1.
Collins Dodzi DZITSE
ID
– Renmin University of China, Suzhou Campus, China.
2.
Christian Osei AMOAH
ID
– University of Business and Integrated Development Studies, WA, Ghana.
3.
Cornelius TENGAN
ID
– Bolgatanga Technical University, Bolgatanga, Ghana.
4.
Lucinda Seyram TOKRO
ID
– University of Cape Coast, Cape Coast, Ghana.
Abstract
Beach hospitality services play a critical role in shaping tourist experiences and satisfaction in coastal destinations, yet empirical evidence from emerging coastal contexts remains limited. Guided by Expectation-Disconfirmation Theory, this study examines tourists’ satisfaction with beach hospitality services in the Cape Coast Metropolis, Ghana, with particular emphasis on key service dimensions and variations across socio-demographic characteristics. Using a cross-sectional survey design, data were collected from 500 beach visitors through a structured questionnaire. Exploratory factor analysis identified five satisfaction dimensions: service staff performance, food and beverage quality, facility and ambience, service quality, and overall hospitality experience. Independent-samples t-tests and one-way analysis of variance were employed to assess differences in satisfaction across visitor characteristics. The findings reveal that tourist satisfaction is multidimensional and uneven across service attributes, with food and beverage services performing relatively well, while service staff performance and facilities exhibit notable weaknesses. Significant variations in satisfaction were observed across age, income, gender, and tourist type, supporting the relevance of visitor heterogeneity in satisfaction formation. The study extends the application of Expectation-Disconfirmation Theory to beach hospitality services in an emerging coastal destination and provides practical recommendations for managers regulators, local government and policymakers aimed at improving service quality, visitor satisfaction, and destination sustainability.
Keywords Beach Hospitality Services, Tourist Satisfaction, Beach Tourism, Ghana, West Africa
