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ISAAC AMO.Pdf KWAME NKRUMAH UNIVERSITY OF SCIENCE AND TECHNOLOGY, KUMASI PHOTOGRAPHY: AN IMPERATIVE TOOL IN PROMOTING TOURISM IN THE ASHANTI REGION by ISAAC AMO (BA Communication Design) A thesis submitted to the Department of Communication Design, Kwame Nkrumah University of Science and Technology, Kumasi, in partial fulfillment of the requirements for the degree of MASTER OF COMMUNICATION DESIGN November, 2014 1 DECLARATION I hereby declare that this submission is my own work toward the award of Master of Communication Design and that, to the best of my knowledge it contains no materials previously published by another researcher nor material which has been accepted for the award of any degree of the University, except where due acknowledgements have been made in the text. Isaac Amo (PG5489011) ………………….. ……………… (Student) ID Signature Date Certified by Mr. K. G. deGraft Johnson ………………….. ……………… (Supervisor) Signature Date Certified by Dr. Eric Francis Eshun ………………….. ……………… (Head of Department) Signature Date 2 ABSTRACT Promotion of the tourism industry through photography in the Ashanti Region is necessary. Much effort is also needed with regard to the enhancement and participation of tourists in the growth of the industry. If customers do not know what products and services one offers then the business of these artisans producing those products and services would not survive in today‟s technological world. As a way of providing a solution to these drawbacks, effective mode of communication needs to be adopted to ensure that the business generates the needed sales and profit and this can be achieved by developing the appropriate promotional materials. Branding is used to communicate with customers with respect to product offerings. Branding is used by organizations and institutions to publicize their products and services to their target audience. The objective of this research was to provide a better understanding of how photographs of tourist sites can lift tourism potential in Ghana with specific reference to tourist sites in the Ashanti Region. Firstly, the findings showed that sixty percent (60%) of the sampled population had heard or seen pictures of tourist sites in the Ashanti region but interestingly, they have visited less than five of the sites. Secondly, the findings also revealed that the majority of respondents conceded that photographs have the potency to attract tourists worldwide. Thirdly, the findings unearthed strategies such as production of promotional items and directional signage that could be adopted to promote tourism in Ashanti Region. In conclusion, it can be said that less effort has been put in to make tourism in the Ashanti Region attractive. Tourists have little knowledge on the existence of many tourist sites in the Ashanti Region. Therefore it is recommended that promotional and 3 educational items to serve as a guide to tourist and students should be available in different media for public access. Also, The Tourism agencies such as Ghana Tourist Board, Ministry of Tourism and Ghana Tourist Control Board should make continuous advertisements on different media to market the rich culture and sites in the Ashanti region. 4 ACKNOWLEDGEMENTS I am grateful to the Almighty God for His divine mercies toward me, giving me the energy, direction, courage, wisdom, understanding and an enduring spirit to make the project a reality. To His Majestic name be Glory and Honour, forever and ever. I wish to express my sincere gratitude to my supervisor, Mr. K. G. deGraft Johnson for reading through the scripts, correcting and making useful suggestions. My sincere thanks go to all the lecturers in the Department of Communication Design who in one way or the other offered advice and guidance. Special appreciation goes to Rev. Prof. and Mrs. Osei Safo – Kantanka for their love, care and support given me in all aspects of my life. I request for the Lord‟s blessings upon their life. Not forgetting my bosom friend Miss Jemimah Kesse who took time off her busy schedule to be my “research assistant” in the field work. May the Lord bless you abundantly. Finally to all friends, course – mates and to all respondents who found time in their busy schedules to provide me with the necessary information. May the good Lord replenish all that you have lost for the sake of the success of this thesis. Isaac Amo November, 2014 5 TABLE OF CONTENTS Contents Page DECLARATION………………………………………………………… i ABSTRACT……………………………………………………………… ii ACKNOWLEDGEMENTS………………………………………………. iv TABLE OF CONTENTS………………………………………………… v LIST OF PLATES……………………………………………………….. ix LIST OF TABLES……………………………………………………….. x LIST OF FIGURES……………………………………………………… xii CHAPTER ONE INTRODUCTION………………………….…………………….…….. 1 1.0 Overview…………………………………………………………. 