Bachelor of Tourism and Hospitality Management

Permanent URI for this collection

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

Browse

Now showing 1 - 20 of 52

Effect of environmental ethical practice by tour guides on visitor satisfaction in Murchison Falls National Park
(Uganda Christian University, 2026-05-06) Sheena Namuli Sewankambo
The study was conducted on the topic entitled the effect of environmental ethical practice by tour guides on visitor satisfaction in Murchison Falls National Park. It later followed the following objectives; to investigate the environmental ethical practices of tour guides in Murchison Falls National park, to evaluate the level of visitor satisfaction among tourists who visit Murchison falls National Park, to evaluate the impact of environmental ethical practice by tour guides that affect visitor satisfaction in Murchison Falls national park.In order to achieve the objectives of this study, a descriptive research design was employed in which the relationship between visitor satisfaction and environmental ethical practice in Murchison falls National Park was determined. The descriptive kind of research was adopted because it helps in providing answers to questions of who, what, and when.
The role of digital twin technology in supporting sustainable tourism practices: Destination Planning and Management
(Uganda Christian University, 2026-05-06) Joy Mirembe Lunyolo
This dissertation explores the potential of digital twin (DT) technologies to aid the planning and management of sustainable tourism by applying the document-analysis method and concentrating on literature and policy material published in 201025, and a case study of the Bwindi Impenetrable National Park in the national context of Uganda. Based on the conceptual lineage of the DT back to Michael Grieves, and informed by the standards and practitioner guidance (including that of the Digital Twin Consortium), the study is a synthesis of peer reviewed literature, technical white papers, policy documents and site management plans. Analysis with the aid of a structured codebook and thematic matrices revealed seven major themes, namely monitoring, simulation, conservation/heritage digitization, governance and ethics, interoperability and standards, cost and accessibility, and validation/evidence. Critical findings reveal a pragmatic approach of monitoring-first adoption trajectory of destination DTs, the primacy of governance (data-sharing, privacy, community co-design) in driving social legitimacy, lingering interoperability and cost barricades, and a desperate void on longitudinal validation of the links between DT interventions and quantifiable sustainability outcomes. The dissertation ends with the practical recommendations of staged, governance-based pilots, lowcost architecture, and stringent validation designs and research agenda to produce empirical evidence needed to implement the policy. The work places DTs as a facilitative, but not automatic, means to sustainable tourism- technical, institutional and ethical alignment has to happen to achieve conservation and community benefits.
The effect of sustainable practice adoption on guest satisfaction at Temms Hotel, Namugongo
(Uganda Christian University, 2026-04-17) Brandy Lakot
This study investigated the effect of sustainable practice adoption on guest satisfaction at Temms Hotel Namugongo. While hotels increasingly adopt ecofriendly initiatives, it remained unclear whether these practices genuinely enhanced guest satisfaction or caused inconvenience within the Ugandan suburban hospitality context. Utilizing a mixed-methods concurrent triangulation design, data was collected from 132 hotel guests using structured questionnaires and from 5 hotel managers through interviews. The findings revealed that sustainable practices significantly influenced guest satisfaction, explaining 54% of the variance in satisfaction levels. Highly visible initiatives, particularly community engagement and waste reduction, generated the highest emotional contentment and brand loyalty. Conversely, operational measures like water conservation yielded mixed reactions when they compromised core guest comforts. The study concluded that sustainability must be authentic and guest-friendly to serve as a competitive advantage. It is recommended that hotels balance environmental conservation with baseline hospitality standards.
The effect of frontline staff training on perceived service quality at canary hotel and gardens in Uganda.
