International marketing strategy for Ghana's tourism

The need to develop an effective international marketing strategy for Ghana''s tourism industry is the focus of this book. A study was carried out uisng African-American tourists visiting Ghana as the target population. The study sought to classify the types of print and electronic media by which African-Americans got their travel information.It also sought to identify the main distribution channels by which this target market purchase their travel products. It also examined the travel experience of African-Americans visiting Ghana with regards to their travel arrangementsgroup size and length of stay. The study showed that the strongest motivating factor for African-Americans visiting Ghana was cultural heritage.