Journal
Metropolitan Journal of Academic Multidisciplinary Research
MJAMR
Marketing Communication and Performance of Hospitality Sector in Kampala
DISTRICT. A CASE STUDY OF GEORGINA GARDENS Nakubulwa Hasifah
| Journal | Metropolitan Journal of Academic Multidisciplinary Research (MJAMR) |
| Volume / Issue | Vol. 2, No. 10 |
| Published | 31 October 2023 |
| ISSN | 3006-4384 |
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
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
More in This Issue
View full issue →
11
Commercial Farming and Social Economic Status of Rural Families. A Case of Kyabatana Village
commercial farming
social economic status and rural families
12
Corporate Social Responsibility and Development of Organizations in Uganda; a Case Study of Hima Cements, Kasese District.
Corporate social responsibility
organizational performance
stakeholders
13
Cultural Norms and Socio-Economic Development Communities I N Uganda, a Case Study of Namanyonyi Sub County, Mbale District.
cultural norms
socio-economic development and communities
14
Digitization and Financial Performance of the Organisation. A Case Study of Uganda Microcredit Foundation, Busia Branch Busia District
digitization
financial
performance and organisation
15
E-Commerce and Business Performance; a Case Study of Airtel Uganda
e-commerce and business performance