Conversion Funnel Optimization and Sustainable Tourism Performance: Evidence from Uganda Wildlife Authority

This study concerns itself with optimization of sustainable tourism performance with evidence from Uganda. The digital transformation of tourism has elevated conversion funnel optimization as a key driver of tourism performance and sustainability. This study seeks to examine the effects of sustainable tourism performance in Uganda. It examined its effect on sustainable tourism performance at the Uganda Wildlife Authority (UWA) in particular using a descriptive, correlational, cross-sectional design with mixed methods. Data were collected from 65 staff and tourists interacting with UWA digital platforms and analyzed using descriptive statistics, Pearson correlation, and regression analysis. Results show that conversion funnel optimization was moderately implemented (Mean = 3.09, SD = 1.093), with weaknesses in error recovery, booking delays, and user guidance, despite strengths in confirmation processes and session continuity. A very strong positive relationship was found between conversion funnel optimization and sustainable tourism performance (r = 0.912, p < 0.001), explaining 82.9% of the variance (Adjusted R² = 0.829). The study concludes that conversion funnel optimization significantly enhances tourist engagement, booking completion, and sustainability outcomes. It recommends improving system integration, reducing process inefficiencies, strengthening error handling, and enhancing real-time digital support.