Department of Tourism and Hospitality Management
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Item The impact of social media influencer marketing on the destination choice of gen z tourists, a case of Uganda Wildlife Education Center (UWEC) Entebbe(Busitema University, 2026) Ntume, hassanThe study examined the influence of social media influencer marketing on the destination choice of Generation Z (Gen Z) tourists with a specific focus at Uganda Wildlife Conservation Education Centre (UWEC) based in Entebbe. The study aimed at examining how influencer marketing contribute to promoting the awareness of UWEC, its impact on the perceived destination image and its subsequent impacts on the overall destination choice of Gen Z tourists. By adopting a descriptive cross-sectional design, the study used both quantitative and qualitative methodologies with the target population that included 50 respondents comprising UWEC administrators, tour guides, and Gen Z with a sample size of 45 respondents selected using purposive and convenient sampling guided by the Krejcie and Morgan, (1970) sample size determination table. The data for the study was collected using structured questionnaires, surveys, interview questions on selected respondent with special knowledge at UWEC, and data collected will be analyzed using SPSS version 26 conducting descriptive statistics, correlation, and regression analyses. The study acquires a high response rate of 93.3% (42 respondents), the findings further revealed strong relationship that social media influencer marketing effectively raises awareness of UWEC Aggregate Mean =4.34; SD=0.68), with a positive influence on the destination’s image, (Aggregate Mean =4.38); SD=0.65), and significantly affects destination choice (Aggregate Mean=4.34; SD=0.65). The correlation results revealed a strong link between destination awareness and choice (r = 0.731, p < 0.01), and between destination image and choice (r = 0.788, p < 0.01). Regression analyses demonstrated that awareness creation is a significant indicator of the destination choice (ß = 0.364, p < 0.001), showing destination image as the significant influential indicator (ß = 0.517, p < 0.001), together explaining 62.1% of the variance in destination decisions. The study concluded with the major highlights that social media influencer marketing strongly enhances awareness, promoting destination image and shaping the destination choice of Gen Z tourists. Overall, the study recommends that UWEC should engage in sustained partnership with potential influencers, craft authentic and visual digital content with a strategic effort to promote tourism among the young tourist demographic. Keywords: social media, influencer marketing, destination choice, Gen Z tourists, Uganda Wildlife Education Center, Entebbe.Item Technology adoption and guest convenience in the hospitality industry, a case study of Jinja Nile resort in Easten Uganda.(Busitema University, 2026) Nanyonga, PrimroseThe study established the impact of technology adoption on guest convenience in the hospitality industry, a case study of Jinja Nile Resort in Eastern Uganda. It specifically examined the effect of mobile apps in guest convenience, assessed the impact of e-check in and out on guest convenience and examined the impact of e-point of sale on guest convenience in Jinja Nile Resort. Anchored on the resource-based view (RBV) as proposed by Barney, (1991). The study employed a quantitative research approach and utilized a cross-sectional design to collect primary data. A sample size of 44 respondents was determined using Krejcie and Morgan’s table. Data were gathered through a structured questionnaire, which served as the main research instrument. The quantitative responses were coded and analyzed using the Statistical Packagefor Social Sciences (SPSS) version 25.0. To examine the relationships among variables, correlation analysis was conducted, while regression analysis was applied to assess predictive effects. The results revealed a positive and statistically significant relationship between the use of mobile applications and guest convenience (r = .619, ρ < 0.01), e-check in and out positively affects guest convenience (r =.773, p <0.01) and finally, results show a positive significant relationship exists between E-point of sale and guest convenience. (r=792, ρ<0.01). The study concludes that guest convenience in Pallisa DLG is influenced by adoption of mobile apps, e- check in and out and e-point of sale. It recommends hotels invest in technology adoption to better their services. Keywords: Technology adoption, guest convenience, hospitality industry, Jinja Nile resort, Eastern UgandaItem The impact of seasonality on safari lodges a case study of Murchison falls National Park in Masindi district.