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The purpose of this paper is to identify entrepreneur mentor benefits and challenges as a result of entrepreneurship mentoring in higher education (HE).

An entrepreneurship mentoring scheme was developed at a UK university to support prospective student entrepreneurs, with mentors being entrepreneurs drawn from the local business community. A mentor-outcomes framework was developed and applied to guide semi-structured interviews.

Results supported the broader applicability of our framework, with a revised framework developed to better represent the entrepreneur mentor context. Alongside psychosocial and personal developmental outcomes, mentors benefitted from entrepreneurial learning, renewed commitment to their own ventures and the development of additional skills sets. Enhanced business performance also manifested itself for some mentors. A range of challenges are presented, some generic to the entrepreneur setting and others more specific to the higher education (HE) setting.

The framework offered serves as a starting point for further researchers to explore and refine the outcomes of entrepreneur mentoring.

The findings serve to support those considering developing a mentor programme or including mentoring as part of a formal entrepreneurship education offer, specifically in a university setting but also beyond.

The vast majority of entrepreneurship mentoring studies focus on the benefits to the mentee. By focusing on benefits and challenges for the entrepreneur mentor, this study extends our knowledge of the benefit of entrepreneurship mentoring. It offers an empirically derived entrepreneur mentor outcomes framework, as well as offering insights into challenges for the entrepreneur mentor within an HE setting.

This study offers insights into how the entrepreneurship educator (EE) is legitimised in higher education.

This exploratory study is based on content analysis of 73 university programme specifications, 61 university strategies and 35 job advertisements. The study uses Suchman’s (1995) conceptualisation of organisational legitimacy to assist in categorising the results according to type of legitimacy.

Connections are made between the legitimacy of the EE and wider societal discourses surrounding the legitimacy of enterprise/entrepreneurship as expressed in university strategies. Attempts to legitimise the EE specifically, as opposed to “the educator” more broadly understood, are quite limited. Programme specifications mainly offer a cognitive form of legitimacy relating to teaching, with elements of pragmatic legitimacy arising from educators’ links to industry and research prowess. Job descriptions are more focused on the educator’s research as a form of legitimation.

The study creates a baseline of knowledge surrounding the legitimacy of the EE, which raises important questions as to how the educator is supposed to add value in relation to different stakeholders.

The concept of legitimacy, despite widespread application in other disciplines, has found very limited application in the study of EE. Using three sources of data, the paper offers a first application of Suchman’s (1995) conceptualisation of legitimacy to entrepreneurship education. It thereby offers a critical perspective on the role of the EE as shaped by institutional norms.

This study aims to critically evaluate the impact of government tourism promotion methods on city image and visiting intentions and to explore the moderating effect of tourism experience on two of the conceptualized relationships, using Macao as a case study.

The research analyzed responses from 407 Macao visitors during the pandemic to determine the effects of tourism promotion methods on the city’s image and visiting intention using structural equation modeling (SEM) to test the hypotheses.

This study revealed that tourism promotion methods positively impact the city’s image and visiting intentions. City image also mediates the relationship between tourism promotion methods and visiting intentions. Furthermore, tourism experience moderates the relationships between promotion methods and city image and between promotion methods and visiting intentions.

The study’s findings on the effects of promotion methods utilized by local governments support and expand upon existing theoretical frameworks within the realm of nonprofit organizations’ management and marketing for destination marketing organizations (DMOs). However, the cross-sectional design limits causality, and findings may not be generalizable beyond Macao without further comparative research.

This study provides valuable insights for policymakers and marketers to design promotional campaigns that deliver authentic and memorable experiences, aligning with their promotional promises, especially in postpandemic contexts.

This research contributes to the theoretical and methodological advancement of management and marketing for DMOs from a public sector perspective, highlighting the critical role of government involvement in urban tourism promotion.

The research offers valuable insights into how promotional activities influence visiting intentions, advancing tourism management and marketing for DMOs from a nonprofit perspective. The study validates theories and adds unique insights by focusing on Macao’s postpandemic recovery, offering practical implications for similar urban settings.