Leveraging Social Media as a Marketing Tool to Combat Crime in African Destination Marketing: Ghana in Perspective

Abstract

This research explores the potential of leveraging social media as a marketing tool to combat crime in destination marketing, with a focus on Ghana as a representative case study in Africa. As tourism plays a vital role in Ghana's economy, addressing crime concerns is crucial for attracting international visitors. The study aims to investigate how social media can be harnessed strategically to dispel crime perceptions, promote safety, and enhance destination marketing efforts. With a constructivism research philosophical position, the study adopted a case study research approach. Data was gathered using semi-structured interviews, which were audio-recorded and transcribed verbatim. The data was processed using Nvivo version 12.1 analyzed with the help of content analysis approach. The findings provided valuable insights for Ghana, highlighting the significance of social media in building a positive destination image while ensuring visitor safety. It was evident that crime-related discussions on social media significantly impact the perception of Ghana as a tourist destination. The investigation into the strategies and approaches employed by Ghanaian tourism authorities and stakeholders in managing and addressing crime-related concerns on social media provided valuable insights into their efforts to promote safety and enhance destination marketing. Successful practices were identified, including user-Generated Content Promotion and collaboration with law enforcement. It was recommended that Ghanaian tourism authorities may regularly engage with social media users, respond promptly to concerns and inquiries, and provide accurate and up-to-date information about safety measures and crime statistics in the country. Received: 11 June 2024 / Accepted: 28 June 2024 / Published: 8 July 2024