Abstract:
This study examines tourist accommodation choice and satisfaction within Ghana’s
hospitality industry, focusing on two popular tourist destinations: the Bunso Arboretum
Canopy Walkway and the Aburi Botanical Gardens in the Eastern Region. The research
seeks to identify the factors influencing tourists' decisions regarding accommodation
selection and their satisfaction levels, contributing valuable insights to enhance customer
experiences. A mixed-methods approach is employed, combining quantitative data from
questionnaires and qualitative insights from semi-structured interviews with tourists,
staff, and tour agents. The study’s population includes domestic and international tourists
visiting these sites, with a sample size of 250 respondents of which 165 data were
received for the study, determined using Cochran’s formula. Stratified random sampling
ensures balanced representation across nationality, age, travel purpose, and
accommodation preference. Data collection is conducted using structured questionnaires
and in-depth interviews to gather comprehensive information on tourists' demographic
characteristics, preferences, and satisfaction behaviors. Quantitative data is analyzed
using SPSS for statistical patterns, while NVivo is used for qualitative thematic analysis
to explore deeper insights into tourists’ perceptions. The findings provide a clear
understanding of the factors influencing tourist accommodation choices, including
pricing, convenience, service quality, and overall satisfaction. These insights are essential
for stakeholders in the hospitality industry to refine their services and strategies,
enhancing tourists’ experiences and promoting sustainable growth within Ghana’s
tourism sector. Ultimately, the study contributes to improving accommodation offerings,
thereby increasing tourist satisfaction and retention in Ghana's hospitality industry.
