Assessment of the Factors That Influence Domestic Tourism in the Central Regions of Kampala

ASSESSMENT OF THE FACTORS THAT INFLUENCE DOMESTIC TOURISM IN THE CENTRAL REGIONS OF KAMPALA

NASSUNA SUSAN.

16/U/10052/PS

216009080

SUPERVISOR: MR. KIMBOWA FRANCIS

A RESEARCH REPORT SUBMITTED TO THE DEPARTMENT OF FORESTRY, BIODIVERSITY AND TOURISM FOR A PARTIAL FULFILLMENT OF AN AWARD OF A DEGREE OF TOURISM MANAGEMENT

JULY 2019

DEDICATION

I wish to dedicate this work to my academic sponsors the MasterCard Foundation at Makerere University for the financial facilitation throughout my research, my academic supervisor Mr. Kimbowa Francis for his continuous support, guidance and encouragement. I also dedicate my report to my mother Ms. Nabakooza Janet for her continuous love and moral support.

iii ACKNOWLEDGEMENT

My most sincere gratitude goes to God for this achievement and good health. Other sincere gratitude to members of the tourism class whom we discussed and exchanged ideas during the study period. Special thanks to my lecturers who taught me during the academic years leading to a bachelor’s degree. Above all I thank Mr. Kimbowa Francis my supervisor for the technical guidance and patience he provided to me in undertaking this research work. His technical advice and challenge were crucial to the development of this research project. I am eternally grateful and indebted.

iv TABLE OF CONTENTS

DECLARATION ...... i

APPROVAL ...... ii

DEDICATION ...... iii

ACKNOWLEDGEMENT...... iv

ABSTRACT...... x

CHAPTER ONE ...... 1

INTRODUCTION ...... 1

1.1 Background to the study ...... 1

1.2 Problem Statement...... 4

1.3 Study Objectives...... 4

1.3.1 Specific objectives...... 4

1.3.2Research questions ...... 4

1.4 Significance of the study ...... 5

1.5 Scope of study...... 6

1.6 Assumptions ...... 6

1.7 Operational Definitions...... 6

CHAPTER TWO ...... 7

LITERATURE REVIEW...... 7

2.1 The concept and brief history of tourism...... 7

2.2 The history of Uganda...... 8

2.3The economy of Uganda...... 9

2.3.1 Effect of tourism on the economy ...... 10

2.4. The Development of Tourism and Tourism Categories...... 10

v 2.5 Tourism Products ...... 12

2.5.1 Sports Tourism ...... 12

2.5.2 Cultural Touri s m ...... 14

2.5.3 Ecotouri sm ...... 14

2.5.4 Other Forms of Tourism ...... 15

CHAPTER THREE...... 16

RESEARCH METHODOLOGY ...... 16

3.1 Study area ...... 16

3.2 Research Design ...... 16

3.3 Target Population of study...... 16

3.4 Sampling Design ...... 17

3.5. Data collection sources...... 17

3.5.1. Primary sources ...... 17

3.5.2 Secondary sources ...... 18

3.6 Research methods/ instruments...... 18

3.6.1 Questio nn aire ...... 18

3.6.2 Interview ...... 18

3.6.3 Data monitoring and Evaluation ...... 18

3.7. Data Analysis ...... 19

3.8. Ethical considerations ...... 19

CHAPTER FOUR...... 20

DATA ANALYSIS AND PRESENTAT ION ...... 20

4.1 Introducti on ...... 20

4.2 Rate of response ...... 20

4.3Background information ...... 20

vi 4.3.1 Gender of respondents ...... 20

4.3.2: Age of Participants ...... 21

4.3.3 Marital Status of Respondents ...... 21

4.3.4 Number of dependents...... 22

4.3.5 Levels of Education ...... 22

4.4 Socio-Economic Factors and Participation in Domestic Tourism ...... 23

4.4.1 Ugandans Budget for Domestic Tourism ...... 23

4.4.2 Socio- Economic Factors influencing domestic tourism among Ugandans...... 23

4.5 Most Preferred Category of Tourist Activities by the Domestic Travelers...... 24

4.6 Effect of Individual’s Perception on Participation in Domestic Tourism ...... 24

4.6.1 Social environmental impacts ...... 24

4.6.2 Personal Benefits ...... 25

CHAPTER FIVE ...... 27

SUMMARY OF THE FINDINDS, DISCUSSION, CONCLUSION AND

RECOMMENDATIONS ...... 27

5.1 Introduction...... 27

5.2 Summary of the Findings ...... 27

5.2.1 Social Economic Factors...... 27

5.2.2 Most preferred category of tourist activities by Ugandans’ domestic tourists and potential domestic travelers...... 27

5.2.3 Effect of Individual Perception on Participation in Domestic Tourism...... 28

5.3.2 Personal Benefits ...... 28

5.3 DISCUSSION OF FINDINGS...... 28

5.3.1 Social Economic Factors...... 28

5.3.2 Preferred Category of Tourist Activities...... 28

vii 5.3.3 Effect of Individual Perception of Domestic Tourism on Participation...... 29

5.4 CONCLUSION ...... 30

5.3.0 RECOMMENDATIONS ...... 31

REFERENCES ...... 32

viii LIST OF TABLES

Table 1 Population sample ...... 17

Table 2: Gender of participants ...... 20

Table 3: Age of participants ...... 21

Table 4 Marital Status of Respondents ...... 22

Table 5: Number of dependents ...... 22

Table 6: Highest level of education of Respondents ...... 22

Table 7 Do Ugandans Budget for Domestic Tourism ...... 23

Table 8: Socio-economic factors influencing domestic tourism among Ugandans ...... 23

Table 9, Most preferred category of tourist activities by domestic tourists in Uganda...... 24

Table 10 and table 11, Different perceptions about domestic tourism commonly held by majority of the respondents ...... 25

Table 11: Negative Perceptions about Tourism Held by Respondents ...... 26

ix ABSTRACT

The study examined the factors that influence participation in domestic tourism: a case of Kampala business district. This was done with a view of addressing the effect in order to improve domestic tourism in Uganda. The study investigated a sample of cross-section of the tourist stakeholders and through questionnaires and interviews schedule obtained data from respondents consisting of tourist guides, domestic tourists, domestic local residents and professionals from the Uganda Tourism Board. The broad objective of the study was assessing the factors that influence Uganda’s participation in domestic tourism. The study aimed at identifying the socio-economic factors that influence participation in domestic tourism, most preferred category of tourist activities by domestic residents and examining the effect of individual’s perception of domestic tourism in Uganda. A sample of 85 respondents from industry players was selected. Structured questionnaire with both open and closed ended questions were used to collect data from respondents. A total of 81 respondents filled the instruments a response rate of 95% from which data was extracted for analysis. From the analysis presentations were made and conclusions drawn. The results showed that socio-economic factors influence participation in domestic tourism to great extent and the least being effect of individual perception of domestic tourism. The study concluded that government and tourism industry stakeholders need to address the hindrances pointed out in order to improve domestic tourism; these include cost of participation, lack of awareness about the existence of the different attractions. If these measures are taken then domestic tourism participation would improve. The study will assist the government and other industry stakeholders in coming up with practical measures to address the obstacles with a view of increasing Ugandan’s participation in domestic tourism.

x CHAPTER ONE

INTRODUCTION

The introduction provides information on strategies that have been adopted by selected countries in promoting domestic tourism. Specific challenges of interest to the research that have faced by Uganda in her attempt to promote domestic tourism have also been described. The chapter has also outlined research objectives and research questions.

