Destination Marketing and Tourism Entrepreneurship in Ghana

Abstract

The amalgamation of tourism destination marketing and entrepreneurship contributes to the comprehension of how majority of the tourism marketing takes place in the destination market settings. This study therefore seeks to investigate the void that exists in the literature of tourism and entrepreneurship through a designed conceptual research model to examine the relationships between tourism and entrepreneurship through questionnaire and to highlight their contribution to the tourism relevant literature. Data from entrepreneurship organizations and tourism firms were collected from employees that deal with visitors in Ghana to analyze the results. The findings propose that the digital word of mouth plays important role in destination market satisfaction, potential visitors’ intentions, attractions and the future direction of tourism and entrepreneurship capabilities.