(Busitema University, 2026) Ntambi, BrianThis study assessed the impact of tourism seasonality on safari lodges in Murchison Falls National Park, Uganda, focusing on revenue generation, occupancy rates, and staffing levels. Guided by Tourism Demand Theory, a cross-sectional design was employed with a sample of 52 respondents drawn from lodge management, employees, tourists, tour operators, and marketing staff using purposive and random sampling. Data were collected through structured questionnaires and analyzed using descriptive statistics, Pearson correlation, and regression analysis. Findings revealed strong agreement that seasonality significantly affects revenue generation (grand mean = 4.48), occupancy rates (grand mean = 4.50), and staffing levels (grand mean = 4.41). Correlation analysis indicated moderate positive relationships between seasonal fluctuations and staffing strategies (r = 0.438, p = 0.001), revenue generation and staffing strategies (r = 0.498, p = 0.000), and occupancy rates and staffing strategies (r = 0.472, p = 0.000). Regression analysis showed that the independent variables collectively explained 33.8% of staffing and operational strategies (R² = 0.338), with the overall model being statistically significant (F = 2.870, p = 0.032). The study concluded that seasonality creates significant revenue instability, occupancy fluctuations, and staffing challenges affecting lodge sustainability. Recommendations include product diversification, infrastructure improvement, dynamic pricing, flexible staffing, and employee retention programs. The study provides empirical evidence and practical insights for enhancing the resilience of safari lodges in protected areas. Keywords: safari lodges, impact of seasonality, Murchison falls, National Park, Masindi districtItem The contribution of cultural heritage on tourism development in Uganda, a case study of Kabaka’s Palace, Mengo.(Busitema University, 2026) Nakityo, HadijahThis study examined the role of cultural heritage in tourism development at Kabaka's Palace, Mengo, Uganda. The study was guided by three objectives; to examine the role of cultural heritage preservation in enhancing the visitor experience at Kabaka's Palace, to assess the economic benefits of tourism for the local community and stakeholders, and to identify strategies to promote sustainable tourism practices that support cultural heritage preservation. A cross-sectional research design was adopted, utilizing both quantitative and qualitative approaches. The study collected data from a sample of 52 respondent’s purposive and random sampling techniques. Data were collected using structured questionnaires and analyzed using the Statistical Package for Social Sciences (SPSS). Descriptive statistics, correlation analysis, and regression analysis were employed to examine the relationships among the study variables. The findings showed that cultural heritage preservation significantly enhances visitor experience at Kabaka's Palace (Grand Mean = 4.51) and that tourism generates substantial economic benefits, including job creation, revenue generation, support for local businesses, and infrastructure development (Grand Mean = 4.45). Sustainable tourism practices were also found to be critical for supporting both heritage preservation and tourism growth (Grand Mean = 4.51). Correlation analysis revealed strong positive relationships between cultural heritage preservation and tourism development (rs = 0.78, p < 0.01), economic benefits and tourism development (rs = 0.75, p < 0.01), and sustainable tourism practices and tourism development (rs = 0.81, p < 0.01). Regression analysis showed that sustainable tourism practices (ß = 0.42), cultural heritage preservation (ß = 0.38), and economic benefits (ß = 0.29) significantly predict tourism development, collectively explaining 71.6% of its variation (R² = 0.716). The study concludes that cultural heritage is essential for tourism growth at Kabaka's Palace and recommends strengthening conservation efforts, increasing community participation, promoting sustainable tourism, and boosting investment to support sustainable tourism and heritage preservation in Uganda. Keywords: cultural heritage, tourism development, Kabaka’s Palace, Mengo, development in UgandaItem The impact of poaching on wildlife population and tourism viability: a case study of Murchison falls national park, Masindi district.(Busitema University, 2026) Mulasa, SolomonPoaching remains a critical threat to wildlife conservation and nature-based tourism sustainability globally, yet localized empirical evidence linking poaching to wildlife population dynamics and tourism viability remains limited, particularly in Uganda's protected areas. This study investigated the impact of poaching on wildlife populations and tourism viability in Murchison Falls National Park, Uganda, from 2022 to 2025. Guided by Sustainable Tourism Theory, the study employed a cross-sectional research design with a sample of 59 respondents comprising Uganda Wildlife Authority staff, park rangers, tour operators, tourists, conservation officers, and community members. Data were collected using structured questionnaires and analyzed using descriptive statistics, Pearson correlation, and regression analysis. Findings revealed that respondents were neutral regarding the level and forms of poaching (grand mean = 3.30), with wire snaring and commercial poaching identified as the most common methods. Poaching demonstrated a strong positive relationship with wildlife population dynamics (r = 0.752, p = 0.000) and significantly predicted changes in wildlife populations (ß = 0.452, p = 0.000), affecting species abundance, mortality rates, and spatial distribution, particularly among large mammals. Wildlife population dynamics exhibited a strong positive relationship with tourism viability (r = 0.798, p = 0.000), with respondents agreeing that fewer wildlife sightings negatively affect visitor experience (mean = 3.44), reduction in wildlife leads to decreased tourist arrivals (mean = 3.44), and repeat visits depend on quality of wildlife experiences (mean = 3.51). The regression model explained 67.9% of the variance in wildlife population dynamics and tourism viability (R² = 0.679, F = 59.892, p = 0.000). The study concludes that poaching significantly influences both wildlife population dynamics and tourism viability, though tourism at Murchison Falls National Park demonstrates resilience despite wildlife declines. Recommendations include strengthening anti-poaching enforcement, enhancing community engagement through alternative livelihood programs, implementing regular wildlife monitoring, diversifying tourism products, and adopting sustainable tourism practices to ensure long-term conservation and tourism sustainability. Keywords: poaching, wildlife population, tourism viability, Murchison falls, national park, Masindi districtItem The relationship between staff motivation and service delivery in the hospitality industry, a case study of Mbale resort hotel.