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

Destination satisfaction is a complex construct that is influenced by various factors. According to Chen and Chen (2010), satisfaction is rooted in the perceived fairness of an exchange. In tourism literature, Bigne et al. (2020) emphasized the role of perceived fairness in terms of the exchange of inputs (e.g., travel efforts and expenses) for outcomes (e.g., services, safety, and experiences), which is based on expectations and actual experience and significantly impacts satisfaction levels among tourists (Dzitse et al., 2023). Therefore, destination satisfaction is determined by tourists’ expectations based on their pre-trip desires and expectations of a destination, and their personal beliefs about their actual encounters with the destination. Upon experiencing the destination, the disconfirmation between expectations and reality shapes perceptions of satisfaction (Choi et al., 2017). Hence, destination satisfaction is an outcome of the interaction between anticipated and encountered elements of a beach destination (Peng & Oleson, 2017). These destination elements play a crucial role in satisfaction dynamics. Such elements include attraction, amenities, culture, service quality, destination image, and environmental factors (Dzitse & Nkrumah, 2024; Gursoy et al., 2021).

Tourist satisfaction is influenced by the balance between expectations and experiences. This study used Oliver’s (1980) Expectation Disconfirmation Theory (EDT) to evaluate visitors’ perceived satisfaction with various beach attributes. The theory posits that consumer satisfaction is influenced by the comparison between expectations and the actual destination experience. Thus, destination satisfaction can be evaluated based on whether tourists are positive, negative, or indifferent to their experiences (Su et al., 2020). In essence, the EDT offers this study the ability to provide nuanced insights into actual visitor satisfaction, highlighting whether expectations were met, exceeded, or unmet. This theory also offers room for the assessment and profiling of individual satisfaction differences based on visitors’ age, economic background, distance travelled, experiences, and expectations, which can inform strategies for enhancing visitor experience at coastal destinations.

In tandem with EDT, this study also adopted Adams’ (1963) equity theory to explore satisfaction dynamics in the tourism context. Equity theory suggests that people evaluate the fairness of their exchanges by comparing their inputs and outcomes to those of others, leading to perceptions of equity, inequity, and onwards actions (Gursoy et al., 2021). This theory is particularly useful for understanding travelers’ satisfaction levels as tourists evaluate the resources and efforts they invest in the outcomes they receive, such as services, beach quality levels, amenities, and overall experiences. Satisfaction is more likely when tourists perceive a fair exchange between their inputs and outcomes (Chen & Chen, 2010). Conversely, an imbalance in favor of underrewards leads to dissatisfaction. Fairness perception plays a crucial role in shaping satisfaction levels. In this study, tourists assessed whether the exchange of inputs for the outcomes provided at Ada Beaches was equitable, negotiating expectations and beach encounters. Therefore, the interplay between the EDT and equity theory provides a valuable framework for understanding satisfaction levels. Stakeholders and practitioners can use these outcomes to enhance beach destination services, attributes, and experiences, thereby fostering greater satisfaction and a more sustainable future.

Beach tourism destinations offer a unified experience and satisfaction influenced by various factors, such as travel, food and services, lodging, attractions, accessibility, pricing, safety, and amenities (Dzitse et al., 2023). However, identifying the specific attributes that impact destination satisfaction is challenging because of destination and user diversity. Tourists generally view a destination as a unified entity, and issues in one area affect overall satisfaction in specific segments (Lim et al., 2024; Öğretmenoğlu et al., 2023). Breiby and Slåtten (2018) highlighted how the visual aesthetics of a beach destination significantly influence overall satisfaction, evoking positive emotional responses and contributing to visitors’ sense of tranquility and well-being. Beachgoers expect clean restrooms, well-maintained beaches, lifeguard services, user- and disability-friendly amenities, and competitive prices (Brščić & Šugar, 2020; Chen & Bau, 2016). Satisfied tourists often report positive experiences with efficient services, well-maintained facilities, and sitting spaces (Emuy et al., 2024). Conversely, deficiencies in services or infrastructure can lead to dissatisfaction and reduced intention to revisit (Dzitse et al., 2024). Beyond the natural and infrastructural aspects, social and cultural experiences at beach destinations also contribute to satisfaction (Kim et al., 2019; Valle et al., 2011)