1 1.1 Background of the Study……………………………………….… 1 1.2 Statement of the Problem………………………………………… 2 1.3 Objectives ……………………………………………………..…. 3 1.4 Justification of Objectives……………………………………….. 3 1.5 Research questions………………………………….………….…. 3 1.6 Assumptions…………………………………………………….... 4 1.7 Importance of the study…………………………………………. 4 1.8 Research Methodology………………………………………….. 4 6 1.9 Data collection…………………………………………..…….... 5 1.10 Population of the study…………………………………………. 5 1.11 Delimitation…………………………………………………….. 5 1.12 Limitations……………………………………………………… 5 1.13 Facilities Available……………………………………………… 6 1.14 Definition of Terms…………………………………………….. 7 1.15 Abbreviations…………………………………………………… 8 1.16 Organization of the chapters……………………………………. 9 CHAPTER TWO REVIEW OF RELATED LITERATURE …………………………. 10 2.0 Overview……………………………………………………….. 10 2.1 Background ……………………………………………………. 10 2.2 The Evolution of Photography…………...………………….… 11 2.3 Photography and Tourism Market…………………………….. 12 2.4 Photography and Tourism……………………………………... 12 2.5 Tourist Photography…………………………………………... 14 2.6 The Tourist Gaze and Compulsive Photography………….…... 15 2.7 Performance of Photography on the Tourism Industry…….….. 23 2.8 Tourism Development in Ghana………………..…………..…... 28 2.9 Challenges…………………………………………………… 29 2.10 The ethnological of the Ashanti…………………………….. 31 2.11 The Golden Stool……………………………………………. 32 2.12 Tourism in the Ashanti Region…………………………..….. 34 7 2.13. Most Visited Sites in the Ashanti Region……………………. 35 2.13.1 Komfo Anokye Sword Center……………………….. 35 2.13.2 Lake Bosomtwe………………………….….….……. 37 2.13.3 Kumasi Zoological Gardens…………………….…….. 39 2.13.4 Manhyia Palace and Museum……………………….… 41 2.13.5 Kumasi Fort and Military Museum…………………… 43 2.13.6 Center for National Culture…………………….……… 45 2.14 Deprived Tourist Sites…………………………………………… 47 CHAPTERTHREE METHODOLOGY……………………………………………………… 48 3.0 Introduction……………………………………………………... 48 3.1 Research Method……………………………………………….. 48 3.2 Population for the Study………………………………………… 48 3.2.1 The Eligibility Criteria…………………………………………… 49 3.3 Sample……………………….…………………………………… 49 3.4 Sampling Procedure……………………………………………… 50 3.5 Data Collection Instrument..……………………...……..……... 50 3.6 Pilot Study……………………………………………………… 51 3.7 Administration of Research Instruments..……………………… 51 3.8 Method of Analysis…………………………………………….. 52 8 CHAPTER FOUR PRESENTATION OF FINDINGS AND DATA ANALYSIS……… 53 4.0 Introduction…………………………………………………….. 53 4.1 Findings and Data Analysis…………………………………….. 54 4.2 Conclusion of chapter…………………………………………... 87 CHAPTER FIVE SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS……………………………………………… 88 5.0 Overview………………………………………………………... 88 5.1 Research Findings: A Contribution to Knowledge…………...… 88 5.2 Summary of findings………………………………...…………. 89 5.3 Conclusion……………………………………………………... 89 5.4 Recommendations……………………………………….…….. 90 BIBLIOGRAPHY …………………………………………………… 91 APPENDICES…………………………………………………………. 95 9 LIST OF PLATES Plate 1 Tourist Gaze……………………………………………………… 23 Plate 2 Tourist Gaze……………………………………………………… 23 Plate 3 Map of Ashanti Region…………………………………………... 32 Plate 4 The Golden Stool………………………………………………… 34 Plate 5 Picture of the unmovable sword planted by Okomfo Anokye…… 35 Plate 6 Exterior perspective of the Komfo Anokye Sword Center………. 36 Plate 7 Interior perspective of the Okomfo Anokye Sword Center……… 37 Plate 8 A view of Lake Bosomtwe………………………………………. 38 Plate 9 Ostrich……………………………………………………………. 40 Plate 10 Crocodile…………………………………………………………. 40 Plate 11 “Sikadwa” (Golden Stool) carried by a royal stool bearer………. 42 Plate 12 Otumfour Osei Tutu II in a palanquin…………………………… 42 Plate 13 Some of the armoured tanks used by the soldiers in the early century………………………………………………………. 44 Plate 14 Out-of-service Military Aircraft displayed at the forecourt of the museum……………………………………………………………. 44 Plate 15 Puberty rites……………………………………………………… 45 Plate 16 Corporal punishment……………………………………………… 45 Plate 17 Paintings for sale………………………………………………….. 46 Plate 18 Artifacts for sale………………………………………………….. 46 Plate 19 The first official car used by Otumfour Sir Osei Agyeman Prempeh………………………………………………… 46 10 LIST OF TABLES Table 1 Age Range………………………………………………….. 53 Table 2 Gender of Respondents……………………………………… 55 Table 3 Occupational Status of Respondents………………………… 56 Table 4 Number of sites familiar to Respondents…………………….. 58 Table 5 Tourist Centers visited by respondents………………………. 60 Table 6 Respondents contacts with images of Tourist Centers……….. 62 Table 7 Respondents sources of motivation to visit tourist sites………. 64 Table 8 How often do tourist visits sites in the Ashanti Region………. 67 Table 9 The potency of photography to attract tourists………………… 69 Table 10 Respondents concerns on availability of pictures on tourist sites… 71 Table 11 Respondents assessment on pictures of tourist
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