Marketing and Organizational Performance in Selected Hotels in Kampala- Uganda

TABLE OF CONTENTS

DECLARATION ............................................................................................................................................ i

APPROVAL .................................................................................................................................................. ii

DEDICATION ............................................................................................................................................. iii

ACKNOWLEDGEMENT ............................................................................................................................ iv

LIST OF ACRONYMS ........................................ ~ ........................................................................................ v

TABLE OF CONTENTS ............................................................................................................................. vi

CHAPTER ONE ........................................................................................................................................... 1

1.1 Background of the study ......................................................................................................................... 1

1.2 Statement of the Problem ....................................................................................................................... 4

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1.4 Objectives of the Study .......................................................................................................................... 5

1.4.1 General Objective ...................................................... : ......................................................................... 5

1 .4 Objectives of the Study ........................................................................................................... : .............. 5

1.4.1 General Objective ................................................................................................................................ 5

1.4.2 Specilic Objectives of the Study ......................................................................................................... 5

1.4 Research Questions ................................................................................................................................ 5

1.5 Hypothesis .............................................................................................................................................. 6

1.5. Scope of the Study ................................................................................................................................. 6

1.5 .I Geographical scope of the study .......................................................................................................... 6

1.5 .2 Theoretical Scope ................................................................................................................................ 6

1.5 .3 Content of the study ............................................................................................................................. 6

1.5.4 Time Scope .......................................................................................................................................... 7

1.6 Significance of the Study ........................................................................................................................ 7

1.7 Definitions of key terms ......................................................................................................................... 7

1.8 Conceptual Framework ................................................ v ......................................... ~ .............................. 8

CHAPTER TWO .......................................................................................................................................... 9

I XI'! 'R t I'll R I: RJ·:V I EW ............................................................................................................................. 9

CHAPTER 'I'll REE .................................................................................................................................... 22

METHODOLOGY ..................................................................................................................................... 22

3.1 Research Design ................................................................................................................................... 22

3.2 Study Population .................................................................................................................................. 22

vi

3.3 Sample Size .......................................................................................................................................... 22

3.4 Sampling Procedure .............................................................................................................................. 23

3.5 Data Sources ......................................................................................................................................... 24

3.5 .1 Primary Data ...................................................................................................................................... 24

3.5 .2 Secondary data ................................................................................................................................... 24

3.6 Datn < inthcring procedures .................................................................................................................. 24

,3,6.1 Jnter'ICVS .......................................................................................................................................... 24

3.6.2 Questionnaires ................................................................................................................................... 24

3. 7 Document Analysis .............................................................................................................................. 25

3.8 Data procedures .................................................................................................................................... 25 •

3.8.1 Before data gathering ........................................................................................................................ 25

3.8.2 During the data gathering .................................................................................................................. 25

3.8.3 After data gathering ........................................................................................................................... 25

3.9 Data Processing and Analysis .............................................................................................................. 25

3.8 Ethical considerations ........................................................................................................................... 26

3.10 Limitation of the study ....................................................................................................................... 26

CHAPTER FOUR ...................................................................................................................................... 28

PRESENTATIONS INTEPRETATIONS AND ANALYSiS OF DATA ................................................. 28

4.0 profile of' the respondents ..................................................................................................................... 28

4.1 The level oi' c/Tcclivencss of marketing in selected hotels in Uganda .................................................. 29

CHAPTER FIVE ........................................................................................................................................ 33

SUMMARY OF THE FINDINGS, CONCLUSION AND RECOMMENDATIONS .............................. 33

5.1 Profile of respondents ........................................................................................................................... 33

5.2 Discussion of the Findings ................................................................................................................... 33

5.2.1 Findings on the level of effectiveness of marketing in selected hotels in Uganda ............................ 33

5.2 The Causes of poor organization performance selected hotels in Uganda ........................................... 34

5.2.1 Findings on the strategies that can be adopted to improve marketing and organizational perfonnance

in hotels ...................................................................................................................................................... 35

5.3 Conclusion ............................................................................................................................................ 36

5.4 Reconu11endations ................................................................................................................................ 37

5.5 Areas of Further Research ............................................ _.~······································································ 38

REFERENCES ........................................................................................................................................... 39