Examining the Influence of Digital Marketing Strategies on Consumer Buying Behavior in Five-Star Hotels in Kampala.
No Thumbnail Available
Date
2023-11-24
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Makerere University Business School
Abstract
Despite the increase in digital marketing activities, occupancy rate for Uganda’s hotel industry is below the recommended break-even of 40% occupancy yet consumer behaviour has changed post covid-19. This report presents the analysis of a study examining the influence of digital marketing strategies on consumer buying behaviour in the context of five-star hotels in Kampala. The objectives of the study were to establish the relationship between study variables and the combined effect of the independent variables on the dependent variable. Key findings include a near-balanced gender distribution among respondents, with most having at least an undergraduate degree. Age groups were evenly spread, suggesting a receptive demographic for digital adoption. A significant portion of respondents were married and employed, indicating potential consumer buying capacity. Serena Lake Victoria Kigo emerged as the most visited hotel, while conference and meeting services were in high demand. Occasional visits were most common, with search engines and online word-of-mouth being vital information sources for guests. Correlation analysis revealed strong positive relationships between digital marketing strategies and consumer buying behaviour. Regression analysis further demonstrated that these factors collectively explain a substantial portion of the variance in consumer buying behaviour. In conclusion, electronic word-of-mouth, search engine optimization, and social media marketing significantly influence consumer buying behaviour in the five-star hotel industry. The report recommends leveraging electronic word-of-mouth, engaging with influencers, conducting keyword research, offering virtual tours, and promoting exclusive offers to enhance marketing strategies.
Description
This is a master's thesis.
Keywords
Citation
Tamale, T. (2023). Examining the Influence of Digital Marketing Strategies on Consumer Buying Behavior in Five-Star Hotels in Kampala. (Unpublished master's dissertation). Makerere University Business School, Kampala, Uganda.