Abstract:
This study examined the perceived fairness of visitor attraction user fees at attraction sites in the Central Region of Ghana. The study employed a pragmatist philosophy of research – a mixed-method approach using a cross-sectional design. A questionnaire was used to collect the data from 301 visitors whereas an In-depth interview guide was used to elicit information from the attraction site managers. Descriptive analysis, factor analysis, cross-tabulation, ANOVA and Independent sample T-test, as well as inductive content analysis, were used for the data analysis. The findings revealed that the basis of the pricing policies at visitor attractions included market segmentation, competition, activity-based pricing, economic trends, cost of operation, seasons, feedback, and stakeholder consultation. Again, the study revealed that four main factors accounted for the perceived fairness of visitor attraction user fees, visitors also perceived the attraction user fees as fair hence, their post-visit intentions toward the attractions were positive. It was concluded that the findings highlighted the complexity and multifaceted nature of pricing decisions at the visitor attractions. Additionally, visitors largely perceived the attraction user fees as fair and reasonable. It is recommended that visitor attractions continue to provide high-quality experiences and activities at affordable user fees to the visitors as well as updating visitors on new tourism offerings in the region.
