| dc.description.abstract | Although various studies on cultural tourism promotional areas have been undertaken, most of them have concentrated on other factors such as the potentials of heritage sites as potential tourist destination rather than the aspects connected to the promoting of cultural tourism as an emerging destination. Therefore, this study assessed the effectiveness of the different promotional strategies being used to market cultural tourism in Bunyoro Kitara kingdom. It was guided by objectives; to identify and analyze the strategies adopted to promote cultural tourism in Bunyoro kingdom, to assess the effectiveness of the strategies adopted to promote cultural tourism in Bunyoro kingdom and to examine the challenges of promoting cultural tourism in Bunyoro Kitara Kingdom. Both qualitative and quantitative methods of data collections were used in data collection and as ample of 40 respondents from Bunyoro Kitara Kingdom were randomly sampled while and five key informants that included tourism officers, and tour operators were purposively sampled. Data was later analyzed using SPSS version 16. The study revealed different cultural tourism marketing strategies that included use of websites, local tour operators, local exhibitions and trade shows and social media platforms. Advertising through local TVs and newspapers is the most efficient means of promoting cultural tourism around Bunyoro Kitara Kingdom. And this was followed by the development and the usage of the website, social media, as well as the local exhibitions and trade affairs. Challenges such as limited funds, a lack of cultural tourism awareness, poor tourism infrastructure, and limited marketing techniques continue to stymie cultural tourism promotional efforts. And these challenges could be solved through increased community sensitization and heavy investment in these resources could be extremely beneficial in dealing with the difficulties highlighted in the promotion and marketing of cultural tourism resources .It was from these findings that the study recommends In order to address to the challenge of lack of funds to promote the festivals, this study recommends that the Ministry of Tourism, Wildlife and Antiquities through it agencies such as Uganda Tourism Board (UTB) and the department of Museum and Antiquities should help to sponsor and promote cultural attractions around the Bunyoro Kitara kingdom and other institutions. | en_US |
