A model for tourists' information search behaviour on Ghanaian cuisine

A grounded theory approach

Abstract

The aim of this study is to explore the information-seeking behaviour of international tourists in relation to Ghanaian cuisine. The study employed both the origin and destination context to gain an understanding of international tourists’ local food information search process. A grounded theory approach was used for both data collection and analysis. A total of 40 in-depth interviews were conducted in the process. The paper shows that most international tourists do not search or engage in an adequate information search on local food before their journeys. The findings further reveal that contextual conditions such as tourist typology and repeat visit shape tourists’ level of knowledge on local food, which in turn affect the information search strategies adopted at the destination. It is concluded that international tourists visiting Ghana are generally ignorant of the local cuisine; therefore, the Ghana Tourism Authority should find innovative ways of getting information on local cuisine to tourists upon arrival into the country.