DESTINATION BRANDING, GHANA AS A CASE STUDY
Author
IBRAHIM, AWOLU
Term
4. term
Education
Publication year
2011
Submitted on
2011-07-29
Pages
75
Abstract
Global konkurrence mellem turistdestinationer har gjort “place branding” – at forme billedet af et sted – stadig vigtigere. Dette speciale undersøger, hvordan Ghana kan positionere sig som turistdestination i Subsaharisk Afrika. Studiet anvender kvalitative interviews til at afdække opfattelser af Ghana og identificere kvaliteter, der skiller sig ud. Resultaterne fremhæver to styrker: Ghanas demokratiske meritter og gode styreform samt befolkningens imødekommende og gæstfri natur. Specialet argumenterer for, at Ghana kan bygge sit brand op omkring disse egenskaber og bruge dem konsekvent i kommunikation og besøgsoplevelser for at påvirke rejsendes valg og differentiere sig fra andre destinationer i regionen.
Global competition among tourism destinations has made “place branding” — shaping the image of a place — increasingly important. This thesis examines how Ghana can position itself as a tourism destination in Sub-Saharan Africa. The study uses qualitative interviews to explore perceptions of Ghana and identify standout qualities. Findings highlight two strengths: Ghana’s democratic credentials and good governance, and the welcoming, hospitable nature of its people. The thesis argues that Ghana can build its brand around these attributes, using them consistently in messaging and visitor experiences to influence travel decisions and differentiate Ghana from other destinations in the region.
[This abstract was generated with the help of AI]
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