Tourists’ perception of promotional activities undertaken by DMOs and TTPs in marketing Cape Coast as a destination

Abstract

Destination marketing in tourism is essential for recruiting tourists by shaping perceptions and influence travel choices. Notwithstanding numerous promotional efforts, there is scanty knowledge regarding tourists' perceptions of these activities and their influence on destination appeal. This study analyses tourists' perceptions of the promotional strategies employed by Destination Marketing Organisations (DMOs) and Tourism Trade Practitioners (TTPs) in marketing Cape Coast as a tourist destination. The research employed a pragmatic philosophy, combining qualitative and quantitative methods using surveys and interviews. Data was gathered from tourists (396), DMOs (4) and TTPs (12) using structured questionnaires and semi-structured interviews. Statistical analysis such as descriptive and inferential (Chi square) were employed for quantitative data to evaluate patterns, whereas theme analysis offered profound insights into DMOs and TTPs opinions of their qualitative data collected. The study found that tourists perceive festival and event promotions are the most effective promotional activity, followed by digital marketing and word-of-mouth referrals as used by DMOs. Nonetheless, the DMOs affirmed that challenges such as inadequate funds, bureaucratic inefficiencies, and low community engagement in promotion impede promotional effectiveness. The study indicates that enhancing digital marketing efforts, optimizing bureaucratic processes, and increasing local engagement in promotion can enhance the competitiveness of the destination. Recommendations encompass public-private collaborations for effective marketing, tailored promotions for diverse tourist demographics, and enhanced training for stakeholders in digital marketing.