Developing and marketing the tourism potential within the Ejisu-Juaben municipality of the Ashanti region of Ghana (A case of selected sites)
Loading...
Date
2012-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
KNUST
Abstract
Tourism experts have said that Ghana stands a great advantage of being the best tourism destination in Africa because of its unique slave forts and history. But inadequate infrastructure and lack of aggressive marketing of tourism potentials have been an impediment to the optimisation of the sector. The main research objective was to identify the tourism potentials of Ejisu-Juaben Municipality, to assess the development strategies being used by the selected sites and also evaluate the marketing strategies being used by the selected sites to attract tourists to their destinations. Semi-structured interview, survey
(questionnaire), and personal observation were the main data collection instruments. Some of the findings included that the Municipality has got a lot of tourism potentials ranging from natural tourism to heritage. However, most of the tourism sites have not been well developed. Secondly, none of the selected sites has a master plan. Lastly, most of the respondents indicated their organisations do not collaborate with key stakeholders. It can be concluded that even though the municipality can boast of various tourism potentials, not much have been done to develop it. It was recommended that, the Municipality should adopt a comprehensive and well organised tourism development and marketing strategy. Secondly, People with requisite tourism management capabilities should be employed to manage Bonwire, Adako Jachie, and Bobiri tourist destinations. Lastly, management of the selected sites should adopt integrated marketing
communication techniques to promote their destinations.
Description
A thesis submitted to the Department Of Marketing And Corporate Strategy, School Of Business, KWAME NKRUMAH UNIVERSITY OF SCIENCE AND TECHNOLOGY, in partial fulfillment of the requirement for the award of masters degree of Masters of business administration