Role of social media in the promotion of tourism industry in Uganda:

Abstract

This study focused on examining the role of social media in the promotion of tourism industry in Uganda, with specific attention to the Uganda Wildlife Education Centre (UWEC). The objectives were to explore the role of social media in travel planning by tourists visiting UWEC to assess its contribution in creating a positive destination image, and to determine its influence on tourists’ decision-making processes. The study was guided by the Uses and Gratification theory, which helped in explaining the relationship between the independent and dependent variables. A descriptive cross-sectional survey design was employed, combining both quantitative and qualitative methods, as it was deemed suitable for obtaining the necessary data efficiently. The study population comprised 50 individuals, with a target of 45 participants. Simple random sampling was applied, covering four UWEC departments. Data was collected mainly through close-ended questionnaires, supplemented by both primary and secondary sources. The analysis involved both quantitative and qualitative approaches. Quantitative data was processed using SPSS software, where results were presented in the form of frequency tables, correlations, and regressions, while qualitative methods helped in summarizing and describing findings. The results were then interpreted based on the study objectives, leading to clear conclusions. The study recommended that greater emphasis be placed on the use of social media as a tool for tourism promotion in Uganda. Overall, it concluded that social media enhances tourism by supporting itinerary planning, providing destination information, and enabling tourists to share experiences.