The nexus of Agrotourism and Marketing: A case study of poultry farms in Kumasi Metropolis, Ghana

• Main Authors: Gabriel Eshun, Alexander Yao Segbefia, Joel Yerfi Acheampong
• Format: Article
• Language: English
• Published: AfricaJournals 2014-01-01
• Series: African Journal of Hospitality, Tourism and Leisure
• Subjects: Agrotourism; Poultry Farm; Marketing; Kumasi
• Online Access: http://www.ajhtl.com/uploads/7/1/6/3/7163688/article_51_vol_3_2_nov_2014.pdf

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.