(Uganda Christian University, 2026-04-15) Fauziah Namugga
The study was based on the effect of frontline staff training on perceived service quality at Canary Hotel and Gardens in Uganda. The study objectives were to examine the service quality in hospitality industry, examine the various indicators of frontline staff training in hospitality industry and to establish the effect of frontline staff training on perceived service quality in hospitality industry. The study used cross-sectional study design because it was the most appropriate given the nature of the objectives and limited time available to conduct this research. The design was adopted to observe the opinions and the respondents’ feelings about the study. A Sample of 55 respondents was selected for the study. The study found out that frontline staff training at Canary Hotel and Gardens enhances communication across different levels of the hotel, boosts employee morale, and allows staff to strengthen specific skills needed for their roles. It builds employees’ confidence by providing a deeper understanding of the hospitality industry and their job responsibilities. The study concluded that training contributes to job security and job satisfaction, ensures that employees deliver consistent and high-quality service, motivates staff, and increases their capacity to adopt new technologies. In addition, the training of frontline staff significantly contributes to improved perceived service quality and enhances overall hotel performance. The study further recommended that the management should implement structured training programs for all frontline staff to improve service quality and hotel effectiveness. Training initiatives should clearly define objectives, required activities, areas for improvement, budgets, timeframes, and steps to achieve the desired outcomes, thereby enhancing labor efficiency. Strategic planning of staff training is essential; management should recognize that failure to plan training properly can compromise service quality. Top management should provide strong support to all departments by equipping frontline staff with the skills necessary to perform their duties efficiently.
The Impact of Social Media Marketing Strategies on Consumer Awareness at Gofan Safaris and Travel Africa
(Uganda Christian University, 2026-03-25) Nice Nasaasira
In this research paper, we explored how the use of social media marketing strategies and how they impact consumer awareness at Gofan Safaris and Travel Africa. This study was driven by the increasing relevance of online platforms in shaping the marketing of tourism products and consumer behavior, as well as the dilemma of low awareness levels among consumers despite providing various safari and travel products in the East African region. The primary aim of the research was to define the correlation between social media marketing practices and consumer awareness. Particularly, the research has tested the customer awareness in tourism, evaluated the social media marketing Tactics employed by the business, and found out their impacts on customer awareness. The research design used was cross-sectional, using both qualitative and quantitative methods. A sample of 60 respondents was used to gather data on marketing staff, customer service staff, tour guides, and active clients through questionnaires and interviews. Quantitative data analysis was conducted through descriptive statistics and regression analysis, whereas qualitative responses were analyzed in a thematic manner. The results were that social media marketing tactics that included regular updating of content, communication through interactions, advertising promotions, and tourism content that appealed to sightseeing were of great value in increasing the consumer awareness of services offered by the company. The research developed a favorable connection between social media marketing practices and consumer awareness, and the insights show that successful digital interactions enhance the brand recognition, awareness of tourism packages, and interest. The research found that properly designed and regularly followed social media marketing programs are important in enhancing consumer awareness within tourism industry. It advised the company to reinforce its content strategy, engagement with customers, performance monitoring with data analytics, and target social media advertising in order to become more competitive and visible in the tourism market.
The Influence of Dynamic Pricing Strategies on Hotel Occupancy Rates in Masindi Municipality
(Uganda Christian University , 2026-03-18) Miriam Ahuura
Dynamic pricing has become a critical strategy in the global hospitality industry. Enabling hotels to adjust room rates in real time based on demand, seasonality, competitors behavior and local events. This study investigates the influence of dynamic pricing strategies on hotel occupancy rates in masindi municipality, a key tourism gateway to Murchison falls national park. Using a mixed methods approach, data will be collected through questionnaires and interviews with hotel managers and staff. The study aims to analyze existing pricing strategies, determine their relationship with occupancy rates, and identify challenges affecting Implementation. Findings are expected to provide evidence based insights for hotel managers, policymakers, and tourism stakeholders or enhance revenue management practices in regional hospitality markets.
The Role of Community Involvementon Conservation Success in Uganda a Case Study Oflake Mburo Nationalpark
(Uganda Christian University, 2026-03-18) Penlope Kukundakwe
This study examined conservation success and community involvement in Lake Mburo National Park with particular emphasis on the role of local communities in enhancing sustainable environmental management. The study was guided by three objectives which included examining conservation success within the park, assessing the level of community involvement in conservation activities, and establishing the role of community participation in achieving conservation success. The study adopted a documentary review research design based on secondary data obtained from wildlife census reports, conservation publications, environmental policy documents and institutional performance reports covering the period from 2018 to 2023. Data were analyzed using trend analysis to determine patterns in wildlife population growth, reduction in illegal park activities, community participation in conservation programs and the relationship between community involvement and conservation outcomes. Findings revealed a steady increase in wildlife populations such as zebras, impalas, buffaloes and elands, coupled with a significant decline in illegal activities including poaching, charcoal burning and illegal grazing within the park. The study further established that community participation in conservation activities such as environmental awareness programs, eco-tourism initiatives and park boundary maintenance has increased over the years.The study recommends strengthening participatory conservation approaches, promoting alternative livelihood opportunities for surrounding communities and enhancing environmental awareness programs to ensure sustainable conservation outcomes within protected areas. Further research is recommended on the socio-economic impact of community-based conservation initiatives in protected areas.
