Destination Image of Selected Tourist’s Sites in the Volta Region of Ghana and Future Behavioural Intentions of International Tourists

Abstract

This study conducted an analysis of certain tourism hotspots to assess their reputation and its impact on the probability of international visitors choosing to visit the Volta Region in Ghana. This study employed the theory of planned behaviour, quantitative method and utilised statistical methods to collect data through a survey. Respondents were given a structured questionnaire utilising a non-proportional stratified sample method, which is a probability sampling methodology. A total of 403 responses were gathered from overseas tourists who visited the designated research sites in the Volta region using this methodology. The data gathered were analysed using partial least squares structural equation modelling (PLS-SEM). The findings revealed a statistically significant association between several aspects of the destination's image and the studied elements of behavioural intentions. The findings further provide indications of satisfaction and positive attitude among foreign travellers. The study reveals that in order to increase the number of international tourists visiting the Volta Region, it is essential to prioritise the perception of the destination image as a critical element in destination marketing and tourism development. It contributes empirically to the understanding of the multi-dimensional nature of destination image and its impact on destination image and recommendation.

Keywords

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