(Busitema University, 2026) Kooyi, ShedrackThis study investigated the relationship between staff motivation and service delivery in the hospitality industry, with a specific focus on Mbale Resort Hotel in Uganda. Guided by Herzberg’s Two-Factor Theory, the research aimed to assess the effects of intrinsic and extrinsic motivation factors on service delivery and propose recommendations for enhancing staff motivation and customer satisfaction. A descriptive cross-sectional design was employed, with data collected from 62 hotel employees using structured questionnaires. Analysis involved descriptive statistics, correlation, and regression techniques. The findings revealed strong positive correlations between intrinsic motivation and service delivery (r = 0.781, p < 0.01), and extrinsic motivation and service delivery (r = 0.734, p < 0.01). Regression analyses showed that intrinsic motivation explained 61.0% of the variation in service delivery (R² = 0.610), while extrinsic motivation accounted for 53.9% (R² = 0.539). Additionally, recommended staff motivation strategies correlated positively with service delivery (r = 0.698, p < 0.01) and explained 48.7% of the variance (R² = 0.487). Significant intrinsic motivators included recognition, career growth, and employee participation, while extrinsic motivators such as fair remuneration, training, and supportive supervision were also significant. Respondents strongly supported improvements in salaries, training, welfare programs, and communication to enhance motivation and service quality. The study concluded that both intrinsic and extrinsic motivational factors substantially influence service delivery at Mbale Resort Hotel, with intrinsic motivation having a slightly greater impact. The study recommended that policy makers develop supportive labor policies, practitioners implement comprehensive motivation strategies, and future researchers explore the nuanced impacts of motivation on service dimensions and employee retention. Keywords: staff motivation, service delivery, hospitality industry, Mbale resort hotel, intrinsic and extrinsic motivation.Item The role of Non-governmental organizations (ngos) in promoting sustainable tourism development: a case study of Murchison falls national park, Masindi district.(Busitema University, 2026) Mugaya, Ananiah Kaamu.This investigation examined the contributions of non-governmental organizations (NGOs) to the advancement of sustainable tourism, with specific reference to Murchison Falls National Park in Masindi District, Uganda. The study was structured around three principal objectives: to assess the influence of NGO-facilitated capacity building on sustainable tourism outcomes, to evaluate the role of NGOs in environmental conservation efforts, and to determine the effect of NGO supported community participation on tourism sustainability. A cross-sectional research design was employed, targeting a population of 65 respondents, from which a sample of 52 participants was drawn using both purposive and random sampling techniques. The sample comprised NGO staff, Uganda Wildlife Authority officials, park personnel, community members, tour operators, tourists, and local leaders. Data collection was conducted through structured questionnaires, and analysis was performed using the Statistical Package for the Social Sciences (SPSS), incorporating descriptive statistics, Spearman's rank correlation, and multiple linear regression. The findings revealed robust, positive, and statistically significant relationships between each independent variable and sustainable tourism development. NGO capacity building demonstrated a strong correlation (rs = 0.813, p < 0.01), environmental conservation showed a comparable association (rs = 0.794, p < 0.01), and community participation exhibited a similarly significant relationship (rs = 0.785, p < 0.01). Regression analysis indicated that the three variables collectively accounted for 71.6% of the variance in sustainable tourism development (R² = 0.716). Community participation emerged as the most potent predictor (ß = 0.417), followed by NGO capacity building (ß = 0.382) and environmental conservation (ß = 0.291). The study concludes that NGOs fulfill a significant and mutually reinforcing role in advancing sustainable tourism around Murchison Falls National Park through skills development, environmental protection initiatives, and the active integration of local communities into tourism planning and governance processes. It is recommended that NGOs intensify collaboration with governmental bodies and community stakeholders, expand capacity-building and conservation programming, and ensure the equitable diffusion of tourism benefits to sustain the progress achieved to date. Keywords: non-governmental organizations, sustainable tourism development, capacity building, environmental conservation, community participation, Murchison Falls National Park.Item The role of cultural tourism in tourism development in Uganda, A case study of Ewaffe cultural village, Mukono district.