Agrotourism Niche-Market in Ghana: A Multi-Stakeholder Approach
The study examined multi-stakeholder inputs into agrotourism development in Ghana. Particular emphasis was placed on the potential and anticipated challenges for the emerging niche-market. The study employed a qualitative approach using a purposive sampling of 35 stakeholders selected from mainly to...
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| Format: | Article |
| Language: | English |
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AfricaJournals
2020-07-01
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| Series: | African Journal of Hospitality, Tourism and Leisure |
| Subjects: | |
| Online Access: | https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_21_9_3_319-334.pdf |
| _version_ | 1818083642895761408 |
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| author | Gabriel Eshun Kobby Mensah |
| author_facet | Gabriel Eshun Kobby Mensah |
| author_sort | Gabriel Eshun |
| collection | DOAJ |
| description | The study examined multi-stakeholder inputs into agrotourism development in Ghana. Particular emphasis was placed on the potential and anticipated challenges for the emerging niche-market. The study employed a qualitative approach using a purposive sampling of 35 stakeholders selected from mainly tourism and agricultural related organisations in Ghana. The qualitative data generated were thematically analysed. The results of the study indicated that most of the stakeholders have no official documentation on agrotourism in the country. This notwithstanding, the stakeholders have a positive perception of agrotourism as a niche-market, with potential for becoming a market leader in the tourism sector in Ghana. The challenge, however, is the quality of frontline employees who, according to the literature, lack communication skills. The study showed amply that considerations such as public education on agrotourism, supporting locals with farm tools and equipment, giving technical assistance through capacity building, will help stimulate agrotourism in the country. In sum, the study presents a cardinal focus for agrotourism emergence in Ghana, and serves as a trajectory for a more robust development of the niche-market in Africa and beyond |
| first_indexed | 2024-12-10T19:41:15Z |
| format | Article |
| id | doaj.art-048235489b4742028c899ba94ad82625 |
| institution | Directory Open Access Journal |
| issn | 2223-814X |
| language | English |
| last_indexed | 2024-12-10T19:41:15Z |
| publishDate | 2020-07-01 |
| publisher | AfricaJournals |
| record_format | Article |
| series | African Journal of Hospitality, Tourism and Leisure |
| spelling | doaj.art-048235489b4742028c899ba94ad826252022-12-22T01:35:59ZengAfricaJournalsAfrican Journal of Hospitality, Tourism and Leisure2223-814X2020-07-0193319334https://doi.org/10.46222/ajhtl.19770720-21Agrotourism Niche-Market in Ghana: A Multi-Stakeholder ApproachGabriel Eshun 0https://orcid.org/0000-0002-9317-0492Kobby Mensah 1https://orcid.org/0000-0001-7444-7989Tourism Programme, Kwame Nkrumah University of Science and Technology, Kumasi, Ghana & School of Tourism and Hospitality, University of JohannesburgDepartment of Marketing and Entrepreneurship, University of Ghana Business SchoolThe study examined multi-stakeholder inputs into agrotourism development in Ghana. Particular emphasis was placed on the potential and anticipated challenges for the emerging niche-market. The study employed a qualitative approach using a purposive sampling of 35 stakeholders selected from mainly tourism and agricultural related organisations in Ghana. The qualitative data generated were thematically analysed. The results of the study indicated that most of the stakeholders have no official documentation on agrotourism in the country. This notwithstanding, the stakeholders have a positive perception of agrotourism as a niche-market, with potential for becoming a market leader in the tourism sector in Ghana. The challenge, however, is the quality of frontline employees who, according to the literature, lack communication skills. The study showed amply that considerations such as public education on agrotourism, supporting locals with farm tools and equipment, giving technical assistance through capacity building, will help stimulate agrotourism in the country. In sum, the study presents a cardinal focus for agrotourism emergence in Ghana, and serves as a trajectory for a more robust development of the niche-market in Africa and beyondhttps://www.ajhtl.com/uploads/7/1/6/3/7163688/article_21_9_3_319-334.pdfmulti-stakeholder approachperceptionspolicyagrotourismghana |
| spellingShingle | Gabriel Eshun Kobby Mensah Agrotourism Niche-Market in Ghana: A Multi-Stakeholder Approach African Journal of Hospitality, Tourism and Leisure multi-stakeholder approach perceptions policy agrotourism ghana |
| title | Agrotourism Niche-Market in Ghana: A Multi-Stakeholder Approach |
| title_full | Agrotourism Niche-Market in Ghana: A Multi-Stakeholder Approach |
| title_fullStr | Agrotourism Niche-Market in Ghana: A Multi-Stakeholder Approach |
| title_full_unstemmed | Agrotourism Niche-Market in Ghana: A Multi-Stakeholder Approach |
| title_short | Agrotourism Niche-Market in Ghana: A Multi-Stakeholder Approach |
| title_sort | agrotourism niche market in ghana a multi stakeholder approach |
| topic | multi-stakeholder approach perceptions policy agrotourism ghana |
| url | https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_21_9_3_319-334.pdf |
| work_keys_str_mv | AT gabrieleshun agrotourismnichemarketinghanaamultistakeholderapproach AT kobbymensah agrotourismnichemarketinghanaamultistakeholderapproach |