Faculty of Marketing and International Business

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http://localhost:4000/handle/20.500.12282/3148
The Faculty has established itself as the major trainer and churned out a number of highly skilled and professional graduates in the marketing and international business field.

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Browsing Faculty of Marketing and International Business by Author "Mugoya, Akibu"

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    Rural Destination Vulnerability, Sustainability and Growth Perceptions of Community Based Tourism Projects in Selected Rural Destination Areas in Busoga Sub-Region.
    (2023) Mugoya, Akibu
    The study explored the relationship between rural tourism destination vulnerability, sustainability and growth perceptions of Community Based Tourism (CBT) projects in selected rural tourism destination areas of Busoga Sub-region. This was guided by the following objectives; to examine the relationship between rural destination vulnerability and growth perceptions of CBT projects, to examine the relationship between rural destination sustainability and growth perceptions of CBT projects, to determine the relationship between rural destination vulnerability and rural destination sustainability, and to examine the combined effect of rural destination vulnerability, sustainability and growth perceptions of CBT projects in rural destinations. The study adopted a cross-sectional design, utilizing quantitative and qualitative methods, focusing on 476 households near four vulnerable rural tourism destinations in Busoga Sub-region (Kagulu Hill, Bishop Hannington site, Itanda falls, and Buswiikira site). A sample size of 214 households was determined using the Krejcie and Morgan (1970) table, selected through Purposive Random Sampling. Primary data was gathered from self-administered questionnaires and secondary data from various sources. Quantitative data underwent analysis using SPSS. The study found a positive relationship between rural destination vulnerability and CBT project growth, as well as a strong correlation between rural destination sustainability and project growth. Additionally, it revealed a significant and positive link between rural destination vulnerability and sustainability, with a regression model indicating their combined impact on project growth. The study's key recommendations emphasize prioritizing vulnerability management in rural destinations, particularly addressing seasonal impacts, economic shocks, and climate change, especially within the Busoga Sub-region context.