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

Collins Dodzi Dzitse

Collins Dodzi Dzitse

Department of Hospitality and Tourism Management, University of Cape CoastGhana
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Dzitse, Collins Dodzi
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Hope Ahiagbah

Hope Ahiagbah

Department of Hospitality and Tourism Management, University of Cape CoastGhana
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Ahiagbah, Hope
  
14. Aug. 2025
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Online veröffentlicht: 14. Aug. 2025
Seitenbereich: 134 - 150
Eingereicht: 24. Sept. 2023
Akzeptiert: 03. Juni 2024
DOI: https://doi.org/10.2478/ejthr-2025-0010
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© 2025 Collins Dodzi Dzitse et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.

Figure 1:

Map of the study area Source: Authors.
Map of the study area Source: Authors.

Figure 1:

Purpose of Ada Beach Visitation
Purpose of Ada Beach Visitation

Respondents’ Socio-demographic Profile (N=604)

Characteristics N Percent
Gender
  Male 317 52.4
  Female 287 47.6
Age
  < 25 170 28.1
  25–40 241 39.8
  41 and above 193 32.1
Educational level
  High school 141 23.2
  First degree 293 48.2
  Postgraduate 170 28.6
Marital status
  Married 216 35.8
  Not Married 175 29.1
  Ever-married 213 35.1
Nationality
  Domestic 315 52.1
  International 289 47.9

Tourist Satisfaction Levels With Beach Destination/Attributes

Variables % of Satisfaction Mean Std. D
Amenities & Services
Quality of food services 43.2 3.04 1.02
Hygiene at the beach areas 54.2 2.33 1.01
Accommodation/room 54.1 2.32 1.23
Safety and security at the beaches (including lifeguards) 51.3 2.94 0.91
Day/Night beach entertainment 46.2 3.12 0.96
Availability and quality of facilities for recreation 45.1 3.41 0.21
Quality and quantity of sitting spaces 40.2 3.93 0.82
Availability of expected places of convenience (urinals and toilets) 56.1 2.31 0.98
Availability of enough shaded areas/umbrellas 38.6 3. 82 0.54
Maintenance/cleanliness of beach toilets and urinals 40.4 3.21 0.24
Designs/visual painting done at the beach 53.1 2.81 0.89
Cultural Elements
Availability of local food options at this beach (local drinks, palm wine, sobolo, mixed fruits 60.2 2.10 0.99
Bonfire/bonfire nights with songs 71.1 1.69 1.58
Traditional/local music 65.2 1.62 1.32
Interaction with local people at the beaches 70.1 1.57 1.25
Beach facility local/traditionally inspired 80.2 1.43 1.34
Historical/landmarks at the beach 63.8 1.67 1.41
Cultural/exhibition/Exhibits at the beach 66.4 1.48 1.11
Physical Features
Sand quality and cleanliness 62.2 2.23 1.09
Texture of beach sand 69.1 2.41 1.04
Beach water quality 55.2 3.12 1.12
Ocean breeze 82.1 1.46 1.21
Oceanic waves 81.2 1.48 1.31
Smell at this beach 64.3 2.45 0.92
Landscape 59.1 2.33 0.65
Colour of water 54.2 2.48 0.95
Colour of sand 68.2 2.12 1.02
Breezing palm trees at the beach 67.4 2.34 0.98
Beach view of sunrise or sunset 69.2 2.41 1.03
Intensity of beach waves 71.2 2.13 1.04
Beach Accessibility
Accessibility to beach destinations 44.2 3.12 0.78
Accessibility to facilities (accommodation, bar, washrooms) 39.2 3.21 0.97
Parking facilities at the beaches 33.2 3.53 0.76
Ease in undertaking various activities (hiking, swimming, sunbathing, etc.) 55.2 2.69 1.02
Proximity of accommodation to the beach 42.1 3.42 0.89
Accessibility for people with disabilities 40.1 3.71 0.98
Availability of signages for easy tour of the beach (safety signs) 21.2 4.32 0.67
Access within the beach area 53.2 2.39 0.99
Beach Comfort
Crowd level at this beach 53.2 2.12 0.96
Noise level at this beach 63.1 1.98 1.03
Comfortability of beach facilities (Seats, accommodation, cleanliness of beach, urinals, toilets) 46.3 3.03 0.56
Prices of overall services 54.2 2.42 0.78
Disability friendliness of facilities 62.1 1.97 1.12
Convenience with accessibility within the beach 52.8 2.38 0.92
Beach Recreation
Swimming 44.1 3.12 0.89
Beach Hiking 58.2 2.34 0.92
Beach & water sports (football, volleyball, etc.) 60.2 2.13 1.01
Sunbathing and relaxation 61.1 2.32 0.78
Music and dancing 65.3 1.98 0.98
Beach width and breadth for recreational activities 82.2 1.26 0.92
Picnic activities at the beach 58.1 2.33 0.94
Beach nature trails 49.2 2.88 1.01
Overall Score 57.7 2.45 0.957

