| dc.description.abstract | Knowledge on effective tourism marketing strategies to explore new destinations like Amabera ganyina Mwiru remain scanty in Uganda. According to the Uganda tourism master plan (2014 –2024), cultural tourism sites should be effectively marketed. This study t herefore sought to assess the effectiveness of the marketing strategies that have been used by the various players within the tourism industry in prom oting Ama bere Ga’nyiina Mwiru tourism site in Uganda. It was guided by three objectives; to document the marketing strategies being used at Amabere Ga’nyina Mwiru, to assess the effectiveness of the marketing strategies used to promote Amabere Ga’nyina Mwiru, and t o examine the challenges to the marketing strategies of cultural tourism at Ama bere Ga’nyina Mwiru in Nyakasura, Kabarole District . Both qualitative and quantitative methods of data collections were used in data collection and as a mple of 40 responde nts tourists visiting who were randomly sam pled while and ten key informants that included tourism officers, and tour operators were purposively sa mpled. Data was later analyzed using SPSS version 16. The study revealed that tourists had a good perception about factors such as the marketing of the site, the tourist activities, service quality and delivery which were ranked as good and these were mostly Uga ndans and a fe w international tourists who visit the site to engage in different activities such as hill hik ing , site seeing, cave exploration, and camping. Merketing strategies such as cam paigns and promotions like Miss Tourism, POATE, Tulambul e, Vum bula, ne w and unique tourism activities and products such as culture, improving the general tourist safety for all the tourist activities at the destination, and giving discounts and reducing or suspe nding taxes on tourism products, services, and activities were the most effective strategies in the marketing of the Amabere Ganyina Mwiru as the respondents agreed wit h them. Challenges such as limited funds (70%), a lack of tourism awarene ss (75%)., poor tourism infrastructure (55%), and limited marketing techniques continue to hamper marketing efforts. It was from these findings that the study recommends that the stud y recom mends, this study recom mends that the Ministry of Tourism, Wildlife and Antiquities through it agencies such as Uga nda Tourism Boa rd (UT B) and the department of Museum and Antiquities should help to sponsor marketing promote attractions around Kabarole district, and study recom mends that , government agencies such as UTB should cooperate with tourism destinations to help in marketing of these attractions and outside the country to get them known to the public and increase the number of participants and attract more foreign and domestic travelers in these local cultural resources | en_US |