1.1 Background to the study

Domestic tourism refers to activities of a person travelling within their country of residence. Domestic tourist refers to a person who engages in tourist activities within his/her country of residence.

The Global Development Research Centre (GDRC) defines sustainable tourism as one that establishes a balance between the environmental, economic and social cultural aspects of tourism development and plays an important role in conserving Biodiversity. Further, GDRC explains that sustainable tourism "attempts to minimize its impact on the environment and local culture so that it will be available for future generations, while contributing to generate income, employment, and the conservation of local ecosystems.

In this study sustainable tourism was viewed as the ability for tourists to participate in tourism activities in order to experience and reap the full benefit of tourism products today and be able to do so in the indefinite future.

The management of tourists’ destinations for the purpose of achieving sustainability of the tourism industry has been on the general principles of planning which includes resource assessment, market analysis, development strategy and marketing plans.

The strategic planning for the promotion of domestic tourism has been witnessed in countries such as Japan, New Zealand, China, Australia, USA and many others.

China is a country that had not given significant thoughts to tourism prior to 1978. By around that time, China embarked to the promotion of international tourism mainly by political invitation of dignitaries and guests from abroad while organizations and employers encouraged their employees to participate in domestic tourism activities.

In the awake of negative events including, 30 June 2016 Afghanistan bombing, 9 September 2016 Baghdad bombing and the Mogadishu truck bombing, following the 2001 September 11 bombing of the World Trade Centre in New York and Pentagon in Washington, there has been a decline in the number of tourists’ arrivals across the globe. Occurrence of negative events and attacks on the country including 2010 Kampala attacks by the Al-Shabaab Islamist militant based in Somalia, the 2016 Kasese clashes, there has been decline in the number of tourist arrivals in the country, prompting governments to adopt new approaches in the quest to regain and maintain domestic tourists in the Country. Although the government has put efforts to target the locals to participate in domestic tourism, media reports and studies reveal that very little has been achieved in this regard

Uganda has increasingly invested in the promotion of inbound tourism. This has been prompted by the fact that over the years there has been decline in prices of agricultural commodities leading to shortfalls in foreign exchange earnings; and in an effort to correct this deficit, the government turned to its service sectors such as tourism as an alternative source of foreign exchange earnings. Over the last 40 years, Uganda with its enormous diversity, its rich supply of natural resources and its wealth of cultural heritage, has increasingly become a popular international tourist destination making tourism the largest foreign exchange earner with a relatively major ministerial portfolio.

Following the initial success of marketing Uganda as a suitable tourism destination led to dependency on tourism industry for foreign exchange earnings and this resulted in the entire tourism system including tourism enterprises becoming outward oriented, with its tourism structure especially serving the international visitors.

The strategies that have been used to promote Uganda as an international tourist destination include widening the tourist source market in the awake of negative travel advisories from important tourism generating countries like UK, Germany and Netherland, and strengthen diplomatic relationship with potential tourism emerging markets such as Norway, China and USA. However, this has not been successful ventures yet.

As the number of inbound tourists continues to decline, the government has in the last few years attempted to promote domestic tourism as a viable sector for sustaining the tourism industry The

Uganda Tourism Board which markets Uganda both locally and abroad has since launched its own Tulambule campaigns with an aim of making it possible for many Ugandans to afford at least a holiday a year at any of the many attractions. These promotions target to strengthen the domestic tourism which is geared towards improving the distribution of national resources, increase the levels of patriotism, and create a positive impact on national cohesion.

The country in general has not been left behind when it comes to international tourism in particular. However, reports found in the various tourism websites claim that the marketing strategies that are being used by the Uganda Tourism Board (UTB) target elites forgetting that majority of the Ugandans are low- and medium-income earners, if targeted properly, would come a long way in raising the levels of the domestic tourism industry.

In order for the government and the entire tourism industry to effectively strengthen the domestic tourism in the country, there is a need to thoroughly examine the nature of the promotional strategies that exist. The marketing bodies of tourism should also understand the value and significance of promoting domestic tourism in line with the needs of the community. There should be massive creation of awareness and legislative measures should be put in place not only for safeguarding the tourism industry but also for involving the local communities in the planning and promotion of tourism.

This study noted that there is an urgent need to promote domestic tourism in Uganda but more so found a greater need to research on factors that influence Ugandans' participation in domestic tourism in order to streamline the tourism products to sync with Ugandans ‘abilities and desires to participate in the domestic tourism sector.

This is in line with Jones et al’s (2005) recommendation that there should be a campaign to inform people about tourism and how tourism affects them in terms of available opportunities and as well as the positive and negative impacts of tourism. It is in the background of researching on the factors that inform Uganda’s participation in domestic tourism that this study was undertaken. This was in the realization that the existing promotional strategies were either inadequate or do not seek to address the factors that define Uganda’s world view on domestic tourism and participation.

3 1.2 Problem Statement.

Events outside the country together with the several local terrorist attacks from 1996, 2010 Kampala attack by Al-Shabaab Islamist military to the most recent 2016 Kasese clashes made Uganda realize that over dependency on international visitors is rather risky. The government thereafter embarked on promoting domestic tourism as an alternative through campaign slogans such as “Tulambule” with an objective to encourage Ugandans to travel within the country. This might have been partly because the promotional strategies used by Uganda Tourism Board (UTB) and other tourism stakeholders have targeted more of affluent visitors forgetting that majority potential domestic travelers are low- and medium-income earners. Even so the factors influencing domestic tourism have not been studied and incorporated in the development of domestic tourism packages and effective promotional strategies. In light of this the study explored the several factors that affect participation of Ugandans in domestic tourism with a view to provide a framework intended to aid in developing appropriate marketing tools, plans strategies and techniques useful in the development of sustainable domestic tourism industry in Uganda.

1.3 Study Objectives.

General objective:

• To assess the factors influencing participation in domestic tourism among Kampala residents

1.3.1 Specific objectives

• To identify the socio-economic factors that influence participation in domestic tourism in Uganda.

• To identify the most preferred category of tourist activities by the domestic tourists.

• To examine the effect of individual’s perception on participation in domestic tourism.

1.3.2Research questions

1. What are the socio-economic factors influence participation in domestic tourism?

2. What is the most preferred category of tourist activities by domestic travelers?

3. To what extent do individual perceptions influence participation of domestic tourism?

4 1.4 Significance of the study

This study not only sought to explore the factors that hinder Ugandans from participating in domestic tourism but also sought to provide a framework on which domestic tourism policies and promotional tools can be founded. The findings of the study have been used to provide appropriate avenues, through which domestic tourism can be developed to sustainability and provide knowledge on how several factors affect and influence Ugandans’ participation in domestic tourism. It has provided a base for future research works in the area of social-economic factors that influence the growth and development of domestic tourism in Uganda.

