Destination image of selected tourist sites in the Volta region of Ghana and the future behavioural intentions of international tourists

Abstract

This study explored the destination image of selected tourist sites in the Volta Region of Ghana, investigating its impact on the future behavioural intentions of international tourists. Based on a robust deductive approach and incorporating the Theory of Planned Behaviour (TPB), a quantitative method was employed to statistically analyse the data. The study followed a cross-sectional descriptive and inferential design. A survey and structured questionnaire were used to collect data. A probaibility sampling method (disproportionate stratified sampling) was used to sample international tourists that visited the Volta region. Through statistical analysis involving structural equation modelling of data collected from a diverse sample of 403 international tourists, the research integrates the constructs of the TPB (attitude towards the behaviour, subjective norms, and perceived behavioural control) with destination image to predict tourist intentions. Specifically, the data were analysed using SmartPLS-SEM (partial least square structural equation modelling). The research findings highlight a strong correlation between the perceived destination image and tourists' attitudes towards revisiting and recommending the Volta Region, indicating the profound impact of destination image on their behavioural intentions. Further, subjective norms and perceived behavioural control also exhibit significant influence, with well-managed tourist sites and positive peer influences driving tourists' intentions to return and recommend the destination. However, the study reveals that infrastructure improvements and better information dissemination about the region could further enhance the perceived behavioural control, and thus, tourists' future intentions. The findings provide valuable insights for local stakeholders, enhancing their ability to shape policies and strategies that foster a positive image of the Volta Region and encourage repeat visits and positive word-of-mouth among international tourists. This research provides critical insights for policymakers, tourism marketers, and local businesses in the Volta region, offering them strategies to improve their destination marketing efforts, strengthen the local tourism industry, and consequently, positively shape the future behavioural intentions of international tourists.