Role of travel intermediaries in Ghana: focus on tour operators in the Accra metropolis

Abstract

This study assesses the role of tour operators in Ghana’s tourism development. The mixed method approach was employed to collect data. The sampling technique applied was a census covering as many tour operators as were available. The survey instruments used were both questionnaires which were self-administered and in-depth interview to supplement the data obtained from the questionnaire administration. Statistical techniques employed were frequency tables, cross tabulation, the t-test and factor analysis with varimax rotation. The study found that tour operators facilitated travel arrangements and assessed quality of facilities. They also planned tours, offered education to clients, undertook pre-purchase risks and provided necessary information.. Ecotourism and heritage tourism were the top two tourist attractions patronized by Ghana’s tour operators. Their products included annual cultural festivals such as Odwira, Aboakyir, Hogbetsotso and Fetu Afahye. The major marketing tools adopted by the tour operators were brochures websites. Some implications of the findings were that tour operators in Ghana operated through linkages with other organisations. The findings also implied that foreign holiday makers were the most targeted markets by the country’s tour operators. Tour operators in Ghana combined tour operation business with travel agency activities. The study recommended that tour operation business in Ghana must be extended to other regional capitals in the country instead of being concentrated in the nation’s capital, Accra. Finally, the role of the state in travel intermediation practices in Ghana was proposed for further research.