The stakeholders including the government through the Ministry of Tourism Wildlife and Antiquities, Uganda Tourism Board, tour operators, travel agents, hoteliers, and others will find recommendations from the research useful when they are formulating marketing and other promotional strategies intended to win Uganda into becoming consistent domestic tourism destination

Insights on how factors influence decision making as far as participation in tourism activities is concerned will be useful for academic institutions and other researchers who would like to either gain knowledge or conduct further research in the area.

Lastly, the recommendations of this study are important to the overall economy as they attempt to provide a foundation with which domestic tourism can not only stand on its own feet to offer employment opportunities but also spur growth in other sectors such as agriculture and manufacturing and the entire hospitality industry.

5 1.5 Scope of study

The study was limited to investigating a number of factors that affect the extent to which Ugandans living in the central regions of Kampala participate in domestic tourism activities. The study was carried out for the period of six months beginning January 2019 to June 2019 in Kampala targeting Kampala residents.

1.6 Assumptions

The study assumed the following:

i. That Ugandans living in Kampala represent the characteristics of Uganda's domestic tourists.

ii. That factors influencing participation of residence Kampala city in domestic tourism affect other Ugandan domestic tourists in similar fashion.

1.7 Operational Definitions

Domestic Tourism: The activities of tourists travelling within their country of residence.

Domestic Tourist: A person who engages in tourism activities within his/her country of residence.

Personal Construct: A person’s unique psychological process channeled by the way he/she anticipates events.

Promotional Strategy: A strategy conceived and developed to create awareness to the public about the existence and importance of a tourism product.

Strategic Planning: A process by which an organization defines its strategies.

Tourist: A person who travels to pay for and experience a tourism product.

Tourism: “The activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited” (WTO, 1993)

6 CHAPTER TWO

LITERATURE REVIEW

2.1 The concept and brief history of tourism.

Tourism is an industry that is widely considered as an effective contributor to socioeconomic development particularly in less developed countries (Sharpley and Telfer (2008). According to World Travel Tourism Council (WTTC), Tourism is a social, cultural and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes. These people are called visitors (which may be either tourists or excursionists; residents or non-residents) and tourism has to do with their activities, some of which imply tourism expenditure (United Nations World Tourism Organization, 2008). In an attempt to offer a technical definition of tourism, Williams (2004), defined tourism as “the totality of the relationships and phenomena linked with the stay of foreigners in a locality provided they do not occupy a major permanent or temporary remunerated activity” Generally, this definition was the accepted definition in the 40s up until the early 70s when other authors and tourism organizations attempted to refine the definition to include other travelers restricted by the definition. The definition widely used by various scholars in the field of tourism is the World Trade Organization’s definition which recognizes tourism as comprising “the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited” (WTO, 1993). Likewise, various tourism activities and the promotional and managerial activities have equally developed consideration being taken on the evolving political, economic, social, and cultural diversities both in time and place.

Travel for leisure purposes has evolved from an experience reserved for very few people into something enjoyed by many. Historically, the ability to travel was reserved for royalty and the upper classes. From ancient Roman times through to the 17th century, young men of high standing were encouraged to travel through Europe on a “grand tour” (Chaney, 2000). Through the middle Ages, many societies encouraged the practice of religious pilgrimage, as reflected in Chaucer’s Canterbury Tales and other literature. It is believed that modern tourism began with

7 the advent of mass tourism in England during the industrial revolution. Also, the rise of middle class and development of relatively speedy and inexpensive means of transportation contributed immensely to tourism development and growth. Commercial airlines such as jet aircraft and modern communication systems are some of the factors which have greatly contributed to the rapid growth of the tourism sector and the expansion of international travel. These among others have led to the rapid growth and development of tourism industry in the world today (Murphy, 1985). In the mid-80s, writers like Murphy (1985) claimed that tourism had become a powerful economic, environmental and social force of global proportions. He stated that tourism had grown to be among the largest and most significant movements of people in human history and has greater value than in iron and steel, petroleum and ornaments.

The development in definition and models for management and promotion of tourism has led to categorization of tourism into groups. Vanhove (2005) categorized tourism into domestic tourism, inbound tourism, outbound tourism, internal tourism (domestic tourism plus, inbound tourism), and international tourism (inbound tourism plus outbound tourism). According to Swarbrooke and Horner (2007), tourism can also be classified according to reason of travel as business tourism where people travel due to occupational commitment, hedonistic tourism being seen as travel for pleasure and social life, educational tourism and lastly, religious tourism.

2.2 The history of Uganda.

Uganda experienced two great waves of migration. The first brought the Bantu-speaking peoples from further west in Africa, and the second, the Nilotic people from Sudan and Ethiopia. These broad families are still geographically split today, the Bantu in the center and south of the country and the Nilotic peoples in the north. Until the 19th century, landlocked Uganda saw few outsiders compared with its neighbors. Despite fertile lands and surplus harvests, trading links with the great Indian Ocean ports were limited. During the reign of the Buganda kabaka (king) Mwanga in the mid-19th century, contacts were finally made with Arab traders and early European explorers. Uganda was not to escape the tide of colonialism sweeping across the continent. A after the Treaty of Berlin in 1890, when Europeans carved up Africa without consulting any Africans, Uganda, Kenya and Zanzibar were declared British protectorates in 1894. The Brits ruled indirectly, giving the traditional kingdoms a considerable degree of

8 autonomy, but favored the recruitment of Buganda people for their civil service. Other tribal groups, unable to make inroads into the Buganda-dominated colonial administration or commercial sector, were forced to seek other avenues for advancement. The Acholi and Lango soon became dominant in the military. Thus, were planted the seeds for the intertribal conflicts that were to tear Uganda apart following independence.

By the mid-1950s a schoolteacher from the north, Dr Milton Obote, had cobbled together a loose coalition that led Uganda to independence in 1962, on the promise that the Buganda would have autonomy. It wasn’t the ideal time for Uganda to get to grips with independence. Civil wars were raging in neighboring southern Sudan, Zaire and Rwanda, and refugees poured into the country. It was soon obvious that Obote had no intention of sharing power with the kabaka (king). A confrontation was looming. Obote moved fast, arresting several cabinet ministers and ordering his army chief of staff, Idi Amin, to storm the kabaka’s palace. Obote became president, the Buganda monarchy was abolished and Idi Amin’s star was on the rise.

The British colonization of Uganda in 1892 began a process of Europeans wrestling control of and access to natural resources such as land and wildlife from the native people. National parks began in the 1930s and intensified in the 1950s while the African settlements were relocated in reserved areas. The parks were designed to protect wildlife for expatriates and as such required the expulsion of residents and their exclusion from local land and wild life uses. The colonial state claimed ownership of all wildlife and issued hunting licenses at prices the African could not afford. This trend of excluding the African has kept up until today. Hotel owners are people of European and Asian descent with a few African elitist groups who charge exorbitant prices for their services (Graham, 2003).

