Purpose This study aims to present the push-pull motives of Islamic tourism and how these provide the basis for promoting and developing Islamic tourism practices in Ghana’s tourism industry. As Islamic tourism is considered as a niche market with new needs and wants globally, this study makes the effort to identify the prospects of this form of tourism in a non-Islamic developing nation. Design/methodology/approach The study has used a convenience sampling approach in gathering data from 337 Muslim tourists, adopting existing scale instruments of push-pull motives, satisfaction, word-of-mouth of tourists and Islamic practices. The structural equation modelling was used to establish relationships and effects of the studied variables. Findings The results revealed the significant effects of push-pull motives of Ghanaian Muslim tourists on satisfaction as well as the significant influence of tourist satisfaction on word-of-mouth. In addition, the significant moderating effects of Islamic practices on the relationships between push-pull motives and tourist satisfaction were established. Research limitations/implications The conclusion and recommendations of this study might not be consistent with factors that motivate Muslims tourists in other countries. Practical implications The results of the study validate the viability of Islamic tourism practices and possible spread of positive word-of-mouth among potential Muslim tourists for future Islamic tourism market in Ghana. Originality/value This paper provides the first insight into push-pull motives of Muslim tourists’ choice of Islamic destination in non-Islamic developing country context. The insight will be valuable to tourism authorities, industry, academics, businesses, managers and practitioners, as the results will enhance product and service delivery to Muslim tourists when they are on vacation.

Purpose The study presents the push–pull motives and behavioural intentions of youth tourists and how these provide the foundation for the planning and development of Ghana’s tourism future. Since youth tourism (YT) is regarded as a niche market globally, the purpose of this paper is to identify the prospects of this form of tourism in a developing nation. Design/methodology/approach The study has utilised a convenience sampling approach in gathering data from 557 youth tourists, adapting existing instruments for measuring push–pull motives, satisfaction and behavioural intentions. The reliability and validity of the instruments were established through confirmatory factor analysis, exploratory factor analysis and Cronbach’s α analyses. Structural equation modelling is used to establish relationships. Findings The results revealed the positive effects of push and pull factors on tourists’ satisfaction as well as the significant influence of tourists’ satisfaction on youth behavioural intentions. However, push factors positively influenced pull factors of youth tourists. Research limitations/implications The conclusion and recommendations of this study might not be congruent with the factors that motivate adults or student tourism, satisfaction and behavioural intentions. Practical implications The findings of the research validate the viability of YT activities and the behavioural intentions for future tourism market in Ghana. Ghana’s tourism sector should design interesting and competitive offers that attract youth tourists and address tourism growth. Originality/value To date, investigation into motives, satisfaction and behavioural intentions of youth tourists as the basis for future tourism development remains a virgin field in Ghana. This study has timely attempted to address this gap.

Tourism-migration, safety and security experience are constructs that have drawn the attention of researchers. The literature has acknowledged the importance of safety and security as the foundations for building wealthy tourism. Utilizing the theory of optimism-pessimism, this research sampled 347 migrant visitors of three selected beaches in Ghana’s capital, Accra. The analysis of the chi square test of independence shows a significant association among socio-demographic characteristics (marital status, age categories, education and nationality) and safety and security concerns. However, there is no significant association between gender and safety and security concerns. In all, the findings showed that migrant visitors were optimistic about Ghana’s beach destinations. The results of the study validate the contribution of migrant visitors’ viewpoint on safety and security which is relevant to Ghana’s tourism development. Theoretical and practical implications of the findings are discussed.

PurposeThis paper aims at investigating how tourist experience elicits satisfaction and contributes to loyalty and willingness to pay more for a museum destination. The study also investigates the significant moderating role of visiting frequency on the relationship between satisfaction and willingness to pay more.Design/methodology/approachThe research was conducted with 385 tourists who visited the National Museum in Ghana and answered questions relating to experience, satisfaction, loyalty, and willingness to pay more. Structural equation modelling was used to test the relationships and effects of the adapted constructs.FindingsThe results revealed the significant effects of tourist experience on satisfaction, as well as the significant effects of satisfaction on loyalty and willingness to pay more. In addition, a significant moderating effect of visiting frequency was reported on the relationship between satisfaction and tourist willingness to pay more.Research limitations/implicationsThe research is destination-specific. The application of the findings to other museums would demand a bigger sample size for generalisation to be made.Practical implicationsManagers should develop strategies that promote museum tourist travelling experience, satisfaction, desire and choice, and thereby attract more tourists to museum sites.Originality/valueThe research contributes to the growing literature on museum tourist experience as an important variable in promoting tourist satisfaction, loyalty, and tourist willingness to pay more.

