Destination Marketing and Tourism Entrepreneurship in Ghana

Kotoua, Selira; İlkan, Mustafa; Abdullahi, Maryam

doi:10.1007/978-3-030-01784-2_10

Cited by 2 publications

(2 citation statements)

References 148 publications

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“…Gossling et al [47] observed that most economies around the world depend on Nigerian tourism sector as their backbone, which corroborates the fact that Nigerian tourism represents 9% of global trade for tourism in Africa [48]. Consequently, tourism is the fastest only significant and industry that improves the world economy and DMOs depend on tourists/visitors to support the economy [22,[49][50][51].…”

Section: Determinants Of Festival Satisfactionmentioning

confidence: 82%

Social Media as a Destination Marketing Tool for a Sustainable Heritage Festival in Nigeria: A Moderated Mediation Study

2021

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This study explored how social media is used as a destination marketing tool for the sustainability of heritage festival quality in Nigeria, drawing on the theory of planned behavior. The festival, which is an exploration of heritage, was specifically premeditated to celebrate the slave trade period by highlighting the unique connection of African American history to the diaspora ancestors who were literally taken away as slaves through “the point of no return” in Badagry, Nigeria. A structured questionnaire was utilized as a research instrument to gather information aimed at examining the influence of social media (SM), website quality (WQ), and online word of mouth (eWOM) on tourists’ festival satisfaction (FS) and festival revisiting intention (FRI). Data were gathered from samples of 473 diaspora tourists at Badagry Diaspora Festival in Nigeria and analyzed using partial least square structural equation modelling (PLS-SEM) with the aid of WarpPLS (7.0). The findings of the study revealed that social media (SM), festival quality (FQ), website quality (WQ), and electronic word of mouth (eWOM) had a positive and significant relationship with tourists’ festival satisfaction. Additionally, this study found that festival quality had a positive impact on the intention of the tourists to revisit the Badagry Diaspora Festival because tourist attitude is influenced by the socio-cultural background of tourists. Moreover, the result revealed the partial mediating effect of festival satisfaction in the relationship between (a) SM, (b) FQ, (c) WQ, and (d) eWOM and tourists’ festival satisfaction. Similarly, cultural motivation was also found to mediate the relationship between tourists’ festival satisfaction and festival revisiting intension (RI). Based on the findings, the implications of the festival sustainability and future research directions were discussed.

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Section: Determinants Of Festival Satisfactionmentioning

confidence: 82%

Social Media as a Destination Marketing Tool for a Sustainable Heritage Festival in Nigeria: A Moderated Mediation Study

2021

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“…The Sharing Economy is an economic model described as an online community-based activity based on the Peer-to-Peer (P2P) acquisition, provision, or sharing of access to goods and services (Slee, 2017). Communities shared the use of assets for thousands of years, but it became easier for the owners of assets and those who are seeking to use those assets to locate each other because of the advent of the internet and its use of big data (Kotoua et al, 2018;Schlagwein et al, 2020). These processes may also be called the wealth, collective consumption, collaborative economics or peer economy (Martin, 2016).…”

Section: The Sharing Economymentioning

confidence: 99%

Taxation within the Transport Sector: A Ride-hailer and Sharing Economy Perspective

Anaman

Ahmed²

2021

afmj

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This study explored the implications of taxes on ride-hailing services in a developing economy setting and its effect on the activities of drivers who patronize such services. Using thematic analysis, the study analyzed interview responses from key participants in the ride-hailing services such as the drivers, service operators, and vehicle owners based on the sharing economy perspective. The results indicate that (1) in a broader sense the contribution of the ride-hailing service is characterized with some features such as savings in money and time, ease of stress for both drivers and passengers, and also ease of movement; (2) taxes are needful to ensure sustainable governance but these taxes ought to be equitably charged to all actors within the economy and (3) the Vehicle Income Tax is a cause of financial distress to Uber drivers due to its increasing nature. More importantly, the tax has the potential of eroding profits which makes drivers worse off. This new but genre system of transportation is gaining roots and far advancing within the Ghanaian landscape. Thus, policymakers and industry players must focus on its role within the economy and the benefits therefrom. Equally, there must be more policy initiatives to prevent overburdening the final consumer of ride-hailing services with high taxes and prices. It also suggested that subsequent studies focus on the use of a different methodology within a different or the same setting.

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Destination Marketing and Tourism Entrepreneurship in Ghana

Cited by 2 publications

References 148 publications

Social Media as a Destination Marketing Tool for a Sustainable Heritage Festival in Nigeria: A Moderated Mediation Study

Social Media as a Destination Marketing Tool for a Sustainable Heritage Festival in Nigeria: A Moderated Mediation Study

Taxation within the Transport Sector: A Ride-hailer and Sharing Economy Perspective

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