Browsing by Author "Kabahita, Charity"

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    Digital Technologies, Social Networks, and Inward Internalization of Ugandan Tourism Firms.
    (2024) Kabahita, Charity
    This study investigated how digital technologies and social networks facilitate the efforts of Ugandan tourism firms to attract international customers and contribute to their competitiveness in the global tourism industry. The study used a quantitative approach to data collection and analysis. During the quantitative phase, a survey questionnaire was distributed to a sample of Ugandan tourism firms to collect data on their use of digital technologies and social networks in their inward internationalization efforts. Statistical analyses were performed to assess the impact of digital technologies, such as investing in a website, using social media and online sales platforms, and the role their social networks play in their inward internationalization efforts. The findings of this study add to the existing literature by shedding light on the role of digital technologies and social networks in Ugandan tourism firms' inward internationalization. The research aims to provide policymakers, tourism industry stakeholders, and individual firms with practical recommendations on how to harness the potential of digital technologies and social networks for effective inward internationalization. This study aims to support the growth and competitiveness of Uganda's tourism sector in the global market by improving understanding of the factors that influence the success of inward internationalization.