Browsing by Author "Amen, Elizabeth"

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    Destination marketing and competitiveness of the tourism sector in Westnile subregion, Uganda
    (Muni University, 2025-11-25) Amen, Elizabeth
    The purpose of this study is to investigate the influence of Destination Marketing on the Competitiveness of the Tourism Sector in Uganda’s West Nile sub region, with a particular focus on the moderating role of Government Policies and Support. The research aimed to examine how Unique Selling Propositions (USPs), targeted marketing strategies, and destination branding collectively enhance tourism competitiveness under varying levels of government intervention. In terms of methodology a descriptive and correlational research design was adopted, employing a mixed-methods approach that integrated quantitative surveys and qualitative interviews. Data were collected from 169 respondents, including tourism operators, local government officials, and key tourism stakeholders. Quantitative data were analyzed using regression and moderation analyses, while qualitative responses were examined through thematic content analysis to triangulate and enrich the findings. Findings revealed a positive and significant relationship between USPs and tourism competitiveness (β = 0.412, p < 0.01), confirming that distinctive market propositions strengthen regional appeal. Targeted marketing strategies (β = 0.387, p < 0.01) and branding and image management (β = 0.426, p < 0.01) were also found to significantly enhance competitiveness. Furthermore, government policies and support demonstrated a moderating effect (β = 0.295, p < 0.05), amplifying the impact of destination marketing initiatives. Qualitative evidence highlighted persistent challenges, including policy inconsistency, limited financial facilitation, and weak institutional coordination. In terms of limitations, the study was geographically confined to the West Nile sub region and relied partly on self-reported data, which may limit the generalizability of the findings across Uganda’s broader tourism landscape. This research contributes empirically to the discourse on tourism competitiveness in emerging destinations, demonstrating that integrated marketing strategies—when reinforced by coherent government support—can substantially elevate destination performance. The study further provides a conceptual model linking destination marketing dynamics with tourism competitiveness, offering a valuable framework for policymakers and practitioners seeking to strengthen Uganda’s regional tourism competitiveness.