Examining the Impact of Cultural Diversity on Tourist Satisfaction: An Empirical Study in Ghana’s Western Region Hospitality and Tourism Industry
DOI:
https://doi.org/10.54536/ajth.v3i1.4756Keywords:
Cultural Diversity, Hospitality and Tourism, Satisfaction, Tourist Experience, TouristsAbstract
This study examined the impact of cultural diversity on tourist satisfaction in Ghana’s Western Region, a destination known for its rich traditions and heritage. Specifically, examining the tourists’ perception of cultural diversity and how the phenomenon affects their travel experience, vis-à-vis satisfaction. It is acknowledged that while cultural diversity enhanced visitor experiences, it also presented challenges such as language barriers and differing service expectations. Using a mixed method approach, data were collected from 150 tourists, four destinations and hospitality facilities through structured questionnaires and interview guides to solicit data. Again, SPSS version 27.0 was used analyzed the data. Findings indicated that cultural diversity positively influenced tourist satisfaction through fostering emotional connections and deeper cultural appreciation. However, variations in satisfaction levels due to communication challenges highlighted the need for personalized engagement strategies. ANOVA results further revealed significant differences among tourist segments, emphasizing the importance of tailored cultural experiences. Additionally, factors like cleanliness, accessibility, and infrastructure were crucial in balancing cultural preservation with modern service quality. The study recommended segment-specific strategies, personalized engagement programmes, and improved infrastructure to enhance inclusivity and overall visitor satisfaction in the hospitality and tourism industry.
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