The influence of destination marketing on tourism development of Fortportal Tourism City.

Abstract

This study investigates the influence of destination marketing on tourism development of Fort Portal Tourism city. An explorative research design was adopted where structured questionnaires were employed to interview 113 respondents who were grouped into strata of tour operators, business community and tourists and randomly sampled. The findings revealed that 72% of respondents prioritize affordable pricing when considering travel to Fort Portal, indicating its critical role in attracting tourists. 68% of participants highlighted the effectiveness of social media as a primary promotional tool, while 52% noted that positive word-of-mouth significantly influences their decision-making. The survey also found that 60% of tourists value accessible online booking options, pointing to the need for improved distribution strategies. 75% of respondents emphasized the importance of tourist information centers in enhancing their overall experience, demonstrating a clear demand for better resources to aid navigation and exploration of the area. The study concludes that effective pricing is essential for attracting tourists, with a significant emphasis on affordability and value for money. Promotional strategies, particularly through social media and word-of-mouth, are critical for raising awareness and engagement with Fort Portal as a travel destination. Additionally, accessible information and booking platforms are highlighted as vital distribution strategies that influence visitor decisions and experiences. Based on these insights, the study provides recommendations for stakeholders to adopt a multifaceted approach that includes sustainable pricing, engaging promotional tactics, and streamlined distribution channels.