Brand Experience, Destination Image, And Tourist Loyalty in Uganda.

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dc.Contributer.SupervisorAssoc. Prof. Sam Dawa, (PhD) (Makerere University Business School) & Dr. Michelle Kiconco (Makerere University Business School)
dc.contributor.authorManyasi, Christopher Wanda
dc.date.accessioned2026-07-13T10:23:10Z
dc.date.available2026-07-13T10:23:10Z
dc.date.issued2025-10-21
dc.descriptionThis is a master's thesis.
dc.description.abstractThis study assessed the relationship between brand experience, destination image, and tourist loyalty in Uganda, focusing on tourists visiting Kibale Forest, Queen Elizabeth, and Bwindi Impenetrable National Parks. A cross-sectional research design was employed, with a sample of 383 respondents selected through stratified random sampling from a population of 129,241 tourists. Data were analyzed using Pearson correlation and multiple regression to examine the individual and combined effects of brand experience and destination image on tourist loyalty. Findings revealed that both brand experience (r = .340, p < 0.01) and destination image (r = .430, p < 0.01) had significant positive relationships with tourist loyalty, with destination image exerting a slightly stronger influence. Multiple regression results showed that the two predictors explained 24.8% of the variation in tourist loyalty, confirming their combined effect. Based on these results, recommendations include enhancing holistic brand experiences, strengthening and sustaining a positive destination image, adopting integrated marketing strategies, and improving infrastructure and accessibility to reinforce tourist loyalty. The study’s limitations include its focus on three national parks and the challenges of sampling a transient tourist population, suggesting that future research could examine additional factors such as service quality, digital engagement, and perceived value to provide a more comprehensive understanding of tourist loyalty in Uganda.
dc.identifier.citationManyasi, C. W. (2025). Brand Experience, Destination Image, And Tourist Loyalty in Uganda. (Unpublished master's dissertation). Makerere University Business School, Kampala, Uganda.
dc.identifier.urihttp://hdl.handle.net/20.500.12282/5810
dc.language.isoen
dc.publisherMakerere University Business School
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United Statesen
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/
dc.titleBrand Experience, Destination Image, And Tourist Loyalty in Uganda.
dc.typeThesis
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