Evaluating the Potential of Miss Tourism in the Promotion of Tourism Industry in Uganda

EVALUATING THE POTENTIAL OF MISS TOURISM IN THE PROMOTION OF TOURISM INDUSTRY IN UGANDA

SAFARI BRIAN

A DISSERTATION SUBMITTED TO THE SCHOOL OF FORESTRY ENVIRONMENTAL AND GEOGRAPHICAL SCIENCES IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF A BACHELOR OF TOURISM DEGREE OF MAKERERE UNIVERSITY

JULY, 2018

DEDICATION

This dissertation is dedicated to my family; Father & Mother, Mr. and Mrs. Gasana Dennis and Nalunkuuma Teddy for their prayers and support that encouraged me to do my research thoroughly, May God bless you abundantly.

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ACKNOWLEDGEMENT

My gratitude and praise to God, without his grace I would have not been able to produce this dissertation

My warm thanks and appreciation go to my both supervisors, Mr. Kenneth Balikoowa for guiding me through this challenging task. On every session of our meetings, I learned a thing or two. I am proud to state that you nurtured me into understanding research variables and providing solutions.

I feel overwhelmed with indebtedness to my mother and father, Mr. & Mrs. Mr. and Mrs. Gasana Dennis and Nalunkuuma Teddy. My hope and promise is to tolerate and persevere through thick and thin. My heartfelt gratitude goes to my friends who have been there for me through thick and thin. Even those that I have not mentioned, I am really grateful for the love and support you provided to me. I am very grateful.

I wish to thank the authorities and in-charge of UWEC, UWA and UTB which availed me acceptable to collect all the useful information during my research period.

Last but not the least, I would like to give my most felt thanks and glory for encouraging in doing and accomplishing this work.

TABLE OF CONTENTS

DECLARATION ...... Error! Bookmark not defined. APPROVAL ...... i DEDICATION ...... iii ACKNOWLEDGEMENT ...... iv LIST OF ABBREVIATIONS ...... viii ABSTRACT ...... ix CHAPTER ONE ...... 1 BACKGROUND TO THE STUDY ...... 1 1.1 Background of the study ...... 1 1.2 Statement of the problem ...... 3 1.3 Purpose of the Study ...... 4 1.4 Objectives of the Study ...... 4 1.5 Research Questions ...... 4 1.6 Significance of the Study ...... 4 CHAPTER TWO ...... 5 LITERATURE REVIEW ...... 5 2.1 Objectives of Beauty Pageant Events ...... 5 2.1.2 Infotainment ...... 5 2.1.3 Promotion of Talents ...... 5 2.1.4 Promotion of the Country ...... 6 2.1.5 Employment ...... 6 2.1.6 Inspire young girls in schools and communities ...... 6 2.1.7 Legacy ...... 7 2.1.8 Creation network and connection ...... 7 2.1.9 Collection of cultural identities ...... 7 2.2 The activities of beauty pageant tourism events ...... Error! Bookmark not defined. 2.2.1 Contestants ...... Error! Bookmark not defined. 2.2.2 Judges ...... Error! Bookmark not defined. 2.2.3 Pageant ...... Error! Bookmark not defined. 2.2.4 Planning ...... Error! Bookmark not defined. 2.2.5 Filming and taking pictures ...... Error! Bookmark not defined.

2.2.6 Cultural conservation ...... Error! Bookmark not defined. 2.2.7 Tourism Promotion ...... Error! Bookmark not defined. 2.3 The impact of Miss Beauty Pageants in the Promotion of Tourism ...... 8 CHAPTER THREE ...... 11 METHODOLOGY ...... 11 3.1 Study Area ...... 11 3.2 Research Design ...... 11 3.3 Study population ...... 11 3.4 Sample size selection ...... 12 3.5 Data Collection Methods ...... 12 3.5.1 Interviews ...... 12 3.5.2 Focus Group Discussion ...... 12 3.6. Data Analysis ...... 13 CHAPTER FOUR ...... 14 RESULTS ...... 14 4.1 The Objectives of Beauty Pageant Tourism in the Interest of Uganda Tourism Sector ...... 14 4.1.1 The Objectives of Beauty Pageant Tourism ...... 14 4.2 The Level of Achievement of the Objectives of Beauty Pageant Tourism ...... 16 4. 3 Beauty pageant and conservation of culture ...... 19 4.4 The Activities of Beauty Pageant Tourism Events ...... Error! Bookmark not defined. 4.5 The Impact of Beauty Pageant in the Promotion and Interest of Tourism in Uganda ...... 22 CHAPTER FIVE ...... 30 DISCUSSIONS, CONCLUSIONS AND RECOMMENDATIONS ...... 30 5.1 Discussions of the Findings ...... 30 5.1.1 The Objectives of Beauty Pageant Tourism in the Interest of Uganda Tourism Sector ...... 30 5.1.2 The Activities of Beauty Pageant Tourism Events ...... Error! Bookmark not defined. 5.1.3 The Impact of Beauty Pageant in the Promotion and Interest of Tourism in Uganda...... 32 5.2 Conclusion ...... 35 5.2.1 The Objectives of Beauty Pageant Tourism in the Interest of Uganda Tourism Sector ...... 35 5.2.2 The Activities of Beauty Pageant Tourism Events ...... 35 5.2.3 The Impact of Beauty Pageant in the Promotion and Interest of Tourism in Uganda...... 36 5.3 Recommendations ...... 37 REFERENCES ...... 38

APPENDIX ...... 40 INTERVIEW GUIDE ...... 40

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LIST OF ABBREVIATIONS

AUTO - Association of Uganda Tourism Operators

UWA - Uganda Wildlife Authority

UWEC - Uganda Wildlife Education Centre

UTB - Uganda Tourism Board

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ABSTRACT

The main purpose of this study was to evaluate the role of beauty pageant tourism in the development of tourism industry in Uganda. This study was predominantly qualitative study employed a research design that was appropriate for qualitative studies. The researcher employed an exploratory research design to explore the opinions beauty pageant participants had on the objectives of beauty pageant tourism in the interest of Uganda tourism sector. The respondents included the administrators and staffs of the major tourism organizations in Uganda. It was revealed that beauty pageant tourism is aimed at promoting the development of tourism activities, diversify the product offer and build awareness for domestic tourism. It was found out that impact is measured by the development of tourism destinations, the benefit of participants, the growth of beauty pageant activity, the increasing number of companies joining and the increasing number of people participating. It was recommended that Uganda tourism authorities and institutions should encourage the development of beauty pageant tourism as it promotes tourism development in Uganda. It was recommended that adverts for beauty pageant tourism should make broader adverts in order to attract foreigners in Uganda‟s tourism activities. It was recommended that the organisers of beauty pageants should involve training activities in order to improve talents of young people in Uganda.

CHAPTER ONE BACKGROUND TO THE STUDY

1.1 Background of the study

Globally, the history of origination of miss tourism started in 2002 with the inauguration of Miss Tourism Queen International was held in Colombo, Sri Lanka in 2002. Introduced by the president and franchise owner, Tan Sri Datuk Danny Ooi, today, Miss Tourism International contest has involved contestants in over 60+ countries. In 2002, the pageant had 40 participants from various countries. Also in 2002, the first live internet broadcast of the event occurred. In 2006, the contest was held outside of Malaysia for the first time, in Guangzhou, China. In 2016, 60 countries participated in the Miss Tourism International pageant. Since then miss tourism has become a pleasant tourism activity that attracts thousands of people (Allen and Toole, 2010).

