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October 12, 2025African Journal of Tourism and Hospitality ManagementOpen Access

Optimising Social Media Identity Functionality for Enhanced Performance of Licensed Accommodation Facilities in Uganda

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Authors

DNDaphine NamanyaEOElizabeth Ockeyoh OtienoOOOscar Kambona Ouma

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Overview

Quantitative analysis demonstrates that specific social media identity functionalities improve performance in licensed accommodation facilities, suggesting key marketing strategies in Uganda.

Key Points

  • Social media identity functionality significantly enhances the performance of licensed accommodation facilities.
  • Data analysis revealed a variance of 50.6% in performance influenced by social media functionalities.
  • A correlational research design was employed, surveying 180 managers across licensed accommodations.
  • The findings highlight the strategic importance of tailored social media functions in boosting performance.

Cite This Study

Namanya et al. (2025) studied this question.

synapsesocial.com/papers/68ebabe3155248a327effbfahttps://doi.org/10.37284/ajthm.4.1.3802
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