The Role of Communication in the Promotion of Paragliding as a Tourism Event in Ghana: A Perspective of the Ghana Tourism Authority

Abstract

The study examines the role of communication in the promotion of paragliding as a tourism event in Ghana. It looks at the application of communication tools by the Ghana Tourism Authority (GTA) and how they apply to the promotion of paragliding. The staff of Ghana Tourism Authority (GTA) were purposely sampled and interviewed The procedure of selection was the purposive sampling technique and thematic analysis was used to analyze the responses. The findings reveal that respondents are aware of the importance of the role of communication in the promotion of paragliding in Ghana. Again, the study reveals that Ghana Tourism Authority (GTA) currently does not have a planned communication strategy for their operations for promoting paragliding. Inasmuch as there is the lack of a communication strategy, the Ghana Tourism Authority (GTA) mostly relies on the traditional media to disseminate information about the paragliding event. The study suggests that the Ghana Tourism Authority (GTA) should improve their promotional activities of the paragliding event through an intensive publicity plan.