Ankunda, Buhanda2025-06-242025-06-242024-10Ankunda, B. (2024). Relationship marketing and performance of the tourism industry in Uganda: a case study of Uganda tourism board. Kyambogo University.https://hdl.handle.net/20.500.12504/2520xiii, 108 p. ;This research project was designed to establish the effect of relationship marketing on the performance of UTB. The project was guided by three objectives which included: to examine the effect of communication on the performance of UTB; to establish the effect of customer trust on the performance of UTB; and to investigate the effect of customer participation on the performance of UTB. The study adopted a cross-sectional survey design with a quantitative approach. The research was carried at UTB. A total of 78 respondents were used in the study and were arrived at using Yamane’s formula of sample size selection arrived. Simple random sampling techniques was used to generate the sample that was used in the study. The quantitative data was analysed in form descriptive and inferential statistics. Descriptive statistics involved generating and presenting frequencies, means and standard deviations while inferential statistics involved use of correlation and regression analyses. Findings revealed that: there was significant positive relationship between communication and performance of UTB (r=.557**, p= .003); there was significant positive relationship between customer trust and performance of UTB (r=.499**, p= .000); and there was significant positive relationship between customer participation and performance of UTB (r=.349**, p= .001). The study concluded that concluded that; communication has a positive significant relationship with the performance of UTB, thus, it is important for the management of UTB to continue identifying effective means of communication to reach out to potential customers for sustained performance of the organisation; that customer trust has a positive significant relationship with the performance of UTB, thus, it is important for the management of UTB to design deliberate interventions to build and sustain customer trust for sustained performance of the organisation; and customer participation has a positive significant relationship with the performance of UTB, thus, it is important for the management of UTB to design deliberate interventions to attract customer participation in the shaping and delivery of tourism services. The study recommends that: UTB need to adopt communication that is biased to marketing Uganda and that marketing of the country’s tourist destinations with their uniqueness should be promoted; UTB and all Uganda tourism sector players should focus on the customers and potential customers and not the product; the government of Uganda and UTB should identify and actualize developing partnerships with the right agents; and lastly the government of Uganda should fully liberalize the tourism sector to attract more players to invest in the sectors.enMarketingPerformanceTourism industryUgandaUganda tourism boardThesis