(Busitema University, 2026) Katusiime, SyliviaThis study investigated the role of cultural tourism in promoting tourism development in Uganda, using Ewaffe Cultural Village as the case study. Specifically, the research sought to examine how cultural tourism activities contribute to tourism development, assess the influence of cultural tourism on tourist arrivals at Ewaffe Cultural Village in Mukono District, and analyze the extent to which cultural tourism supports income generation and enhances the livelihoods of local communities within Mukono District. The study adopted a descriptive research design and employed a quantitative research approach. Data were obtained from a target population of 60 respondents, of whom 52 constituted the accessible population. Simple random sampling and purposive sampling techniques were used to select the study participants. Information was gathered using structured closed-ended questionnaires and interview guides. The collected data were analyzed using the Statistical Package for the Social Sciences (SPSS), which generated frequency distributions, descriptive statistics (means and standard deviations), as well as reliability and validity tests, correlation analysis, and regression analysis to address the study objectives. The findings of the study indicated that cultural tourism has a positive and statistically significant influence on tourism development. Based on these results, the study recommends strengthening cultural tourism initiatives by promoting cultural performances, preserving cultural heritage attractions, and supporting traditional cultural practices and lifestyles, as these aspects play an important role in enhancing tourism development. The study further concludes that the key dimensions of cultural tourism possess strong predictive potential in explaining and promoting tourism development. Keywords: cultural tourism, tourism development, Ewaffe cultural village, Mukono district, tourist arrivalsItem The role of cultural heritage sites on the development of the tourism industry. A case study of Kasubi tombs, Kampala(Busitema University, 2026) Kalira, AdolfThe study was carried out with the aim of finding out the role of cultural heritage sites on the development of the tourism industry, a case study of Kasubi Tombs, Kampala, Uganda. The objectives for the study was; to assess the contributions of the Kasubi Tombs to tourism development in Uganda, to identify the challenges facing the management and conservation of the Kasubi Tombs as a tourism site and to explore strategies for enhancing the role of cultural heritage sites like Kasubi Tombs in sustainable tourism growth. Cultural heritage sites represent a vital yet underutilized component of tourism development, particularly in developing countries where they can drive economic growth, preserve identity, and foster sustainable community livelihoods. This study examines the role of cultural heritage sites in advancing the tourism industry in Uganda, with a specific case study of the Kasubi Tombs a UNESCO World Heritage Site and the royal burial ground of the Buganda Kingdom in Kampala. The research adopts a mixed-methods approach, drawing on secondary data from tourism statistics, UNESCO reports, and primary insights from site management, visitors, and local stakeholders. Findings indicate that while Uganda's tourism sector achieved a record USD 1.28 billion in international receipts in 2024, supporting over 800,000 jobs and contributing approximately 6.6% to GDP, cultural heritage attractions like the Kasubi Tombs remain secondary to wildlife-based tourism. Visitor numbers to museums and cultural sites exceeded 34,000 in 2024, highlighting growing but limited engagement compared to the country's 1.37 million international arrivals. The Kasubi Tombs, inscribed on the UNESCO World Heritage List in 2001 and removed from the List of World Heritage in Danger in 2023 following reconstruction efforts after the 2010 fire, embody significant historical, spiritual, and architectural value. Reconstruction neared completion by late 2025, with full restoration announced in December 2025, positioning the site for enhanced tourism potential through improved accessibility, authenticity preservation, and cultural promotion. Key challenges include limited funding, inadequate infrastructure, urbanization pressures, post-reconstruction management issues, and competition from nature-based attractions, which constrain visitor numbers, revenue generation, and community benefits. Opportunities lie in strategic marketing, community involvement, integration into national tourism circuits, and leveraging UNESCO status to attract cultural tourists seeking authentic experiences. The study concludes that effective management and conservation of sites like the Kasubi Tombs can significantly amplify their contributions to sustainable tourism development, economic diversification, cultural preservation, and local empowerment in Uganda. Recommendations include policy enhancements for heritage-tourism integration, increased investment in site infrastructure, stakeholder collaboration, and targeted promotion to boost visitor arrivals and ensure long-term viability. Keywords: cultural heritage, heritage sites, tourism industry, Kasubi tombs, development of the tourismItem Role of front office operations in guest satisfaction, a case study of Mbale resort hotel in Mbale city, eastern Uganda.