Assessing Diversity and Cooperation among Tourism Enterprises around the Source of Nile, Jinja
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ABSTRACT The tourism enterprises allow various entrepreneurs or investors to use their capital, which is then invested in high yielding income generating entities such as tour companies, hotels, resorts, restaurants, gift shops among others. Returns from such investments are then distributed among the workers as salaries and investors as dividends. Due to the growing interest in tourism sector, this has created jobs to different people in Jinja as a tourism destination. If cooperation and diversity is enhanced among tourism enterprises will enable entrepreneurs to broaden their investment portfolios thus stimulating Uganda’s tourism sector. However, the critical concern at the moment is about evaluating the adoption of diversity and cooperation among tourism enterprises around the source of Nile, Jinja. Thus the broad objective of this study was to assess the diversity and cooperation among tourism enterprises among tourism enterprises, around the source of Nile, Jinja. A combination of both quantitative and qualitative methods was used during the data collection key process. The study population consisted of tourism entrepreneurs such as tour guides, hotel and restaurant operators, souvenir vendors among others. Using purposive sampling, 40 participants were selected to participate in the study and a combination of both questionnaires and face to face interviews were used to collect data. The study reveals that the majority of tourism enterprises around the source of Nile are hospitality related enterprises which shows that there is limited diversity and too much competition. Cooperation was found to have positive benefits if embraced among the tourism enterprises. The challenges to improve cooperation includes inadequate use of technology for marketing purposes which is not used by every enterprise. The study recommends that through cooperation There is a need for each of enterprise owner to implement the efficient marketing strategies for marketing and promotion of his/her products. Also should review and analyze the marketing strategies frequently to locate effective marketing strategies according to their target markets. Therefore, as diversity among tourism enterprises leads to product development and service improvement is crucial to meet customers’ expectation and satisfaction.