MJAMR

Marketing Communication and Performance of Hospitality Sector in Kampala

DISTRICT. A CASE STUDY OF GEORGINA GARDENS Nakubulwa Hasifah


Abstract

The study examined the impact of Marketing Communications on the performance of hospitality sector in Uganda. The objectives of the study were; examining the impact of social media marketing on the performance of hospitality sector, examining the impact of web-page marketing on the performance of hospitality sector and examining the impact of Print media marketing on the performance of hospitality sector in Uganda. The study adopted a cross sectional survey designed which employed both quantitative and qualitative approaches to data collection. Both interviews and questionnaires were administered to a sample of 86 respondents and out of 86 respondents and only 80 responded, making 93% response rate. The findings shown that the value R= 0.398, it implied that there was a week positive significant relationship between Print media marketing as the independent variable and performance of hospitality sector as the dependent variable in the amount of 39.8%. The value of r square = 0.158 implied that print media marketing had influence in the amount of 15.8% on performance of hospitality sector, while rest of 84.2% other factors that affects development of tourism in Uganda are not examined in this research. The study recommended that more hotel businesses ought to review their Marketing Communications strategies and bridge the existing gaps to gain a higher market share in the hospitality industry in Uganda. The study also recommends that hotel businesses in Uganda could adopt a hybrid of Marketing Communications activities in order to remain profitable and competitive.

Keywords

marketing communication performance and hospitality sector
Metropolitan Journal of Academic Multidisciplinary Research

Cite This Article

DISTRICT. A CASE STUDY OF GEORGINA GARDENS Nakubulwa Hasifah (2023). Marketing Communication and Performance of Hospitality Sector in Kampala. Metropolitan Journal of Academic Multidisciplinary Research, 2(10). https://journals.miu.ac.ug/pages/article.php?article_id=1040

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