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Research Article

DMO and TTPs' Perspectives: Exploring Promotional Strategies and Challenges in Marketing Cape Coast as a Tourist Destination

Authors

  • Quaye Francis Junior Department of Tourism Management, School of Applied Arts, Cape Coast Technical University, DL 50 Cape Coast, Ghana

    francis.quaye@cctu.edu.gh

Abstract

The focus of this investigation is on the promotional strategies and obstacles encountered by Tourism Trade Practitioners (TTPs) and Destination Marketing Organisations (DMOs) in their efforts to promote Cape Coast as a tourism destination. Using qualitative research methods, it identifies critical promotional activities, including festival promotion, social media use, and digital platforms. It also emphasises problems such as low community engagement, insufficient resources, and bureaucratic constraints. To strengthen Cape Coast's competitive position, recommendations emphasise the adoption of digital marketing tools, the promotion of local participation, and the enhancement of stakeholder collaboration. For practitioners seeking to increase tourist arrivals in Ghana, this research provides actionable insights and contributes to the destination marketing literature.

Keywords:

Destination Marketing DMOs Marketing Challenges Marketing Strategies Tourism Promotion TTPs

Article information

Journal

Journal of Economics, Business, and Commerce

Volume (Issue)

2(1), (2025)

Pages

1-14

Published

01-02-2025

How to Cite

Quaye, F. J. (2025). DMO and TTPs’ Perspectives: Exploring Promotional Strategies and Challenges in Marketing Cape Coast as a Tourist Destination. Journal of Economics, Business, and Commerce, 2(1), 1-14. https://doi.org/10.69739/jebc.v2i1.221

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