Beauty pageants have long been part of American popular culture. The Miss America Pageant, the most well-known, started in 1921 as a "bathing beauty" contest. As times changed, though, so have beauty pageants. Today, this annual national competition, as well as state and local pageants, showcase the talent, intellect, and beauty of modern women. The pageants provide popular entertainment for those at the competitions and, through the broadcast media, to those watching at home.

Funds for sponsoring the pageants and providing the prizes are traditionally drawn from individuals, small businesses, corporations, civic groups, foundations, and universities. Business sponsors reap favorable publicity (leading to increased product visibility and market share) generated from their association with the popular pageants. Prizes include the coveted crown, and may also include trophies, vacations, clothes, jewelry, savings bonds, and cash. Besides prizes, the winner has the opportunity to pursue her career and community service goals as well as the obligation to represent the pageant sponsors‟ commercial interests.

In Sub-Saharan Africa, Miss tourism today is seen as a pillar because it serves as a strategy for growth for many countries and the local people used this as a means to boost their local beauty(López-Guzmán, Borges and Castillo-Canalejo, 2011). In recent years, miss tourism has

1 become a fast-growing tourism activity in African tourism, as a result of the fact that Uganda commonly known as Africa in miniature is blessed with different cultural and historical events, some of which are celebrated annually.

In East Africa, government of countries such as Kenya and Tanzania have their own rights in the promotion of miss tourism on both national and international level (Richard, 2009). Over the past years, miss tourism has become a source of attraction for Kenya and Tanzania as they have witnessed an increase in national and community activities, which are events organized by communities, event organizers and the government with the aim of promoting tourism and attracting tourists.

In Uganda, the history that narrates the origination of miss tourism began with the Ministry of Tourism, Wildlife and Antiquities in partnership with the Ministry Agencies of Uganda Wildlife Authority, Uganda Tourism Board, Uganda Wildlife Education Centre and AUTO embarked on a Journey " Miss Tourism Uganda 2013" also known as the "Pearl of Uganda," to transform Uganda's Tourism through beauty, to provide the best chance to establish, enhance the image and brand of the country by drawing the attention of the consumer; the Tourist. This Journey began with the Launch - dubbed the "Unveiling of the Pearl of Africa," the new logo, website and the theme song for Miss Tourism Uganda 2013 on 30th July at a colourful ceremony held at Tamarai Thai restaurant in Kololo, Kampala. Out of over hundred applicants selected to enter the auditions,15 Participants were selected and awarded a prize of a spectacular regional film tour over 14 days promoting Uganda's Tourism in all of UWA's National parks. Uganda Wildlife Authority supported the pageant through a financial contribution of 35m/ as well as offering transport for the finalists to visit the entire country including Uganda's ten national parks.

According to UWA's Marketing Unit, Promotion of domestic tourism through beauty, the Miss Tourism will convince the domestic tourist of the products found in our protected areas. It is also expected to promote UWAs image, tourism products, services, activities and facilities to targeted stakeholders, customers and the public through branding and promotional materials during the pageant activities.

In Uganda, beauty pageant event tourism is now being used by local communities to market them as destination region by exploiting the full potentials of hosting tourism events which has attracted both local and international tourists (Tasci, Semrad and Yilmaz, 2013). Miss tourism in Uganda is on the rise with awareness being created by the government, the private sector and the local communities. Uganda is a country with tourism diversity, has during the past few years hosted different types of tourism events such as cultural tourisms.

The Beauty Pageant Tourism helps in the marketing and promotion of tourism industry to the outside world so that many travelers can come to know about the tourism potentials in Uganda including the mountain gorrilas in Bwindi Impenetrable National Park, the Chimpanzees in Kibale National Park, the wildlife and the nature of the landscape. In 2013, the tourism fraternity was in high gear, following the announcement that the Miss Tourism pageant was back on the social calendar. And just like before, information went round that it was going to be held as an annual event with the aim of promoting Uganda‟s tourism by showcasing the country‟s beauties (the girls) as the Pearls of Africa (Tasci, Semrad and Yilmaz, 2013).

1.2 Statement of the problem

The need to diversify tourism activities has become a major area of discussion among scholars in the tourism sector (Allen and Toole, 2010). One of the activities brought into tourism market few decades ago was the introduction of miss tourism as a way of creating marketing for other forms of tourism. Miss tourism events have been in Uganda a number of times with an intention of improving tourism potential including fauna, flora and other eco-tourism activities. It is amazing however that, the level of improvement of tourism has not yet met their intended goals. It was expected that the introduction of miss tourism in the tourism economy would improve the level of earnings obtained by tourism organisation. In UWA, the introduction of this activity was meant to increase tourism sales by 30% of its normal sales which has not yet been achieved. The gap in knowledge is to understand whether it is the poor management approach of miss tourism activities for failing to improve tourism industry in this organisation or the need to increase capital investment. This proposal evaluated the role of miss tourism in the development of tourism industry in Uganda.

1.3 Purpose of the Study The main purpose of this study was to evaluate the role of beauty pageant tourism in the development of tourism industry in Uganda.

1.4 Objectives of the Study 1) To examine the objectives of beauty pageant tourism in the interest of Uganda tourism sector. 2) To assess the achievements pageant in the promotion and interest of tourism in Uganda.

1.5 Research Questions 1) What are the objectives of beauty pageant in the interest of Uganda tourism sector? 2) What are the achievements of beauty pageant tourism in the promotion and interest of tourism in Uganda?

1.6 Significance of the Study The study will highlight the authorities on the importance of community participation in miss tourism towards tourism development in Uganda. The study will also sensitize communities on how important it is to involving themselves in miss tourism activities as a way of developing their communities. The study findings will act as reference for future researchers on the importance of miss tourism events in tourism development.

CHAPTER TWO LITERATURE REVIEW

2.1 Objectives of Beauty Pageant Events

2.1.2 Infotainment Infotainment is one of the objectives of beauty pageant competitions in developing countries (Scanlan, 2012). Infotainment is a term and popular buzzword for a media device or service that delivers a combination of information and entertainment. The content delivered via infotainment is designed to be informative yet entertaining enough to attract and maintain the consumer's interest. Infotainment can refer to a variety of content served through traditional media such as television, print, radio or the internet (Scanlan, 2012). In beauty pageant activities, infotainment is designed to help promote the acquisition of specific information related to tourism and cultural conservation, skills or trades in a format that appeals to the people. Infotainment usually refers to televised news content and is considered a disparaging term because it implies a contrast in quality and respectability between this type of content and true news. Beauty pageant activities are aimed at entertaining people and same time using the opportunity to inform or sensitize them about different social issues such as use of illicit drugs, child abuse, child labour, female circumcision, etc. This is done through questions that are paused to the contestant during the events, which start at grass root to the national level.

2.1.3 Promotion of Talents Beauty pageant is aimed at promotion of talents. Since its re-introduction, beauty pageant has helped the contestants to discover and promote their talents (Netzler, 2012). A number of past contestants are now in fashion business. A beauty queen with national titles, standing next to these guys will look more impressed by a crown and sash than the personality of this woman. Many people might know what the crown truly means and thus ladies will desire to improve their talents in order to win prizes. Many have a flawed idea about what it means to wear that crown and simply attribute it to the physical beauty of the woman wearing it, when it means so much more (Netzler, 2012).

