EXAMINING TOURIST ACCOMMODATION CHOICE AND SATISFACTION IN GHANA’S HOSPITALITY INDUSTRY

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.