The impact of social media influencer marketing on the destination choice of gen z tourists, a case of Uganda Wildlife Education Center (UWEC) Entebbe
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Date
2026
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Busitema University
Abstract
The 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.
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Citation
Ntume, h. (2026). 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. Unpublished dissertation.