Evaluating the Potential of Miss Tourism in the Promotion of Tourism Industry in Uganda

Abstract

The main purpose of this study was to evaluate the role of beauty pageant tourism in the development of tourism industry in Uganda. This study was predominantly qualitative study employed a research design that was appropriate for qualitative studies. The researcher employed an exploratory research design to explore the opinions beauty pageant participants had on the objectives of beauty pageant tourism in the interest of Uganda tourism sector. The respondents included the administrators and staffs of the major tourism organizations in Uganda. It was revealed that beauty pageant tourism is aimed at promoting the development of tourism activities, diversify the product offer and build awareness for domestic tourism. It was found out that impact is measured by the development of tourism destinations, the benefit of participants, the growth of beauty pageant activity, the increasing number of companies joining and the increasing number of people participating. It was recommended that Uganda tourism authorities and institutions should encourage the development of beauty pageant tourism as it promotes tourism development in Uganda. It was recommended that adverts for beauty pageant tourism should make broader adverts in order to attract foreigners in Uganda‟s tourism activities. It was recommended that the organisers of beauty pageants should involve training activities in order to improve talents of young people in Uganda.