Attitude of visitor attraction managers towards Sustainable tourism

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.