Weather and climate conditions, such as sunny skies and comfortable temperatures, also significantly affect beach satisfaction (Lim et al., 2024). Unfavorable weather conditions can result in disappointment and reduced safety and satisfaction (Toubes et al., 2020). Ensuring tourist safety through effective monitoring, emergency response readiness, and well-maintained beach areas is essential to fostering satisfaction and building destination trustworthiness. In addition, a well-maintained beach with recreational activities leads to higher satisfaction levels, longer stays, repeat visits, and positive word-of-mouth, benefiting the destination tourism industry (Dzitse, 2024; Lucrezi & Saayman, 2015). Moreover, ease of access positively influences tourists’ intentions to visit beach destinations (Job et al., 2022). Ciki et al. (2024) also identified that the sustainable management of coastal environments and conservation efforts significantly influenced tourist satisfaction and intention to revisit.

Destination satisfaction is a subjective construct influenced by socio-demographic factors such as nationality, gender, age, culture, and travel purposes (Lucrezi & Saayman, 2015). Age plays a significant role in beach satisfaction, with younger tourists seeking adventure and older tourists valuing relaxation and cultural experience. Often, while females prioritize safety and cleanliness, males focus on recreational activities (Dzitse, 2024). Tourists have diverse expectations for beach attributes such as amenities, cultural and physical attributes, accessibility, comfort, and recreation (Dzitse et al., 2024; Valle et al., 2011). Thus, negative disconfirmation occurs when these expectations are not met, leading to dissatisfaction, whereas exceeding expectations result in positive disconfirmation and satisfaction. Thus, these theories suggest that tourist satisfaction is influenced by the perceived fairness of the exchange between inputs and outputs (Adams, 1963). If the perceived outputs do not match the inputs, a sense of inequity arises, leading to dissatisfaction. Conversely, perceived equity leads to satisfaction (Gursoy et al., 2021). Thus, to understand specific destination attributes and visitor satisfaction, beach managers and researchers must explore multiple destination aspects across socio-demographic profiles.

Different groups have varying expectations and perceptions of equity, resulting in different satisfaction levels (Bigne et al., 2020). Given the possible differences that could occur in satisfaction, which have implications for destination management and marketing, this study examines differences in beach satisfaction across the socio-demographic profile of tourists visiting beaches in the Ada region of Ghana using the following hypotheses:

Hypothesis 1 (H1): There is a significant difference in satisfaction with (a) amenities and services, (b) cultural attributes, (c) physical attributes, (d) beach accessibility, (e) beach comfort, and (f) beach recreation across the genders of tourists.

The Ada region of Ghana, located along the eastern coastline (latitudes of 5°45 and 6°00 and longitudes of 0°20 to 0°35), is a growing tourist destination that combines freshwater, islands, coastal resources, and cultural heritage sites (Figure 1). With a population of approximately 76,000, it boasts key attractions such as the Songor Ramsar and UNESCO Biosphere Reserve, islands and water tourism, the Nkyinkyin Museum, and the Asafotufiami Festival. This region is also a hotspot for ecotourism, offering opportunities for bird watching, fishing, and water sports. The Ada Estuary, the most expensive in Ghana, attracts tourists from all walks of life. The Ada region is managed by two destination management organizations (DMOs), the Ada East District Assembly (AEDA) and the Ghana Tourism Authority (GTA), which play a crucial role in managing and promoting the Ada region as an emerging tourist enclave. However, environmental conservation challenges may also affect the quality of coastal tourism. Investment in infrastructure, such as an improved road network and accommodation facilities, is needed to further enhance tourism in the Ada region (Dzitse & Nkrumah, 2024).

Figure 1:

Map of the study area

Source: Authors.

This study developed and used a paper-based survey questionnaire consisting of two parts: Part A and Part B. Part A of the questionnaire contained 52 statements elicited from previous studies by Brščić and Šugar (2020), Chen and Bau (2016), Dodds and Holmes (2019), Lucrezi and Saayman (2015), Souza Filho et al. (2014), Sirgy and Su (2000), Valle et al. (2011), and Wyles et al. (2016), and measured on a five-point Likert scale. Each item was scored (1 = very satisfied, 5= very dissatisfied). Part B focused on tourist characteristics, including nationality, age, gender, education, marital status, and purpose of the visit. The questionnaire was written in the English language.

