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A look at the consumption behaviours along Ghana’s slave routes.

Yankholmes, A., 2016. A look at the consumption behaviours along Ghana’s slave routes. Tourism Recreation Research, 41 (3), 272 - 282.

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yankholmes_tourismrecreationresearch.pdf - Accepted Version
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DOI: 10.1080/02508281.2016.1189736


This study examines the consumption behaviours of four types of visitors to sites associated with the Transatlantic Slave Trade in Ghana. A questionnaire was used to elicit information regarding sites they intended or actually visited, perceived differences regarding site experiences and impressions of the heritage product itself. The results show that visitors were highly selective in their consumption patterns, although the sites in the country’s south were the major attractions and generators for all purposes. There is evidence that trip motive and connection to slavery influence consumption behaviour, as some visitors are willing to invest effort, expense and time to consume truly unique learning experiences. The findings were interpreted as evidence that site managers may need to design strategies using visitor profile and consumption patterns to deliver a coordinated and integrated appeal to the target visitor group.

Item Type:Article
Uncontrolled Keywords:transatlantic slave trade; slave routes; slavery heritage experience; Ghana; consumption behaviour; trip purpose
Group:Bournemouth University Business School
ID Code:28652
Deposited By: Symplectic RT2
Deposited On:12 Apr 2017 11:24
Last Modified:14 Mar 2022 14:04


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