The Role of Communication in the Promotion of Tourism: An Analysis of the Point of View of the Staff of Ghana Tourism Authority

Abstract

The study was to analyse the role of communication in promoting tourism in Ghana. It focused on the communication activities of the staff of Ghana Tourism Authority. An appropriate questionnaire was designed to elicit responses from the sampled population. Appropriate data collections tools and methodology was used to analyse gathered data. The quantitative method was used to analyse the data. The findings revealed that from the view of GTA staffs communication in the form of media; ICT, culture etc. are used to promote tourism. Again the research confirmed inadequate finance (budgetary allocation) as the major challenge (24.24%) out from the staff bedevilling the tourism industry. Finally, the study revealed that the study revealed that majority of the respondent representing 27.27% suggested that proper tourism education on media and in schools. The staffs of GTA believe more needs to be done to really market Ghana. However, there have been several challenges facing the industry. The study revealed that major challenge facing the GTA is the inadequate budget allocation from government.