At the data collection stage, a convenience sampling technique was adopted because of the lack of a sampling frame, which allowed the authors unparalleled access to respondents who were available and willing to participate in the study at a practical level (Leiner, 2014). The questionnaire was administered randomly regardless of user/visitor type. To curb data skewing, only one respondent was given the questionnaire when a group of five or fewer respondents was encountered, whereas two respondents were selected from a group of six or more. The inclusion criterion for each respondent was that they be at least 18 years old and have spent at least one night at the Ada beach destination. The data were collected from July 3, 2022, to December 29, 2022. Because data on the number of visitors to the Ada beach destination in Ghana are currently unavailable, this study applied the guidelines proposed by Brida and Scuderi (2013) and Hair et al. (2018), namely, that a minimum of 100 responses is sufficient and appropriate for statistical estimation. Accordingly, 604 valid responses were obtained from the 614 self-administered questionnaires. Based on a sample size of 604 responses, the authors deemed the data to be statistically adequate for this study. Before the actual study data were collected, a pre-test was conducted at Ada Maranatha Beach involving 32 respondents between April 16, 2022, and April 27, 2022. This was done to ensure the conciseness and content validity of the instrument used for the study, as some of the questions were reworded after the pre-test for appropriateness before the instruments were used for actual data collection.

IBM SPSS version 25 was used for the data analysis, focusing on respondents’ profiles and satisfaction levels with beach destinations. EFA was used to identify factors and latent variables affecting satisfaction, while independent-sample t-tests and ANOVA were used to examine differences in beach destinations across respondents’ socio-demographic profiles.

In this beach satisfaction study, conducted at beaches in the Ada region of Ghana, tourists’ primary purposes for visiting were investigated and revealed various motivations (Figure 2). The findings indicated that the largest group, comprising 28.2% of tourists, visited Ada beaches seeking recreation and relaxation to relieve stress. Meanwhile, 21.2% of the visitors were drawn to the beach for fun and entertainment, reflecting the beach’s role as an enjoyable leisure destination. Additionally, holidaymakers accounted for 18.3%, while 16.6% visited for business purposes, demonstrating the destination’s appeal and versatility for tourists. Additionally, 8.9% arrived for admiration and sightseeing, highlighting the area’s cultural and scenic attractions, whereas 6.8% had other purposes. These statistics underscore the diverse motivations that attract tourists to Ada beaches, suggesting opportunities for tailored experiences and marketing strategies to enhance overall satisfaction and meet visitors’ needs.

Figure 1:

Purpose of Ada Beach Visitation

Tourists at the beach destinations studied indicated their satisfaction based on their encounters and experiences (see Table 2). As shown in Table 2, only slightly more than half of the respondents (57.7%) were satisfied with the overall attributes of the Ada beach destination. Specifically, the beach destination attributes that tourists were most satisfied with were beach width and breadth for recreational activities (82.2%), followed by ocean breezes (82.1%), oceanic waves (81.2%), traditionally inspired beach facilities (80.2%), ocean wave intensity (71.2%), bonfire/bonfire nights (71.1%), and interactions with local people on beaches (70.1%). This key element shows that physical features and cultural elements play important roles in tourists’ overall satisfaction at the Ada beach destinations.

However, tourists were dissatisfied with attributes such as availability of signage for easy outing of the beach (safety signs) (21.2%), parking facilities at the beaches (33.2%), availability of sufficient shaded areas/umbrellas (38.6%), accessibility to facilities (accommodation, bars, and washrooms) (39.2%), quality of sitting spaces (40.5%), and maintenance/cleanliness of beach toilets and urinals (40.5%). Moreover, tourists considered the Ada beach destination to indicate only moderate or fair satisfaction (Table 2).

To further determine the structure of the factors and latent variables that account for beach destination satisfaction among tourists in the Ada region, a factorial analysis was performed using principal component analysis (PCA) to obtain the underlying dimensions of beach destination satisfaction. PCA was conducted on 52 beach satisfaction variables, with 38 variables meeting the factor requirements of 0.50 or above (Pallant, 2007). The appropriateness of the data for factor analysis was confirmed using Bartlett’s test of sphericity, which yielded a significant result of 7931.2 (p = 0.001). In addition, a Kaiser-Meyer-Olkin (KMO) value of 0.888 further demonstrated the suitability of the PCA technique for the data set (Kaiser, 1974). Table 3 lists the coefficients used to express the standardized variables. Factor loading shows the correlation between the factors and variables. A coefficient with a higher value indicates that factors and variables are closely related.

