Destination marketing: An analysis of tourists’ perceptions of DMOs promotional activities

Francis Junior Quaye

doi:10.31822/jomat.2026-11-1-153

EN TR

Destination marketing: An analysis of tourists’ perceptions of DMOs promotional activities

Abstract

This study examines how Destination Marketing Organizations shape tourists’ perceptions of Cape Coast through their promotional strategies. It investigates the information channels tourists rely on, assesses the effectiveness of these platforms, and evaluates overall perceptions of destination marketing efforts. A quantitative descriptive survey was employed, drawing on data from 396 tourists using structured questionnaires with closed-ended and Likert-scale items. Stratified random sampling ensured representation across key demographic groups, with respondents selected from prominent attractions, accommodation facilities, and heritage sites. The analysis combined descriptive and inferential techniques, including frequencies, percentages, mean rankings, and chi-square tests to examine relationships between tourist characteristics and marketing perceptions. The findings indicate that perceived credibility and accuracy of promotional content significantly influence tourist evaluations, with international visitors reporting higher levels of trust than domestic counterparts. Although marketing efforts effectively generate awareness and visitation, their sustained impact depends on alignment between promotional claims and on-site experiences. Inconsistencies tend to weaken satisfaction and future travel intentions. The study highlights the increasing relevance of digital platforms, particularly social media, and recommends a more integrated approach that prioritises authenticity, coherence, and long-term destination value.

Keywords

Destination Marketing , Destination Marketing Organizations , Cape Coast Tourism , Marketing Strategies , Promotional Activities , Tourist Perception

Destination marketing: An analysis of tourists’ perceptions of DMOs promotional activities

Öz

This study examines how Destination Marketing Organizations shape tourists’ perceptions of Cape Coast through their promotional strategies. It investigates the information channels tourists rely on, assesses the effectiveness of these platforms, and evaluates overall perceptions of destination marketing efforts. A quantitative descriptive survey was employed, drawing on data from 396 tourists using structured questionnaires with closed-ended and Likert-scale items. Stratified random sampling ensured representation across key demographic groups, with respondents selected from prominent attractions, accommodation facilities, and heritage sites. The analysis combined descriptive and inferential techniques, including frequencies, percentages, mean rankings, and chi-square tests to examine relationships between tourist characteristics and marketing perceptions. The findings indicate that perceived credibility and accuracy of promotional content significantly influence tourist evaluations, with international visitors reporting higher levels of trust than domestic counterparts. Although marketing efforts effectively generate awareness and visitation, their sustained impact depends on alignment between promotional claims and on-site experiences. Inconsistencies tend to weaken satisfaction and future travel intentions. The study highlights the increasing relevance of digital platforms, particularly social media, and recommends a more integrated approach that prioritises authenticity, coherence, and long-term destination value.

Anahtar Kelimeler

Destination Marketing , Destination Marketing Organizations , Cape Coast Tourism , Marketing Strategies , Promotional Activities , Tourist Perception

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Details

Primary Language

English

Subjects

Tourism (Other)

Journal Section

Research Article

Authors

Francis Junior Quaye ^*
0009-0005-0886-6110
Ghana

Publication Date

April 19, 2026

Submission Date

April 7, 2025

Acceptance Date

April 2, 2026

Published in Issue

Year 2026 Volume: 11 Number: 1

DOI

https://doi.org/10.31822/jomat.2026-11-1-153

IZ

https://izlik.org/JA87WK63BG

APA

Quaye, F. J. (2026). Destination marketing: An analysis of tourists’ perceptions of DMOs promotional activities. Journal of Multidisciplinary Academic Tourism, 11(1), 153-165. https://doi.org/10.31822/jomat.2026-11-1-153

All the contents of this journal are licensed under a Creative Commons Attribution (CC-BY) 4.0 License (From September 2022) and available as full open access.

Destination marketing: An analysis of tourists’ perceptions of DMOs promotional activities

Abstract

Keywords

Destination marketing: An analysis of tourists’ perceptions of DMOs promotional activities

Öz

Anahtar Kelimeler

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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