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EXAMINING THE ROLE OF ADVERTISING ON THE GROWTH OF THE TOURISM INDUSTRY IN UGANDA A CASE OF UGANDA NATIONAL MUSEUM (Issue 4)

The study aimed at examining the role of advertising on the growth of the tourism industry in uganda and it was guided by the following objectives; To identify the different tourist attractions at the Uganda National Museum, to analyze the effect of advertisement on the growth of Uganda National Museum and to assess the different forms of advertising used in Uganda.
This study was conducted at the Uganda National Museum. Through the use of random sampling technique, the researcher used a sample size of 70 respondents and data that was collected came from 50 respondents who presented accurate data in relation to the objectives of the study.
The findings of the study clearly indicated that 56% of the respondent’s presented results to the researcher showing that tourist attraction at the Uganda National Museum followed by 22% of the respondents who presented results indicating that the tourist attraction at the Uganda National Museum was moderate. 15% of the respondents informed the researcher that tourist attraction at the National Museum was low and finally 7% of the respondents were not sure. The Museum should order to combat competition and stand the test of time, should adopt competitive parity approach in determining the amount to be allocated to advertising expenditure. This will enable the Museum to continuously monitor what its competitors are doing with regards to advertisement thereby placing them in a better competitive level.

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