PCA identified six factors among the 38 variables that collectively accounted for 59.81% of the variance in the data set (Table 3). These factors included: (1) amenities and services, (2) cultural attributes, (3) physical attributes, (4) beach accessibility, (5) beach comfort, and (6) beach recreation. The results are displayed in Table 3, which shows consistently high factor loadings, ranging from 0.508 to 0.881. Furthermore, all six factors exhibited strong reliability (amenities and services = 0.887, cultural elements = 0.926, physical features = 0.865, beach accessibility = 0.733, beach comfort = 0.796, and beach recreation = 0.894) as indicated by an overall Cronbach’s alpha of 0.850, demonstrating internal consistency within the scale. Factor 1 (amenities and services), with an eigenvalue of 6.24, accounted for the highest percentage of explained variance (14.28%), whereas Factor 6 (beach recreation), with an eigenvalue of 1.21, had the lowest percentage of explained variance in the data set (7.21%) (Table 3). Fourteen variables were excluded from further analysis due to their inability to achieve a factor loading of 0.50 or higher.

The study employed a t-test and analysis of variance to test the variations in beach destination satisfaction across respondents’ socio-demographic characteristics of gender, age, marital status, nationality, and education level (hypotheses). To facilitate the data analysis and interpretation, a five-point Likert scale measuring beach satisfaction was condensed into three categories: satisfied, fairly satisfied, and dissatisfied. Significant differences were only observed across three socio-demographic factors, namely, gender, nationality, and age, which had a significant impact on tourists’ satisfaction with beach destinations. Significant differences were observed between men (mean=1.26) and women (mean=1.43) in terms of cultural elements at beach destinations (t = 2.74, p = 0.004), thus confirming Hypothesis 1b. In the context of beach accessibility, a significant difference emerged, supporting Hypothesis 1d, with men reporting moderate satisfaction (mean = 2.33) and women expressing dissatisfaction (mean = 2.65) (t = 2.21, p = 0.012). Additionally, men indicated greater satisfaction (mean = 1.32) with beach recreation (t = 1.26, p = 0.011) than women (mean = 1.42). This result confirms Hypothesis 1f.

The results also showed that international tourists reported very high satisfaction (mean = 1.35), whereas domestic tourists expressed moderate satisfaction (mean = 1.93) with the cultural elements on beaches (t = 1.79, p = 0.021). Similarly, international tourists reported very high satisfaction (mean = 1.35), whereas domestic tourists reported moderate satisfaction (mean = 1.93) with beach accessibility (t = 2.14, p = 0.013). Finally, international tourists were more satisfied with beach comfort than their domestic counterparts were (t = 2.98, p = 0.002) (Table 4). These results affirm Hypotheses 2b, 2d, and 2e.

The ANOVA test results in Table 4 confirm Hypothesis 5b. The results showed a significant difference in respondents’ satisfaction with cultural elements (F= 4.44, p= 0.015) across the age groups. Specifically, adult tourists (aged 41 and above) exhibited higher satisfaction (mean = 1.46) than younger and middle-aged tourists, who reported moderate satisfaction (Table 4). Additionally, variations in satisfaction with beach accessibility were evident (F = 1.68, p = 0.049); younger tourists were highly satisfied, middle-aged tourists expressed moderate satisfaction, and adult tourists tended to be dissatisfied (Hypothesis 5d). Furthermore, differences in satisfaction levels concerning beach recreation were observed (Hypothesis 5f), with younger tourists displaying higher satisfaction (mean = 1.43) than their middle-aged (mean = 1.46) and adult counterparts (mean = 1.48) (F = 2.87, p = 0.002).