Employee Incentives and Job Satisfaction in a 4-star Rated Hotel in Kampala Metropolitan
(Uganda Christian Christian, 2026-03-17) Doreen Nagasha
Job satisfaction among employees is a very important factor that determines quality service delivery, productivity and employee retention in the hospitality industry. However, even with the introduction of numerous motivational techniques, many of the hotels in Uganda complain about the consistently high rates of employee satisfaction. Based on this, this study evaluated the effects of employee rewards on job satisfaction of employees who work in a sample of four-star hotels that are situated in the Kampala Metropolitan region. The aims of the research were to define the group of incentive practices used by these hotels, assess their role in job satisfaction among the employees, and explain the correlation between employee incentives and job satisfaction, on the whole. The descriptive cross-sectional research design was used including a mixed-method approach. Structured questionnaires were used to collect data by means of conducting the questionnaires to the employees of the hotel and semi-structured interviews were conducted with the chosen management staff. The research used 254 employee survey questionnaires and 12 interviews with managers with a response rate of about 92. Statistical analysis was done on quantitative data and thematic analysis on qualitative data. The findings have shown that job satisfaction is greatly influenced by employee incentives. Non-financial rewards like recognition and appreciation had a bigger influence on job satisfaction as compared to purely financial rewards although the latter had a significant share. It is concluded in the study that well-design incentive systems increase employee satisfaction and recommends that the recognitions programs be reinforced, that there be fair allocation of incentives and that career development prospects within the hotel industry be increased.
The Impact of Wildlife Habituation on Local Community Livelihoods a Case Study of Bwindi Impenetrable National Park
(Uganda Christian University, 2026-03-06) Winnie Imodoi
This study discussed the impacts of wildlife habituation on the community livelihood of local people living in the conservation zones, especially the conservation landscapes in Uganda. Wildlife habituation refers to the controlled mechanism by which wild animals gradually develop reduced fear of humans after recurring non-threatening interactions, a procedure that has found widespread application in biodiversity conservation and ecotourism (especially great-ape tourism). Even though the concept of habituation promotes increased possibilities to view wildlife, as well as supplementing tourism income, the overall socioeconomic impacts of the community in the vicinity of the protected areas are complex and under-synthesized in the existing literature. The research was based solely on secondary data found in peer-reviewed journal articles, conservation reports, institutional publications, and policy papers talking about wildlife habituation and human-wildlife conflict as well as ecotourism development and rural livelihood systems. The analytical tool used to assess the impact of wildlife habituation on the financial, human, natural, social and physical capital assets of the adjacent communities was the Sustainable Livelihoods Framework (SLF). The findings prove that the constructive effect of wildlife habituation on livelihood outcomes is through job creation, tourism-revenue-sharing models, infrastructure upgrading, and growth of conservation-related businesses. On the other hand, the increased contact between people and the habituated species increases crop raiding, livestock predation, zoonotic disease transmission and social discord, and therefore, household income, food security, and natural resource stability. Further, distribution of tourism benefits was found to be heterogeneous with many cases favoring communities that have direct access to the activities that belong to the protected areas. In this respect, the research concludes that wildlife habituation develops multidimensional, contextual livelihood results. Achieving sustainable conservation and development goals requires fair benefit-sharing systems, strengthened human-wildlife conflict management measures, involvement of people in the process, and flexible governance systems.
Service Quality and Customer Satisfaction in Gulu City Hotels: A Case of Bomah Hotel
(Uganda Christian University, 2026-03-02) Teddy Malia Aciro
The study established the relationship between service quality and customer satisfaction of Bomah hotel limited. The study was guided by the following specific objectives; to examine customer satisfaction in Bomah hotel, to examine services quality in Bomah hotel and to establish the relationship between service quality and customer satisfaction in Bomah hotel. The study used mixed method design. A sample size of 66 study respondents was selected from a population of 80. The study used purposive sampling and simple random sampling techniques. Interview and questionnaire survey method were used to collect data. The data collected using questionnaires survey method was quantitatively analysed using Statistical Package for Social Sciences (SPSS). The correlation analysis showed a positive and statistically significant relationship between service quality and customer satisfaction (r=.584**, p<0.000). The study concluded that concluded that high service quality offered by hotels will significantly result to customer satisfaction resulting to frequent visit to the hotel by customers. The study recommended that, management of Bomah should conduct regular training programs for it staffs focusing on customer care, complaint handling, communication skills, and time management. The further recommended investment in modern housekeeping equipment since this can reinforce the hotel’s competitive advantage and sustain high customer satisfaction levels. The study also recommended that management of Bomah Hotel should introduce a continuous feedback mechanism, such as digital surveys, or follow-up messages after checkout. The study further recommended that management of Bomah Hotel should develop a clear service quality standard for all departments.
