Cultural Tourism Packaging, Positioning and Value of Cultural Tourism Arrivals:

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dc.contributor.authorNakami, Esther Linda
dc.date.accessioned2026-07-21T08:20:30Z
dc.date.available2026-07-21T08:20:30Z
dc.date.issued2024-11-25
dc.descriptionThis is a master's thesis.
dc.description.abstractThis study aimed at establishing the effect of cultural tourism packaging and positioning on the value of cultural tourism arrivals in the Bugisu sub-region. Specifically, it focused on hospitality service-related organizations serving tourists attending the Imbalu Circumcision Ceremony. The study objectives were; to establish the relationship between cultural tourism packaging and value of cultural tourism arrivals, to examine the relationship between cultural tourism positioning and value of cultural tourism arrivals and to establish the effect of cultural tourism packaging and cultural tourism positioning on the value of cultural tourism arrivals. Furthermore, the researcher reviewed both local and international literature. The study used the resource-based view theory (Assensoh-Kodua, 2019) and the dynamic capability theory (Laaksonen et. al, 2018). Subsequently, a cross-sectional quantitative design was used and the research targeted 197 hospitality service-related organizations as the unit of analysis with their managers and directors serving as the unit of inquiry. A sample of 132 was determined based on (Krejcie & Morgan, 1970) and the study achieved a response rate of 92.3 % hence obtained responses from 120 respondents. Data was collected using a structured questionnaire which was tested for validity and reliability. The data was analyzed using correlation analysis to test for associations and multiple regression to test for relationships between the study variables via SPSS. The results indicated that cultural tourism packaging and cultural tourism positioning predict 54% (Adjusted R2 = .539) of the variance in the value of cultural tourism arrivals in Bugisu sub- region. Furthermore, cultural tourism positioning (r = .454, p < .05) is a better predictor of the value of cultural tourism arrivals compared to cultural tourism packaging (r = .359, p < .05). This implies that enhancing aspects related to cultural tourism positioning such as pricing and service delivery lead to increase value of cultural tourism arrivals. Hence, there is need to priotise budget allocations for activities related to cultural tourism positioning in order to gain more in terms of cultural tourism arrivals. This aligns with Uganda's NDP III, which emphasizes the positioning Uganda’s tourism offering beyond wildlife to include cultural tourism. Conceptually, the study focused only on cultural tourism packaging and cultural tourism positioning as variables, which may limit the scope of understanding of the factors influencing the value of cultural tourism. Methodologically, the reliance on quantitative data without triangulation from qualitative insights limited the depth of the findings. Future research should explore additional variables and incorporate qualitative approaches and longitudinal studies to provide deeper insights into the long-term effects of cultural tourism arrivals.
dc.description.sponsorshipDr. Mutumba Abbey (PhD) (Makerere University Business School) & Dr. Liconco Michelle (PhD) (Makerere University Business School)
dc.identifier.citationNakami, E. L. (2024). Cultural Tourism Packaging, Positioning and Value of Cultural Tourism Arrivals: A Study of Hospitality Related Service Organisations Serving Imbalu Circumcision Ceremony Tourists in Bugisu Sub-Region. (Unpublished master’s dissertation). Makerere University Business School, Kampala, Uganda.
dc.identifier.urihttp://hdl.handle.net/20.500.12282/6057
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.titleCultural Tourism Packaging, Positioning and Value of Cultural Tourism Arrivals:
dc.title.alternativeA Study of Hospitality Related Service Organisations Serving Imbalu Circumcision Ceremony Tourists in Bugisu Sub-Region.
dc.typeThesis
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