Adoption of Online Marketing and Attractiveness of Uganda's National Parks.
| dc.contributor.author | Ninsiima, Doreen | |
| dc.date.accessioned | 2024-07-22T15:24:27Z | |
| dc.date.available | 2024-07-22T15:24:27Z | |
| dc.date.issued | 2023 | |
| dc.description | 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). | |
| dc.description.abstract | The study investigated the relationship between Adoption of Online marketing and Attractiveness of Uganda National Parks. The specific objectives of the study included; to establish the relationship between email marketing and attractiveness of Uganda’s National Parks; to examine the relationship between social media marketing and attractiveness of Uganda’s National Parks and to assess the relationship between website marketing and attractiveness of Uganda’s National Parks. The study employed a cross section design with both quantitative and qualitative approaches. The study population was 110 from which a sample size of 86 respondents was determined using Krejcie and Morgan (1970) table. The findings revealed that email marketing has a weak positive and insignificant relationship with attractiveness of national parks at r = 0.180 at the level of significance 0.176 given by the Pearson correlation. Also, there is a positive and significant relation between social media marketing and attractiveness of national parks at r = 0.505 at the level of significance 0.000 (2-tailed). Finally, there is a positive and significant relationship between web site marketing and attractiveness of national parks at r = 0.515 at the level of significance 0.000. The study recommends that UWA should embrace the use of social media marketing as this has a potential to reach to a big number of social media users. More emphasis should as well be directed towards ensuring continued use of the Web site as a marketing tool as most people believe in information from this source as being authentic and rich. UWA should device other strategies on how well they can utilize information passed through email. | |
| dc.identifier.citation | Doreen, N (2023) Adoption of Online Marketing and Attractiveness of Uganda's National Parks : A Case of Uganda Wildlife Authority. Unpublished Masters Dissertation Makerere University Business School. Kampala, Uganda. | |
| dc.identifier.uri | http://hdl.handle.net/20.500.12282/5012 | |
| dc.language.iso | en | |
| dc.title | Adoption of Online Marketing and Attractiveness of Uganda's National Parks. | |
| dc.title.alternative | A Case of Uganda Wildlife Authority. | |
| dc.type | Thesis |