The Impact of Digital Marketing Strategies in the Hospitality Industry of Uganda.
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Date
2024-09-24
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Uganda Christian University
Abstract
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.