The Impact of Digital Marketing Strategies on Customer Booking Behavior in Mestil Hotel
(Uganda Christian University, 2026-03-05) Suzan Rizpah Akello
This report focused on investigating how customer booking behaviour is impacted by digital marketing techniques at Mestil Hotel, Kampala. The reason why most customers prefer the traditional booking option of walk-ins, telephone calls, and third-party booking agents, despite the massive investment made by the hospitality industry of Uganda in digital marketing tools, motivated us to explore the reason and how the hotels in Uganda could improve their digital marketing tools. The research used a mixed-methods research design and employed both the structured questionnaires which were dispatched to the customers and employees as well as a semi-structured interview schedule to obtain data from the supervisory employees among whom was the marketing manager. The literature was a synthesis of the existing theoretical and empirical studies on consumer behaviour and digital marketing in the hospitality industry. The results showed that Mestil Hotel has an extensive digital marketing platform, implying a high-quality site with the ability to make a booking facilitated by active use of social media. Nonetheless, the effect on the behaviour with regards to the booking is partial; the digital channels are effective in the establishment of awareness but minimal in facilitating conversion. The issues that were encountered were channel fragmentation, limitation in data capture, pressure of competition by online travel agencies and customer preferences. The research found that investing in digital marketing is not enough to be able to change established booking behaviours in the absence of strong value propositions, smooth user experiences, and comprehensive marketing campaigns. Some of the recommendations were to maximize direct booking incentives, improve user experience on the site, close the digital divide by educating customers and using customer relationship management to build customer loyalty. This study provides empirical findings of the Ugandan setting to the digital marketing processes in emerging hospitality markets.
The Role of Tourism in the Economic Development of Uganda: A Case Study of Bwindi Impenetrable National Park and the Surrounding Communities
(Uganda Christian University, 2024-09-19) Obed Ainebyoona
Tourism has emerged as a key driver of economic development in Uganda, with Bwindi Impenetrable National Park and its surrounding communities offering a compelling case study. The park's gorilla trekking tourism has attracted international visitors, generating significant revenue that supports both national and local economies. For the surrounding communities, tourism has created employment, improved infrastructure, and spurred small-scale businesses such as handicrafts, hospitality, and guiding services. Additionally, the integration of local communities in conservation efforts has ensured a sustainable model where both economic growth and environmental protection thrive. This case study underscores the transformative impact of tourism in Uganda, fostering inclusive economic development while promoting conservation.
Service Quality and Customer Satisfaction: A Case Study in the Hospitality Industry
(Uganda Christian University, 2024-09-18) Bitijuma Byuma
The study examined the relationship between service quality and customer satisfaction of Kampala Nile Resort Hotel and the total population of 50 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 research questionnaires and three objectives which included; what is the various dimensions of service quality in Kampala Nile Resort Hotel. what is the level of service quality in Kampala Nile Resort Hotel, what is the relationship between service quality and customer satisfaction in Kampala Nile Resort Hotel to establish the various dimensions of service quality in Kampala Nile Resort Hotel, to assess the level of service quality in Kampala Nile Resort Hotel, to determine the relationship between service quality and customer satisfaction? Using across sectional survey design in which the survey questionnaires were used to collect the required data The study was able to make the following findings. The female genders are 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 service quality is very important in expanding Kampala Nile Resort Hotel as indicated by 40% of the responded leading service are available and dependent. The researcher also revealed that there is close relationship between service quality and customer satisfaction in Kampala Nile Resort Hotel. The research also found out that great percentage of respondent 40% appreciates knowledge of management of improvement on service quality. The researcher recommended the following to realize that in order to avoid poor service quality Management should make good planning of their activities in order to avoid over working of employees leading to poor service quality and the long run of customer dissatisfaction. There should be an effective examination of each individual needs. People should not be looked up in wholesome. In order to improve on service quality, employees should be appreciated for the work they have done.
