Exploring the Potential of Avitourism as an Ecotourism Niche Market in Ghana: the Case of Kakum National Park
Eudora HaganVictor Anderson HodibertKate Neequaye
Eudora Hagan,
Department of Tourism Management, Takoradi Technical University, Ghana eudora.hagan@ttu.edu.gh,
Victor Anderson Hodibert
Department of Tourism Management, Takoradi Technical University,Ghana vhodibert@gmail.com
Kate Neequaye
Department of Tourism Management, Takoradi Technical University, Ghana kann1850@yahoo.com
ABSTRACT
Avitourism is a highly specialised area of nature-based tourism which is based on viewing avian species in their natural settings. Studies conducted in many countries have shown that this segment of ecotourism is growing rapidly. The international market potential for avitourism in Ghana which has remarkable birdlife is not fully explored. This study explores the potential of Kakum National Park as a niche market for avitourism in Ghana; profiles the socio-demographics of domestic and international avitourists; investigates their motivations, preferences, and level of agreement to ecotourism principles. The cross- sectional research design was used and primary data were gathered by means of questionnaires and structured interviews. Among the key findings were that avitourists have different motivations and preferences in terms of birder type, but agreed on ecotourism principles. The results also indicated a relatively low awareness but high interest in visiting Ghana as a birding destination. The study concludes that Kakum National Park has a potential for avitourism in Ghana, and recommends proper packaging of the avitourism product and destination marketing.
Key words: Avitourism, Ecotourism, Niche market, Kakum National Park
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