Investigating the factors on tourist revisit intentions and destination recommendations in Ada, Ghana

This study examines the factors influencing tourists’ decision to revisit and recommend the emerging Ada tourist destination in Ghana. Analyzing data from 522 tourists using Factorial Analysis and Mean scores in IBM SPSS, this study identified five destination attribute factors: climate and natural attractions, destination image, accessibility and infrastructure, entertainment and comfort, and hospitality and cultural appeal as antecedents to tourists’ intentions to revisit and recommend the incipient Ada destination. This study also highlighted the perceived value and tourist satisfaction with accommodation, food services, transportation, and attraction fees as crucial influencers. Dissatisfaction with the road network and transportation services has emerged as a notable challenge that could impact tourists’ revisit intentions and recommendations for the Ada destination. This study offers valuable insights for destination managers, urging strategic interventions to strengthen Ada’s appeal, improve accessibility, and enhance overall tourist experiences, intentions, and recommendations.