ARE BACKPACKERS A HOMOGENEOUS SEGMENT? A STUDY OF BACKPACKERS’ MOTIVATIONS IN THE CAPE COAST-ELMINA CONURBATION, GHANA

Abstract

The purpose of the study was to assess whether or not backpackers are homogeneous, using those who visited the Cape Coast-Elmina conurbation, Ghana. Questionnaire was used to collect data from 200 backpackers in Cape Coast and Elmina. The factor analysis, one-way analysis of variance (ANOVA), independent samples t-test, and descriptive statistical analysis were employed in the discussion of the data. The study revealed that backpackers who visited the Cape Coast-Elmina conurbation were mostly young international students. Six (6) main push-pull related factors, including historical/cultural attractions, service delivery, ecological attractions, heritage, escape, and adventure were found to have explained backpackers’ motivation for visiting Ghana. There was sufficient evidence to conclude that backpackers are not the same, in relation to their background characteristics and motivations to travel. It is recommended that local travel intermediaries focus attention on packaging tailored tours that will sell the country’s historical, cultural and ecological attractions to backpackers.