Towards Sustainable Beach Tourism: Analysis of Beach Attractiveness, Overall Experience, and Revisit Intention in Coastal Ghana

Abstract

Beaches are distinctive destinations, and their attractiveness is decisive for attracting tourists, enriching their experiences, and sustaining coastal tourism. This study investigates how different dimensions of beach attractiveness—scenery and cleanliness, facilities and services, geophysical aspects, and access and comfort—affect visitors’ overall beach experience and revisit intention. By utilizing structural equation modelling (SEM) in AMOS, with data from 311 respondents, this study aims to provide a comprehensive understanding of how these factors contribute to beach tourism sustainability. The mediating role of overall beach experience between beach attractiveness and revisit intention was also examined. The findings indicate that beach scenery and cleanliness, geophysical aspects, and facilities and services have direct positive effects on the overall experience of beach users. The results also revealed the positive direct effects of beach scenery and cleanliness, and geophysical aspects on revisit intention. Finally, overall experience mediated the positive indirect effects of facilities and services and access and comfort dimensions on revisit intention. These findings underscore the importance of enhancing beach attractiveness and improving user experience to encourage revisitation and promote sustainable beach tourism. The results are further discussed from a demand perspective and implications are provided for beach management, policymakers, regulators, and local governments on the supply side to support the development of sustainable beach tourism in Ghana.

Keywords

• Sustainable tourism
• Beach tourism
• Beach attractiveness
• Beach experience
• Revisit intention

Ethical Statement

Ethics committee approval is not required for this study because the data utilized for this paper were obtained from a supervised Master’s thesis titled “Visitors’ Perceptions and Experiences of Pollution at Beaches in the Accra Metropolis of Ghana” undertaken by the lead author, which was completed and submitted to the Graduate School of the University of Cape Coast, Department of Hospitality and Tourism Management in 2021. The thesis procedures adhered to all the ethical regulations set forth by the university as well as those stipulated by the Ghana Tourism Authority - Department of Research, Monitoring, and Evaluation. Additionally, the study was conducted in compliance with Ghana’s laws. Therefore, no further ethical clearance was deemed necessary for the utilization of the data in this study.

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