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Destination competitiveness challenges: A Ugandan perspective

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journal contribution
posted on 2023-08-30, 16:06 authored by Maureen Ayikoru
This paper analyses and explicates the limiting role of multiple and varied challenges in the realisation of a country's tourism potential using Uganda as an exemplar. Two objectives are pursued, one that entails an assessment of the competitive potential of Uganda's tourism and another, an explication of the challenges that limit its full realisation. The study is based on secondary data supplemented through in-depth interviews with some key informants in Ugandan tourism. The paper identifies disparities in destination product and demand patterns, inadequate marketing budgets in the face of a persistent negative image and inadequate institutional and managerial capabilities as key challenges. It concludes that the complexity of challenges faced by Uganda, a non-traditional destination, makes the notion of competitive advantage used in conventional strategy and tourism destinations competitiveness literature seem inappropriate. This has implications for tourism development and management in such destinations with particular focus on resource allocation and utilisation.

History

Refereed

  • Yes

Volume

50

Page range

142-158

Publication title

Tourism Management

ISSN

1879-3193

Publisher

Elsevier

File version

  • Accepted version

Language

  • eng

Legacy posted date

2019-03-13

Legacy creation date

2019-03-11

Legacy Faculty/School/Department

ARCHIVED Lord Ashcroft International Business School (until September 2018)