The key success factors and barriers within the Ghanaian tourism and hospitality industry : the balanced scorecard approach

Abstract

Ghana has diverse array of attractions ranging from cultural heritage sites to pristine beaches and vibrant wildlife reserves, Ghana has positioned itself as an increasingly popular destination for both domestic and international travellers. As a result, this study's goal is to address the issue that was discovered, utilizing the Balanced Scorecard (BSC) as its assessment method. This study took the form of a descriptive design where both qualitative and quantitative research design was adopted. A questionnaire and an interview was used to collect primary data from a sample of three hundred participants, based on multi-stage and simple random sampling techniques. The data was collected within tourism and hospitality facilities in the Central and Western regions of Ghana. The statistical programme, SPSS version 25.0, was used to analyse the data. The study also made use of regression analysis, analysis of variance (ANOVA) and cross tabulation. With regards to the qualitative analysis, the data was analysed using a verbatim transcription analysis method. The results of the study also provided baseline data that can, over time, assist other researchers to appreciate and assess the tourism and hospitality industry in Ghana using the BSC approach. It also provides an empirical basis for effective measurement of the tourism and hospitality industry’s KSFs and contributes to the scholarly debate in tourism and hospitality literature. This study also contributes to the theoretical orientation of KSFs and the BSC in Ghana and the literature related to the tourism and hospitality industry, which addresses some relevant concepts, such as profit making, branding, marketing and the enhancement of employee and customer perspectives about the industry.