2.3The economy of Uganda

Uganda’s economy is market based and maintains a liberalized external trade system. The economy’s heavy dependence on rain fed agriculture and the tourism sector makes it vulnerable to cycles of boom and bust. The country’s economy has grown at a slower pace recently, subsequently reducing its impact on poverty. Average annual growth was 4.5% in five years to 2017, compared to 7% achieved during the 1990s and early 2000s.

9 2.3.1 Effect of tourism on the economy

The combination of spectacular wildlife makes Uganda a favorite tourist destination. Visitors‟ numbers have grown rapidly from just 1996. However, security concerns such as the continuous attacks of the Lord’s Resistance Army, a militant religious cult that seeks to overthrow the Ugandan government. The 11 July 2010, suicide bombing at Lugogo rugby grounds and Kabalagala which claimed 74 lives of Ugandans and left 70 injured, an aging infrastructure development, competition from new destinations such as South Africa and the recent economic melt have had an adverse effect on this industry. However, it still generates 7.3% of Uganda’s GDP and remains one of the largest foreign exchange earners which employs around 300,000 people directly or indirectly in hotels game parks curio stalls car hire and so on. The problem emanating from these combinations of factors is that of sustainability. Therefore, although there has been a strong performance in tourism, risks to continuing unstable growth remain.

Tourism is described as a smokeless industry with the greatest multiplier effect. Studies have shown that the employment of one hotel manager has its equivalent to about 3,000 jobs within and in related sectors. In its simplest form it is how many times money spent by a tourist circulates through a country’s economy.

2.4. The Development of Tourism and Tourism Categories

Tourism is an industry that is widely considered as an effective contributor to socioeconomic development particularly in less developed countries (Sharpley and Telfer (2008). Accord ing to World Travel Tourism Council (WTTC), as quoted by Sharpley and Telfer (2008), if domestic tourism is added, tourism as a whole constitutes ten percent of the global Gross Domestic Product and employment. Sharpley and Telfer (2008) also pointed out that most developing countries‟ foreign exchange earnings come from international tourism and that most economies view tourism as a driving force for development. Other authors have categorically identified social, cultural, and international political relationships as influencing and being influenced by tourism (Jack and Phipps, 2005). In trying to defend their views on the tourism intercultural exchange and why tourism matters, Jack and Phipps (2005) argued that tourism provides both a lens onto and an energy for relationships with everyday life and that, in a world of confusion, connections and disconnections between human beings, tourism provides a connect between lives. De Kadt (1984) stated that, “introduction of tourism often 20 provides ample economic

10 justification for introducing, expanding or upgrading the basic infrastructure such as airport, roads, and electricity, drinking water, and sewage systems.”

In an attempt to offer a technical definition of tourism, Hunziker and Krapf (1942), as translated by Williams (2004), defined tourism as “the totality of the relationships and phenomena linked with the stay of foreigners in a locality provided they do not occupy a major permanent or temporary remunerated activity.” Generally, this definition was the accepted definition in the 40s up until the early 70s when other authors and tourism organizations attempted to refine the definition to include other travelers restricted by the definition. The definition widely used by various scholars in the field of tourism is the World Trade Organization’s definition which recognizes tourism as comprising “the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited” (WTO, 1993).

Likewise, various tourism activities and the promotional and managerial activities have equally developed consideration being taken on the evolving political, economic, social, and cultural diversities both in time and place. The development in definition and models for management and promotion of tourism has led to categorization of tourism into groups. Vanhove (2005) categorized tourism into domestic tourism, inbound tourism, outbound tourism, internal tourism (domestic tourism plus inbound tourism), and international tourism (inbound tourism plus outbound tourism). According to Swarbrooke and Horner (2007), tourism can also be classified according to reason of travel as business tourism where people travel due to occupational commitment, hedonistic tourism being seen as travel for pleasure and social life, educational tourism and lastly, religious tourism.

11 2.5 Tourism Products

There exists much confusion over the definition of a „tourism product‟. As such, Jefferson and Lichorsh (1989) explained that “tourism product is not a forest, grand hotel, or a flight or indeed any particular attraction, but a satisfying activity at a desired destination”. From this understanding, a tourism product can be described as a collection of physical products and desires that a tourist experience. For example, sightseeing tourism includes numerous component such as coach and the driver, guides commentary, view from the coach window, entrance to visitor attractions and refreshments. The quality of the experience is the product itself. The way in which the product is defined by the consumer is an important attribute. Armstrong (2004) as cited by Jones et al (2005) reasoned that the place the product occupies in the consumers “minds should be recognized. Thus, the correct positioning of a product means that the consumer can recognize it as being distinct from competitor’s product (Jones et al, 2005). Organizations offering tourism products have a task to understand consumer needs and wants in relation to competitor’s products and the nature of the market to exploit.

One way to achieve this is by employing the use of positioning maps that help in identifying opportunities in particular market places (Jones et al, 2005). Another useful tool in offering tourism products to the market is by using the technique of branding which includes application of brand names, logos or trademarks to particular tourism products. The competitive nature of tourism products should take cognizance of the fact that tourism sector is highly fragmented and may consist of many stakeholders who are involved in the provision of diverse activities and services, which combine to form a tourism product, providing a satisfactory visitor experience (Laws, 1997). The tourism products exist in different forms and categorizing them may not be easy. However, the different types of tourism products have been grouped into cultural tourism, wildlife tourism, sports tourism, ecotourism, among many other forms of hedonistic, educational, religious and business tourism.

2.5.1 Sports Tourism

Many unique sports activities are associated with sports tourism where both the participant and the spectators are considered sports tourists (Jafari, 2003). One of the increasing common reasons why people travel is to participate in or experience sports in one way or another thus

12 increasingly tourism destinations have been developed or rejuvenated through pursuit of sports related tourism development initiatives (Higham, 2005). The development of sports tourism was inspired by the father of modern Olympic, Baron Pierre de Coubertin, in the belief that it would bring people together thus contributing to a better understanding among nations. This inspiration seems to have been well founded since sports tourism has been shown to provide significant economic impact not only from the hosting of major sports events but also from developed sports resorts and sports attraction (Jafari, 2003).

According to reports by Sport Business Associations cited by Fuller (2008), sport tourism is one of the fastest growing areas of global tourism industry. According Higham (2005), the extent and volume of sport-related travel has grown exponentially and that both the tourism and sports sectors have undergone democratization by easing or removing the restriction that limited the access and participation in tourism sporting activities. However, the findings in the research on sports tourism in Kenya noted that sports tourism is yet to be developed fully for the economic contributions realized elsewhere to be witnessed in the country (Cheruiyot, 1997). Though there is much that remains to be done in this regard, efforts to market the country as a sports destination is ongoing. A simple Google search lists Kenya as one of the countries encouraging tourists to partake in various local sports activities (Fuller, 2008). It has also been recognized that sports tourism is the current vogue for internationally renowned athletes, with Entebbe International Airport and Namboole Stadium being major gateways for such sporting travels (Finance, 1996). This can be affected by the fact that initially Uganda Tourism Board was not of the idea of marketing golf tourism, but in the recent past, has been in the forefront advertising the country as one of the destinations for golf tourism. Both sport and tourism have diversified rapidly into a range of distinct forms with considerable expansion in the number of those interested in investing or managing the sectors. The diversification is noted when Murphy (2004) classifies sports tourism under adventure tourism and describes the participants of adventure tourism as those who seek some excitement, including the desire to seek for danger.