2.1.4 Promotion of the Country Another objective of beauty pageant competition in developing countries is the promotion of the country or a region (Marwick, 2010). The beauty pageant is widely covered by international media. During the Miss beauty pageant, each contestant gets an opportunity to have an interview with international media to discuss various topics concerning themselves and their counties. This allows every contest and to speak for her country, what it does, the tourism activities the country endows hence helping the country to be promoted and advertised. A country‟s participation in beauty pageant has provided an opportunity for creating awareness about the country, which has prompted a wide variety of interests touching on tourism, cultural heritage and investment opportunities (Marwick, 2010). 2.1.5 Employment Beauty pageant competitions are also aimed at creating employments (Tuivaiti, 2012). Beauty pageant events and activities have helped to create employment to a number of girls who have participated in the pageant. The pageant has established itself as a forum where potential employers identify the girls they intend to employ especially in public relations and advertising business. A number of local firms have engaged past contestants in business promotion, public relations and advertisements. The purpose of the platform isn‟t to make the woman “look good” or to make up for what some see as the superficial world of pageantry, but rather, it is an opportunity for the winner to use the publicity she receives to make a difference in her community (Tuivaiti, 2012). 2.1.6 Inspire young girls in schools and communities Beauty pageant competitions are also aimed at inspiring people in communities (Fonoti, 2012). Beauty pageant aspires to select girls who are not only beautiful but also educated. By placing emphasis on education, we create role models who inspire others to place value on education. Another major component of pageantry is the preparation it gives young women for their future careers. Pageants consist of more than just walking onstage in a beautiful gown or parading by in a swimsuit. In the case of the Miss America Organization, the most heavily weighted areas of competition include the talent portion and the private interview. The interview section of the pageant consists of a job interview for the position of pageant queen and all these inspire young girls to also work for future competition (Fonoti, 2012).

2.1.7 Legacy Legacy is also another objective of beauty pageant competitions (Tasci, Semrad and Yilmaz, 2013). The Pageant of Pulchritude served as a model for modern pageants. Though beauty contests were common even in the 19th century, the Galveston event was the first international contest, it was also one of the first national contests in the United States. A 2006 documentary entitled Miss Universe 1929 - Lisl Goldarbeiter. A Queen in Wien was released in Hungary detailing the life of the 1929 Miss Universe. That year is regarded by some as the first truly international event as it became the first year to garner substantial worldwide media attention and was the first year a non-American won the title. In 2009 a local Galveston organization known as "islander by choice" resurrected the pageant on a much smaller scale, the new contest, known as the Galveston Island Beach Revue, featured local contestants in 1920s-era swimwear as well as contemporary swimwear. 2.1.8 Creation network and connection Beauty pageant competition is also aimed at creating network and connection (Muliatou, 2012). This single phase of competition is not only essential for deciding the winner, but also for any young woman who wants to speak with professionals ranging from actors and news anchors to doctors and lawyers. One of the most undervalued aspects of pageantry is the connection made between the judges and the contestant. The pageant is won more often in the interview portion of competition, not while she is wearing a swimsuit. All these help contestants to create connection which are useful for their career successes. 2.1.9 Collection of cultural identities Beauty pageant competition is also intended at the collection of cultural identities (Antonakis, Fenley and Liechti, 2011). In a growing tourism, these beauty queens are often seen as symbolic representations of collective cultural identities; the pageants viewed as fields of active „cultural production‟. This study aims to examine how beauty pageants operate as locations of commodification and consumption in a world increasingly influenced by global markets and media institutions. It also illustrates how culture is produced in both the ethnic beauty pageants, like Miss Newa, and general pageants, as represented by Miss Diva and Miss Nepal, by examining these events as sites of oppression, sites to articulate cultural agency, and sites of ethnic, gender, cultural, and sexual identity production and exploitation.

2.3 The Achievements of Miss Beauty Pageants in the Promotion of Tourism

Beauty pageant involves the inclusion and focus on locality to see that beauty pageant can benefit the local region (Antonakis, et al, 2011). More specifically, there needs to be a greater concern for the public and community‟s interests. Thus, one suggestion includes conducting more research on the history of the pageant and why young women chose to participate or not. The pageant itself cannot be sustainable without women willing to be involved in it. By starting a dialogue between the community and the pageant‟s administration, the region can also benefit by promoting its tourism destinations, cultural and natural heritages.

Beauty pageant activities also lead to the preservation of the community values, goals and ideas which are important for local tourism development. Local tourism is a huge determinant of sovereignty and it is easier to preserve values, goals, and ideals if the pageant exists in an arena which allows this to happen. However, a cursory glance at the beauty pageant reveal that culturally sanctioned current white ideals prevail, although many of the women may actually fall into other racial classifications (Hoad 2004: 74). Thus, global pageants like miss world are not necessarily a celebration of diversity as much as they may be a reinforcement of Western expectations.

Beauty pageant also involves the activities that encourage women to express political views, rather than making them a hindrance to winning and other hinderances that are making tourism development a problem (Marwick, 2010). Politically minded contestants are rare. It involves discussion of major views which are a problem to tourism development. Beauty pageant also involves debates and quizzes which require answers on what can be done to development tourism potentials in any region.

8 them back are the skills which are acquired competing in pageantry. During their tenure, they can be able to speak to schoolchildren about her latex allergy to school students what they are supposed to do to become successful in future.

Beauty competitions also lead to preservation of the national or regional pride. According to López-Guzmánet et al, (2011) beauty contests can be an important focus of national or regional pride. On an individual level, they give young women an opportunity to enrich not only their own lives, but the lives of others. Pageants provide the perfect opportunity for some of the most beautiful young women to fulfil their ambitions and develop themselves as human beings. When beauty pageants began, they were viewed as trivial events whose interpretation required no intellectual effort. In fact, many critics of beauty contests argue that such contests reinforce the idea that girls and women should be valued primarily for their physical appearance, and that this puts tremendous pressure on young women to conform to conventional beauty standards by spending time and money on fashion, cosmetics, hair styling et cetera.

Beauty competitions lead to development of the national prestige and development of ties among competition nations and regions. Anderson, (2012) the Miss Commonwealth Organisation for example is a very prestigious and highly active organisation in many countries including friends of the Commonwealth. It‟s involvement with many nationalities with diverse cultural backgrounds can facilitate relationships ties which can boost tourism, economic growth and charitable programmes that will improve quality of life in the Commonwealth. It can also lead to creation of more awareness of the tourism sites and opportunities around the country, through outreach programmes in schools, promoting initiatives and projects that are tourism based.

Beauty competitions also engage commercialization of some tourism commodities. According to Alliez, (2008) beauty pageants are one of the most spectacular examples of commercialism disguised as Americanism, “The women who participate in beauty pageants pose as particular commodities; they position their bodies and their personalities to „sell‟ and idealized version of American citizenship and American life. Television, and the way it both produces and commodifies difference, similarities, conflicts, and affiliations, allows us to ascribe meaning and substance based on an interpretation of the visual” (Banet-Weiser 175). The contestants are used

9 to sell products for the sponsors despite the organization‟s detached approach from the commodity process.

The beauty competition has also turned to be a major marketing strategy for all tour companies that sponsor contestants (Aldoory, Reber, Berger and Toth, 2008). The pageant originated as a marketing ploy and this trend continues into the new millennium. The pageant helped launch an essential marketing strategy: using women to sell products. . The first bathing revue promised thousands of the nation‟s most beautiful women and drew tourists to the beach town. After the Miss America Organization switched to non-profit status, all of the funding for the pageant came solely from its sponsors. Toni Beauty Products (a division of Gillette), Campbell‟s Soup and Kellogg‟s were among the first to sponsor the television broadcast. Other featured products include house wares or beauty products, reinforcing the idea that the pageant‟s target audience is composed mainly of women, mothers and homemakers.

