Stakeholders' perception of domestic tourism promotion: The case of Kumasi Metropolis

Abstract

The study used a modified systems framework for analysing the role of stakeholders in tourism promotion, to explore and analyse the level of collaboration and coordination between the private and public stakeholders in domestic tourism promotion in a Ghanaian setting. Primary data were collected through a destination survey of four popular tourist attractions in the Kumasi metropolis, namely: the Kumasi Zoo, the Manhyia Palace, the Kumasi Fort/Military Museum and the Centre for National Culture. Data were elicited from respondents through self- administered questionnaires to a total target population of 200 visitors at the four destinations sites and also to 100 private service providers. Multistage cluster and quota sampling methods were employed in the sampling. Thus a convenient sample size of 300 was settled upon for the study. Analyses of data were descriptive using frequency tables and cross-tabulations. The Chi-square statistic was used to test five hypotheses of the study. Visitors to the tourist attractions were mostly students with at least some primary education. Majority of these visitors had positive perception of attractions and were thus willing to embark on repeat visits. Not all service providers had registered or regularized their operations with the Ghana Tourist Board, yet, they were in full operation. Also, many of them did not belong to any recognized association. Consequently, the level of collaboration and coordination among stakeholders needed to promote domestic tourism was affected. The Tourist Board had to close down some facilities for failure to abide by laid down rules and regulations. As a result of this, some service providers took antagonistic attitude towards the Board, and refused to collaborate with the board to promote domestic tourism in the metropolis.