Thesis & Dissertations(Doctoral & Master)

Permanent URI for this collection

http://localhost:4000/handle/20.500.12282/3215

Browse

Recent Submissions

Now showing 1 - 5 of 7
  • Thumbnail Image
    Item
    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.
  • Thumbnail Image
    Item
    Social Media Marketing, Employee Agility and Resilience of Tourism Enterprises in COVID-19 Pandemic.
    (2023) Nakabuga, Jackie
    The study aimed at examining the relationship between social media marketing and the resilience of tourism enterprises in Kampala in COVID-19 pandemic. The study was based on the following objectives: to examine the relationship between social media marketing and resilience of tourism enterprises, to examine the relationship between social media marketing and employee agility in tourism enterprises, to examine the relationship between employee agility and resilience of tourism enterprises and to examine the mediating role of employee agility in the relationship between social media marketing and resilience of tour enterprise. A cross-sectional research design and quantitative approach were adopted, with a sample size of 242 respondents of which 197 responded indicating a response rate of 81.4%. The questionnaire was tested for reliability and validity. Data was analyzed using SPSS v23 as per the study objectives. Findings revealed a significant and positive relationship between; social media marketing and resilience of tourism enterprises, social media marketing and employee agility in tourism enterprises, employee agility and resilience of tourism enterprises. Overall, social media marketing and employee agility predict 53.9% of the variance in resilience of tourism enterprises. The results further revealed that employee agility partially mediates the relationship between social media marketing and resilience of tourism enterprises. The study recommended that tourism enterprises should highly elevate level of agility among their employees to be resilient in business. More so, strengthening innovation and creativity, flexibility and proactiveness among employees. The fact that the predictors in the model explain 53.9 %, further studies may be conducted to explain the remaining variation (46.1%) in the level of employee agility using different research designs. Further studies may also be conducted to ascertain other predictors of resilience among tourism enterprises in Uganda given that the independent variables only predict 53.%.
  • Thumbnail Image
    Item
    Culinary Quality, Perceived Authenticity and Customer Behavioral Intentions.
    (2023) Nabaale, Jamirah
    The purpose of this study was to examine the links between culinary quality, perceived authenticity and customer behavioral intentions in selected ethnic restaurants in Jinja City, Uganda. Specifically, the objectives were to examine the relationship between culinary quality and customer behavioral intentions; perceived authenticity customer behavioral Intentions; and the joint predictive relationship between culinary quality, perceived authenticity and customer behavioral Intentions. The study adopted an analytical cross-sectional correlational survey research design to test the study hypotheses. The data was collected using a self-administered questionnaire from a sample of 226 patrons of the selected ethnic restaurants participating in the study. The data were analyzed using correlation and hierarchical multiple linear regression in Statistical package for Social sciences. The findings showed a significant positive relationship between culinary quality and customer behavioral Intentions, perceived authenticity and customer behavioral intentions. The study also found that culinary quality and perceived authenticity significantly predict customer behavioral intentions. The study highlights the indispensable role of culinary quality in terms of value color, taste, good flavors, texture in building revisit and recommendation intentions. Furthermore, role played by perceived authenticity inform of unfamiliar, rare and traditional is vital in engendering customer behavioral intentions exhibited in revisiting and recommending others. The study thus recommends that, restaurant managers need to enhance culinary quality in terms of value, taste, smell, texture, rare, unfamiliar and local to motivate customers to revisit and recommend others to their establishments.
  • Thumbnail Image
    Item
    Improving Guest Complaint Management in Sienna Beach Hotel.
    (2023) Kiryowa, Godfrey
    This study sought to examine on how to improve guest complaint management in sienna beach hotel Entebbe. The study adopted a cross sectional research design and simple random sampling to gather data from 28 respondents who were the employees of the hotel. This study focused on establishing the challenges faced by the hotel staff when staff when dealing with customer complaints, the importance of having solving customer complaints and the strategies used in solving these complaints. The study revealed that customer complain on a number of things and that staff get challenges when dealing with the complaint. This is a positive attitude because a problem revealed is partly solved than customers leaving minus sharing their complaints. Therefore, the management of the hotel can benefit from such information by getting appropriate strategy for each complaint. The study also revealed how important are customer complaints to the hotel in terms of improving the quality of services of the hotel, attracting customers and improving on the customer loyalty. The study also heighted on a number of strategies the hotel can adopt the deal with customer complaints in an efficient and effective manner. These strategies are categorized as those that focus on customers, human resource related strategies, service recovery strategies, organisation structure strategies among others. The hotel can therefore, adopt a combination of these to solve the complaints. A key recommendation is that the hotel should invest and focus on putting in place a number of complaint management strategies since the study established that a number of complaints occur and that employees lack enough support while trying to overcome the challenges. in terms providing training for skills development, authority and decision making. The Hotel should also put in place well-established service recovery management strategy in form of a policy that clearly show the guideline to be followed when dealing with a specific customer complaint The limitations for this study were that, the sample for this study is based on one hotel and using employees as key respondents and cross sectional in nature. In addition, the present study employed qualitative techniques, therefore, future studies can consider the entire hotel sector in Uganda, consider all employees and customers as unit of inquiry and also employ quantitative or both qualitative and quantitative or a case study method for design and analysis of information.
  • Thumbnail Image
    Item
    Service Personalization, Service Trust and Behavioral Loyalty in Five Star Hotels in Uganda.
    (2023) 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 analyzed 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.” Behavioral 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 behavioral loyalty, Service trust and behavioral loyalty. The study also found that Service personalization and Service trust significantly predict behavioral loyalty. The study highlights the indispensable role of Service personalization in terms of perceived preference to hotels activities in building behavioral loyalty. Furthermore, role played by Service trust in form of perceived credibility and trustworthiness is vital in engendering behavioral loyalty exhibited in repeat purchase behavior and positive word of mouth. The study thus recommends that, hotel managers need to provide unique hotel attributes to build trust among customers in order to improve on the behavioral loyalty exhibited by their guests.