The beauty competition also involves the development of media channels and other social media which help in the promotion of tourism. For example, the Miss America pageant is a media ritual; annually, families gather to watch the pageant and bond over beautiful women and patriotism. Although ratings have wavered, Miss America is still woven into our psyche as a nation. Ades, Klainberg and Ades (2001) outlines the importance of routine and standardization in television broadcasting in order to ensure a captive audience. The pageant is such an event; every second Saturday in September, millions of Americans gather around the television. It is part of our cultural citizenship; we discuss the contestants, rate them according to our own expectations of American beauty and bond with our families and other families around the nation.

CHAPTER THREE METHODOLOGY

3.1 Study Area

The study was conducted among four (4) selected major tourism organisations in Kampala that participating in beauty pageant activities and these include; UWEC, UWA, UTB, Ministry of Tourism, Wildlife and Antiquities. These institutions have been selected because they have a wider knowledge and experience related to tourism potentials and activities in Uganda. Thus, information obtained from them genuine and useful for the study.

3.2 Research Design

This study was predominantly a qualitative study and thus employed a research design that is appropriate for qualitative studies. The researcher employed an exploratory research design to explore what opinions beauty pageant participants have on the objectives of beauty pageant tourism in the interest of Uganda tourism sector. It also explored more on the views of the participants on the activities of beauty pageant tourism events. Further, it assessed the feelings of the participant in beauty pageant events on the impact of beauty pageant in the promotion and interest of tourism in Uganda.

3.3 Study population

The population of the study included the administrators and staffs of the major tourism organisations in Uganda which include; UWEC, UWA, UTB, Ministry of Tourism, Wildlife and Antiquities. The population also included the participants, winners and viewers of beauty pageant competitions in Uganda. These categories of people were interviewed and their opinions taken important in understanding the role of beauty pageant tourism in the development of tourism industry in Uganda.

3.4 Sample size selection

The sample size included a few participants because the nature of research does not favor a large number of participants. Purposive sampling was used to select participants from the selected tourism organisations in Uganda. The sampling method was used to select participants to select these respondents. Purposive sample was suitable for obtaining participants‟ knowledge on the potential of miss tourism towards the promotion of tourism industry in Uganda.

3.5 Data Collection Methods

In terms of data collection methods, the author used key informant interviews (in-depth interviews) and focus group discussions (FGDs). Saunders et al. (2009) argues that with qualitative approach, there is a likely need to use and triangulate multiple sources of data to ensure that the data are telling what one thinks they are supposed to tell.

3.5.1 Interviews Interviews which are person to person using verbal communication in which one person or a group of people were interviewed at a time by the researcher giving their views on the beauty pageant role in the development of tourism industry in Uganda. Interviews will be used because they have the advantage of ensuring probing for more information, clarification and capturing facial expression of the interviewees. In addition, they will also give an opportunity to the researcher to revisit some of the issues that had been an over-sight in other instruments and yet they are deemed vital for the study. The target populations to be interviewed are the top management officers, company staff, the participants and winners of beauty pageant competitions.

3.5.2 Focus Group Discussion Focus Group Discussions were also used in order to obtain information from participants. The group of participants were guided by the facilitator who introduced the topic for discussions. Participants raised their views and understanding on the role of beauty pageant tourism in the development of tourism industry in Uganda.

3.6. Data Analysis

Qualitative data was analyzed using both thematic and content analysis. Data that was generated from in-depth interviews with different respondents was coded and processed and then analyzed according to different themes identified. This enabled the researcher classify the answers into meaningful categories so as to bring out the patterns of data. Analysis entailed making meaning of the data categories into themes and subthemes to answer the research questions and fulfilling the objectives of the study.

CHAPTER FOUR RESULTS

4.1 The Objectives of Beauty Pageant Tourism in the Interest of Uganda Tourism Sector

4.1.1 The Objectives of Beauty Pageant Tourism It was revealed by the results of this study that when participants were asked to give their opinions on the beauty pageant, participants gave different opinions which are summarized in the following themes below;

Promote the development of tourism activities It was revealed by the results that participants mentioned that beauty pageant tourism is intended at promoting the development of tourism activities. In an interaction with the participant 3 who was among the participants in the beauty pageant competition, one participant was quoted saying that; “…The objective of miss tourism competitions is to promote the development of tourism activities in the region. Tourism has diversified other means of development and beauty pageant is one of the ways which have been diversified in order to promote tourism development.” Participant 1-Beauty Pageant competitors, 2017.

In a similar interview that the researcher conducted with one of the staffs at UWEC, it was also quoted that beauty pageant tourism is intended at the promotion of tourism activities. It was cited when the participant was quoted saying that;

“…The objective of miss tourism competitions is to promote confidence among young males and females and also to promote their competence. Miss tourism is also intended at promotion of tourism through making tourism known to the outside world. Participant 3 - Staff of UWEC

In a related conversation that the researcher carried out with some of the staffs at UWEC, one staff was quoted saying that;-

“…The most important objective of miss tourism competitions is to promote tourism through conservation of the natural and cultural resources. Miss Tourism is also aimed at promoting regional tourism and highlights the rich cultural endowment of Uganda through the facets of fashion, music, food and other cultural attributes of the peoples and places in the eleven uniquely different regions of the country.” Participant 4 - Staff of UWEC

Another staff from the different organisation had this to say;-

“…The main objective of Miss Tourism is to promote regional tourism and highlight the rich cultural endowment of Uganda through the facets of fashion, music, food and other cultural attributes of the peoples and places in the eleven uniquely different regions of the country. For example, participation can be drawn from Kigezi, Ankole, Tooro, Bunyoro, Buganda, Busoga, Eastern Mbale, Teso, Northern, West Nile and Karamoja Regions and this helps all regions to participate in the miss tourism activities and events. Participant 5 - Staff of UTB

Diversify the product offer and build awareness for domestic tourism It was revealed that when participants were asked to give their opinions on the objectives of beauty pageant tourism, participants largely said diversifying tourism products and build awareness for domestic tourism. In an interview with some of the participants of this study, one participant was quoted saying that;-

“…The Miss Tourism Pageant is an initiative under the plan to diversify the product offer and build awareness for domestic tourism. The organisational participation is drawn from the tourism public and private sector.” Participant 9 – Staff of UTB.

4.2 The Level of Achievement of the Objectives of Beauty Pageant Tourism

In an effort to understand the objectives of beauty pageant tourism in Uganda, it was also useful to know the level of achievement of the objectives of beauty pageant tourism. Basing on the findings of this study, responses on understanding the levels of achievements were thematized as; through improving tourism activities, promote regional tourism and highlight the rich cultural endowment and bring connection among tour agencies and companies.

Through improving tourism activities It was revealed by the results of this study that when participants were asked to give their opinions on the levels of achievements of the objectives of beauty pageant tourism, participants largely said that achievement have been realized through improving tourism activities. In a face- to-face interview with one of the beauty pageant competitors of 2017, one participant mentioned that;

“...Miss tourism competition has been able to improve tourism activities in Uganda. The involvement participants have been able to market tourism organisations which has led to the promotion of tourism industry. To another extent, beauty pageant competitions have also realized their objectives because regions where it is carried out develop into prominent tourism destinations thus beauty pageant competitions lead to the development of tourism activities in Uganda.” Participant 1-Beauty Pageant competitors, 2017.

