Domestic tourism participation: The role of destination awareness and promotion
DOI:
https://doi.org/10.54536/ajth.v4i1.6175Keywords:
Awareness, Destination, Domestic Tourism, Promotion, Push and Pull Motivation TheoryAbstract
This study investigates the role of awareness and promotion of destinations in motivating university staff to participate in domestic tourism in Ghana. Guided by the Push–Pull Theory of motivation, the study adopted a quantitative research approach using a descriptive cross-sectional design. Data was collected from 303 respondents selected through stratified random sampling and analyzed using descriptive statistics, Mann-Whitney U, and Kruskal-Wallis tests. Findings revealed that awareness and promotional efforts, particularly through digital platforms, social media influencers, traditional media, and destination events, significantly enhance motivation to participate in domestic tourism. However, the influence of these factors varied by income level, indicating that affordability remains a major determinant of participation. While gender, age, marital status, and educational level showed no significant differences, income was found to significantly affect awareness and promotional responsiveness. The study concludes that strengthening tourism promotion through strategic digital and traditional media campaigns, coupled with affordable travel packages, can effectively increase domestic tourism participation among university staff.
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