Abstract:The purpose of this study is to analyse how tourists' perceptions of a destination's tourism product influences memorable tourism experiences and how gender differences influence tourists' perceptions of tourism product. To achieve these objectives, Uganda, one of the developing economies in East Africa, was chosen. The five A's of tourism product was used as a basis for the questionnaire construction and data was analysed. Explanatory research design within the framework of confirmatory factor analysis -a structural equation modelling technique was adopted using the AMOS 18 program. A sample of 501 respondents consisting of tourists departing Uganda through Entebbe International Airport was used.Results showed that both the measurement and structural models exhibited better model fit indices. Overall, tourists' perceptions of the retained four dimensions of tourism product (Attractions, ancillary services, amenities and accommodation) had a positive effect on memorable travel experience. Additionally, the independent T-test for gender and tourists' perceptions of Uganda's tourism product showed that on average, females had a positive evaluation of Uganda tourism product compared to their male counterparts. However, the observed difference was not significant. The effect of tourists' perceptions of a tourism product on memorable travel experience: Implications for destination brandingIt is recommended that destination management organisations pay attention to infrastructure, particularly transport that links potential and actual tourists to key tourism attractions. This is likely to enhance positive perceptions and was found to positively influence memorable travel experience. Other implications for destination branding are discussed.
This paper is aimed at exploring African children's attitudinal reactions to television advertisements. A total of 65 children from four African countries - Ghana, Nigeria, Kenya and Uganda - participated in 12 focus group discussions on the subject matter. Findings suggest that they like television advertising in relation to its entertainment features - especially when the messages feature children characters, cartoons, music, celebrities and humour - and those promoting foods. They also derive excitement from advertising messages that are presented in Pidgin language and/or humorously integrated with local languages. However, they have an aversion to messages that terrify them and those they consider boring. This paper supplements the existing literature on the attitudes of children to advertising, but from Africa as a different contextual platform. It also suggests directions for the effective use of marketing communications strategies in relation to television advertising for marketers and other bodies with special roles in communicating with children such as government agencies and NGOs.
Abstract:The term "theory" is used with diverse meanings, resulting in miscommunication and misunderstanding. This article examines how "theory", as a word, is used in three leading journals in each of hospitality, tourism, and leisure studies fields over a 20-year period. Utilizing an iterative and comparative hierarchical coding, seven different forms of theory and trends in their usage by scholars over the 20 years are identified. Among the notable trends are: 1) A marked increase in the appearance of "theory" (as a word) and its variants over the years; 2) the virtual disappearance of natural science-type theory in the three fields; and 3) a dramatic rise in the use of "theory" as an analogy rather than as a substantive term. Implications and limitations of the study are also discussed.
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