Promote regional tourism and highlight the rich cultural endowment It was revealed by the results of this study that when participants were asked to give their opinions on the levels of achievements of the objectives of beauty pageant tourism, participants largely said that achievement have been realised through promotion of regional tourism and highlight the rich cultural endowments. In a face-to-face interview with one of the beauty pageant competitors of 2017, one participant mentioned that;

“...I know that it improves because Miss Tourism competitions have been positioned to promote regional tourism and highlight the rich cultural endowment of Uganda through the facets of fashion, music, food and other cultural attributes of the peoples and places. People who are involved professionally in making of these things improve skills and talents as a way of improving their products and activities. In addition, miss tourism also planned to build a strong, recognizable destination brand and event that supports the tourism marketing campaigns through youthful ambassadors to promote the visibility of our attractions and persuade the local population to invest and enjoy the rich cultural endowment of Uganda.” Participant 2-Staff of UWEC

In a related with staffs of UTB, one participant mentioned that;

“...The Miss Tourism pageant has been positioned to promote regional tourism and highlight the rich cultural endowment of Uganda through the facets of fashion, music, food and other cultural attributes of the peoples and places. The pageant is planned to build a strong, recognizable destination brand and event that supports the tourism marketing campaigns through youthful ambassadors to promote the visibility of our attractions and persuade the local population to invest and enjoy the rich cultural endowment of Uganda. To create a platform for the youth to develop character and grow personally in poise, confidence, communication skills, physical fitness, and self-discipline.” Participant 5 - Staff of UTB

Bring connection among tour agencies and companies

It was revealed by the results of this study that when participants were asked to give their opinions on the levels of achievements of the objectives of beauty pageant tourism, participants largely said that achievement have been realised through bringing connection among tour agencies and companies. In a face-to-face interview with the staffs of UWEC, one participant largely said that;

“...In Uganda, miss tourism has been able to bring connection among tour agencies and companies. Tourism in Uganda has also achieved through selling its services and products to foreign countries.” Participant 3-Staff of UWEC

Empower the girls and inspire the youth in tourism enterprise It was revealed by the results of this study that when participants were asked to give their opinions on the levels of achievements of the objectives of beauty pageant tourism, participants largely said that achievement have been realised through empowering girls and inspire youths in tourism enterprise. In a face-to-face interview with the staffs of UWEC, one participant largely said that;

“...To empower the girls and inspire the youth in tourism enterprise using the Miss Tourism Brand. To promote cultural tourism and inspire domestic demand for tourism. Miss tourism is guided by the need to continuously improve the livelihood of young women through various activities including promotion of tourism. Miss tourism helps in ensuring that it creates awareness of what goes on as a country in terms of tourism. She becomes the regional brand for our tourism product, she is able to tour other counties as she sells the region because we are not only targeting international tourist but also domestic tourists. Contestants are attached to companies where they will be expected to participate in the company’s forums, to socialise as well as add value to the forums in terms of ideas, discussions and labour outputs.” Participant 6-Staff of UTB

4.3 Beauty pageant and conservation of culture

In a bid to understand the objectives of beauty pageant events, it was also important to discover how beauty pageant competitions help in the conservation of culture. Basing on the findings of this study, the responses obtained were thematized as; beauty pageant competitions have helped in the conservation of culture, participants go back and spread the same information to their communities and that hosting miss tourism enables the country to reveal to the world its many beautiful facets.

Beauty pageant competitions have helped in the conservation of culture It was revealed by the results of this study that when participants were asked to give their opinions on how beauty pageant competitions helps in the conservation of culture, participants largely said that beauty pageant competitions have helped in the conservation of the culture. In an interview with one of the competitors in beauty pageant competition, it was quoted when one participants mentioned that;

“…According to me, beauty pageant competition have helped in the conservation of culture in Uganda because when people participate from different regions and tourism organisations, they go back and spread the same information to their communities. I also think that miss tourism has helped people from different regions to participate which increase regional cultural development. To me, I think miss tourism is good and should be continued. For me I come from central Uganda and this has helped me to realize a lot of things developing as a result of tourism activities. For example, the improvement of the museum, the Kabaka runs which involve people from different parts of the country and the entire world. All this come and lead to the development of tourism activities within our county.” Participant 1 - Beauty Pageant Competitor – 2017 Participant 2 – Staff of UWEC Participant 8 – Staff of UTB

In a related interview with the staffs at UWEC, it was quoted when one staff was quoted saying that; “…To some extent it can help in the conservation of culture in Uganda because when people gather from different cultures, they can be trained on how to promote their cultural tourism sites and practices hence helping in the conservation of cultures in Uganda. The pageant held has many primary goals which are related to cultural conservation. The first is to “have its candidates and winners actively promote and get involved in the preservation of the environment and the protection of mother earth.” The pageant winner, chosen from a group representing different destinations, agrees to commit a year of service promoting environmental projects around the world, such as cleaning up beaches or planting trees with a community. In 2015, however, much of the environmental focus in the pageant had been cut down. There were several shorter montages of contestants mentioning their environmental goals briefly. Overall, the pageant generally progresses as any other would, with an assortment of clothing changes, and not much else. The sole question asked of the contestants in the 2015 pageant was: “what would you consider your defining moment as a woman?” Consistent with the rest of the pageant, the word “environment” was barely mentioned in the responses.” Participant 3 - Staff of UWEC

Participants go back and spread the same information to their communities It was revealed by the results of this study that when participants were asked to give their opinions on how beauty pageant competitions helps in the conservation of culture, participants largely said that participants go back and spread the same information to their communities. In an interview with one of the competitors in beauty pageant competition, it was quoted when one participants mentioned that;

“…According to me, beauty pageant competitions have helped in the conservation of culture in Uganda because when people participate from different regions and tourism organisations, they go back and spread the same information to their communities. I also think that miss tourism has helped people from

different regions to participate which increase regional cultural development. To me, I think miss tourism is good and should be continued.” Participant 4 – Staff of UWEC

Hosting miss tourism enables the country to reveal to the world its many beautiful facets. It was revealed by the results of this study that when participants were asked to give their opinions on how beauty pageant competitions helps in the conservation of culture, participants largely said that participants hosting miss tourism enables the country to reveal to the world its many beautiful facets. In an interview with one of the competitors in beauty pageant competition, it was quoted when one participant mentioned that; “…Hosting Miss tourism enables the country to reveal to the world its many beautiful facets, from the bustling cities, the idyllic towns to the sun-kissed islands. With the country’s unique melting pot of cultures, memories of the country would linger the longest in the contestants’ minds. The contest also serves as a platform to educate and promote tourism and cultural exchange among the participating delegates, the Miss Tourism has grown to be the proverbial vehicle; capturing the essence of the host country and its way of life through the eyes of these beauties.” Participant 7 - Staff of UWA

4.5 The Achievements of Beauty Pageant in the Promotion and Interest of Tourism in Uganda

Objective three of this study required the researcher to assess the impact of beauty pageant in the promotion and interest of tourism in Uganda. Basing on the findings obtained from the field, participants responses related to their determination of beauty pageant impact were as shown below;

Impact of Beauty Pageant In an interview with one of the It was revealed by the results of the study that Impact of beauty pageant in the promotion and interest of tourism can be measured by; “…The development of tourism destinations, the benefit of participants, the growth of beauty pageant activity, the increasing number of companies joining and the increasing number of people participating.” Participant 1-Beauty Pageant Competitor-2017

In an interview with one of the staffs at UWEC, it was quoted when one participant from UWEC said that; “…The organization measure the impact in terms of promotion made through beauty pageant events. The organization also measures impact through the improvement of tourism activity every year.” Participant 2-Staff at UWEC

In an interview with one of the staffs of UTB, it was quoted when one of the staffs mentioned that; “…The organization can understand its impact through realizing improvement in growth and sales. The organisations can also realize growing network and understand how beauty pageant activities has caused a positive impact.” Participant 3 - Staff at UTB

How beauty pageant activities can improve the conservation of the environment In a bid to understand the impact of beauty pageant competitions in the promotion and interest of tourism, it was also important to discover how the beauty pageant events can improve the conservation of the environment. Basing on the findings of this study, the responses obtained were thematized as; beauty competitions also lead to preservation of the national or regional pride, giving a number of options for inclusion.

