The Effect of Adinkra Symbol Patronage on Tourism Growth in Ghana: The Mediating Role of Youth Awareness
Abstract
The study assessed the relationship between the patronage of adinkra symbols (AP) and the growth of Ghana’s tourism sector (TG), through the mediating effect of youth awareness (YA), using descriptive statistics and multiples regression analysis and the PROCESS Micro analytical tool of IBM SPSS. Results showed that for every unit increase in youth awareness (YA), there is a 66.90 % chance of increasing tourism growth (TG) in Ghana, provided that all other factors are held constant. Also, when tourists patronize more products with adinkra symbols, a unit increase in AP will cause about 81.40 % chance of increasing the growth in tourism (TG) along the areas studied in Ghana. Further assessment of the mediating effect of YA, increased AP increases TG and the effect of AP on TG is higher when youth are more aware about adinkra symbols, thus when YA increased. It is recommended that more attention is focused on the relevance of youth education on the cultural heritages and adinkra symbols, and that the Ghanaian government invests more in value creation and marketing of the adinkra-related tourism industry.
Keywords: Adinkra symbols, cultural heritage, youth awareness, tourism.
DOI: 10.7176/JCSD/52-05
Publication date:October 31st 2019
To list your conference here. Please contact the administrator of this platform.
Paper submission email: JCSD@iiste.org
ISSN 2422-8400
Please add our address "contact@iiste.org" into your email contact list.
This journal follows ISO 9001 management standard and licensed under a Creative Commons Attribution 3.0 License.
Copyright © www.iiste.org