Tourists Perception of Tourist Maps in the Cape Coast and Elmina Area, Ghana.

Abstract

Tourist maps influence tourists’ way finding in unfamiliar areas. Tourists’ way finding requires cognitive processes to navigate travel routes of desired destinations. However, despite its importance few studies have been conducted on it in Ghana. It is because of this knowledge gap that this study was conducted to gain more insights on the use of maps to locate attractions in Cape Coast and Elmina areas within the Central Region of Ghana. The study used the concurrent mixed method design for data collection and analysis. Primary data was collected from 207 tourists and 3 facility managers at the study areas. The analyses of the study was done using analytical tools such as frequencies, means, t-test, analysis of variance and factor analysis provided in Statistical Product for Service Solution software. The study found that tourist attractions in Cape Coast and Elmina had inadequate tourist maps because of insufficient funds and map-making skills. Tourists depended on “word of mouth’’ and other digital maps to locate attractions. The effort expectancy and performance expectancy of maps was influenced by tourists socio-demographic characteristics. Again, the way finding abilities of tourists was determined by their map reading abilities and geographic knowledge of the destination. The study recommends that Ghana Tourism Authority and the Town and Country Planning Authority now known as Land Use and Spatial Planning Authority, should work together to provide adequate directional signs and maps that link tourist sites. Appropriate websites must be designed to meet the needs of tourists. Much awareness must be created on the use of Ghana post digital addressing system.