Abstract
Introduction- Destination Marketing plays an important role in enhancing contemporary marketing activities and aid in the transformational progress of many economies. In order to achieve destination marketing success, various key stakeholders must play their roles and contribute immensely to destination marketing projects. Despite the importance of key stakeholders in destination marketing successful outcomes, most of the studies have been conducted in western economies and have varied objectives from this study. In addition, none of the literature reviewed in the field of destination marketing and stakeholders focused on “Beyond The Return” Project in Ghana. This research therefore attempts to fill the lacuna in the literature by setting different objectives and exploring Key Stakeholders’ Perspectives on Destination Marketing Success in Ghana with “Beyond The Return” as a case study. The paper will make contributions to literature, industry players and policy makers.
Literature Review- The literature focused on issues related to destination marketing and stakeholders, the Tourism Industry in Ghana and “The Beyond The Return Project”.
Methods- The study will adopt the interpretivist philosophy that aids to provide varied responses from interviewees and create meanings of a phenomenon. The inductive approach will be chosen to allow varied responses. The researcher adopts the qualitative methodical choice in order to gather insights and opinions from experts. Sample for the study will be drawn from the Ministry of Tourism, Arts, and Culture, Ghana Tourism Authority, Beyond the Return Secretariat and Steering Committee as well as Show Organisers and Promotors. The sample shown is directly linked to the “Beyond The Return Project” and can provide expert knowledge. Data will be collected in Accra which is the capital of Ghana. The sample size will be between 9-17 interviewees based on data saturation. The semi-structured interview guide will be administered personally because of its flexibility in allowing more data to be obtained from respondents. Thematic analysis will be conducted in order to identify, analyse and report similarity patterns of responses of data in rich detail.
Findings- Data is not collected and analysed yet