Ghana Graduates Conference

E-commerce and Tourism: A study of Selected Ghanaian Tour Operators

Joshua Doe

This study explores questions such as what types of E-commerce websites are adaptable in the Ghanaian tourism sector? How do small tourism firms solve the E-commerce problems they face in an attempt to develop an E-commerce strategy in Ghana? Finally, the study seeks to find out what factors are likely to cause a tourist to buy from a Ghanaian tour operator’s website?

The study is structured into two phases. Phase one employs a multiple case study to examine what E-commerce strategies are being used by ten of the top ranking 20 tour operators in Ghana. Phase two is a survey of tourists to examine online consumer behavior applicable to the Ghanaian tourism context.  The study is exploratory with a functionalist paradigm.

The research findings indicate that setting up a transactional E-commerce is relatively easy if companies follow the steps approach postulated by Ducombe et. al (2005). The study also found that one of the fastest means of promoting tourism websites is through social interactive websites such as facebook and tweeter, helping to leapfrog the stages of E-commerce adoption and engendering easy market acceptance.

This study fills the research gap of research into E-commerce implementation in the Ghanaian tourism sector The findings serve as a pointer to areas where Government and other tourism advocacy organizations should focus attention in the promotion of E-commerce in Ghana’s Tourism sector. This study is particularly relevant, given that it focuses on the implementation of E-commerce strategies by tour operators and how to surmount the problems resulting from the digital divide.

Given the potential of tourism in poverty alleviation and the important role tourism it plays in strengthening the foreign exchange position of Ghana, greater sector support needs be provided to small operators, who are generally resource challenged, to set up effective E-commerce platforms

Lessons from this study include the need to roll out E-commerce strategies in Stages in order to master each level of the sophistication path, and the need to incorporate newer and trendier web promotional methods such as the use of facebook. Also, the study indicated the need for organizations to set up a common booking portal that can jointly be promoted on international traditional channels as well as online channels.

Keywords: E-commerce Implementation, Online Strategy, Online-Behavior, Tourism Marketing in Ghana

Brief Profile of Author

Joshua Doe is currently studying for Masters of Philosophy degree in the University of Ghana Business School. His interest for E-commerce emanates from his years of working in the tourism sector, most of which he helped to set up and run a virtual office.