Abstract:
This study was about the role of social media to the development of tourism in Uganda. The objectives of the study were; to examine the role of social media in travel planning by the tourists visiting UWEC, to examine the role of social media in building positive destination image of UWEC, to examine role of social media in influencing tourist decision making process.
The researcher based on uses and gratification theory to explain more about the dependent variable and the independent variable. Data was collected using descriptive cross sectional survey employing quantitative and qualitative data collection methods, this study design was selected because it assisted in getting the required data for the study easily. The study population were 40 and the target population were 36 from which the data was be collected, the researcher later used sample technique of collecting data and this was simple random sampling and it was carried out in four departments of the UWEC. The data was collected using a close ended questionnaire and data was presented using frequency tables and the correlation and regression results was obtained. Collected data was analyzed both quantitatively and qualitatively. The data sources were both from primary and secondary which helped the researcher to be equipped with much information. The analysis of data was carried out through the use of computerized software (SPSS) and qualitative statistical techniques was used to describe and summarize data. The presentation of data were done through use of tables which hold results of correlation and regression and bio data. Then the findings were made basing on different objectives which a researcher gave a clear conclusion from the findings. The study recommended that emphasis shall be put on the use of social media on tourism development in Uganda. In conclusion, social media can enhance tourism development through enabling tourists in planning itineraries, gathering information about destinations, and share their travel related experiences with their friends among others.
