Trends in Post-pandemic Tourism in Developing Countries: The Case of Ghana

Francis Boadu and Silvia Fernandes ()
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Francis Boadu: University of Algarve
Silvia Fernandes: University of Algarve

Chapter 12 in Tourist Behaviour and the New Normal, Volume II, 2024, pp 223-240 from Springer

Abstract: Abstract The shift in the paradigm from traditional means to online methods has become the required path today. This mode avoids technology obsolescence and the unusual delay in service delivery. Thus, companies and institutions tend to integrate digital tools and channels to assist in carrying out their work practices and improve their delivery time and reputation. The purpose of this study is to identify opportunities available in digital marketing for tourism, employing the West African country Ghana as a case study. The underlying research design adopted a quantitative approach for data analysis. The following research questions were considered as a guide for that purpose: Which opportunities are available in digital marketing for tourism? Which dimensions are used to change the operations in tourism? Which strategies are pursued to operate in this continuous online trend?. Findings indicate that tourism is a large contributor to the economy of Ghana. The main problem is that its enterprises tend to fail in using digital media marketing efficiently to provide satisfactory information to consumers. This study can contribute to close the Ghana’s digital divide through identifying and recommending an assertive use of this tool and related trends.

Keywords: Digital marketing; Tourism; Social media; Adoption; Ghana (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-45866-8_12

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DOI: 10.1007/978-3-031-45866-8_12

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