Beauty competitions also lead to preservation of the national or regional pride

It was revealed by the results of this study that when participants were asked to give their opinions on how beauty pageant can promote tourism in Uganda, participants largely said that beauty competitions also lead to preservation of the national or regional pride. In an interview with one of the beauty pageant competitors and staffs of UTB, it was quoted when one participants mentioned that;

“…Beauty competitions also lead to preservation of the national or regional pride. Beauty competitions lead to development of the national prestige and development of ties among competition nations and regions. Beauty competitions also engage commercialization of some tourism commodities. The beauty competition has also turned to be a major marketing strategy for all tour companies that sponsor contestants. The beauty competition also involves the development of media channels and other social media which help in the promotion of tourism.” Participant 1, 4, 7, 9

Giving a number of options for inclusion It was revealed by the results of this study that when participants were asked to give their opinions on how beauty pageant can promote tourism in Uganda, participants largely said that beauty competitions gives a number of options for inclusion. In an interview with one of the beauty pageant competitors and staffs of UWEC and UTB, it was quoted when participants mentioned that;

“Beauty pageant in Uganda can improve conservation of the environment in Uganda through giving a number of options for inclusion. In addition, the standards of inclusions that are based on the education and money should be minimized and this can allow as many girls to contest.” Participant 2, 3, 5 & 8

Advocacy can be made in the promotion of this beauty pageant activity In a bid to understand the impact of beauty pageant events, it was also important to discover the advocacy that can be made in the promotion of this beauty pageant activity. Basing on the findings of this study, the responses obtained were thematized as; beauty pageants involves the benefit of the local region and that girls should be encouraged to participate.

Beauty pageants involves the benefit of the local region It was revealed by the results of this study that when participants were asked to give their opinions on how beauty pageant activities can promote tourism in Uganda, participants largely said that beauty pageants involves the benefits of the local region. In an interview with one of the beauty pageant competitors and staffs of UTB, it was quoted when participants mentioned that;

“…Beauty pageant involves the inclusion and focus on locality to see that beauty pageant can benefit the local region. Beauty pageant activities also lead to the preservation of the community values, goals and ideas which are important for local tourism development. Local tourism is a huge determinant of beauty pageant tourism. Beauty pageant also involves the activities that encourage women to express political views, rather than making them a hindrance to winning and other hindrances that are making tourism development a problem.” Participant 1 & 4

Girls should be encouraged to participate It was revealed by the results of this study that when participants were asked to give their opinions on how beauty pageant activities can promote tourism in Uganda, participants largely

24 said that beauty pageants involves the benefits of the local region. In an interview with one of the staffs of UWEC and UTB, it was quoted when participants mentioned that;

“…Girls should be encouraged to participate in the beauty pageant competitions. Girls who do not have money and other qualifications may also be allowed to include in beauty pageant competitions.” Participant 2, 8

What can be done to inspire girls to join beauty pageant competitions as a way of promoting tourism industry

In a bid to understand the impact of beauty pageant events, it was also important to discover what can be done to inspire girls to join beauty pageant competitions as a way of promoting tourism industry. Basing on the findings of this study, the responses obtained were thematized as; increasing adverts on beauty pageants and inspire girls to join the competitions.

Increasing adverts on beauty pageants It was revealed by the results of this study that when participants were asked to give their opinions on what can be done to inspire girls to join beauty pageant competitions as a way of promoting tourism industry, participants largely said that it requires increasing adverts on beauty pageants. In an interview with one of the competitors and staffs of UWEC, it was quoted when participants mentioned that;

“…According to me, I think its important to increase adverts on the beauty pageant among communities in Uganda and outside Uganda. Also I think increasing attractive activities in the beauty pageant competitions can help in encouraging many girls to join beauty pageant competitions in Uganda.” Participant 1, 3, 5 & 8

Inspire girls to join the competitions. It was revealed by the results of this study that when participants were asked to give their opinions on what can be done to inspire girls to join beauty pageant competitions as a way of promoting tourism industry, participants largely said that it requires inspire girls to join miss

25 tourism competitions. In an interview with some of the staffs of UWEC and UTB, it was quoted when participants mentioned that;

“…I think what can be done to improve and inspire girls to join beauty pageant competition is the putting of prizes of different categories for girls. Another way of inspiring girls to join beauty pageant competitions is increasing advertisements.” Participants 2 & 7

The challenges faced by the organizers of miss tourism In a bid to understand the sustainability of the impact of miss tourism activities, it was also important to discover the challenges of miss tourism activities faced by the organisers of miss tourism events. Basing on the findings of this study, the responses obtained were thematized as; lack of finances, limited resources, expenses, the girls that participate in the events and beauty contests making the participants feel the opposite.

Lack of finances It was revealed by the results of this study that when participants were asked to give their opinions on the challenges faced by the organisers of miss tourism events, participants largely said lack of finances. In an interview with the competitors and staffs of UTB, it was quoted when participants mentioned that;

“…Lack of finance to organize the events serious affect the organisers of miss tourism events. Fear of low turn up of participants also scares them to organise these events.” Participant 1 & 4

Limited Resources It was revealed by the results of this study that when participants were asked to give their opinions on the challenges faced by the organisers of miss tourism events, participants largely said limited resources. In an interview with the competitors and staffs of UWEC, it was quoted when one participant mentioned that;

“…Miss tourism organisers face problems with limited resources to organise large functions which are national.” Participant 2 – Staff of UWEC

Expenses It was revealed by the results of this study that when participants were asked to give their opinions on the challenges faced by the organisers of miss tourism events, participants largely said expenses. In an interview with the competitors and staffs of UTB, it was quoted when one participant mentioned that;

“…The disadvantages of miss tourism are: expense - they always go for rented or second-hand gowns. Too many girls pay way too much money out of their own pocket. It’s not worth it. Also, pageants are not for those who want to use them to burnish their self-esteem. If they need to win a pageant in order to feel good about themselves, do not enter! Their chances of doing well are greatly diminished if they are not confident in their true self and are attempting to show the judges what they think they want to see instead of their reality.” Participant 9-Staff at UTB

The girls that participate in the events It was revealed by the results of this study that when participants were asked to give their opinions on the challenges faced by the organisers of miss tourism events, participants largely said the girls that participant in the events. In an interview with the competitors and staffs of UTB, it was quoted when one participant mentioned that;

“…Yes, there are many challenges associated with miss tourism competition related to the participants or girls that participate in these competitions.

First of all, it has been shown that girls who start competing at a young age have more problems with their body image and psychological issues later in life and adulthood. Beauty pageants are oftentimes a lifelong thing.

On the show, the little girls are treated like princesses, getting mostly everything they want, with few or no consequences. There are 14 year olds getting their nails done,

27 getting wax jobs and going for spray tans. Why should any preschooler be getting a spray tan? Not to mention the makeup and outfits put on these children. When a 14-year-old looks like a 25-year-old, there is a problem. It may be fun to joke about how a child is prettier than you but when looked at critically, it’s not funny at all. The outfits are blinged out and often leave little to the imagination. Except, the child is practically a baby … very inappropriate. These little girls grow up learning that make-up and beautiful is what makes you beautiful.

