The Role of Public Relations in Promoting Tourism in Ghana: A Study of Greater Accra Region

Abstract

The study seeks to indicate what the significance and primary pillar for building, developing and sustaining the image of Accra as an attractive destination for tourists. This exploratory study seeks to find out what the roles of Public Relations are in the tourism sector, using Accra as a case. A mixed methodology approach was used. Data was gathered through interviewing staff at the GTA and distributing of questionnaires to students. Analysis was done through content analysis and SPSS data package. The findings revealed that Public Relations has a major role to play in the promotion of tourism in Accra. However, more needs to be done to make the promotional function of the PR Office visible. PR at the GTA is applied to events through the creation of messages about the programme, advocacy and building beneficial relations. The department also engages with management, helps to brainstorm about events and ensure that the maximum impact of the programme is achieved. The study recommends that the GTA PR Department gets a social media manager to increase their social media presence, engage in timely feedback and to build a strong social media presence and relations.