13 2.5.2 Cultural Tourism

Cultural tourism has been viewed to be the oldest form of the “new” tourism products dating back to the days of Romans (McKercher and Cros, 2002). They mention visiting historic sites, cultural landmarks, attending special events and festivals, or visiting museums as comprising the activity of cultural tourism. They also stated that a driving force for cultural tourism is the desire for people to travel to specifically gain a deeper understanding of the culture or heritage of the destination.

Lesoron (1997) argued that cultural tourism offers opportunities to portray the past in the present and thus provides infinite space through which the past can be experienced through endless possibilities of interpretation. It might be expected that those who involve themselves in cultural tourism are the foreigners. But in some countries like the USA, only 20 percent or less of those who engage in cultural tourism are foreigners and over 46 percent of those who visit the cultural sites are domestic tourists (TIA, 2003). Richards (2006) also writes that the TIA document reported that over 40 percent of those who engage in cultural activities at the tourists‟ cultural sites lived in the local area. Another interesting aspect of cultural tourism is the fact that people working in jobs connected to the cultural sector tend to engage in cultural tourism more frequently (Richards, 2006). There are different products in cultural tourism across the globe. The UK cultural tourism is predominant in visits to museums and such like galleries whereas in Africa, for example, the recent review undertaken by ATLAS Africa has underlined the concentration of the product on traditional village life and natural attractions (Richards, 2006).

2.5.3 Ecotourism

A recent development in tourism is the concept of eco-rating. The eco-rating scheme is designed to promote and increase awareness of environmental and socially sound business practices, conserve the natural resource base on which the Ugandans’ tourism depends and improve the overall standards of the tourism industry.

The problem of congestion, particularly at peak seasons, resulted to environmental pollution and marine resource degradation, impacting negatively to the quality of the wildlife protected areas as tourist attraction and hence reduced levels in visitor satisfaction.

14 2.5.4 Other Forms of Tourism

Tourism as an industry has variety of products some of which can be placed in more than one category. Beach tourism, for instance, has been classified partly as ecotourism by some and others have grouped it with adventure tourism activities. Most tourists visiting Uganda prefer beach tourism due to leisure derived from it (Honey, 2008). The other form of a tourism product that has gained prominence in the recent past is sex tourism. Sex tourism has been described as a phenomenon where a tourist travels only to enjoy sex either with their partners or with partners bought or seduced at the destination (Ryan and Hall, 2001) and there is also the organic tourism or natural area tourism which is a form of ecotourism (Newsome et al, 2002) that is being used to promote organic technologies e.g. organic fertilizers and other organic oriented farming activities

15 CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Study area

The research was carried out in Uganda-Kampala municipality. As a country Uganda is a land of many cultures and has one of the fastest growing populations in the world. According to the report by the Uganda Bureau of Statistics (2016), Kampala has a population of 1.5 million people with a total area of 189Km (75sq mi) Kampala is the capital and largest city of Uganda. The city is divided into five divisions that oversee local planning that is to say, Kampala Central division, Kawempe division, Makindye division, Nakawa division and Rubaga division. Kampala was chosen because its residents are of diverse cultures and likely to represent the characteristics of Uganda's domestic tourists.

3.2 Research Design

The study was based on a descriptive survey design. The design was used because it looks at the phenomena, issues and events the way they are (Mugenda and Mugenda, 2003). The design was used because it explains the problem at hand thoroughly to define it explain it and obtain pertinent information that can be of use to stakeholders in technical education. The design can accommodate large samples sizes and its good in generalization of results, it is also easy to administer and record answers in this design.

3.3 Target Population of study.

According to Ogula (2005), a population refers to a group of institutions, people, or objects that have a similar characteristic. This focused on 85 respondents from Kampala business district and the respondents were categorized as follows.

16 Table 1 Population sample

Respondents Population sample Percentage of respondents Ugandan residents/local 30 35 households Uganda Tourism Board 5 6 Tour Operators 10 12 Tour Guides 20 23 Domestic Tourists. 20 23 Total 85 100

3.4 Sampling Design

Research assistants were required to identify individuals from the sampling frame who are knowledgeable about domestic tourism or those who had luckily participated in domestic tourism activities. Those who are most likely to participate in the domestic tourism activities were also be targeted for interviews. Through snowball sampling technique, the few individuals previously identified were requested to suggest their friends or associates, or other individuals they were aware of who could provide the needed information as regarded the research topic. Data was collected in qualitative form through a structured questionnaire administered to the respondents by the collect and pick later method and also via emails where applicable. Data was presented in form of charts, tables and percentages.

3.5. Data collection sources.

The researcher used both primary and secondary sources of data.

3.5.1. Primary sources

Primary data was obtained by interviewing 85 respondents. Interviews were conducted by administering a structured questionnaire/unstructured interview schedules aimed at soliciting information on the interviewees' socio-economic, participation, contribution in form of expenditure incurred per visit, and the constraints faced hence affecting full participation in domestic tourism. The collected data was recorded on the questionnaires to minimize error associated with data recording.

17 3.5.2 Secondary sources

This involved gathering information from related data already collected by other researchers. The researcher together with the research assistants referred to already existing literature from published articles and journals, textbooks and magazines and these data sources was used to determine the relevance of data collected from primary sources.

3.6 Research methods/ instruments.

Questioning respondents and interviewing methods were used by researcher to obtain data from the respondents.

3.6.1 Questionnaire

A standardized self-administered questionnaire with both open and closed ended questions was developed as good tool for respondents to express themselves. A covering letter accompanied the questionnaire informing the respondents of the importance of expressing their true feelings about the matter at hand without bias and also assures the respondents of the confidentiality of the information that was provided. This method was chosen because it is quick in collecting large data samples. Questionnaires will be randomly distributed to 85 respondents. The researcher was be able to find out the constraints and potential constraints to domestic tourism among the chosen respondents who are a representation of the population.

3.6.2 Interview

Face to face interviews were held in a question answer session. Here the researcher had per-set questions that guided the interview and used these questions to interview 85 respondents who were randomly selected by the researcher from the population. This method was aimed at understanding the respondents’ attitudes and perceptions towards domestic tourism through understanding the different reactions of respondents.

3.6.3 Data monitoring and Evaluation

The researcher together with the research assistant continuously travelled across the area of data collection to monitor the progress of the data collection, attend to difficulties arising, and also

18 guided the research respondents accordingly. The research supervisors were also constantly consulted on issues that require his input.

