Understanding Visitor Experiences and Motivations Through an Importance-Satisfaction Analysis of a Protected Area in Ghana

The study assessed visitor experiences through an importance-satisfaction analysis of an ecotourism site. Data were obtained from visitors (n=290, response rate 82%) to the Shai Hills Resource Reserve (SHRR) from February to May 2021. Gap and grid analysis of visitor activities, their importance and satisfaction with visitor experience were performed to identify areas of management concern. Generally, visitors were satisfied with their experience with a visit to the animal farm, overnight camping, and hiking/nature walk being the top visitor activities. Hanging out with family/friends, being close to nature and seeing wildlife were the top motivations. Resources in SHRR are not over-used, with no visitor activity in the 'Possible Overkill' quadrant. However, management can improve activities performing well to attract more visitors. Less patronised products like birdwatching and video filming should be marketed, while highly patronised ones should be managed appropriately to maintain standards to ensure visitor satisfaction and boost ecotourism.