Some people sums it up perfectly and explain why self-image and self-esteem are damaged. It is cliche to say that “it's what's on the inside that makes you beautiful” but it is true and it is something that the contestants aren’t really taught. They are taught that external beauty is what wins. Makeup has to be flawless and the more beautiful the clothes, the better. Self-esteem is damaged as they lose touch with what it means to be naturally beautiful.

It is not surprising then that all of these factors can lead to psychological issues like depression and thoughts of suicide. Nearly 6 percent of participants have suffered from depression. I can imagine that the girls who are heavily affected by these pressures may develop a sense of helplessness and depression when they can’t meet up to the standards expected of them. Depression may come when they just don’t feel good enough, beautiful enough, thin enough, etc. These are heavy and toxic thoughts to be thinking and may be heavy enough to feel like maybe life isn’t worth it at all.

Now realistically, beauty pageants will continue with mostly the same procedures and the same expectations. So too, they will continue to cause detrimental effects on the self- image, self-esteem and the psychological states of the participants. However, there has to be something that can be done to reduce these problems. In order to protect these girls from being negatively affected with these issues, there needs to be greater emphasis on natural and inner beauty and affirmation of self-worth. It can be easy to brush this issue off as unimportant and trivial but this is a serious problem. Until our culture begins to turn away from the “thin is in” and “made up” perfection, there has to be some

preventative measures taken to remind the participants of their natural and internal beauty separate from the external beauty expected in the pageants.” Participant 7-Staff of UTB

Beauty contests making the participants feel the opposite. It was revealed by the results of this study that when participants were asked to give their opinions on the challenges faced by the organisers of miss tourism events, participants largely said that beauty contests makes the participants feel the opposite. In an interview with the competitors and staffs of UTB, it was quoted when one participant mentioned that;

“…According to my thinking, it is ironic how beauty pageants and beauty contests have the ability to make the participants feel exactly the opposite: self-conscious and dissatisfied with their bodies.

The very beauty they are showcasing is not felt by the girls who are competing. As with sports focused on aesthetics and graceful lines, beauty contests can cause lower self- esteem and issues with body image. Like anything else, it is a complex issue with many factors at work, but ultimately, it comes down to the environment and purpose behind these contests that cause the issues in young women.” Participant 8-Staff of UTB

CHAPTER FIVE DISCUSSIONS, CONCLUSIONS AND RECOMMENDATIONS

5.1 Discussions of the Findings

5.1.1 The Objectives of Beauty Pageant Tourism in the Interest of Uganda Tourism Sector The first objective of this study required the researcher to explore the objectives of beauty pageant tourism in the interest of Uganda tourism sector. It was revealed by the results of this study that when participants were asked to give their opinions on the beauty pageant, participants gave different opinions, participants largely said that beauty pageant tourism is aimed at promoting the development of tourism activities, diversify the product offer and build awareness for domestic tourism, the level of achievement of the objectives of beauty pageant tourism.

The findings of this study are in agreement with Allen & Toole, (2010) who found out that beauty pageant is relevant for improving the tourism activities of the country. For example, in Australia, Allen & Toole, (2010) discovered that beauty pageant activities can be used to improve the potential the nation‟s tourism activities.

In an effort to understand the level of achievement of the objectives of beauty pageant tourism, it was revealed that responses on understanding the levels of achievements were improved tourism activities, promote regional tourism and highlight the rich cultural endowment and bring connection among tour agencies and companies.

In a bid to discover how beauty pageant competitions help in the conservation of culture, it was revealed that beauty pageant competitions have helped in the conservation of culture, participants go back and spread the same information to their communities and that hosting miss tourism enables the country to reveal to the world its many beautiful facets.

Findings of this study are in agreement with the findings of Scanlan, (2012) who also found that infotainment is one of the objectives of beauty pageant competitions in developing countries such as Samoa (Scanlan, 2012).

In Samoa state, beauty pageant tourism was conducted several times with an intention of teaching and training of girls with talents and help them develop the mental beyond physical appearance because managers understood that beauty goes beyond physical appearance of participants (Scanlan, 2012).

Infotainment is a term and popular buzzword for a media device or service that delivers a combination of information and entertainment. The content delivered via infotainment is designed to be informative yet entertaining enough to attract and maintain the consumer's interest. Infotainment can refer to a variety of content served through traditional media such as television, print, radio or the internet (Scanlan, 2012).

In support of the above, Netzler, (2012) in Samoa also studied beauty pageant tourism and found out that it is intended for promoting of talents among participants. Since its re-introduction, beauty pageant has helped the contestants to discover and promote their talents (Netzler, 2012). A number of past contestants are now in fashion business. A beauty queen with national titles, standing next to these guys will look more impressed by a crown and sash than the personality of this woman. Many people might know what the crown truly means and thus ladies will desire to improve their talents in order to win prizes. Many have a flawed idea about what it means to wear that crown and simply attribute it to the physical beauty of the woman wearing it, when it means so much more (Netzler, 2012).

5.1.3 The Achievements of Beauty Pageant in the Promotion and Interest of Tourism in

Uganda.

Objective three of this study required the researcher to assess the impact of beauty pageant in the promotion and interest of tourism in Uganda, it was found out that impact is measured by the development of tourism destinations, the benefit of participants, the growth of beauty pageant activity, the increasing number of companies joining and the increasing number of people participating.

In a bid to discover how the beauty pageant events can improve the conservation of the environment, it was found out that beauty competitions also lead to preservation of the national or regional pride and giving a number of options for inclusion.

Findings of this study are in agreement with Antonakis, et al, (2011) who noted that beauty pageant involves the inclusion and focus on locality to see that beauty pageant can benefit the local region (Antonakis, et al, 2011). More specifically, there needs to be a greater concern for the public and community‟s interests. Thus, one suggestion includes conducting more research on the history of the pageant and why young women chose to participate or not. The pageant itself cannot be sustainable without women willing to be involved in it. By starting a dialogue between the community and the pageant‟s administration, the region can also benefit by promoting its tourism destinations, cultural and natural heritages.

In a bid to discover what can be done to inspire girls to join beauty pageant competitions as a way of promoting tourism industry, it was found out there is a need to increase adverts on beauty pageants and inspire girls to join the competitions as a way of inspiring girls in join beauty pageant competitions.

32 involves debates and quizzes which require answers on what can be done to development tourism potentials in any region.

In a bid to understand the sustainability of the impact of miss tourism activities, it was also important to discover the challenges of miss tourism activities faced by the organisers of miss tourism events. Basing on the findings of this study, it was found out that the major challenges are lack of finances, limited resources, expenses, the girls that participate in the events and beauty contests making the participants feel the opposite.

Beauty pageant competitions also leads to the development of different skills such as communication, presentation and confidence in speech which are useful in tourism development (Antonakis, Fenley and Liechti, 2011). One hears the same arguments in support of beauty pageants. Contestants say that pageants give them skills and confidence. What keeps bringing them back are the skills which are acquired competing in pageantry. During their tenure, they can be able to speak to schoolchildren about her latex allergy to school students what they are supposed to do to become successful in future.

