International tourists' perspectives on cognitive, affective and conative images and future behavioural intentions: the case of Volta Region, Ghana

Abstract

This study investigates the influence of cognitive, affective and conative images on international tourists’ intentions to recommend and revisit tourist sites in the Volta Region, Ghana. A quantitative approach with a descriptive design was adopted for the study. A self-administered survey questionnaire was distributed to 403 international tourists visiting the region’s tourist sites, selected using non-proportional stratified sampling. Data analysis was conducted using PLS SEM version 3.3.6. The findings depict that cognitive, affective and conative images of international tourists are not predictors, but are essential prerequisites for international tourists’ revisit intentions and recommendations. This study helps to understand the future behavioural intentions of international tourists and contributes knowledge to the development of additional destination management practices, thereby improving the sustainable economic and social conditions of tourism in Ghana. It also offers important insights for local stakeholders to develop the tourism sector and utilise marketing mix variables more effectively to enhance their destination branding strategies. The study also provides support to researchers on the ongoing theoretical development concerning tourist behaviour and the destination decision-making process. Policymakers are encouraged to promote key stimuli for tourist attraction and enhance international tourist experiences through cultural heritage, as well as increased interactions.