Photography: an imperative tool in promoting tourism in the Ashanti Region
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Date
2015-04-24
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Abstract
Promotion of the tourism industry through photography in the Ashanti Region is
necessary. Much effort is also needed with regard to the enhancement and participation
of tourists in the growth of the industry. If customers do not know what products and
services one offers then the business of these artisans producing those products and
services would not survive in today‟s technological world. As a way of providing a
solution to these drawbacks, effective mode of communication needs to be adopted to
ensure that the business generates the needed sales and profit and this can be achieved
by developing the appropriate promotional materials. Branding is used to communicate
with customers with respect to product offerings. Branding is used by organizations and
institutions to publicize their products and services to their target audience. The
objective of this research was to provide a better understanding of how photographs of
tourist sites can lift tourism potential in Ghana with specific reference to tourist sites in
the Ashanti Region. Firstly, the findings showed that sixty percent (60%) of the sampled
population had heard or seen pictures of tourist sites in the Ashanti region but
interestingly, they have visited less than five of the sites. Secondly, the findings also
revealed that the majority of respondents conceded that photographs have the potency to
attract tourists worldwide. Thirdly, the findings unearthed strategies such as production
of promotional items and directional signage that could be adopted to promote tourism
in Ashanti Region.
In conclusion, it can be said that less effort has been put in to make tourism in the
Ashanti Region attractive. Tourists have little knowledge on the existence of many
tourist sites in the Ashanti Region. Therefore it is recommended that promotional and
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educational items to serve as a guide to tourist and students should be available in
different media for public access. Also, The Tourism agencies such as Ghana Tourist
Board, Ministry of Tourism and Ghana Tourist Control Board should make continuous
advertisements on different media to market the rich culture and sites in the Ashanti
region.
Description
A thesis submitted to the Department of Communication Design, Kwame
Nkrumah University of Science and Technology, Kumasi, in partial fulfillment of
the requirements for the degree of
Master of Communication Design,