Market orientation and behavioural intentions of tourists in Ghana’s tourist destinations: the mediation role of tourist satisfaction

Abstract

ABSTRACT The study investigates the relationship between market orientation and behavioural intentions in Ghana’s tourism industry using tourist satisfaction as a mediator. A sample of 226 respondents of 18 tourist destinations was drawn using a purposive sampling technique. Structural Equation Modelling (SEM) of Partial Least Squares (PLS) was employed to test the hypothesised relationships in the research model. The study found a significant positive relationship between market orientation and behavioural intentions and that tourist satisfaction mediates the relationship between market orientation and behavioural intentions. The study recommends that tourist destinations need to implement market orientation to improve their competitive advantage through tourist satisfaction and ultimately behavioural intentions. The study has practical implication on tourist destination marketing performance.