Analysis of Limitations in the Mice Tourism Industry of Uganda
Loading...
Date
2024-05-29
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Uganda Christian University
Abstract
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