The role of computer literacy on employee performance in the hotel industry
(Uganda Christian University, 2024-09-27) LUGAIRE ERIMIYA
This study investigates the role of computer literacy on employee performance in the hotel industry. With the ongoing transformation in hospitality, the ability of employees to effectively use computers has become essential for achieving operational excelence and enhancing guest experience.
Exploring the social economic impacts of community based tourism initiatives
(Uganda Christian University, 2024-09-27) NINYEBAZA PENINAH
this study explores the social-economic impacts brought about by community based tourism development projects around Lake Mburo National Park, Uganda. A quantitative cross-sectional approach has been used where in data were gathered from 36 household heads through structured questionnaires. indeed, it has been established that there is an increase in economic benefits derived from tourism, including household income, job opportunities, and infrastructural development.
THE ROLE OF COMPUTER LITERACY ON EMPLOYEE PERFORMANCE IN HOTEL INDUSTRY
(UGANDA CHRISTIAN UNIVERSITY, 2024-09-27) LUGAIRE ERIMIYA
This study investigates the role of computer literacy on employee performance in the hotel industry. with the ongoing digital transformation in hospitality, the ability of employees to effectively use computers has become essential for achieving operational excellence and enhancing guest experiences.
The effects of online food ordering system on customer satisfaction in restaurants
(UCU, 2024-09-25) Kironde Mukwaya Aaron
Douglas, R.B.(2018) in this literature review about restaurant management stated that one of the biggest challenges of management in the restaurant sector is providing and maintaining customer satisfaction
OPPORTUNITIES FOR CULTURAL TOURISM DEVELOPMENT IN MBARARA DISTRICT
(Uganda Christian university, 2024-09-20) Akatukunda Elise
This study explores the opportunities for cultural tourism development in Mbarara District to fill in the gaps in informing ways in which the district could improve its potential as a destination for cultural tourism. Data are collected using a cross-sectional survey design from 62 respondents residing near cultural heritage sites in Mbarara District. The objectives of the study are threefold: to establish the current status of cultural tourism in the world, Uganda, and Mbarara District; secondly, it tries to determine the global and national opportunities available for cultural tourism; and thirdly, it investigates the strategies that can be employed towards the development of cultural tourism in Mbarara District. The results further indicate that, while cultural tourism is an increasing resource worldwide and it illustrates potential in Uganda, its shortcomings are still evident in the case of Mbarara District, which faces constraints in infrastructure, few community participations, and no economic outcomes. Improvement at the base in infrastructural areas of transport links and tourist facilities will go a long way in enhancing the communities' involvement and ensuring that the programs are culturally engaging. In this respect, innovations in technology also make Uganda more attractive and accessible to international tourists, through the use of digital marketing, virtual tours, and interactive applications. The study identifies that strategic partnerships among local stakeholders, government bodies, and private investors are what can allow the development of cultural tourism. By addressing the inadequacies in infrastructure, consideration of available technological developments, and involving the local community, the district of Mbarara is able to make fuller utilization of its resources in culture, thereby making more viable contributions to its economic growth through tourism.
THE ROLE OF AI IN ENHANCING TOURISM REVENUE GROWTH
(UGANDA CHRISTIAN UNIVERSITY, 2024-09-20) BIIMBWA ELIJAH JAPHES
This research explores the transformative impact of Artificial Intelligence (AI) on tourism revenue growth in Uganda, driven by the urgent need to bridge the gap between current earnings and ambitious post-pandemic targets. The study delves into the determinants of tourism revenue, the integration of AI in the industry, and its potent role in driving financial gains. Employing a comprehensive mixed-methods approach, the findings reveal that AI is not just a tool but a powerful catalyst, revolutionizing marketing strategies, dynamic pricing, and personalized experiences to unlock unprecedented revenue potential. This study highlights AI‘s critical role in reshaping the tourism landscape, offering actionable insights for policymakers and industry leaders to propel Uganda‘s tourism sector toward sustainable and significant economic growth.
Assessing Tourism contribution towards poverty reduction
(2024-09-20) Opio Daniel

Browse

Recent Submissions