Examining the Influence of Digital Marketing Strategies on Consumer Buying Behaviour in Five-Star Hotels in Kampala.
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Date
2023
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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 behavior has changed post covid-19. This report presents the analysis of a study examining the influence of digital marketing strategies on consumer buying behavior 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 behavior. Regression analysis further demonstrated that these factors collectively explain a substantial portion of the variance in consumer buying behavior.
In conclusion, electronic word-of-mouth, search engine optimization, and social media marketing significantly influence consumer buying behavior 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.
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A Dissertation Submitted to Makerere University Business School (Faculty of Graduate Studies and Research) in Partial Fulfilment of the Requirements for the Award of Degree of Master of Business Administration of Makerere University. (PLAN A).
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Tom, T (2023) Examining the Influence of Digital Marketing Strategies on Consumer Buying Behaviour in Five-Star Hotels in Kampala. Unpublished Masters Dissertation Makerere University Business School. Kampala, Uganda.