The Role of Aesthetics in Tourist Satisfaction in the Ghanaian Hospitality Industry

Purpose: The study examines the role of aesthetics in tourist satisfaction in the Ghanaian hospitality industry.

Design/methodology/approach: The study is quantitative and cross-sectional in nature A total of 5 tourist destinations and 350 tourists were selected using purposive sampling technique. Data for the study was gathered using self-reported questionnaires and analysed using Statistical Package for Social Sciences (SPSS). A total of 300 retrieved questionnaires representing 85.7 % of response rate was used for data analysis.

Findings: The study results proved that the three main types of aesthetics that influence tourists' visitation to tourist destinations are visual product aesthetics, package aesthetics and taste aesthetics. The study also discovered that visual product aesthetics, package aesthetics and taste aesthetics had significant positive correlations with tourist satisfaction. Again, the results established that, aesthetic types (visual product aesthetics and package aesthetics) have significant positive impact on tourists' satisfaction whereas taste aesthetics has a negative effect on tourists' satisfaction.

Research Limitations/implications: The Ghanaian hospitality sector should push creativity to new heights by ensuring that venues change their appearance and ambiance through the use of creative lights, music, and food setups, so as to often attract consumers and offer them a completely unique experience each time. The hospitality sector also need to provide more effective and dependable channels for user complaints, recommendations, and contributions, as well as consumer feedback systems.

Originality/value: The study adds to literature on aesthetics and tourist satisfaction as well as contributes to the agenda towards tourist destination sustainability.