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Destination Marketing and Tourism Entrepreneurship in Ghana

In: Emerging Trends in Banking and Finance

Author

Listed:
  • Selira Kotoua

    (Eastern Mediterranean University)

  • Mustafa Ilkan

    (Eastern Mediterranean University)

  • Maryam Abdullahi

    (Eastern Mediterranean University)

Abstract

The amalgamation of tourism destination marketing and entrepreneurship contributes to the comprehension of how majority of the tourism marketing takes place in the destination market settings. This study therefore seeks to investigate the void that exists in the literature of tourism and entrepreneurship through a designed conceptual research model to examine the relationships between tourism and entrepreneurship through questionnaire and to highlight their contribution to the tourism relevant literature. Data from entrepreneurship organizations and tourism firms were collected from employees that deal with visitors in Ghana to analyze the results. The findings propose that the digital word of mouth plays important role in destination market satisfaction, potential visitors’ intentions, attractions and the future direction of tourism and entrepreneurship capabilities.

Suggested Citation

  • Selira Kotoua & Mustafa Ilkan & Maryam Abdullahi, 2018. "Destination Marketing and Tourism Entrepreneurship in Ghana," Springer Proceedings in Business and Economics, in: Nesrin Ozatac & Korhan K. Gökmenoglu (ed.), Emerging Trends in Banking and Finance, pages 155-180, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-01784-2_10
    DOI: 10.1007/978-3-030-01784-2_10
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    Cited by:

    1. Huseyin Arasli & Maryam Abdullahi & Tugrul Gunay, 2021. "Social Media as a Destination Marketing Tool for a Sustainable Heritage Festival in Nigeria: A Moderated Mediation Study," Sustainability, MDPI, vol. 13(11), pages 1-27, May.

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