International marketing strategy for Ghana's tourism

ISBN-13: 9783659717772 / Angielski / Miękka / 2015 / 136 str.

Abanga Joseph

Opis

The need to develop an effective international marketing strategy for Ghanas tourism industry is the focus of this book. A study was carried out uisng African-American tourists visiting Ghana as the target population. The study sought to classify the types of print and electronic media by which African-Americans got their travel information.It also sought to identify the main distribution channels by which this target market purchase their travel products. It also examined the travel experience of African-Americans visiting Ghana with regards to their travel arrangements,group size and length of stay. The study showed that the strongest motivating factor for African-Americans visiting Ghana was cultural heritage.

O autorze

Joseph Kwadjoe Abanga hails from Somanya,Ghana. He graduated from the University of Cape Coast with a B.A (Hons) in Economics and Geography; Dip.Ed and M.phil in Tourism Managemeent. The author has successfully defended his Ph.D thesis in Tourism Management recently. Currently he is a lecturer at the Dept of Hospitality and Tourism Management,UCC.