5.2 Conclusion

5.2.1 The Objectives of Beauty Pageant Tourism in the Interest of Uganda Tourism Sector

It was concluded that when participants were asked to give their opinions on the beauty pageant, participants gave different opinions, participants largely said that beauty pageant tourism is aimed at promoting the development of tourism activities, diversify the product offer and build awareness for domestic tourism, the Level of Achievement of the Objectives of Beauty Pageant Tourism

5.2.2 The Activities of Beauty Pageant Tourism Events It was concluded that the activities usually done to conduct miss tourism are; (1) first is to advertise the miss tourism competitions, then call for participants, set the date of miss tourism competition, get the judges, then declare the winner of the competitions and then give the prize to the winner and (2) Girls are prepared for a number of days almost 20 days, there are a lot of activities of beauty pageant tourism events; the contestants go off for their trials and fitting, and during the trial sessions, the girls indulged in some fun photoshoots.

In a bid to discover whether the activities of miss tourism events have helped to attract foreigners in Uganda, it was found out that hosting people from foreign countries, makes people around the world to know about regional tourism and promotes foreign tourism destinations.

In a bid to discover how the activities of miss tourism events can help in the promotion of tourism in Uganda, it was found out that beauty pageant involves the inclusion of local people, beauty pageants leads to the preservation of community values, beauty pageant lead to the promotion of talents and more people need to view tourism.

5.2.3 The Impact of Beauty Pageant in the Promotion and Interest of Tourism in Uganda. It was concluded that impact is measured by the development of tourism destinations, the benefit of participants, the growth of beauty pageant activity, the increasing number of companies joining and the increasing number of people participating.

5.3 Recommendations

It was recommended that Uganda tourism authorities and institutions should encourage the development of beauty pageant tourism as it promotes tourism development in Uganda.

It was recommended that adverts for beauty pageant tourism should make broader adverts in order to attract foreigners in Uganda‟s tourism activities.

It was recommended that the organisers of beauty pageants should involve training activities in order to improve talents of young people in Uganda.

It was recommended that Uganda Wildlife Authority should put low standard for the participants of miss tourism in order to boost the activity in Uganda.

REFERENCES

Achica, Sia. (2012), Samoan Studies Lecturer at American Samoa Community College. American Samoa Community College. 18 October 2012; Email correspondence 16 November.

Ades, L. &Klainberg, L. (Producers), & Ades, L. (Director). (2001). Miss America. USA: Clio and Orchard Films.

Aldoory, L., Reber, B., Berger, B., &Toth E. (2008). Provocations in public relations: A study of gendered ideologies of power-influence in practice. Journalism & Mas s Communication, 85, 735-750.

Allen, J. & O` Toole, W. (2010). Festival and special event management. Australia: Cataloguing- in publication data.

Alliez, E. (2008). A constructivist flight from: A constructivist reading of process and reality. Theory Culture Society, 25, 111-117. Almeida, E. (2004). A discourse analysis of student perceptions of their communication competence. Communication Education, 53, 357- 364.

Alo, Allan (2012), Miss Samoa pageant coach and choreographer. Former Miss Samoa pageant director, designer, and wardrobe advisor. Email correspondence. 12 November 2012.

Anderson, Charles (2012), “Miss Samoa New Zealand Crowned.” 23 September 2012. Samoa Observer. 27 November 2012. < http://www.samoaobserver.ws/home/samoans-abroad/1175- miss samoa-new-zealand-crowned>

Antonakis, J., Fenley, M., &Liechti, S. (2011). Can charisma be taught? Tests of two interventions. Academy Of Management Learning & Education, 10(3), 374-396.

Dow, Bonnie J. (2003), "Feminism, Miss America, and media mythology." Rhetoric & Public Affairs 6.1 (2003): 127-149. 27 Hoad, Neville. "World Piece: What the Miss World Pageant Can Teach about Globalization."

Fonoti, Dionne (2012). Filmmaker and Sociology Lecturer at National University of Samoa. Coffee Bean Cafe, Apia. 21 November 2012.

López-Guzmán, T., Borges, O., & Castillo-Canalejo, A. M. (2011). Community-based tourism in Cape Verde – a case study. Tourism and Hospitality Management, 17(1), 35–44.

Marwick, A. (2010). There‟s a beautiful girl under all of this: Performing hegemonic femininity in reality television. Critical Studies in Media Communication, 27, 251-266.

Muliatou, Rezetta (2012), Miss Samoa contestant 2012. The British-American Tobacco Factory. 22 November 2012.

Netzler, Jasmine (2012). “Designer Makes Clean Sweep in Fashion Awards.” 13 September 2012. Samoa Observer. 26 November 2012.

Pérez, V., Guerrero, F., González, M., Pérez, F., & Caballero, R. (2013). Composite indicator for the assessment of sustainability: The case of Cuban nature-based tourism destinations. EcologicalIndicators, 29, 316–324.

Richard, S. (2009). Tourism development and the environment: Beyond sustainability. S A: Published by Earthscan.

Scanlan, Kristian (2012), Marketing and Promotion Officer. Samoa Tourism Authority Fale, Apia. 12 November 2012.

Tasci, D. A. A., Semrad, J. K., & Yilmaz, S. (2013). Community-based tourism finding the equilibrium in Comcec context setting the pathway for the future. Turkey: the COMCEC Coordination Office.

Tuivaiti, Janine (2012). Miss Samoa 2012. Samoa Tourism Authority Fale, Apia. 12 November 2012.

APPENDIX INTERVIEW GUIDE

Dear participant, I am Safari Brian, a student of Tourism, Makerere University, conducting a study titled: Evaluating the Potential of Miss Tourism in the Promotion of Tourism Industry in Uganda. You are request to kindly give me your opinions on the above-mentioned matter. The information will be kept confidential for academic purposes. Please feel free to respond where necessary.

Section B: Objectives of beauty pageant tourism 1) What are the objectives of the miss tourism competitions? 2) Explain to me what you think miss tourism has been able to achieve. 3) What is your opinion on whether beauty pageant competition help in the conservation of culture in Uganda? 4) To what extent is beauty pageant useful in improving self-confidence among participants? 5) Tell me whether beauty pageants has potential to promote tourism destinations in Uganda. 6) In your observation, what are the likely chances that participants talk about regions they come and thus help in promoting their local tour sites. 7) Give your view whether beauty pageant is the best strategy for promoting natural and cultural heritages.

Section B: Activities of Beauty Pageant Tourism Events 8) What is the range of activities miss tourism is involved in? 9) How do you hope miss tourism can promote tourism in Uganda? 10) Please, let me know from you, whether the increase of these miss tourism events have attracted foreigners to come and attend hence understanding tourism potentials in Uganda.

11) What level of knowledge is mainly generated from miss tourism events and how does it help in the improving knowledge about community tourism potentials? 12) According to your understanding, what has miss tourism events brought in Uganda in as far as promoting the country to foreign countries whose participants join the competition. 13) Show me your position in either supporting or unsupporting the statement that miss tourism events can be used as a tool to increase tourism development.

Section C: The Impact of Beauty Pageant in the Promotion and Interest of Tourism in Uganda 14) How does the organization measure its impact? 15) Tell me whether miss tourism increases network among tourism communities hence promoting tourism opportunities in Uganda. 16) What is your expectation on what can be done to inspire girls to join beauty pageant competitions as a way of promoting tourism industry? 17) What do you think is the perception of local community people towards miss tourism as a brand of tourism activity? 18) How do you think beauty pageant can improve the conservation of the environment in Uganda? 19) What advocacy can be made in the promotion of this beauty pageant activity in Uganda? 20) What are some of the challenges faced by the organizers of miss tourism? 21) What tourist attraction have you targeted to promote?