Several studies found larger benefits for communities when local stakeholders could participate in the tourism value chain by 'linking' their labour, products and services to the sector. However, the establishment of local linkages is difficult because of the complexity of the tourism system that consists of multi-sectoral and multi-scalar relationships. Moreover, in developing countries, empowered stakeholders tend to organise the tourism value chain vertically in which tourists are led in a spatially and socially confined trajectory in the destination, the so-called tourist bubble. This paper analyses the effect of governance in the tourism value chain on the establishment of local linkages to reshape the social and spatial boundaries of the tourist bubble in Uganda. Specifically, the possibilities of cultural tourism are explored as one particular way to reshape the bubble, that is centred on nature-based and ecotourism focuses. Results show that cultural activities can reshape the social boundaries of the bubble, while the catalyst role of cultural tourism developments is less successful in reshaping the spatial bubble boundaries. The national scale is pivotal to ensure that (1) local stakeholders are empowered to overcome existing barriers to enter and (2) international stakeholders are given incentives to reshape the bubble.

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