A study authored and presented by Lagos Business School (LBS) faculty, Dr Ogechi Adeola has won the Best Paper Award at the 11th MBAcademy International Business Conference held in Barcelona, Spain in August 2018.
The MBAcademy conference brings together academic and professional researchers, scholars and students to exchange and share their research results about all aspects of Business, Management, and Marketing.
Titled “Exploring Tourists’ Impressions of Ghana’s Destination Image”, the paper explores how tourist’s impressions of destination attributes influence the image formation of Ghana as a destination.
Using a qualitative approach, the study deployed focus group discussions and semi-structured interviews from a sample of 28 international tourists. Findings from the study show that Ghana has a positive image in the minds of tourists as a destination. Also, most of the participants were willing to return to and even recommend Ghana as a vacation destination.
The practical implication of the study’s findings is that Ghanaian destination marketing organisations should consider country of origin and motivation as factors that exert the greatest influence on how tourists assess the value of tourist destination.
Dr Adeola, who lectures in Marketing Management at LBS, spoke on the importance of the award for LBS and business schools in Africa. She said, “I feel elated about the Best Paper Award. I believe it is the beginning of collaborative research between the University of Ghana Business School and Lagos Business School, which will further strengthen the bond between both institutions. We need more collaborative relationships in institutions across Africa telling the African story and West Africa should play a key role in this effort.”
Dr Adeola authored the paper in collaboration with Awele Achi, Research Assistant, LBS; Adjoa Vyllas Ocran, and Robert E. Hinson of University of Ghana Business School (UGBS).