Residents’ Emotional Attitude and Response Toward Tourists in Kwahu Traditional Area, Ghana

Abstract

Emotion has been found to play an important but invisible role in the relationship between residents and tourists in contemporary tourism literature. However, research has neglected the influence of residents’ emotional sentiment towards tourists and how this evokes their response toward tourists and tourism development. Thus, this research sought to assess residents’ emotional attitude and response towards tourists. Data was obtained through survey, in-depth interviews and FGDs from residents of Kwahu Traditional Area of Ghana from 670 heads of household and 39 opinion leaders from 27th April to 7th May 2019. Exploratory Factor Analysis, Chi-square Test of Independence and descriptive statistics were employed to analyse the survey data, whiles NVivo 11, was used to analyse qualitative data into themes. The result indicates that residents’ have different perceptions about tourists. The findings also revealed that, residents’ emotional state was positive and exhibited a higher level of emotional connectedness with tourists. This reflected in their acceptance response towards the support of tourism industry in KTA. Further analysis revealed that, residents’ shared beliefs and behaviour, socio-economic benefits and emotional attachment to tourists are the main determinants of residents’ emotional attitude towards tourists. Based on the findings, it was concluded that residents are emotionally connected to tourism and therefore support tourism industry. It was recommended that the District Assemblies and Ghana Tourist Authority should intensify their collaboration with other private sectors to promote more attractive touristic activities in addition to paragliding to entice more tourists since the residents in the area are emotionally connected to tourists and support tourism industry in Kwahu Traditional Area.