Market Orientation, Promotional Pricing, and Hotel Occupancy of Star-Rated Hotels in Uganda.

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dc.contributor.authorMukisa, Deborah
dc.date.accessioned2026-07-21T09:59:17Z
dc.date.available2026-07-21T09:59:17Z
dc.date.issued2025-10-02
dc.descriptionThis is a master's thesis.
dc.description.abstractThis study explores the connection between market orientation, promotional pricing, and hotel occupancy in star-rated hotels across Uganda, particularly in the context of increasing competition in the hotel sector. Despite the significant role of tourism in Uganda's economy, local hotels are under performing, with occupancy rates lagging behind those of regional counterparts. Utilizing a descriptive cross-sectional survey design, data was collected through questionnaires targeting the marketing departments of star-rated hotels. The research aims to fill the gap in integrated studies on market orientation and promotional pricing by examining their combined effects on hotel occupancy. Through correlation and regression analyses using SPSS, the findings provide valuable insights into effective strategies for enhancing occupancy rates and improving the overall financial performance of star-rated hotels in Uganda, contributing to academic knowledge while offering practical recommendations for hotel management in the region. The findings indicate strong positive relationships between both promotional pricing strategies and market orientation with hotel occupancy rates. Regression analysis demonstrates that these factors significantly predict hotel occupancy, explaining 53.9% of the variation observed. The combined impact of these strategies further boosts occupancy rates, highlighting the importance of customer satisfaction, competitive awareness, and effective pricing. Recommendations for improvement include prioritizing customer feedback, utilizing influencer \marketing, and fostering a customer-centric culture. However, the study acknowledges certain limitations, such as potential response biases and a limited focus on specific predictors. Future research should investigate the long-term effects of the COVID-19 pandemic and the role of social media in shaping guest decision-making.
dc.description.sponsorshipAssoc. Prof. Walugembe Ahmad (PhD) (Makerere University Business School) & Dr. Katongole Celestine (Makerere University Business School)
dc.identifier.citationMukisa, D. (2025). Market Orientation, Promotional Pricing, and Hotel Occupancy of Star-Rated Hotels in Uganda. (Unpublished master’s dissertation). Makerere University Business School, Kampala, Uganda.
dc.identifier.urihttp://hdl.handle.net/20.500.12282/6059
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.titleMarket Orientation, Promotional Pricing, and Hotel Occupancy of Star-Rated Hotels in Uganda.
dc.typeThesis
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