Broadening of Uganda’s Tourism Products and Its Impact on the Tourism Industry: A Case of The Batwa Trail in Uganda

Kalulu Ronald* Lecturer, Department of Tourism and Hospitality Management, University of Tourism, Technology and Business Studies, Rwanda ,
Tushabe Emmy – Lecturer, Department of Tourism and Hospitality Management, University of Tourism, Technology and Business Studies, Rwanda *Corresponding author: kaluluronald@gmail.com

Received March 5, 2018; Revised March 25, 2018; Accepted March 30, 2018

Abstract: This study sought to examine the broadening of and innovative marketing of tourism products by making an analysis of the Batwa trail in Mgahinga gorilla national park in Western Uganda, using quantitative and qualitative techniques. The study established that tourism industry in Uganda experiences a stagnant growth given the fact that most tourists get bored with the existing products. The trail has a variety of products like caves, forest walk, and hiking experience. However, it experiences little acceptance levels as less is known about it by international visitors. Secondly, no promotional plan was used for the Batwa trail which meant limited number of potential tourists would know about its existence. The currently used traditional methods like trade exhibitions can yield minimal results. The use of social media like Facebook, Instagram, Watsap, Pinrest and google adverts were seen to be the modern effective promotional tool for the trail. The study recommended constant promotion of the Batwa trail in travel magazines, social media and fairs to achieve appeal and acceptance by both domestic and international visitors.