3.7. Data Analysis

The collected data was first and foremost be cleaned for analysis. Cleaning involved removing undesired despondencies from the list. For instance, from those respondents who gave not more than three quarters of the total response and those whose responses contained grievous contradictions were not included in the final analysis, however, those whose responses arrived after the deadline were carefully evaluated before being included in the analysis. Analysis involved entering data in Microsoft Excel 2010 for pre-analysis (that is data exploration and minor descriptions).

Qualitative data was analyzed using Statistical Package for Social Sciences (SPSS). This the most recommendable tool for analyzing non-numerical research data. Data was presented tables, graphs using measures of central tendencies provided by SPSS.

3.8. Ethical considerations

In conducting this study, the researcher will carry along with him an introductory letter so they are treated with concern and avoid suspicions. Explanations about the aims of the study will be made clear to the respondents to enable the researcher obtain their consent. Information provided by respondents will be treated as confidential and participation is voluntarily. The personal identity of respondents will also be treated as confidential to the best of the researcher’s ability.

19 CHAPTER FOUR

DATA ANALYSIS AND PRESENTATION

4.1 Introduction

This chapter presents results, which are based on questionnaire and interview responses. Descriptive statistics were edited and computed and study findings have been represented using tables and percentages and finally interpretations were made.

4.2 Rate of response

The total number of respondents that were sampled and interviewed was 85. Out of that, responses from 4 respondents were rejected based on incomplete responses. Respondents who did not provide more than three thirds of total responses were treated as faulty responses and thus were not considered for analysis; Responses that contained grievous contradictions that indicated either their total lack of understanding of the purpose of the study or their lack of interest to provide truthful information were not used in the final analysis.

The 78 respondents whose responses were deemed suitable for analysis were entered in SPSS and analyzed. The first analysis was the descriptive analysis that revealed the characteristics of the respondents based on their Age, Education, Gender, and Occupation just to name a few.

4.3Background information

This section presents the background information about respondents on gender, age, marital status, and number of dependents, nature of employment and level of education.

4.3.1 Gender of respondents

The issue of gender was important in the study as it allowed views on domestic tourism from both genders. The relevant data is as shown in Table 4.1

Table 2: Gender of participants

Gender Frequency Percentage Male 48 62 Female 30 38 Total 78 100

As Table 2 indicates, both genders where well represented among the respondents, thus ensuring balanced views on participation in domestic tourism. The number of male’s respondents was higher with (48) 62% compared to women who made only (30) 38% of the respondents.

4.3.2: Age of Participants

The analysis of age of respondents is given in table 4.2

Table 3: Age of participants

Age Frequency Percentage

Bellow 30 13 17

31-40 31 40

41-50 20 26

51-60 09 11

Above 60 05 06

Total 78 100

According to information in Table 3, majority of the respondents, equal to 83% were at the prime of their lives between 30 and 50 years. These are the respondents likely to give realistic opinion on participation of domestic tourism.

4.3.3 Marital Status of Respondents

The study sought to establish the marital status of respondents and results are presented in Table

21 Table 4 Marital Status of Respondents

Marital Status Frequency Percentage Single 25 32 Married 34 44 Divorced 08 10 Widow 05 06 Widower 06 08 Total 78 100 According to Table 4, the marital status of respondents was wholly inclusive, thus guaranteeing views on domestic tourism from all marital statuses.

4.3.4 Number of dependents

The study sought to establish the average number of dependents by the different respondents. The results are presented in Table 4.4

Table 5: Number of dependents

Number of dependents Frequency Percent None 26 33 1-2 13 17 3-5 24 31 6-9 15 19 Total 78 100

According to Table 5, that a large number of dependents area hindrance to domestic tourism, it is revealed that 17% of the participants had 1.2 dependents and 33% had none. The table also shows that 24% of the participants had 3 – 5 participants and 19% had 6 – 9 participants.

4.3.5 Levels of Education

The study sought to establish the highest levels of education attained by the respondents. The findings are presented in table 4.4

Table 6: Highest level of education of Respondents

Level of Education Frequency Percentage Higher education 25 32 Secondary 30 38 Primary 13 17 Did not go to school 10 13 Total 78 100

Based on the findings in table 6, and as would be expected of participants, the participants were averagely educated 70% of having attained at least secondary education. With such commendable level of education, the respondents will be expected to have credible views on domestic tourism.

4.4 Socio-Economic Factors and Participation in Domestic Tourism

The first objective sought to determine how social economic factors influence participation in domestic tourism among Ugandans’. The social economic factors chosen were due, Ugandans budget for domestic tourism trips, income level, marketing tourism potentials, gender bias, cost constrain, individual desire for adventure and social political environment.

4.4.1 Ugandans Budget for Domestic Tourism

This sought to establish whether Ugandans budget for domestic tourism

Table 7: Do Ugandans Budget for Domestic Tourism

Response Frequency Percentage Agree 23 29 Disagree 55 71 Total 78 100 Based on table 7, 71% of the respondents did not budget for domestic tourism, a fact that obviously negatively influences participation in domestic tourism.

4.4.2 Socio- Economic Factors influencing domestic tourism among Ugandans.

Table 8 represents the socio-Economic factors influencing domestic tourism.

Table 8: Socio-economic factors influencing domestic tourism among Ugandans

FACTOR YES NO NOT SURE F % F % F % Level of income 37 47 28 36 13 17 Gender bias 49 63 21 27 08 10

Marketing tourism potentials 58 74 12 15 09 11 Costs 60 77 18 23 00 00

Individuals desire for 28 36 30 38 20 26 adventure Socio-political environment 43 55 34 44 01 01

Based on the findings in Table 8, costs incurred during travel for tourism, marketing tourism potentials, gender bias, socio-political environment and income level greatly influenced participation in domestic tourism.

4.5 Most Preferred Category of Tourist Activities by the Domestic Travelers

The second objective sought to identify the most proffered category of tourist activities by domestic tourists and potential domestic travelers in Uganda. The study findings for this objective are further discussed in the following sub-sections.

Table 9, Most preferred category of tourist activities by domestic tourists in Uganda.

Activity Category Frequency Percentage Recreational based 32 41 Religious based 19 24 Culturally based 15 19 Nature based 09 12 Adventurous based 03 04 Total 78 100

Based on Table 9, the most preferred was leisure and recreational based activities as 41% of respondents preferred recreational activities. This was confirmed by tour guides and tour operators who indicated that on average 78% of the domestic tourists handled by the tour companies participate in leisure and recreational activities. The least preferred category was adventure-based activities with only 4% of the respondents showing interest in adventurous activities.

4.6 Effect of Individual’s Perception on Participation in Domestic Tourism

The study also sought to find out the different perceptions of respondents about domestic tourism which influences their participation.

4.6.1 Social environmental impacts

This composite variable sought to assess the respondents' perception of a host of environmental phenomena and their relationship with the development of tourism in Kampala.

In particular, subjects were asked to indicate whether tourism was responsible for a rise in prostitution, drug addiction, marine pollution, theft, property taxes and barriers to traditional

24 recreational. The results seem to point to an overwhelming concern over these negative consequences, although the cause and effect relationship suggested, found no support from certain individuals. For example, when comparing responses, a number of respondents refrained from expressing either agreement or disagreement. Of the remainder, the majority in each sample perceived no relationship between tourism growth and crime nor did they perceive a link between prostitution and tourism.

