The impact of social media on Uganda’s hospitality industry : a case study of hotels in Kampala city

Abstract

Social media significantly impacts the different aspects of the hospitality industry, which constantly requires improvement. Therefore, this research aimed to examine the impact of social media on Uganda’s hospitality industry, focusing on hotels in Kampala City. Through a mixed approach, the study investigated the common social media platforms used by hotels, the extent of their usage, the challenges encountered, and their influence on consumer behavior. Data was collected from participants in the form of semi-structured interviews. The results were then analyzed thematically by obtaining common patterns and peculiar aspects that emerged from the interviews. These themes were thereafter compared with results from previous studies to determine the impact of this study. The study found that hotels predominantly utilized social media platforms like Instagram, Facebook, TikTok, X, and WhatsApp for marketing and customer engagement. Challenges included risks associated with online bookings and reservations, emphasizing the need for robust cybersecurity measures. The study also highlighted the positive impact of social media on customer retention and brand awareness.