(Busitema University, 2026) Bwire, NelsonRole of front office operations in guest satisfaction: a case study of Mbale Resort Hotel in Mbale City, Eastern Uganda. The study was guided by three objectives: To find out the effect of front desk efficiency on guest satisfaction at Mbale Resort Hotel, to find out the influence of staff professionalism on guest satisfaction at Mbale Resort Hotel, and to find out the effect of technology, use, and complaint handling on guest satisfaction at Mbale Resort Hotel. A cross-sectional research design employing both quantitative and qualitative approaches was adopted. Data were collected using questionnaires and interviews from selected respondents at Mbale Resort Hotel. The collected data were analyzed using descriptive statistics and correlation analysis with the aid of SPSS, while qualitative data were analyzed thematically. The findings showed that the roles of front office operations positively influence guest satisfaction, although challenges such as technology failures and delays at the front office still limited participation. Keywords: front office operations, guest satisfaction, Mbale resort hotel, front desk efficiency, staff professionalismItem The effect of service quality on customer satisfaction in Jinja hotels, A case study of Jinja Nile resort.(Busitema University, 2026) Otuta, JohnThe research study examined the effect of service quality on customer satisfaction Jinja in hotels, with a major focus on Jinja Nile Resort Hotel in Uganda. The study, guided by the SERVQUAL model, examined three major dimensions of service quality: reliability, responsiveness, and assurance and their influence on customer satisfaction. By adopting a quantitative cross-sectional design, data were collected from 55 respondents comprising hotel staff and guests using structured questionnaires and interview questions. The findings demonstrated that all three dimensions positively and significantly influence customer satisfaction, with responsiveness showing the strongest effect (R² = 0.659), followed by assurance (R² = 0.632) and reliability (R²= 0.613). Respondents rated professionalism, prompt service, and dependable delivery highly, though complaint handling showed room for improvement. The study concludes that increasing sustaining customer satisfaction and loyalty. This research study is expected to contribute evidence-based insights into service quality and customer satisfaction in Uganda’s hospitality sector, offering recommendations for hotel managers, policymakers, and industry stakeholders to increase and boost the development of Uganda’s hospitality industry through enhanced service quality and customer satisfaction. Keywards: Service quality, customer satisfaction, Jinja hotels, Jinja Nile Resort, quantitative cross-sectionalItem Govt advised to use technology in promoting tourism.(New Vision, 2017-12-05) Vision PublicationAs Uganda struggles with exploiting its full tourism potential, the Government has been advised to focus more on the development of technology based advised to focus more on the development of technology based solutions, to attract more visitors into the country.Item Uganda Tourism board intensifies classification and grading of accommodation facilities in the country(New Vision, 2017-07-31) UTBUganda Tourism board intensifies classification and grading of accommodation facilities in the countryItem Why Uganda should celebrate this year's World Tourism Day.(New Vision, 2017-09-26) Asiimwe, StephenTomorrow, Uganda will join the rest of the world to celebrate World Tourism Day to highlight the great strides the industry has taken and the inter-agency and stakeholder support the sector obtains. This year's celebrations will be held in Ssese Island under the theme:Item Exploring Murchison falls park with the preachers(New Vision, 2018-06-10) Ssenkaaba, StephenThe park, the second most visited in Uganda, is home to about 1,600 elephants. About 1,000 hippos live here.Item Uganda struggling to end child marriages(2017-07-31) Mugabe, RobertUgandans should embrace their culture and promote them as a tool to steer the nation into the desired middle-income status, the state minister for tourism, Godfrey Suubi Kiwanda, has said.Item Karimojong urged to promote peace using culture.(New Vision, 2017-09-05) Wanyama, OlandasonThe state minister for minerals, Peter Lokeris, has said culture is significant in promoting peace in Karamoja region, previously characterised by armed conflict and cattle rustling. "We need to make use of culture to ensure the promotion of peace," he noted.Item Decentralise Namugongo tourism promotion.(New Vision, 2017-07-26) Kintu, NyagoThe catholic, Anglican and muslim Namugongo Martyr' shrines are key Ugandan uniting national symbols and tourist attraction.Item Pearl of Africa Hotel to boost tourism sector(Daily Monitor, 2017-10-16) Natasha, MariamI recently attended the opening of the Pearl of Africa Hotel in Nakasero, Kampala. The hotel has been under construction for the last decade and it has more than 253 rooms. It also employs more than 2,000 Ugandans.Item Kalangala: the Ferry is waiting for you(New Vision, 2017-09-02) Kakembo, TusCome International tourism week (September 22-27) under the theme, "Unlocking the potential", all the boats, ferries and ships on Lake Victoria will lead to Kalangala district.