1.

Define the following terms and give three (3) examples of each:

-a). Hospitality, Leisure and Tourism (HLT) CUSTOMER (individual and business);

-b). Hospitality, Leisure and Tourism (HLT) CONSUMER (individual and business);

-c). Hospitality, Leisure and Tourism (HLT) SERVICE;

-d). Hospitality, Leisure and Tourism (HLT) PRODUCT;

-e). COMMODITIZATION [TANGIBILIZATION] in Hospitality, Leisure and Tourism (HLT);

-f). SERVITIZATION in Hospitality, Leisure and Tourism (HLT)

[30 marks]

2). i]. GOOGLE: Ghana National Tourism Marketing Strategy.pdf and download the document.

ii]. Visit www.ghana.travel (website of the Ghana Tourism Authority [GTA])

Using the information above, answer the following questions:

-a).What are the VISION, MISSION and GOALS of Ghana Tourism Marketing?

-b). What are the TARGET MARKETS of Ghana Tourism?

-c). How are the target markets SEGMENTS?

-d). Which destinations are Ghana's COMPETITORS in Tourism?

-e). How does Ghana Tourism intend to POSITION itself?

Dr Mahamudu Bawumia, the Vice President on Tuesday opened the fourth edition of the World
Tourism Forum, Africa Summit in Accra.

The summit which is the first of its kind in Africa is a global event principally intended to develop
tourism around the world.

Dr Bawumia said Ghana’s tourism sector has seen study growth over the years and the summit is
important as it aligns with its goals of positioning itself as a major tourism hub in the continent.
The forum is a global event established to bring experts, enthusiasts, key players, and stakeholders in
the tourism industry to promote investment and fill the gap in international tourism.

“It is our believe that the choice of topics for this year’s event would indeed reflect many African
nations’ goals to position themselves as key players in the global tourism industry,” he said.

The Vice President said government is committed to the tourism industry goals and is working very
hard to ensure that they are achieved within the next few years, adding that the country is lucky to
have been selected among a host of other qualified nations to host the event.

As a country, Ghana is focused on building new and upgrading existing infrastructure to support the
tourism industry, including the expansion of Ghana’s international airport as well as the
establishment of the marine drive project in Accra.

Dr Bawumia said “tourism is a major priority to our government’s development agenda, and as such
we have revamped the ministry of tourism and appointed a high-level Cabinet member as Minster, to
ensure that Ghana moves to become a major tourism player globally”.

He said tourism alone contributes about three percent to Ghana’s Gross Domestic Products and
provides thousands of jobs in the country.

He said the expected growth path of the tourism sector, according to the National Tourism
Development plan is to double tourism revenues by the year 2027 from its current 2.2 billion dollars.

“To achieve this target, government has set itself in the path of providing a conducive environment
for tourism investment, easing business pressure on tourism operators, and reintroduction of
appropriate incentives to boost growth,” he said.

The strategy is to build on a solid base and expand tourism across the country into new market
segments, improve infrastructure within the sector through investment and pursuing mutually
beneficial partnership with investors and other nations within sub-Saharan Africa to expand the
market.

The Vice President, said government was working to transform the nation into a major meeting,
executive conference and exhibiting hub, saying “our goal is to make Ghana among the top preferred
tourism destination globally”.

He noted that the industry is a multi-billion industry and Ghana must make sure to have a share.

“We in Africa are already blessed with a conducive climate and natural resources, and eco-tourism
should therefore come easy to us once we focus on building the right infrastructure as well as
fostering security within our country so that tourist remain safe and protected,” he said.

He further stated that Ghana is currently cooperating with other West African countries to facilitate
movement within the African region as part of the continental initiative to facilitate visa-free
movement within the several regions in Africa.

Dr Bawumia noted that there were still areas that needed improvement to boost the tourism
industry, and therefore encouraged African countries to open up their air spaces by reducing the
prices of inter-country flights so that tourism can be boosted within the borders.

