The role digital marketing on the development of tourism in Uganda:

Abstract

This study examined the role of digital marketing on the development of tourism. The study was guided by the following projects notably; to find out the role of digital marketing to the development of tourism in Uganda; to find out the role of marketing strategies and other approaches to the promotion and development of tourism in Uganda; to find out the contribution of ICT (Information and Communications Technologies) towards the development of tourism. The study used a descriptive and quantitative approach. Data was collected from a target population of 50 tour operators of AUTO with accessible unit of 47 tour operators of AUTO, using simple random and purposive sampling techniques. Data were collected with the aid of closed ended questionnaire and Statistical Packages for Social Sciences was employed for analyzing data from which frequency tables, descriptive statistics (mean and standard deviation), reliability, validity, correlation, and regression results were obtained. The study findings revealed that there is a positive and a significant effect of digital marketing on tourism development, marketing strategies and other approaches on tourism development and the role ICT on tourism development. The study, recommends that efforts to improve on the development of tourism depends on digital marketing (social media marketing, online travel agencies and Websites). Finally, the study concludes that there is a strong predictive power that the dimensions of digital marketing contribute towards enhancing the development of tourism of AUTO members or tour operators.