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ABSTRACT
Introduction:
This study was about The Impact of local promotions on
domestic tourism in Uganda as a country.
Objective
of the study: The general objective of the study was
to assess the effectiveness of tourism promotion done over television in
increasing local interests in tourism. The specific objectives were; to
characterize the advertisement/promotion initiative to promote domestic tourism
in Uganda, to compare the number of visitors of featured tourism destinations
before and after promotional activity and to assess the source of motivation
for domestic tourists to undertake tourism trips
Methodology: A total of 30
respondents were involved in the study and these were 26 tourists who were
found at UWEC and 1 respondent from NTV, 1 respondent from Bukedde T.V and 2 respondents from UWEC. Data was collected through
use of interviews and questionnaires.
CHAPTER ONE: INTRODUCTION
1.1
Background to the study
The
impact of tourism promotions through
television has been of great value in Uganda. This is has been part of
promoting domestic tourism in Uganda. Domestic tourism usually constitutes more
than international /foreign tourism in my countries (Kanyi - 2014).Unfortunately,
in most developing countries this segment of tourism has been neglected (Mazimhaka - 2006).
Fortunately,
Uganda has recently seen very deliberate attempts to promote local interests in
the treasures that Uganda offers. These deliberate efforts include use of local
media such as television where various promotional events have been done.
These
promotions have been broadcasted in both English and local notably luganda. Different
televisions in Uganda including nation television (NTV) and Bukedde television have several programs
dedicated to promotion of tourism in Uganda. National Television broadcasts in
English language while Bukkedde
television broadcasts in a local language, Luganda Different languages appeal
to different segments of society and it is anticipated that the promotional
programs aired in these different languages have different audience. The more affluent
Ugandans watch local language broadcasting televisions.
There
are various promotional campaigns which have been held on NTV and Bukkedde to promote tourism and these
have increased creation of awareness about domestic tourism, highlighting what
Uganda has to offer for tourism. Uganda Tourism Board has also heavily invested
in promoting domestic tourism through running tourism awareness inform of advertisements
by local media within the country for example on televisions about the
campaigns that are expected. These campaigns have been carried out with the aim
of increasing local interest to participate in domestic tourism.
Bolan
and Williams (2008) noted that television tourism which is sometimes referred
to as “screen tourism” is a phenomenon which has long been acknowledged and
reported, but few in-depth studies of it have been published. Within the last
decade television has induced tourism and has gained increasing attention from
academics and the industry alike.
Most of Uganda’s tourism attractions have been
marketed via television. For example the Source of the Nile has been declared
one of the Seven Wonders of Africa and that Uganda has a unique culture with 53
tribes. There is a lot of religious tourism to promote in Uganda for example.
Uganda Martyrs in Namugongo, the Old Kampala Mosque, church crusades among
other faith related activities. All these informations have been displayed on
many Ugandan television as seen above.
Goeldner
& Ritchie, (2006), he looks at tourism as a very powerful economic force
that provides an array of employment opportunities, foreign exchange, and state
and local income and tax revenues. The media communication technologies are
imperative for frontline investments for sustainable globalized tourism
development indicators. The powerful effects of media communications can bring
sweeping changes of attitudes and behavior among the key actors in local,
national and global tourism for peace, security and sustainable development.
The social, cultural, economic, political and environmental benefits of tourism
would usher in monumental and historic changes in the country.
However
it is not known whether such efforts are reaping any fruits. This study seeks
to investigate the impact of these advertisement and promotional drives in
promoting domestic tourism and increasing local visitors. Specifically, the
research is going to compare the number of visitors of selected tourism destinations
before and after the promotional activity or event and to characterize the
advertisement/promotion initiatives to promote domestic tourism.
1.2
Problem Statement
In
Uganda today, there has been a lot of efforts to promote tourism through media
most especially through Television. Several televisions in Uganda do broadcast
tourism information However, nobody has done the evaluation of the impact of
these promotion campaigns towards increasing interest of domestic tourism in
Uganda. Therefore this research was carried out to assess the impact of
promotion campaigns towards tourism development in Uganda. It evaluated
how English tourism campaigns are good in promoting the tourism industry as
compared to those in local languages.
1.3
Goal and Objectives of the study
1.3.1
Goal of the study
The goal of the study was to assess the
effectiveness of tourism promotion done over television in increasing local
interests in tourism
1.3.2
Specific objectives
The following objectives and research
questions guided this inquest
i) To
characterize the advertisement/promotion initiative to promote domestic tourism
in Uganda
ii)
To compare the number of visitors of featured
tourism destinations before and after promotional activity.
iii) To assess the source of motivation for domestic
tourists to undertake tourism trips
1.4
Research Questions
i)
What is the difference between English
and Local Language promotion campaigns?
ii) Do
the numbers of visitors significantly increase after featuring a particular
tourism destination?
