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.

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This article examines and critically assesses the role of films in the practice of critical pedagogy in undergraduate management education, using tourism studies as a context. Utilising online focus groups, it aims to gain an in-depth knowledge and understanding of the role of films as an effective pedagogical medium in enhancing experiential approaches to learning. It argues that films play an important role in facilitating critical analyses of the studied phenomenon, illustrating and problematising abstract concepts and ideas, as well as in facilitating students' ability to discern multiple and alternative discourses about management. The findings highlight the role of films in context-specific critical engagement with the studied content and in stimulating emotionality in learning development, thereby enhancing deep approaches to learning. Emotional responses, even negative ones, prove to be critical in engaging with intellectual and critical reflection after watching films. The findings yield new and empirical insights into the pedagogic use of films in management education, thereby contributing to some of the goals of critical management studies.

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This study examines recent developments in destination assessment and certification as a basis for identifying challenges and benefits they engender, from tourist and tourism organizations’ perspectives. It uses online surveys and semi-structured interviews to collect primary data from prospective tourists and key informants on destination assessment and certification. The findings highlight the strengths and weaknesses of schemes currently in use, including various factors that might influence their future development. Specifically, the study finds that destination assessment and certification are affected by four key issues, namely, practicability, reliability, visibility, and (un)availability of incentives. It concludes that the manifestation of these issues and their ensuing complexity affect the way in which tourists and tourism destinations engage with destination assessment and certification. This, therefore, delimits the inherent opportunities and constraints within such schemes.