The effect of service quality and satisfaction on destination attractiveness of sub-Saharan African countries: the case of Ghana

Abstract

This paper examines the functional forms of service quality (SQ) and satisfaction in relation to destination attractiveness. It focuses on the varying influence of destination characteristics, customer economics, and demographic variables to explore how SQ might be used to improve value positioning and, therefore, potential attractiveness of Ghana as a destination choice for tourists. Using methods triangulation data collection protocol, the paper finds causal links between SQ and selected composites of destination attractiveness (destination attributes, support services, facilities, and people-related factors) in the degree to which they influence customer satisfaction and return-visit intentions. The paper contributes refreshing insights useful for segmentation marketing, tour planning, and product/service development. The implications are far-reaching when considered alongside the fact that Ghana is relatively a new entrant into the organised tourism marketing arena and has the consequent imperative to scale-up structural and human capabilities to compete effectively with the more established global competitors.