The Amalgamation of Social Media and Tourism in Ghana

Abstract

AbstractThe rational for conducting this study is the same as the reason for conducting this study is to examine traveller satisfaction as a mediator of the effects of motivations to travel based on reputation, visitor’s expectation and social media influence as a research gap in the tourism literature in Ghana. The data were collected from a sample of eight five-star hotels from Accra, Ghana, within a time period of 4 weeks. The data collection involved hotel managers and front desk employees in addition to local and international visitors. The relationships were tested using hierarchical multiple regression analysis, where the entire hypothesis was significantly supported. The results suggest that visitors’ satisfaction has a complete mediation with the effects of tourists’ expectation, destination reputation and social media with visitation intentions. The managerial implications of the results explored in future research are provided.KeywordsSocial mediaReputationSatisfactionVisitationDestinationGhana