International marketing strategy for Ghana's tourism (Paperback) (ISBN-13: 9783659717772)

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.

Author: Abanga Joseph
ISBN-10: 3659717770
ISBN-13: 9783659717772
Publisher: LAP Lambert Academic Publishing
Language: English
Published: 06/11/2015
Pages: 136
Format: Paperback
Weight: 0.46lbs
Size: 9.00h x 6.00w x 0.32d