Professional Photography, Tourism Promotion and Travel Motivation in Uganda:
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Date
2021-02-03
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Makerere University Business School
Abstract
The increased rivalry in the tourism industry has forced tourism stakeholders to regularly search for modest advantages to effectively promote tourism enabling travel motivation for target clients. Both tourism practices and products can best be sold if presented through using professional photography. Failure to employ professional photography for tourism destinations might lead to a wastage of funds on advertising for tourism promotion. This study required to establish the relationship between professional photography, tourism promotion and travel motivation in Uganda. The study was cross sectional, data was collected from 229 inbound tourists reporting monthly using registered tour operators operating under the Association of Uganda Tour operators in Uganda.
The study found that professional photography relates positively with tourism promotion (r=.238, p<0.01), meaning that tourism promotion will be improved if professional photography is highly employed. There is also a significant relationship between tourism promotion and travel motivation (r=.183. p<0.01), indicating that tourism promotion offers an excellent platform for understanding tourism and the intangibility of its products. However, there was no relationship between professional photography and travel motivation (r=.183, p>0.05), implying that without professional photography, potential tourists can still travel to their desired destinations in Uganda.
The study acclaimed that tourism stake holders must not only strategize in travel motivation through tourism promotion, but to also acquire more knowledge about how quality destination photographs can be used to promote tourism on various tourism platforms. Also, tourism stakeholders must adhere to professional photography practices. This authentically projects the colors and tones of the product that evokes a specific mood of viewers that result into a pleasing affective response to the potential travelers.
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This is a master's thesis.
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Citation
Namara, L. (2021). Professional Photography, Tourism Promotion and Travel Motivation in Uganda: A Study of Key Stakeholders in Uganda’s Tourism Sector. (Unpublished master’s dissertation). Makerere University Business School, Kampala, Uganda.