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 →
41
Rural-Urban Migration and Social-Economic Development in Uganda. A Case Study of Kayunga District
rural-urban migration
social and economic development
42
Tax Evasion and Tax Avoidance on the Economy. A Case Study of Kalerwe Market
tax evasion
tax avoidance and economy
43
Tax Policies and Tax Compliance on Small and Medium Enterprises of Nakawa Division
tax policies
tax compliance
small and medium enterprises
44
Taxation and Business Performance of Small and Medium Sized Enterprises in Uganda; a Case Study of Rubaga Division, Kampala
taxation
business
performance
small and medium sized enterprises
45
Taxation Policy and the Development of Small and Medium Scale Enterprises in Uganda. A Case Study of Kabira Sub-County-Kyotera District.
taxation policy
development
small and medium scale enterprises