The influence of marketing on the development of hotel industry in Uganda:

Abstract

This study examined the role of marketing on the development of the hotel industry. The study was guided by the following objectives notably, to find out the influence of services quality on the development of hotel industry, to find out the influence of social media marketing on the development of hotel industry and to find out the influence of service branding on the development of hotel industry in Uganda. The study used a descriptive and quantitative approach. Data was collected from a target population of 55 of employees with accessible unit of 48 employees of Jinja Nile Resort hotel Mada, 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 services quality on the development of hotel industry, social media marketing on the development of hotel industry and service branding on the development of hotel industry in Uganda. The study, recommends that efforts to improve on the development of the hotel industry depend on marketing (services quality, social media marketing and service branding). Finally, the study concludes that there is a strong predictive power that the dimensions of marketing contribute towards enhancing the development of the hotel industry in Jinja Nile Resort.