International marketing strategy for Ghana's tourism. Targeting the African-American Market for Ghana's tourism

      Аннотация: The need to develop an effective international marketing strategy for Ghana's tourism industry is the focus of this book. A study was carried out uisng African-American tourists visiting Ghana as the target population. The study sought to classify the types of print and electronic media by which African-Americans got their travel information.It also sought to identify the main distribution channels by which this target market purchase their travel products. It also examined the travel experience of African-Americans visiting Ghana with regards to their travel arrangements,group size and length of stay. The study showed that the strongest motivating factor for African-Americans visiting Ghana was cultural heritage.

Ключевые слова: Marketing Mix, International Marketing Strategy, Ghana's tourism Industry, African-American Market, The tourism product