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The Amalgamation of Social Media and Tourism in Ghana

In: New Dynamics in Banking and Finance

Author

Listed:
  • Selira Kotoua

    (Kwame Nkrumah University of Science and Technology)

  • Felicity Asiedu-Appiah

    (Kwame Nkrumah University of Science and Technology)

Abstract

The rationale for conducting this study is to examine traveller satisfaction as a mediator of the effects of motivations to travel based on reputation, visitor’s expectation and social media influence as a research gap in the tourism literature in Ghana. The data were collected from a sample of eight five-star hotels from Accra, Ghana, within a time period of 4 weeks. The data collection involved hotel managers and front desk employees in addition to local and international visitors. The relationships were tested using hierarchical multiple regression analysis where the entire hypothesis was significantly supported. The results suggested that visitors’ satisfaction has full mediation with the effects of tourists’ expectation, destination reputation, and social media with visitation intentions. The managerial implications of the results explored in future research are provided.

Suggested Citation

  • Selira Kotoua & Felicity Asiedu-Appiah, 2022. "The Amalgamation of Social Media and Tourism in Ghana," Springer Proceedings in Business and Economics, in: Nesrin Özataç & Korhan K. Gökmenoğlu & Bezhan Rustamov (ed.), New Dynamics in Banking and Finance, pages 121-142, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-93725-6_7
    DOI: 10.1007/978-3-030-93725-6_7
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