4.6.2 Personal Benefits

People found it difficult to make a link between their personal prosperity and the growth of tourism. In Kampala, tourism bore no significant relevance to their standard of living for the majority (62%) of respondents.

Overall, there is consensus among respondents that tourism creates employment and that any further development of the industry in Kampala and Uganda at large gives hope for their future benefits from the industry lure them to participate even more.

Table 10 and table 11, Different perceptions about domestic tourism commonly held by majority of the respondents

Positive Perceptions Held Perception Frequency Tourism provides employment to people. 63 Restaurants and hotels promote local foods 47 Tourism helps us discover the country’s potential. 44 Tourism helps perceive our local buildings cultures and 38 customs

Tourists spend some money in Kampala 29 I would like to be more involved in tourism 33 I want to participate but I don’t know where to go 19

25 Table 11: Negative Perceptions about Tourism Held by Respondents

NEGATIVE PERCEPTIONS ABOUT TOURISM HELD BY RESPONDENTS Perception Frequency Tourists are Whites only 15 Travel for tourism is luxury 53 Tourists should be at least from another country 28 There is no tourism in Kampala 36 Tourism is for the rich 19 Impact of foreign lifestyles on the youth 48 Locals not consulted on tourism plans 62 Tourism employees give preferential treatment to foreigners. 21 Foreign investors get preferential treatment to local 16 entrepreneurs.

The frequency results revealed a number of commonly held perceptions by most respondents in Table 10 and 11. It is noteworthy most respondents favor a growth in tourism as demonstrated by their expressed desire to see an increase in tourist arrivals.

CHAPTER FIVE: SUMMARY OF THE FINDINDS, DISCUSSION, CONCLUSION AND RECOMMENDATIONS

5.1 Introduction.

This chapter presents summary of the findings, discussions conclusions and recommendations drawn from the study.

5.2 Summary of the Findings

The study sought to identify factors influencing participation in domestic tourism among Ugandans: a case of Kampala central business district. The findings are summarized based on the three objectives of the study.

5.2.1 Social Economic Factors

5.2.2 Most preferred category of tourist activities by Ugandans’ domestic tourists and potential domestic travelers

The study established that the most preferred was leisure and recreational based activities. This was further confirmed by tour guides and tour operators who indicated that the biggest percentage of domestic tourists handled by the tour companies participate in leisure and recreation activities.

It was also found out that Ugandans are increasingly participating in cultural and religious based activities though efforts are being done to attract participation in nature-based activities.

The least preferred category was adventure-based activities with only 4% of the respondents showing interest in adventurous activities.

27 5.2.3 Effect of Individual Perception on Participation in Domestic Tourism.

Respondents pointed an overwhelming concern over these negative consequences of social environmental impacts, although the cause and effect relationship suggested, found no support from certain regions. For example, when comparing responses, number of respondents refrained from expressing either agreement or disagreement. Of the remainder, the majority in each sample perceived no relationship between tourism growth and crime nor did they perceive a link between prostitution and tourism.

5.3.2 Personal Benefits

People often find it difficult to make a link between their personal prosperity and the growth of tourism. In Kampala, tourism bore no significant relevance to their standard of living for the majority (62%) of respondents.

5.3 DISCUSSION OF FINDINGS

The section discusses based on the study objective and compares to other studies globally.

5.3.1 Social Economic Factors

The study has established that participants did not budget for domestic tourism. Further income level, gender bias, marketing tourism potentials, travel costs, individual desire for adventure and socio-political environment as social economic factors, influence participation in domestic tourism. This is in agreement with Dine (2000) who classifies tourism as a movement which is expensive and costly and therefore requires a specific measure of discretional salary that is the wage left when assessment of tax and other rudiments of life have been deducted.

5.3.2 Preferred Category of Tourist Activities

The study established that tourism as an industry has variety of products some of which can be placed in more than one category. Beach tourism, for instance, has been classified partly as ecotourism by some and others have grouped it with adventure tourism activities. Most participants in domestic tourism in Kampala prefer recreational activities and beach tourism

28 activities in particular due to leisure derived from it (Honey, 2008). This was further confirmed by tour guides and tour operators who indicated that the biggest percentage of domestic tourists handled by the tour companies participate in leisure and recreation activities. It was also found out that Ugandans are increasingly participating in cultural and religious based activities though efforts are being done to attract participation in nature-based activities.

5.3.3 Effect of Individual Perception of Domestic Tourism on Participation.

Thus, the current attitudes and perceptions towards domestic tourism were examined and reported. The results showed that most of the respondents (44%) could not afford domestic tourism. Thus, Ugandans perceive domestic tourism as expensive. This can be attributed to the entry fees charged by the most of the local domestic tourism sites as well as other requirements that involve cash outlays that most residents cannot afford. From responses of most of the respondents regarding affordability, we can conclude that they would be willing to visit some of the places in Uganda but the costs were prohibitive especially those that relate to transport and accommodation as hotels are expensive.

The way hotels charge for accommodation also makes it expensive for people to travel as groups as rooms are charged per number of occupants and not per room. While cheaper options might be available, information on the same is lacking and therefore most people do not know where to go to save costs. However, if government intervened through levy reductions, subsidy, contextualized tourism promotions i.e. vernacular media advertisements and domestic tourism be emphasized through the education curriculum.

This is in agreement with Todaro (1994) who asserts in the context of developing countries:

It is often not the correctness of economic policies alone that determines the outcome of national approaches to critical development problems that require persuading one party to participate. The political structure and the vested interests and allegiances of the ruling elites will typically determine what strategies are possible and where the main roadblocks to effective economic and social change may lie which eventually influences people’s perceptions.

29 5.4 CONCLUSION

The study sought to examine how domestic tourism in Uganda can be structured to act as a growth pole industry for the country’s economy illustrated through the multiplier effect model. The results showed that location was a significant factor affecting participation in domestic tourism. This calls for stakeholders to positively market the domestic tourism destinations in Uganda in order for these places to be known and for more domestic tourists to visit them.

Age was found to have a significant impact on the level of participation in domestic tourism. Specifically, it was found that the younger the individuals, the higher the likelihood of participating in domestic tourism. This calls for practitioners in the tourism industry in Uganda to ensure diversity in domestic tourism so as to appeal to different age-groups as not all domestic tourism products are picked up the same way by everyone. Given the growing number of youth population in the country, it is important that this group be targeted more for domestic tourism.

Education was found to have a positive influence on participation in domestic tourism. What this means is that those with higher levels of education are more likely to participate in domestic tourism than those that had lower levels of education. Stakeholders in the industry especially those tasked with marketing the tourism in the country should market tourism products for different people depending on their levels of education. In fact, it would be beneficial for the tourism marketers to target those with college education and below as they are more likely to participate in domestic tourism. Stakeholders should also consider having more tourism and tourism related courses in the education curriculum for students to understand tourism from the formative ages.

