Dissertations and Theses (Master's & Doctoral)

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    Digitalisation, Cultural Heritage Conservation and Tourism Growth in Central Uganda.
    (Makerere University Business School, 2025-12-06) Kasozi, Albert
    This study examined the relationship between digitalization, cultural heritage conservation, and tourism growth in Central Uganda. In recent years, the tourism sector has increasingly embraced digital tools and conservation strategies to enhance visitor experiences and preserve cultural assets. However, limited empirical research exists on how these dynamics influence tourism development in the Ugandan context. The study adopted a cross sectional quantitative research design, employing structured questionnaires to collect data from 110 respondents working within or associated with heritage sites. Findings revealed a strong positive relationship between digitalization and tourism growth, suggesting that investments in digital infrastructure, literacy, accessibility, and security significantly enhance tourism outcomes. Similarly, cultural heritage conservation—through documentation, preservation, restoration, and community engagement—was found to be positively associated with tourism growth. Regression analysis showed that the combined effect of digitalization and heritage conservation significantly predicts tourism development, accounting for a substantial portion of the variance in tourism growth indicators such as destination development, demand, and revenue generation. The study concludes that digitalization and heritage conservation are not only complementary but also critical drivers of sustainable tourism in Uganda. It recommends greater policy emphasis on integrating digital technologies and inclusive conservation practices in national tourism strategies. The findings provide practical insights for tourism managers, heritage institutions, and policymakers seeking to enhance Uganda’s tourism competitiveness while preserving its rich cultural legacy.
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    Technological Adoption, Accessibility and Smart Tourism Experience among Visitors at Selected Tourist Sites in Kampala City.
    (Makerere University Business School, 2024-04-02) Agaba, Dean
    The purpose of this study was to investigate the relationship between technological adoption, accessibility, and smart tourism experience in Kampala city. It was guided by Three objectives which included: to examine the relationship between technological adoption and smart tourism experience, to examine the relationship between accessibility and smart tourism experience and to examine the predictive power of technological adoption and accessibility on smart tourism experience. Conducted within the context of the tourism industry in Kampala city, the study addressed the problem statement of enhancing smart tourism experiences through technological adoption and improved accessibility. A cross-sectional research design was employed, with a sample size of 380 determined using Krejcie & Morgan’s table. Inferential statistics were utilized due to the research objectives. Results reveal positive significant relationships between technological adoption and smart tourism experience, accessibility and smart tourism experience and their predictive power on smart tourism experience in Kampala city. Regression analysis indicates that 34.5% of the variation in smart tourism experience is explained by technological adoption and accessibility, leaving 65.5% unexplained. Recommendations include allocating resources for research and implementation of emerging technologies, developing strategies to improve technological accessibility in tourism destinations, and regularly assessing the impact of technological changes and accessibility improvements on smart tourism experience.
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    Digital Technology Adoption, ICT Resource Capability, and Business Survival Among Traditional Travel Agencies in Uganda.
    (Makerere University Business School, 2025-11-03) Bamwesigye, Dickson
    The research study focused examining the relationship between digital technology adoption, ICT resource capability, and business survival among traditional travel agencies in Uganda. The study objectives were: to examine the relationship between digital technology adoption and business survival, the relationship between ICT resource capability and business survival, and the combined effect of digital technology adoption and ICT resource capability on business survival. Employing a cross-sectional research design and a quantitative approach, data was collected using a questionnaire from a sample of 196 respondents, with a response rate of 81.6%. Data was analysed using Statistical Package for Social Scientists (V23), and the findings indicate a significant positive relationship between digital technology adoption and business survival [0.32]. Additionally, there was a positive significant relationship between ICT resource capability and business survival [0.685]. Together, digital technology adoption and ICT resource capability explain 57.3% of the variance in business survival among traditional travel agencies in Uganda. The study recommends that the management of traditional travel agencies in Uganda should make more efforts to adopt digital technologies to attain a high level of business survival. This can be done through enhancing their perceived usefulness, perceived ease of use, relative advantage of the digital technologies in their operation. Also, the management of Traditional travel agencies in Uganda should enhance ICT resource capability through availing hardware and software and improving workers' experience and skills in order to attain high level of business survival. Further studies may also be conducted to ascertain other predictors of business survival among traditional travel agencies in Uganda given that the independent variables only predict 57.3%.
