The Effect of Demographic Variables on International Tourist's Perception of Destination Image in the Volta Region of Ghana

Abstract

The effect of demographic variables on the perception of destination image among international tourists has attracted the attention of academics and practitioners, this study aims to evaluate the effect of demographic variables on the perception of international tourist on destination image. Using the quantitative research approach, utilising a survey strategy and structured questionnaires were used to collect data from 403 international tourists randomly in selected key tourist sites in the Volta region of Ghana. Responses received were analysed with Partial Lease Square Structural Equation Modelling (PLS-SEM). To understand the effect, a further multi-group analysis was conducted to determine the significant differences in the path coefficients of gender and education. The study findings revealed that majority of international tourists had a positive perception towards the destination and key tourists’ attraction sites and were satisfied but had a negative perception of the destination pull elements. The destination and sites are seen to influence tourist revisit intentions and recommendations. The demographic variables of gender and education significantly positively moderate destination image and tourists’ future intentions to recommend and revisit the destination. Implications of practice opportunities are provided. It contributes to the role that demographic plays in development of tourism.

Keywords

• destination image
• behaviour intention
• positioning
• tourism marketing
• consumer behaviour