Purpose: Digital tourism has drawn the attention of researchers around the globe. This study aims to assess the digital tourism experience for tourist site revisit from an emerging market perspective.Design/methodology/approach: Anchored on the social cognitive theory, the study employed a quantitative method, using the convenience sampling to select 328 participants who responded to tourism and technology sharing items through an online questionnaire. The study's hypotheses were tested utilizing structural equation modelling.Findings: The results suggest a significant influence of technology-based service innovativeness on service value, tourist site revisits and experience sharing through technology. Further, the findings also revealed the significant influence of service value on tourist site revisit and experience-sharing through technology.Research limitations/implications: This study was conducted with only clients or tourists, and this limits generalization of the study's findings.Practical implications: The study offers the understanding of how tourist site operators and all stakeholders have to deploy new ways of technology-based service innovation to get maximum return on their investment in the hospitality industry.Originality/value: The outcome of this research advanced the linkage between technology and tourism in context, which is important to policymakers and practitioners in the sector.

Purpose: This paper aims at investigating how tourist experience elicits satisfaction and contributes to loyalty and willingness to pay more for a museum destination. The study also investigates the significant moderating role of visiting frequency on the relationship between satisfaction and willingness to pay more.Design/methodology/approach: The research was conducted with 385 tourists who visited the National Museum in Ghana and answered questions relating to experience, satisfaction, loyalty, and willingness to pay more. Structural equation modelling was used to test the relationships and effects of the adapted constructs.Findings: The results revealed the significant effects of tourist experience on satisfaction, as well as the significant effects of satisfaction on loyalty and willingness to pay more. In addition, a significant moderating effect of visiting frequency was reported on the relationship between satisfaction and tourist willingness to pay more.Research limitations/implications: The research is destination-specific. The application of the findings to other museums would demand a bigger sample size for generalisation to be made.Practical implications: Managers should develop strategies that promote museum tourist travelling experience, satisfaction, desire and choice, and thereby attract more tourists to museum sites.Originality/value: The research contributes to the growing literature on museum tourist experience as an important variable in promoting tourist satisfaction, loyalty, and tourist willingness to pay more.

Purpose: The place of festivals in national economic development has received increased attention from researchers globally. However, there appears to be a relatively small and disparate literature on the subject especially within the Ghanaian context. The study seeks to contribute to the global recognition of festivals as developmental tools and thus presents the effects of festival tourism on socio-economic capital of the people of Kwahu traditional area (Ghana) and how festival tourism in the region engenders economic benefits to businesses and the community.Design/methodology/approach: This study is guided by the social development theory. A quantitative cross-sectional survey utilizing convenience technique was used to gather data from a sample of 398 residents of the selected towns and the regression model was used to analyse the data.Findings: The findings revealed festival tourism to have a positive effect on community cohesiveness but not statistically significant. Further, the festival brought economic gains but had negative social effects on development of the selected towns.Research limitations/implications: This research is destination-specific. The application of the findings to other festivals would demand a bigger sample size for generalisation to be made.Practical implications: The findings suggest that for growth of festival tourism in Ghana to be actualised, the Ghana Tourism Authority needs to ensure festivals do not erode entrenched traditional values and negate efforts at developing social structures and systems by putting measures to reduce the negative effect of commoditisation of festivals on the communities' cultural authenticity. Law enforcement agents should also be massively beefed up to curtail crime and social vices.Originality/value: The study's findings extend earlier studies to extend the scope in festival tourism literature. This study found that festival tourism has effect on both community cohesion and economic development of the people of Kwahu traditional area.

Purpose: This paper sought to examine the factors that influence intention to recommend, focussing on the extension of the theory of planned behaviour in halal tourism, with additional instruments such as halal safety and security, and trustworthiness of halal information.Design/methodology/approach: Guided by a quantitative approach, cross-sectional data were collected using 394 Muslim diaspora tourists. The analysis technique used in this study is the partial least square structural equation modelling (PLS-SEM).Findings: The results suggest that halal planned behaviour may account for the intention to recommend. Halal attitude, subjective norm, halal image, halal value, halal safety and security, and trustworthiness of halal information positively and significantly affect intention to recommend.Practical implications: Muslim diaspora tourists are identified to have halal planned behaviour on intention to recommend. Hence, destination managers and practitioners are suggested to develop proactive halal products and services that appeal to tourists' intention to recommend.Originality/value: This study has developed two new constructs: halal safety and security, and the trustworthiness of halal information grounded on the theory of planned behaviour in halal tourism. Specifically, the focus is on Muslim diasporic tourists' perspective in a non-Islamic context.

Tourism-migration, safety and security experience are constructs that have drawn the attention of researchers. The literature has acknowledged the importance of safety and security as the foundations for building wealthy tourism. Utilizing the theory of optimism-pessimism, this research sampled 347 migrant visitors of three selected beaches in Ghana’s capital, Accra. The analysis of the chi square test of independence shows a significant association among socio-demographic characteristics (marital status, age categories, education and nationality) and safety and security concerns. However, there is no significant association between gender and safety and security concerns. In all, the findings showed that migrant visitors were optimistic about Ghana’s beach destinations. The results of the study validate the contribution of migrant visitors’ viewpoint on safety and security which is relevant to Ghana’s tourism development. Theoretical and practical implications of the findings are discussed.