The results also showed that income was positively correlated with participation in domestic tourism. This means that those with higher incomes tend to participate more in domestic tourism than those with less income. This can be linked to the higher costs involved in touring most domestic destinations and therefore those with less income do not have enough disposable income to spend on domestic tour products. Practitioners should therefore design the products that will also appeal to people with lower or average incomes.

The results showed that, majority of the respondents had at least visited some domestic tourism sites in Uganda in their lifetime. This suggests that more Ugandans could be willing to tour domestic tourism sites and therefore a revenue source for tourism industry in Uganda.

The study found that the biggest impediment to domestic tourism was costs. Most of the respondents were of the opinion that domestic tourism was very expensive. Practitioners therefore need to review their pricing in order to attract more domestic tourists in several local tourism sites as the current rates are considered high and biggest impediment to domestic tourism. The Government should formulate domestic tourism policy which will guide cost structures in the industry.

The second most significant impediment to domestic tourism was family commitment. This was mostly exhibited by women. The industry therefore needs to understand that the products they currently have do not appeal to those with families. There is therefore need to market products that target families so as to enable those who feel that family commitment impedes them from doing domestic tourism be involved.

5.3.0 RECOMMENDATIONS

The study therefore makes the following recommendations that, if implemented, might positively influence domestic tourism;

The Government of Uganda should formulate domestic tourism policy which will guide cost structures.

Stakeholders in the industry especially those tasked with marketing tourism in the country should market tourism products for different people depending on their demographic characteristics

31 REFERENCES

Akamai, J. S. (1999). The Evolution of Tourism in E.A. Journal of Sustainable Tourism,

Vol. 7:1, 1999.

Akama, J. S. (2002). Tourism Development in Kenya: An Analysis of Problems and Policy

Alternatives, Progress in Tourism and Hospitality Research Journal, Vol. 3:95-105.

Ball, S., Horner, S., and Neild, K. (2007). Contemporary hospitality and tourism management

issues in China and India. Butterworth-Heinemann.

Becken, S. and Hay, J. E. (2007). Tourism and Climate change. Risks and Opportunities,

Multilingual Matters.

Beeton, S. 2005. Film-induced Tourism. Channel View Publications.

Belenkiy, M. & Riker, D. (2012). Modeling the International Tourism Expenditures of Individual

Travelers. Journal of Travel Research, 52(2) 202–211.

Bergier, B., Kubinska, Z., &Bergier, J. (2013). Interests and needs for participation in tourism

among disabled from eastern regions of Poland. Annals of Agricultural and

Environmental Medicine, (2004), 807–811.

Bhatia, A. K. 2006. The Business of Tourism. Sterling Pub PVT Ltd.

Brida, J.G., Disegna, M., &Osti, L. (2013).The Effect of Authenticity on Tourists‟

Bryant, J. and Vonderer, P. (2006). Psychology of Entertainment. Rutledge.

Burns, P. M. and Novelli, M. (2007). Tourism and Politics. Global Frameworks and Local

Realities, Elsevier.

Cheruiyot, J. K. (1997). Sports tourism: A Form of Tourism Product. Research Project,

Craighead, W. E. and Nemer off, C. B. 2004. The Concise Consini Encyclopedia of Psychology

and Behavioral Science, John Wily and Sons.

Fesenmaier, D.R., O ‟Leary, J. T. and Uysal, M. (1996). Recent Advances in Tourism Marketing

Research, Harworth Press.

Fink, A. (2005). How to Conduct Surveys. A step by Step Guide. SAGE.

Fog, D.s C. (1994). Team-based Strategic Planning. A complete guide to structuring, facilitating,

and implementing the process. AMACOM Div American Mgmt Assn.

View Publications.

32 Godfrey, K. and Clarke J. (2000). Tourism Development Handbook. A practical approach to

planning and marketing. Cengage Learning EMEA.

Goeldner, C. R. and Ritchie, B. J. R. (2005). Tourism. Principles, Practices, Philosophies, John

Wiley and Sons.

Hakim, C. (2000). Research Designs for Social and Economic Research; 2nd Edition,

Rout ledge.

Hansen, F. (2007). Emotions, Advertising and Consumer Choice. Copenhagen Business

School.

Hingham, J. E. S. (2005). Sport tourism Destinations. Issues, Opportunities and Analysis,

Butterworth-Heinemann.

Honey, M. 2008. Ecotourism and Sustainable Development. Who owns Paradise? Island

Press.

Jones, E. E., Jones, E., Tang, C. H. and Haven, C. (2005). Tourism SME‟s, Service Quality and

Destination Competitiveness, CABI.

Johnson, C. &Devonish, D. (2008). Does Nationality, Gender, and Age Affect Travel

Motivation? A Case of Visitors to the Caribbean Island of Barbados. Journal Travel & Tourism

Marketing, 25(3–4), 398 – 408.

Kati yapornpong, U. & Miller, K.E. (2009). Socio-demographic constraints to travel behavior. International Journal of Culture, Tourism and Hospitality Research, 3(1), 1, 81 – 94.

Larson, C. U. (2009). Persuasion, Reception and Responsibility, Engage Learning. Laws, E (1998). Tourism Marketing. Services and Quality Management Perspective Stand by Thrones (publishers) Ltd.

Murphy, A. E. (2004). Strategic Management for Tourism Communities. Bridging the

Gap, Channel view Publications.

Murphy, P. E. (1985). Tourism. A Community Approach, Rutledge.

Newsome, D., Dowling, R. K. and Moore, S. A. (2005). Wildlife Tourism, Channel View

Publications.

33 Newsome, D., Moore, S. A. E al (2002). Natural Area Tourism. Ecology, Impacts, and

Management, Channel View Publications.

Nwankwo, S. and Aiyeku, A. J. (2002). Dynamics of Marketing in African Nations, Greenwood

publishing Group.

Prins, H. H. T. Grootenluis, J. G. Ddan, T. T. (2000). Wildlife Conservation b Sustainable Use,

Springer.

Richards G., (2006). Cultural Tourism. Global and Local Perspectives. Harwarth Press

Rogerson, C. M. and Visser, G. 2007. Urban Tourism in the Developing World, Transaction

Publishers.

Sharpley, R. and Telfer, D. J. (2008). Tourism and Development, Rutledge. Shaw, G. and

Williams, A. M. (2004). Tourism and Tourism Spaces. SAGE..

Swarbrooke, J. and Horner, S. (2007). Consumer Behaviors in Tourism, Butterworth-

Heinemann.

Vanhove, N (2005). The Economics of Tourism Destinations, Butterworth-Heinemann. Wahab S. and Pigram J. J. J. (19970. Tourism Development and Growth. The challenge of Sustainability. Rutledge.

World Tourism Organization, (1994). Current travel and Tourism Indicator. Malindi.

www.tourism.go.ug,

www.tra.australia.comThursday, 9th of July, 2009; 14.35 GMT.

www.wikipedia.org/wiki/tourism, Wednesday, 15th of July, 2009; 17.05 GMT.