June 2016

Dealing with negative symbolism of destinations with difficult heritage: Analysis of Uganda’s image

Many countries in Africa are currently investing in tourism with the aim of increasing annual tourist flows but majority of them are negatively symbolised at source markets as countries with ‘difficult heritage’. Previous research has indicated that tourism in Africa is perceived as riskier than any comparable region on Earth except the Middle East. It further indicates that negative country images might...

Author(s): Deus Kamunyu Muhwezi, Tom Baum and Jockey Baker Nyakaana