EVALUATING THE POTENTIAL OF MISS TOURISM IN THE PROMOTION OF TOURISM INDUSTRY IN UGANDA BY 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 0 i ii 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. iii 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. iv 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. v 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