This study explores expectation disconfirmation theory (Oliver, 1980), highlighting how disparities between expectations and actual experiences affect satisfaction levels among different demographic groups. Six core factors were identified, although they may not have fully met tourist satisfaction expectations, particularly in terms of accessibility and amenities. Dissatisfaction with beach attributes, such as signage, parking facilities, shaded areas, accessibility, sitting spaces, and cleanliness of beach toilets, leads to negative disconfirmation. However, attributes such as beach width, ocean breezes, cultural elements, and recreational activities exceeded expectations, leading to positive disconfirmation and high satisfaction. This disconfirmation of expectations can lead to dissatisfaction or satisfaction, as is evident from this study. By acknowledging and addressing these gaps, DMOs can enhance tourist satisfaction, aligning actual experiences more closely with expectations, even in emerging destinations, where there may be limitations in various services and facilities that are currently being provided.

This study also highlights the influence of socio-demographic characteristics (gender, nationality, and age) on satisfaction levels, indicating that perceptions of equity vary among tourist groups (Adams, 1963). Tourists’ satisfaction is influenced by their cultural backgrounds and expectations. Addressing these diverse perceptions can help DMOs create more balanced and satisfying experiences for all tourists, ensuring that the benefits received are perceived as fair relative to the efforts and costs incurred during their visits.

By understanding and addressing these diverse perceptions, DMOs can enhance tourists’ overall satisfaction, leading to longer stays and increased economic benefits for the local communities. These results underscore the importance of managing tourist expectations and perceptions of fairness and equity to enhance satisfaction and to support sustainable tourism. By addressing the fairness and equity gap in services and destination output, DMOs can create more inclusive and satisfying tourist experiences, ultimately contributing to the economic and social benefits of coastal tourism in Ghana and the West African sub-region.

This study explored and identified six beach satisfaction factors in an emerging destination context. The results of this study highlight the importance of cultural elements and physical attributes in tourist satisfaction, which has been emphasized in previous studies, particularly for Ghanaian and West African beach destinations. This finding suggests that integrating local cultural elements into coastal tourism development can significantly enhance visitor experiences and satisfaction. This study underscores the critical role of accessibility and amenities in shaping tourists’ satisfaction. For DMOs (GTA and AEDA) in the Ada region, dissatisfaction with these two key aspects indicates areas needing imminent improvement to meet visitor expectations, particularly for international, older, and physically incapacitated tourists who offer more economic value in coastal tourism (Emuy et al., 2024). Additionally, by identifying six core factors and their core variables, this study offers a practical tool for DMOs to evaluate and enhance their beach destinations. This can holistically guide DMOs, especially in the Ada region, Ghana, West Africa sub-region, and similar regions, in developing more inclusive and satisfying tourist experiences.

Moreover, the results provide data for devising strategies, allocating resources, and implementing beach destination improvement projects and initiatives geared towards enhancing visitor satisfaction and promoting sustainable coastal destination development in Ada and Ghana. Ada has the potential to become a flourishing and all-encompassing coastal tourism destination by focusing on these pivotal areas and fostering effective collaborations among various stakeholders. This transformation will not only draw a diverse array of visitors, but also bolster the local economy, leading to a more prosperous and sustainable future for the region. Hence, enhancing the identified beach aspects can increase tourist satisfaction, length of stay, and overall economic impact on the local community, thereby supporting sustainable tourism development. For instance, partnerships between beach operators, the Ada East District Assembly, the GTA, and key stakeholders in improving beach accessibility and amenities for visitors can enhance their length by injecting more economic benefits for tourism operators and local communities. Moreover, understanding the specific needs and preferences of different demographic groups allows DMOs and tourism operators to develop targeted marketing strategies and plans to keep visitors coming (for example, focusing on cultural attractions for older tourists, and improving recreational activities and accessibility for younger tourists).

Finally, the identification of higher satisfaction levels among international tourists, particularly regarding cultural elements and beach comfort, highlights the importance of catering to the diverse cultural backgrounds and expectations. In addition, variations based on age offer valuable insights for designing age-appropriate tourism offerings at coastal destinations to ensure fulfilling experiences for all visitors.

As a pioneering inquiry in this domain of the study area, this study is limited by its cross-sectional nature. This finding suggests the need for longitudinal studies to track changes in satisfaction over time, particularly in response to accessibility improvements by the DMOs. Comparative studies can also identify the best practices and unique challenges across Eastern coastal destinations (Prampram, Ada, Keta) to identify unique challenges. This can help understand regional/district variations and develop broader and tailored strategies for each destination in Ghana.