The nexus of Agrotourism and Marketing: A case study of poultry farms in Kumasi Metropolis, Ghana
This paper provides marketing contestations on poultry farms for agrotourism business development in the Kumasi Metropolis in Ghana. The qualitative approach was employed for the study and the case study design was used. The study selected purposively five leading poultry farms in Kumasi. Fifty...
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doaj-80ecf4c52e794d3883000f1cf1c1882c2020-11-25T01:34:37ZengAfricaJournalsAfrican Journal of Hospitality, Tourism and Leisure2223-814X2014-01-0132article_51_vol_3_2_2014The nexus of Agrotourism and Marketing: A case study of poultry farms in Kumasi Metropolis, GhanaGabriel Eshun0Alexander Yao Segbefia1Joel Yerfi Acheampong2 Kwame Nkrumah University of Science and Technology Kwame Nkrumah University of Science and Technology Kwame Nkrumah University of Science and Technology This paper provides marketing contestations on poultry farms for agrotourism business development in the Kumasi Metropolis in Ghana. The qualitative approach was employed for the study and the case study design was used. The study selected purposively five leading poultry farms in Kumasi. Fifty poultry farm workers were selected from the five farms and 50 structured interviews were conducted. In addition, 10 interviews were carried out with the managers of the 5 selected farms along with 5 officials; 2 from Ghana Tourism Authority, 2 official from Ministry of Food and Agriculture and an official from Ghana Tourism Development Company. The data collected were mainly qualitative. The qualitative data were analysed using thematic analysis. Under the aegis of Flanigan et al‘s typology on agrotourism and service marketing, the paper examined critically the current state of physical and personnel evidence on the farms for agrotourism business development. The study revealed that although the farm managers seek to embark on various forms of agrotourism, there is dire need for capacity building, and the requisite infrastructure for agrotourism business must be developed in concurrence. In final analysis, the paper argues that although agrotourism needs specific personnel and tangible facilities, agrotourism is a complex phenomenon, thus there is the need for multi-stakeholder approach and less of insular approach towards its development and marketing. http://www.ajhtl.com/uploads/7/1/6/3/7163688/article_51_vol_3_2_nov_2014.pdf Agrotourism Poultry Farm Marketing Kumasi |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Gabriel Eshun Alexander Yao Segbefia Joel Yerfi Acheampong |
spellingShingle |
Gabriel Eshun Alexander Yao Segbefia Joel Yerfi Acheampong The nexus of Agrotourism and Marketing: A case study of poultry farms in Kumasi Metropolis, Ghana African Journal of Hospitality, Tourism and Leisure Agrotourism Poultry Farm Marketing Kumasi |
author_facet |
Gabriel Eshun Alexander Yao Segbefia Joel Yerfi Acheampong |
author_sort |
Gabriel Eshun |
title |
The nexus of Agrotourism and Marketing: A case study of poultry farms in Kumasi Metropolis, Ghana |
title_short |
The nexus of Agrotourism and Marketing: A case study of poultry farms in Kumasi Metropolis, Ghana |
title_full |
The nexus of Agrotourism and Marketing: A case study of poultry farms in Kumasi Metropolis, Ghana |
title_fullStr |
The nexus of Agrotourism and Marketing: A case study of poultry farms in Kumasi Metropolis, Ghana |
title_full_unstemmed |
The nexus of Agrotourism and Marketing: A case study of poultry farms in Kumasi Metropolis, Ghana |
title_sort |
nexus of agrotourism and marketing: a case study of poultry farms in kumasi metropolis, ghana |
publisher |
AfricaJournals |
series |
African Journal of Hospitality, Tourism and Leisure |
issn |
2223-814X |
publishDate |
2014-01-01 |
description |
This paper provides marketing contestations on poultry farms for agrotourism business development in
the Kumasi Metropolis in Ghana. The qualitative approach was employed for the study and the case
study design was used. The study selected purposively five leading poultry farms in Kumasi. Fifty poultry
farm workers were selected from the five farms and 50 structured interviews were conducted. In addition,
10 interviews were carried out with the managers of the 5 selected farms along with 5 officials; 2 from
Ghana Tourism Authority, 2 official from Ministry of Food and Agriculture and an official from Ghana
Tourism Development Company. The data collected were mainly qualitative. The qualitative data were
analysed using thematic analysis. Under the aegis of Flanigan et al‘s typology on agrotourism and service
marketing, the paper examined critically the current state of physical and personnel evidence on the
farms for agrotourism business development. The study revealed that although the farm managers seek
to embark on various forms of agrotourism, there is dire need for capacity building, and the requisite
infrastructure for agrotourism business must be developed in concurrence.
In final analysis, the paper argues that although agrotourism needs specific personnel and tangible
facilities, agrotourism is a complex phenomenon, thus there is the need for multi-stakeholder approach
and less of insular approach towards its development and marketing. |
topic |
Agrotourism Poultry Farm Marketing Kumasi |
url |
http://www.ajhtl.com/uploads/7/1/6/3/7163688/article_51_vol_3_2_nov_2014.pdf
|
work_keys_str_mv |
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