International marketing strategy for Ghana's tourism

By Joseph K. Abanga and Joseph K. Abanga

The need to develop an effective international marketing strategy for Ghana's tourism industry is the focus of this book. A study was carried out uisng African-American tourists visiting Ghana as the target population. The study sought to classify the types of print and electronic media by which African-Americans got their travel information.It also sought to identify the main distribution channels by which this target market purchase their travel products. It also examined the travel experience of African-Americans visiting Ghana with regards to their travel arrangements, group size and length of stay. The study showed that the strongest motivating factor for African-Americans visiting Ghana was cultural heritage.

• Format: Paperback
• Language: English
• ISBN: 3659717770
• ISBN13: 9783659717772
• Release Date: June 2015
• Publisher: LAP Lambert Academic Publishing
• Length: 136 Pages
• Weight: 0.46 lbs.
• Dimensions: 0.3" x 6.0" x 9.0"