Abstract:
Despite the critical role Visitor Attraction Managers (VAMs) play in the
development of sustainable tourism at destinations, they are hardly ever the
focus of any study on the topic. This study explored the attitude of VAMs
towards Sustainable Tourism (ST) in the Central Region of Ghana. The
qualitative approach together with a phenomenology design were adopted for
the study. Data were collected from managers of seven functional attractions
in the region using an in-depth interview guide. The deductive and inductive
content analytical technique via a three-way coding format (open coding,
creating categories, and creating themes) were used in the analysis of the data.
The findings revealed that VAMs had some understanding of ST, which
reflected in their emotional connectedness to the practice of the concept.
Moreover, the strategies employed towards ST were mainly in line with the
economic and environmental dimension of ST than socio-cultural dimension.
However, insufficient funds, bureaucracy, lack of qualified employees, lack of
national ST policy, and perceived lack of commitment from government
officials impeded their practicing of ST. In conclusion, VAMs appear
favourably disposed to the concept and practice of sustainable tourism. As a
result, the study recommends that the central government should leverage the
already formed attitude of VAMs to draft a national sustainable tourism policy
that will guide the pursuit of the concept to the fullest.
