Beach satisfaction factors in emerging coastal destinations: A case of Ada Region, Ghana

Tourist satisfaction with destinations is intricately tied to competitiveness and sustainable growth, which shape destinations’ fortunes. Although user satisfaction has received much attention in the tourism literature, little exists on beaches, which are distinctive destinations. To this end, this study explored tourists’ satisfaction levels, satisfaction factors, and demographic influences within an emerging beach destination context. Based on 604 quantitative survey responses from Ada beaches in Ghana, this study found that slightly more than half (57.7%) of the tourists were fairly satisfied (mean = 2.45). The study explored six beach satisfaction factors: amenities and services, cultural elements, physical attributes, beach accessibility, beach comfort, and beach recreation. Moreover, tourists’ gender, nationality, and age influence the variance in their satisfaction. The results provide implications for beach operators, the Ada East District Assembly, and the Ghana Tourism Authority to better appreciate beach destination satisfaction domains that need immediate consideration and long-term improvements to boost tourist experience and satisfaction and promote sustainable development within this emergent destination’s management and development framework.