Browsing by Author "Muheebwa, Florence Prescah"

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Eco-marketing and green finance synergy for eco-hotels in central Uganda
(Springer, 2026-02-10) Muheebwa, Florence Prescah; Omeke, Michael
This study examines how eco-marketing strategies and green finance mechanisms can be synergized to promote the growth and sustainability of eco-hotels in Central Uganda. The aim is to address key barriers such as limited financial access, weak market visibility, and low consumer awareness of eco-friendly hospitality options. The convergent parallel design was used where both qualitative and quantitative data were collected simultaneously, analyzed independently, and then merged for interpretation. The study also draws on secondary data to develop an integrated framework. The findings reveal that while eco-hotels in the region adopt some sustainable practices, many lack structured marketing strategies and access to tailored green financing. Successful enterprises combined eco-branding and digital storytelling with innovative financing tools such as climate-smart microloans, sustainability-linked credit, and donor-supported green grants. Strategic partnerships with local communities and NGOs enhanced their eco-value proposition. To scale eco-tourism, a coordinated approach linking eco-marketing with green finance is essential. The study recommends capacity-building for eco-hotel operators in green branding and financial literacy, as well as policy incentives to attract climate finance. These interventions support Uganda’s pursuit of SDGs and a low-carbon tourism economy.
Experiential marketing strategies, financial innovation and agritourism sustainable enterprise outcomes in western Uganda
(Springer, 2026-02-10) Muheebwa, Florence Prescah; Arinda, Christone
This study examines how experiential marketing strategies and financial innovation can improve sustainable agritourism enterprise outcomes in Western Uganda. With agritourism gaining recognition as a tool for sustainable rural development, the research explores how immersive marketing such as sensory appeal, emotional engagement, and educational interaction alongside emerging financial solutions like green microfinance and crowdfunding affect tourist satisfaction, brand loyalty to farms, and local economic empowerment. A mixed-methods design was used, combining interviews with agritourism operators and surveys from both domestic and international tourists. Data analysis involved thematic content analysis for the qualitative data and regression modeling for the quantitative data. Findings show a strong positive correlation between experiential business marketing and sustainable agritourism enterprise success indicators like visitor satisfaction, repeat visits, and word-of-mouth promotion. Key experiential elements that stood out include hands-on farming activities, farm-to-table experiences, and storytelling. Additionally, select enterprises that adopted digital financial tools (e.g., mobile-based ticketing, pay-as-you-go eco-tourism bundles) reported improved cash flow and customer retention. The study highlights that integrating both experiential marketing and financial innovation into agritourism can support sustainable tourism and diversify rural economies. It recommends that policymakers and tourism stakeholders focus on experience-based agritourism, innovative financing mechanisms, improve staff training, and promote cultural storytelling. These actions can increase destination sustainability, financial inclusion, and community resilience in Western Uganda.
From research to startup: commercialising green hospitality marketing Innovations in public HEIs: a case study of Kyambogo university
(The Uganda Higher Education Review,, 2026-05-31) Muheebwa, Florence Prescah
Studies and Hospitality Management, Kyambogo University. Data were collected through document analysis, interviews with key informants, focus group discussions, and structured questionnaires. Quantitative data were analysed with descriptive and inferential statistics. Inferential statistics included chi-square tests, multiple regression models and SEM. Qualitative data were studied through thematic analysis. The findings show that while there are research outputs on green-hospitality marketing, issues such as unstructured commercialisation pathways, limited funding, and weak connections between universities and industry hinder the transfer of innovation. However, successful student-led green startups emerging from research-based coursework show strong potential. The study concludes that improving institutional structures for research commercialisation is essential for promoting green-hospitality entrepreneurship in public higher education institutions. The results show the need for policy changes and innovation centres to speed up the transition from knowledge to business.
Integrating sustainable marketing and innovative financing to boost agritourism in western Uganda
(Springer, 2026-02-10) Muheebwa, Florence Prescah; Milly Kwagala; Ahabyoona Faith Mugisha
This study examines how the integration of sustainable marketing and innovative financing can drive the growth of agritourism in Western Uganda. Despite the region’s potential in agritourism, entrepreneurs face challenges related to limited market access, weak branding, and inadequate financial resources. The chapter aims to propose a synergistic framework that leverages green marketing and alternative financing models to enhance competitiveness and sustainability in agritourism enterprises. A mixed-methods approach was employed, combining qualitative interviews with agritourism operators, community-based tourism leaders, and financial service providers in selected districts of Western Uganda including Bushenyi, Mbarara, Fort Portal, Kasese, alongside a quantitative survey of 150 agritourism stakeholders. The study also conducted secondary analysis of tourism development policies and marketing-finance integration models relevant to sustainable rural enterprise. The study finds that sustainable marketing strategies such as experiential branding, eco-labeling, and digital storytelling improve customer engagement and promote destination visibility. Simultaneously, innovative financing models particularly mobile-based microfinance, community crowdfunding, and impact investment offer critical financial inclusion pathways for smallholder agritourism entrepreneurs. The convergence of these strategies significantly enhances the market appeal, scalability, and sustainability of agritourism ventures, especially those aligned with SDG 8 and SDG 12. The study concludes that integrating sustainable marketing with innovative financing creates a powerful model for inclusive and resilient agritourism enterprise development. For meaningful policy impact, the study recommends to government translating national policy into local action through district-level agritourism funds. To enhance the marketing-finance-enterprise linkage in rural agritourism, it is recommended to develop tailored microfinance products and expand financial inclusion through mobile-based tools.
Strengthening innovation hubs in higher education: exploring marketing and financial models in Uganda’s public universities
(The Uganda Higher Education Review Journal, 2025-12-13) Muheebwa, Florence Prescah; Ahabyoona Faith Mugisha; Kwagala, Milly
Public universities in Uganda are increasingly recognised as drivers of innovation and student entrepreneurship, aligned with Vision 2040, NDP IV, and the Sustainable Development Goals (SDGs). Innovation hubs within these institutions are established to incubate student-led start-ups. However, access to finance, weak marketing strategies, and fragmented institutional support continue to hinder their performance. This study investigates how integrated marketing and financial models can enhance the effectiveness of innovation ecosystems in Uganda’s public higher institutions of education (HEIs). It explores three research questions: (i) What financing strategies are employed by university-based innovation hubs? (ii) What marketing approaches do student-led start-ups utilise? (iii) Which institutional or policy level enablers and constraints affect start-up success? A mixed methods approach was used. Quantitative data was collected from structured surveys administered to 100 student-led startups across three public universities via simple random sampling. Qualitative data was collected via 25 semi-structured interviews and four focus group discussions with hub managers, student entrepreneurs, university administrators, government officials, and financial actors, selected through purposive sampling. Data was collected from 85 respondents across three public universities using a mixed-methods approach. Regression results revealed that financial model sustainability (β = 0.63, p < 0.05) significantly predicted innovation hub performance, while marketing strategies had a moderate but positive effect (β = 0.41, p < 0.05). The results show that successful start-ups often use inclusive financing options, such as seed grants, and employ context-specific marketing tools,such as digital branding. Hubs that provide mentorship, financial literacy, and market linkages significantly improve start-up growth and sustainability. Nevertheless, policy misalignment, limited scalability, and weak coordination remain key challenges. The study provides a practical framework for integrating marketing and financial strategies into HEI innovation management, offering policy insights for NCHE and university councils seeking to operationalise innovation and entrepreneurship within Uganda’s higher education system.