CHAPTER TWO: LITERATURE REVIEW
2.0
Introduction
This
chapter highlights more light on the dependent variable (Domestic tourism) and
local promotions. A literature review summarizes, interprets, and critically
evaluates existing "literature (or published material) in order to
establish knowledge on a particular subject (Romie, 2002).
2.1 Advertising
Advertising
is one phrase that has been given different definitions by authors and these
definitions in various ways portray what advertising is all about. According to
Tother (1988) advertising refers to any non personal or one – way form of
communication conducted through paid media under dear sponsorship.
Stanton
W.J (1983) says that advertising consist of all the activity involved in
presenting to a group, a non – personal, oral or usual, openly sponsored
message regarding a product, service or idea.
According
to American marketing association (1960) “advertising can be defined as any
paid form of non personal presentation and promotion of ideas, goods and
services by an identified sponsor”.
In
(2002) Rotler defined, advertising as any paid form of non personal
presentation and promotion of ideas, goods or services by an identified
sponsor. According to G.Cook ‘an ad is the dynamic synthesis of many
components, and comes into being through them’. A good piece of advertising is
a form of commercial mass communication designed to promote the sale of a
certain product or service, delivering a message conveyed through both images
and words, meant to have a high impact
on the viewer, on the potential tourist
From the above definitions, it is obvious that advertising
is a paid communication undertaken by an identified sponsor and governing all
business activities. These activities may include placement of
announcement and messages of products and services on the television, radio,
magazines, newspaper, outdoor leaflets etc. with the aim of creation awareness.
2.2
Domestic tourism in Uganda
The growth of Uganda’s tourism sector is
partly dependent on the promotion of domestic tourism. Recent research
shows that the tourism industry in Uganda safaris is still lagging
behind which is attributed to the negligence of the government support towards
domestic tourism therefore, its neighbors calling for the need to develop
tourism domestically (Olyvia, 2014)
According
to Uganda Tourism Board (UTB ), the tourism industry being the source of foreign
exchange for the country, there are several initiatives that have been
undertaken to develop the industry but a lot more needs to be done for example
though the) is trying to promote domestic tourism, but it is not enough, so the
government should increase its spending at the promotion of Uganda as a tourist
destination of choice for tourists, providing incentives for investment into
the sector, increase on the tourism marketing funds and try to resolve their
political wrangles peacefully to avoid political unrest in the country which
scares away tourists and impacts on Uganda’s reputation as a safe tourist
destination. Coupled with poor infrastructure, it makes domestic tourism
relatively low.
In
the campaign to develop domestic tourism, tour operators urge the government to
ensure that the development of transport network is efficient since it has a
direct impact on improving accessibility to tourists destinations
within Uganda. Because of poor road net work, strong vehicles are needed to
access national parks which cannot be afforded by local people who
are willing to travel to visit local tourist sites. Thus government need
to do a lot of marketing, provide incentives to investors, create more tourism
awareness within the domestic population and ensure security in the country
thus urge domestic tourism will advance the sector in the country (Olyvia,
2014).
According
to Sunday Monitor, January (2017)
Uganda’s tourism sector’s contribution to the Gross Domestic Product (GDP) in
the 2014/15 financial year increased to Shs6.3 billion up from Shs5.6 billion
the previous year. State minister for Tourism, Godfrey Kiwanda, observes that
it has been a tough year for tour operators, mainly because of the tough
economic times and also because the operators have not looked beyond foreign
tourists in attracting business.
According
to the Department of Tourism (2012) Statistics indicate that the numbers of
domestic trips are still trailing international arrivals.
Many tour operators found that there are
high taxes and this has limited their operation. They have consistently
petitioned the government to scrap value added tax (VAT) on upcountry lodges
since operators spend a lot on maintaining roads to the tourist sites and on
improving communication services in the sites.
3.1
Research design
The study involved mixed methods. Part of the
research is based on a survey design using key informants interviews and
structured questionnaire. The other part used a review of secondary data.
3.2
Data collection
Data
collection started with key informant interviews. The researcher visited two TV
stations which from researcher experience have tourism promotion programs. One
of the televisions was predominately an English broadcaster while the other was
a local language broadcaster (Luganda). At the TV station the researcher asked
to interview the program producer for the preselected tourism related programs.
3.3 Sample selection procedure
Random sampling technique was used to
select 25 respondents who were tourists found at Uganda Wildlife Education
Center. Purposive sampling was used to select the program presenter and
production manager from NTV and Bukkedde and
the receptionist at UWEC
3.4 Sampling design
Ideally
I wanted s to study the entire population. However, usually it is impossible or
unfeasible to do this and therefore settled for a sample. In order to collect
primary data the questionnaire and interview survey technique was used. Data
was collected at National Television (NTV), Bukedde
television and Uganda Wildlife Authority (UWA).For the purpose of .this
study, random probability sampling was used. The sample population
for the interviews included tourists who were got from UWEC.
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