Agrotourism niche-market in Ghana: A multi-stakeholder approach

The study examined multi-stakeholder inputs into agrotourism development in Ghana. Particular emphasis was placed on the potential and anticipated challenges for the emerging niche-market. The study employed a qualitative approach using a purposive sampling of 35 stakeholders selected from mainly tourism and agricultural related organisations in Ghana. The qualitative data generated were thematically analysed. The results of the study indicated that most of the stakeholders have no official documentation on agrotourism in the country. This notwithstanding, the stakeholders have a positive perception of agrotourism as a niche-market, with potential for becoming a market leader in the tourism sector in Ghana. The challenge, however, is the quality of frontline employees who, according to the literature, lack communication skills. The study showed amply that considerations such as public education on agrotourism, supporting locals with farm tools and equipment, giving technical assistance through capacity building, will help stimulate agrotourism in the country. In sum, the study presents a cardinal focus for agrotourism emergence in Ghana, and serves as a trajectory for a more robust development of the niche-market in Africa and beyond.