Destination attractiveness in Ghana

Insight from visitors’ perceptions of beach tourism

Abstract

The attractiveness of destinations, particularly beaches, influences tourists’ selection and visits. This study sought to ascertain visitors’ perceptions of beach destination attractiveness and explore whether these perceptions are associated with sociodemographic factors. Data collected from beach visitors (N = 313) through a survey were analysed using descriptive statistics and Chi-square test. The results revealed that while users perceived geophysical features (73.7%) and access, safety, and comfort (66.9%) as attractive, they considered scenery and cleanliness (27.9%) and facilities and services (27.6%) dimensions as not readily attractive. The results also showed that the age, education, marital status, continent of origin and purpose of visit are significantly associated with perceived beach destination attractiveness. Most importantly, overall beach destination attractiveness is significantly correlated with gender, nationality (tourist type), and continent of visitors. The study recommends that regulators and beach management should essentially engage in infrastructure, service, and sanitation improvements at the beaches, and adopt target marketing, to meet diverse visitor needs, uphold the appeal and viability of these coastal destinations, and promote sustainable tourism development in Ghana and West Africa.