Environmental degradation is the concern of governments, organizations, and consumers all over the world as each party has a role to play. The aim of this article was to test and explain the triadic interactions of the consumer behavior, personal factor, and environmental factors which constitute the Social Cognitive Theory (SCT) model. The study also identified the variables that mostly influence green behavior of consumers of sachet drinking water. In total, a quantitative approach and multistage research designs were utilized to gather 1,589 valid questionnaires from consumers at Labadi Pleasure Beach, Ghana. Findings revealed that personal factors positively relate to green behavior that influences environmental degradation conforming to the SCT model. The study recommended the provision of litterbins, enactment of beach sanitation rules and regulations, introduction of sanitation beach guards and collaboration of the beach authourities, producers of sachet water, and regulating bodies in carrying out regular sanitation exercises.

Purpose This study aims to examine the antecedents of halal brand equity on destination brand equity (DBE) within the tourism sector. Although much has been done on halal tourism, the issue of halal and brand equity has received little attention in a non-Islamic state context. Design/methodology/approach Using the brand equity theory, 312 Muslim tourists were conveniently drawn from the Larabanga tourism site with the use of structural equation modelling technique to analyse the data. Findings The study revealed that halal brand awareness and halal value have positive and significant impact on DBE. Also, halal perceived brand quality and halal image had a negative but significant impact on DBE. Research limitations/implications This research is on a country-specific halal brand equity tourism destination, which means that the findings cannot be generalized to other geographical areas. Practical implications The study provides an insight into halal tourism and destination equity, which is important for marketers, the ministry of tourism and local tourism officials to support halal tourism in a non-Islamic country. Originality/value This paper fills a gap by presenting the first comprehensive overview of halal brand equity research that enhances ongoing discussions in the hospitality and tourism field in a non-Islamic context and proposes priorities for future research.

Purpose The purpose of this study is to explore the tourism policy commitment of the government of Uzbekistan to bring back the tourists and sustain the tourism and hospitality sector during the Covid-19 pandemic. The study employed qualitative documentary research methodology using the thematic analysis with the support of the Nvivo 12 to analyze Google news articles published in the English language. The results demonstrated that the government of Uzbekistan employed a variety of policies and measures geared towards tourists and businesses during the pandemic. Mainly, the government showed confidence and trust in its policies by providing financial compensation to tourists if they get the Covid-19 infection, improved sanitary conditions and travel restrictions to prevent the spread of the virus. In terms of businesses, the government was dedicated to restoring and mitigating the adverse outcomes of Covid-19 in the tourism and hospitality sector by providing subsidies and certification that the company is following the sanitary protocols. The findings of this study illustrate that the government of Uzbekistan should continue feeding the media with the information related to strategies implemented towards reviving the tourism and hospitality sector, which will build the confidence of the tourists and businesses during the pandemic period.

PurposeThe place of festivals in national economic development has received increased attention from researchers globally. However, there appears to be a relatively small and disparate literature on the subject especially within the Ghanaian context. The study seeks to contribute to the global recognition of festivals as developmental tools and thus presents the effects of festival tourism on socio-economic capital of the people of Kwahu traditional area (Ghana) and how festival tourism in the region engenders economic benefits to businesses and the community.Design/methodology/approachThis study is guided by the social development theory. A quantitative cross-sectional survey utilizing convenience technique was used to gather data from a sample of 398 residents of the selected towns and the regression model was used to analyse the data.FindingsThe findings revealed festival tourism to have a positive effect on community cohesiveness but not statistically significant. Further, the festival brought economic gains but had negative social effects on development of the selected towns.Research limitations/implicationsThis research is destination-specific. The application of the findings to other festivals would demand a bigger sample size for generalisation to be made.Practical implicationsThe findings suggest that for growth of festival tourism in Ghana to be actualised, the Ghana Tourism Authority needs to ensure festivals do not erode entrenched traditional values and negate efforts at developing social structures and systems by putting measures to reduce the negative effect of commoditisation of festivals on the communities' cultural authenticity. Law enforcement agents should also be massively beefed up to curtail crime and social vices.Originality/valueThe study's findings extend earlier studies to extend the scope in festival tourism literature. This study found that festival tourism has effect on both community cohesion and economic development of the people of Kwahu traditional area.