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Promotion Strategies And Development Of The Tourism Sector In Uganda; A Case Study Of Uganda Wildlife Education Center, Kampala. (Issue 12)

This study investigated the promotion strategies and their implications for the development of the tourism sector in
Uganda, with a specific focus on the Uganda Wildlife Education Center (UWEC) in Kampala. Recognizing the
pivotal role of tourism in global economies, the research aimed to understand the diverse strategies employed by
Ugandan nationals to attract and foster the growth of the tourism industry. Through a historical exploration of the
development of UWEC, from its establishment in 1952 to its transformation into a conservation education center in
1994, the study contextualized the challenges and opportunities faced by the Ugandan tourism sector. Despite political
instability affecting the industry in the early 1970s, Uganda's stabilization in the late 1980s paved the way for
reinvestment. However, charismatic wildlife losses and competition with neighboring countries posed challenges.
The study addressed the gap between tourist arrivals and sector growth, emphasizing the need for effective promotion
strategies. To achieve its objectives, the study employed a quantitative research design, utilizing both primary and
secondary sources of information. Primary data was collected through questionnaires distributed to 225 staff and nonstaff members at UWEC. Results indicate varied perceptions among respondents on factors such as infrastructure
development, marketing, cultural preservation, regulatory frameworks, and sustainability. A robust positive
correlation (r = 0.507, P = 0.001) is observed between strategy promotion and tourism industry development,
emphasizing the critical role of effective promotional efforts. The study concludes by offering recommendations,
urging policymakers and industry practitioners to adopt a comprehensive approach that integrates infrastructural
development, marketing, cultural preservation, and sustainability. Additionally, the researcher suggests diversifying
promotional strategies beyond digital marketing, considering complementary approaches like search engine
optimization, collaborations, and event sponsorship for enhanced impact.

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