STAKEHOLDERS' PERCEPTION OF DOMESTIC TOURISM PROMOTION: THE CASE OF KUMASI METROPOLIS

ABSTRACT

The study used a modified systems framework for analysing the

role of stakeholders in tourism promotion, to explore and analyse the level of

collaboration and coordination between the private and public stakeholders in

domestic tourism promotion in a Ghanaian setting. Primary data were

collected through a destination survey of four popular tourist attractions in the

Kumasi metropolis, namely: the Kumasi Zoo, the Manhyia Palace, the Kumasi

fort/Military Museum and the Centre for National Culture. Data were elicited

from respondents through self- administered questionnaires to a total target

population of 200 visitors at the four destinations sites and also to 100 private

service providers. Multistage cluster and quota sampling methods were

employed in the sampling. Thus a convenient sample size ()f 300 was settled

upon for the study. Analyses of data were descriptive using frequency tables

and cross-tabulations. The Chi-square statistic was used to test five hypotheses

of the study.

Visitors to the tourist attractions were mostly students with at

least some primary education. Majority of these visitors had positive

perception of attractions and were thus ..willing to embark on repeat visits. Not

all service providers had registered or regularized their operations with the

Ghana Tourist Board, yet, they were in full operation. Also, many of them did

not belong to any recognized association. Conseq~~ntly, the level of

collaboration and coordination among stakeholders needed to promote

ii

"i

I

II

III

I

I

domestic tourism was affected. The Tourist Board had to close down some

facilities for failure to ahide hy laid down niles and regulations. As a result of

this. some service providers took al1tngonistie attitude tow:lrds Ihe Board. and

refused to col1abor;Jtc wilh the hoard to promote domestic tourism 111 the

metropolis.