The Effect of E-Commerce Marketing Strategy on the Tourism Development: a Case Study of Uganda Wildlife Education Centre

Abstract

This study investigated the effect of e-commerce marketing strategy on tourism development. The case study used for the research was Uganda Wildlife Education Centre. The major objectives considered were to establish and find out the effect of e-payments on infrastructural development of tourists, to examine the effects of e-advertisement on the number of tourists, to find out how internet affects revenue recognition in tourism development at Uganda Wildlife Education Centre as well as the recommendations to Uganda wildlife education centre regarding tourism development.

The research used a cross sectional survey design employing both the qualitative and quantitative approaches. Data was collected using questionnaires and was analyzed in Excel.

The parent population was of 70 respondents and the sampling techniques were involved in considering their appropriateness. The data collected was sorted and analyzed based on percentages. The findings of the study were that E-advertising has increased the number of tourists in Uganda Wildlife education Centre, UWEC has an accessible internet package which serves as a major marketing and communication tool, Uganda Wildlife education centre has an e-payment system in place which is cost effective to the customers, and from the findings I recommend that the management of Uganda wildlife Education Centre and other similar tourism centers should not underestimate the power of E-commerce marketing strategies and this will help develop tourism in Uganda.

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