Destination marketing, destination image, and the inflow of tourists into Uganda
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Date
2018-12-07
Authors
Mulondo, Moses
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Abstract
The purpose of the study was to examine the relationship between destination marketing, country/destination image, political stability, and the inflow of tourists into Uganda. The research objectives which guided the investigation included the following; to establish the level of the inflow of tourists in Uganda, to examine the relationship between destination marketing and the inflow of tourists, to ascertain the relationship between destination marketing and the destination image, to study the relationship between political stability and the destination image, to identify the relationship between the destination image and the inflow of tourists into the country, and to find the relationship between political stability and the inflow of tourists. A conceptual framework relating the independent variables to the dependent variable was developed. Data collection was carried out using the purposive sampling method. In undertaking this research, the researcher used quantitative designs in order to establish the relationship between destination marketing, political stability, destination image, and the inflow of tourists into Uganda. Data was collected from the respondents using self-administered questionnaires. A representative number of 190 respondents successfully responded from a targeted sample size of 248 respondents. The findings show that there is a significant positive relationship between destination marketing and the inflow of tourists. The findings also proved that there is a significant positive relationship between political stability and the inflow of tourists. The findings of the investigation also confirmed that there is a significant positive relationship between destination image and the inflow of tourists. The findings however indicate that there is a negative and not significant relationship between destination marketing and destination image.This however contradicts findings of other researchers like Hospers (2004, p. 274). Generally, the research findings revealed that destination marketing, destination image, and political stability contribute significantly to the inflow of tourists into a country (Uganda).
Description
A dissertation submitted to the Directorate of Research and Graduate studies in partial fulfillment of the requirements for the award of the degree of Master of Business Administration of Makerere University
Keywords
Marketing, Data collection, Framework, Uganda
Citation
Mulondo,M.(2018).Destination marketing, destination image, and the inflow of tourists into Uganda