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    Community Perception, Community Participation, and Human-Wildlife Conflict Prevention in the Rwenzori Region.
    (Makerere University Business School, 2025-11-17) Atuhairwe, Irene
    This study examined the impact of community perception and community participation on the prevention of Human-Wildlife Conflict (HWC) in the Rwenzori region. The objectives were to investigate the correlation between community perception and human-wildlife conflict (HWC) prevention, the correlation between community engagement and HWC prevention, and the combined effect of community perception and community participation on HWC prevention. A cross-sectional research approach was utilized, involving a sample of 319 household communities near Kibale and Queen Elizabeth National Parks, resulting in 319 respondents and an 83.1% response rate. The results indicated a significant positive association between community perception and HWC prevention (r = .388**, p < .01). A significant negative correlation was identified between community participation and HWC prevention (r = -.288**, p < .01). Community perception and participation collectively explained 41.7% of the variance in human-wildlife conflict prevention (Adjusted R² = 0.417), with community perception and community participation both significantly contributing to the model. The study advises conservation authorities in the Rwenzori region to prioritize enhancing community perceptions by improving perceived value, perceived behavioral control, and subjective norms to bolster human-wildlife conflict prevention. Additionally, it suggests restructuring participation frameworks to ensure meaningful engagement through inclusive park management, policy-making, and benefit-sharing. Future study ought to investigate supplementary predictors of HWC prevention, given that the existing variables account for merely 41.7% of the variance, and should incorporate qualitative methodologies to obtain a more profound understanding of community dynamics.
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    Service Personalization, Service Trust and Behavioural Loyalty in Five Star Hotels in Uganda.
    (Makerere University Business School, 2023-11-27) Amanya, Jonan
    The purpose of this study was to examine the links between service personalization and service trust factors of behavioral loyalty in selected five star hotels sub-sector in Uganda. Specifically, the objectives were to examine the relationship between service personalization; service trust; behavioral loyalty and the joint predictive relationship between service personalization, service trust and behavioral loyalty. The study adopted an analytical cross sectional correlational survey research design to test the study hypotheses. Data was collected using a self-administered questionnaire from a sample of 201 guests of the selected five star hotels participating in the study. The data was analysed using correlation and hierarchical multiple linear regression in Statistical package for Social sciences. Furthermore, Service personalization had one component: perceived preference with five measurement items for perceived preference adapted, such as; “My hotel offers me services that satisfy my specific need,” “My hotel offers me services that I couldn’t find in other hotels”. Service trust was measured by perceived credibility and trustworthiness, having six measurement items, such as; “The service I receive in this hotel makes me feel safe,” “This hotel’s services are a guarantee of quality.” Behavioural loyalty was subdivided into two components; Revisits and positive word of mouth with three measurement items for revisits such as; “I usually come back to visit this hotel,” I consider myself a loyal guest of this hotel, and three measurement items for positive word of mouth such as; “I recommend other people to patronize this hotel,” “I say positive things about services in this hotel to other persons.” The findings showed a significant positive relationship between Service personalization and behavioural loyalty, Service trust and behavioural loyalty. The study also found that Service personalization and Service trust significantly predict behavioural loyalty. The study highlights the indispensible role of Service personalization in terms of perceived preference to hotels activities in building behavioural loyalty. Furthermore, role played by Service trust in form of perceived credibility and trustworthiness is vital in engendering behavioural loyalty exhibited in repeat purchase behaviour and positive word of mouth. The study thus recommends that, hotel managers need to provide unique hotel attributes to build trust among customers inorder to improve on the behavioural loyalty exhibited by their guests.