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 promote green entrepreneurship and environmental stewardship. This study examined how private HEIs in Uganda integrate eco-hotel marketing into entrepreneurship curricula and its influence on students’ readiness to establish green hospitality ventures. Despite growing awareness of sustainable tourism, gaps remain in pedagogy and curriculum innovation needed to support eco-enterprise creation. The study addressed two research questions: how eco-hotel marketing is embedded within entrepreneurship courses and the extent to which such integration enhances students’ preparedness for eco-hospitality entrepreneurship. A mixed-methods case study was conducted at Kampala International University and Uganda Martyrs University. Twenty faculty members and curriculum experts were purposively selected, while 80 final-year entrepreneurship students were chosen through stratified random sampling. 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. Findings revealed that the integration of eco-hotel marketing concepts, experiential learning approaches, and university-industry partnerships significantly enhanced students’ readiness for eco-hospitality entrepreneurship. Experiential pedagogy emerged as the strongest predictor of entrepreneurial preparedness. Although sustainability concepts were embedded in the curriculum, opportunities for practical application remained limited. However, sustainability-focused student enterprises and project-based learning initiatives demonstrated strong potential for strengthening green entrepreneurial competencies. The study concludes that deeper integration of eco-hotel marketing within entrepreneurship education can significantly improve students’ capacity for sustainable venture creation and support Uganda’s green growth and SDG-driven entrepreneurship agenda.