ABSTRACT

The study investigates the relationship between market orientation and behavioural intentions in Ghana’s tourism industry using tourist satisfaction as a mediator. A sample of 226 respondents of 18 tourist destinations was drawn using a purposive sampling technique. Structural Equation Modelling (SEM) of Partial Least Squares (PLS) was employed to test the hypothesised relationships in the research model. The study found a significant positive relationship between market orientation and behavioural intentions and that tourist satisfaction mediates the relationship between market orientation and behavioural intentions. The study recommends that tourist destinations need to implement market orientation to improve their competitive advantage through tourist satisfaction and ultimately behavioural intentions. The study has practical implication on tourist destination marketing performance.

摘要

该研究以游客满意度为中介，调查了加纳旅游业的市场导向与行为意图之间的关系。使用有目的的抽样技术抽取了来自 18 个旅游目的地的 226 名受访者的样本。采用偏最小二乘法 (PLS) 的结构方程建模 (SEM) 来检验研究模型中的假设关系。研究发现市场导向和行为意向之间存在显着的正相关关系，并且游客满意度在市场导向和行为意向之间的关系中起中介作用。该研究建议旅游目的地需要实施市场导向，通过游客满意度和最终的行为意图来提高其竞争优势。