer satisfaction.
EXAMINING STRATEGIES TO PROMOTE DOMESTIC TOURISM IN UGANDA IN THE POST COVID ENVIRONMENT.
(2024-06-04) Tashobya Mercy
The purpose of the study was to examine the strategies to promote domestic tourism in Uganda on post Covid environment. The study was guided by the following study objectives; To assess the state of domestic tourism in Uganda post Covid-19. To assess the key factors influencing tourists’ decision-making process. To assess the effectiveness of existing strategies aimed at promoting domestic tourism in Uganda. To assess the challenges faced in the promotion of domestic tourism post Covid-19.
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

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