Factorial Structure of Tourist Satisfaction With Beach Destinations/Attributes

Latent Factors and Variables Factor Loading Variance Explained (%) Eigenvalue Cronbach Alpha (Reliability) Factor Mean
Amenities & Services–Factor 1 14.28 6.242 0.887 3.08
Quality of food services 0.758
Hygiene at the beach areas 0.681
Safety and security at the beaches (including lifeguards) 0.53*
Day/night beach entertainment 0.583
Quality and quantity of sitting spaces 0.631
Availability of expected places of convenience (urinals and toilets) 0.578
Availability of shaded areas/umbrellas 0.523*
/Maintenance/cleanliness of beach toilets and urinals 0.721
Cultural Elements – Factor 2 13.41 4.016 0.926 1.68
Availability of local food options at this beach (local drinks, palm wine, sobolo, mixed fruits 0.891
Bonfire/Bonfire nights with songs 0.782
Traditional/local music 0.812
Interaction with local people at the beaches 0.792
Beach facility local/traditionally inspired 0.872
Physical Features – Factor 3 9.14 3.199 0.865 2.23
Sand quality and cleanliness 0.673
Texture of beach sand 0.652
Beach water quality and clarity 0.581
Ocean breeze 0.821
Oceanic waves 0.843
Smell at this beach 0.624
Landscape 0.823
Colour of water 0.562
Colour of sand 0.689
Beach Accessibility – Factor 4 8.46 2.466 0.733 3.48
Accessibility of facilities (accommodation, bar, washrooms) 0.671
Parking facilities at the beaches 0.510*
Ease in undertaking various activities (hiking, swimming, sunbathing, etc.) 0.671
Proximity of accommodation to the beach 0.523
Accessibility for people with disabilities 0.781
Availability of signages for easy tour of the beach (safety signs) 0.508
Beach Comfort – Factor 5 7.31 1.931 0.796 2.30
Crowd level at this beach 0.781
Noise level at this beach 0.829
Comfortability of beach facilities (Seats, accommodation, cleanliness of beach, urinals, toilets) 0.623
Prices of overall services 0.683
Disability friendliness of facilities 0.783
Beach Recreation – Factor 6 7.21 1.217 0.894 2.38
Swimming 0.781
Hiking and nature walks 0.712
Beach & water sports (football, volleyball, etc.) 0.829
Sunbathing and relaxation 0.62
Music and dancing 0.881
Total Variance Explained 59.81% (0.850)

Beach Destination Satisfaction Factors by Socio-demographic Characteristics

Socio-demographics Beach Destination Satisfaction Factors (%)
N Amenities & Services Cultural Elements Physical Attributes Beach Accessibility Beach Comfort Beach Recreation
Gender
  Male 317 2.14 1.26 1.41 2.33 2.12 1.32
  Female 287 2.48 1.43 1.50 2.65 2.22 1.42
t = 2.22, t = 2.74, t = 1.81, t = 2.21, t = 2.16, t = 1.26,
df = 2, df = 2, df = 2, df = 2, df = 2, df = 2,
p = 0.212 p = 0.004* p= 0.247 p =0.012* p = 0.061 p = 0.011*
Nationality
  Domestic 315 2.18 1.93 1.45 2.43 2.13 1.56
  International 289 2.15 1.35 1.43 2.62 1.48 1.43
t = 2.73, t = 1.79, t = 1.33, t = 2.14, t = 2.98, t = 2.73,
df 2, df = 2, df = 2, df = 2, df = 2, df = 2,
p = 0.465 p = 0.021* p = 0.123 p= 0.013* p= 0.002* p = 0.058
Education
  High school 141 2.21 1.46 2.22 2.31 2.43 1.94
  First degree 293 2.12 1.49 2.31 2.45 2.32 1.67
  Postgraduate 170 2.33 1.98 2.18 2.48 2.12 1.44
F = 2.41, F = 2.54, F = 2.96, F = 141, F = 2.12, F = 2.96,
df = 3, df = 3, df = 3, df = 3, df = 3, df = 3,
p = 0.222 p = 0.062 p = 0.321 p = 0.054 p = 0.211 p = 0.244
Marital status
  Married 216 2.22 2.41 1.43 2.40 2.36 1.96
  Not married 175 1.71 2.53 1.27 2.12 2.14 2.12
  Ever-married 212 2.52 2.52 1.52 2.18 2.12 1.32
F = 1.02, F = 0.60, F = 2.96, F = 1.96, F = 2.14, F = 1.98,
df = 3, df = 3, df = 3, df = 3, df = 3, df = 3,
p = 0.321 p = 0. 548 p = 0. 0.054 p = 0.321 p = 0.231 p = 0.312
Age
  < 25 170 2.13 2.34 1.52 1.49 2.43 1.43
  25–40 241 2.20 1.98 1.46 2.23 2.13 1.46
  41 ≥ 193 2.05 1.46 1.42 2.63 1.47 1.48
F = 2.41, F = 4.44, F = 1.88, F = 1.68, F = 2.98, F = 2.87,
df = 3, df = 3, df = 3, df = 3, df = 3, df = 3,
p = 0.212 p = 0.015* p = 0.054 p = 0.049* p = 0.242 p = 0.002*
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