Destination marketing: An analysis of tourists’ perceptions of DMOs promotional activities

Abstract

This study examines how Destination Marketing Organizations shape tourists’ perceptions of Cape Coast through their promotional strategies. It investigates the information channels tourists rely on, assesses the effectiveness of these platforms, and evaluates overall perceptions of destination marketing efforts. A quantitative descriptive survey was employed, drawing on data from 396 tourists using structured questionnaires with closed-ended and Likert-scale items. Stratified random sampling ensured representation across key demographic groups, with respondents selected from prominent attractions, accommodation facilities, and heritage sites. The analysis combined descriptive and inferential techniques, including frequencies, percentages, mean rankings, and chi-square tests to examine relationships between tourist characteristics and marketing perceptions. The findings indicate that perceived credibility and accuracy of promotional content significantly influence tourist evaluations, with international visitors reporting higher levels of trust than domestic counterparts. Although marketing efforts effectively generate awareness and visitation, their sustained impact depends on alignment between promotional claims and on-site experiences. Inconsistencies tend to weaken satisfaction and future travel intentions. The study highlights the increasing relevance of digital platforms, particularly social media, and recommends a more integrated approach that prioritises authenticity, coherence, and long-term destination value.