Mrs Catherine Abelema Afeku, Minister of Tourism, Arts and Culture said the forum is a global
tourism event held in different parts of the world to further boost global tourism, and pays particular
attention to the relationship between local and global tourism trends as well as strategies for more
sustainable tourism growth.

She said the forum brought together tourism industry players to shed light on heritage tourism,
tourism investments, adventure tourism, destination management, and e-tourism.
She said the conversations would continue on how to harness Africa’s huge opportunities in the film,
arts, fashion, food and music industry to create the desired growth through jobs for the citizens.

Mrs Afeku expressed appreciation to the leadership of the World Tourism Forum for believing in
Ghana and also to open the hidden treasures of Ghana.

Mr Bulut Bagci, President of the Executive Board, World Tourism Forum said the Forum is an
Instanbul-based organisation which started in 2014 and has become one of the world largest avenue
to promote global tourism.

He said the forum is organized four times in a year in global centers around the world and it brings
together global tourism leaders and tourism industry representatives.

He said in the past, the forum was held in Turkey, Dubai and Russia and Ghana is the first African
country to host the fourth edition, urging Ghanaians to see this as an opportunity for investment.

Mr Bagci said Ghana is known as the Gateway to Africa because of its economic and political stability,
as well as the global recognition of its tourism potential, saying it is a role model for both Africa and
the world.

-f). How does Ghana Tourism plan to DIFFERENTIATE itself from the competition?

Positioning and customer expectations

Argued [9], that diffrerntiation strategy is one of the most strategic ways of positioning a firm like
Melcom within the retail industry in Ghana. He continued his argument by highlighting and putting
emphasis on some tools like product differentiation (such as performance quality, conformance
quality, features, durability, reliability, style and design); service differentiation (such as delivery,
installation, customer training, consulting service, repair etc); personal differentiation (such as
competence, courtesy, credibility, reliability, responsiveness and communication); and image
differentiation (such as symbol, atmosphere, events etc); can help firms like Melcom to win
competitive advantage over others.
Prior to the arrival of Melcom in 1989 in Ghana, Ghanaians were buying their goods from street
traders and market centres. Ghanaians were spending much time looking and searching for everything
they needed from street traders and market centres. The establishment of Melcom has really
benefited Ghanaians in terms of time saving, pleasant environment and many more. However, as
shopping malls started coming up in Ghana and providing the same retail mix, Melcom has found it
difficult to compete with these modern structured malls across Ghana. Melcom is now competing
with different shopping malls and some are still under contruction. The Table 1 below shows the
major competitors of Melcom in Ghana.

Melcom 28 outlets across Ghana. Melcom specializes in selling electrical gadgets, food and
drinks, household goods, home appliances and clothes

A& C Mall 30 shops within the store with area size of 600m square. But it has only one location
and it is located at East Legon, Accra

Marina Mall It is located at airport city and has an area size of 12.250m square.

Shoprite Located only in Accra

West Hills Mall Located at Dunkoma near Weija & Kasoa on the Cape Coast Road

Junction Shopping Centre Located at Nungua Barrier, Accra

Accra Mall 65 shops within the store with area size of 25.500m square but only located at the
Tetteh Quashie Interchange, Accra.

Table 2: Shows the major competitors of Melcom within the retail industry in Ghana.

Carefully study shows that Melcom has really positioned itself well when it comes to branches across
the country. However, Melcom should know that all the above malls are providing and producing
customers with similar products as melcom provides to its customers. Ghanaian customers are
becoming selective in their choice of mall for shopping. Customers make their selctions based on the
image, product, service and personal differentiation of the shopping mall. Several studies have reveal
that majority of these shopping malls in Ghana are providing similar retail mix in terms of food,
entertainment and household accessories. However, Melcom’s image of having 28 outlets across the
country is a plus in their positioning strategy. The Figure 2 below shows the expectancy model
suggested by the researcher to guide Melcom management to position itself well within the retail
industry in Ghana.

3). What are the characteristics of the Hospitality, Leisure and Tourism (HLT) service? Give three (3)
examples of each.
[20 marks]