Integrating green-hotel marketing Into entrepreneurship curricula in private HEIs in Uganda : a case study of Kampala International University and Uganda Martyrs University

Abstract

In the era of sustainable development, higher education institutions (HEIs) are increasingly expected to foster green entrepreneurship and environmental stewardship. This study examines how private HEIs in Uganda integrate eco-hotel marketing into entrepreneurship curricula to promote practical learning and green startup development. Despite growing awareness of sustainable tourism, gaps remain in pedagogy and curriculum innovation needed to support eco-enterprise creation. The study was guided by two research questions: (i) How is ecohotel marketing embedded within entrepreneurship courses? and (ii) What impact does this integration have on students’ readiness to launch green hospitality startups? A mixed methods case study design was employed focusing on Kampala International University and Uganda Martyrs University. Purposive sampling was used to select 20 faculty members and curriculum experts, while stratified random sampling guided the selection of 80 final year entrepreneurship students. Data were collected through curriculum content analysis, semi-structured interviews, focus group discussions, and structured questionnaires. Quantitative data were analysed using descriptive statistics and multiple linear\ regression, while qualitative data were analysed thematically. The regression results indicate that curriculum integration of ecohotel marketing concepts, experiential pedagogical approaches, and university industry linkages significantly and positively predict students’ readiness for eco-hospitality entrepreneurship, with experiential pedagogy showing the strongest influence. Qualitative findings further reveal that although sustainability themes are present in the curriculum, practical exposure remains limited. Emerging innovations such as sustainability-focused student enterprises and project-based learning demonstrate strong potential for strengthening green entrepreneurial competencies. The study concludes that stronger integration of eco-hotel marketing within entrepreneurship education enhances students’ capacity for sustainable venture creation. These findings have implications for aligning HEI curricula with Uganda’s green growth agenda and SDG-driven entrepreneurship.