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Understanding visitors to slavery heritage sites in Ghana

Author

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  • Yankholmes, Aaron
  • McKercher, Bob

Abstract

Previous research has touched on the dissonance in visitors' experiences at sites associated with the Transatlantic Slave Trade (TAST) in Ghana, without considering the influence of their personal connection to the slavery and trip motives. Based on a survey of 550 visitors, this paper profiles visitors and then examines their knowledge and attitudes towards the site, motives for visitation and sensitivity towards other visitors. Four visitor segments were identified: connected slavery heritage visitor, connected vacationer, not connected bicultural and not connected Caucasian. Significant differences were found among the four cohorts with regard to their demographic and trip profiles as well as motives and knowledge of the site. However, as the paper describes, understanding visitor behaviour at such places depends on the intensity of experience sought or gained. The paper thus argues that care should be taken in distinguishing between the quintessential needs of root seekers from pleasure seekers.

Suggested Citation

  • Yankholmes, Aaron & McKercher, Bob, 2015. "Understanding visitors to slavery heritage sites in Ghana," Tourism Management, Elsevier, vol. 51(C), pages 22-32.
    • Handle: RePEc:eee:touman:v:51:y:2015:i:c:p:22-32
    DOI: 10.1016/j.tourman.2015.04.003
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    References listed on IDEAS

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    1. Sollner, Albrecht & Rese, Mario, 2001. "Market segmentation and the structure of competition: applicability of the strategic group concept for an improved market segmentation on industrial markets," Journal of Business Research, Elsevier, vol. 51(1), pages 25-36, January.
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    Cited by:

    1. Carter, Perry Labron, 2019. "Looking for something real: Affective encounters," Annals of Tourism Research, Elsevier, vol. 76(C), pages 200-213.
    2. Zhao, Shengnan (Nancy) & Timothy, Dallen J., 2017. "Tourists’ consumption and perceptions of red heritage," Annals of Tourism Research, Elsevier, vol. 63(C), pages 97-111.
    3. Light, Duncan, 2017. "Progress in dark tourism and thanatourism research: An uneasy relationship with heritage tourism," Tourism Management, Elsevier, vol. 61(C), pages 275-301.
    4. Leask, Anna, 2016. "Visitor attraction management: A critical review of research 2009–2014," Tourism Management, Elsevier, vol. 57(C), pages 334-361.

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