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Inward Internationalisation of Hotel Services: Evidence from Ghana

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Africa-to-Africa Internationalization

Part of the book series: AIB Sub-Saharan Africa (SSA) Series ((AIBSSA))

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Abstract

A number of service sectors have used a different approach to internationalisation by reversing its direction and bringing the foreign customer to the firm’s home country for structural or strategic motives. While several studies have examined the internationalisation process of service firms, this work sought to bring to the fore customers’ perceptions of inward internationalisation through internet marketing. Our research revealed that 72.7 % of the respondents used the internet when looking for hotels, while the rest preferred directories and referrals. A majority of the respondents also preferred product/service customisation, websites with video/pictures or audio, and making physical payments instead of electronic payments. Customers’ major challenges had to do with internet speed, long transaction times, and concerns about giving out their personal and financial details in transactions.

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Authors and Affiliations

  1. Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology, Kumasi, Ashanti, Ghana

    Emmanuel Kofi Adjei

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  1. Emmanuel Kofi Adjei
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Correspondence to Emmanuel Kofi Adjei .

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Editors and Affiliations

  1. Lagos Business School, Lagos, Nigeria

    Ifedapo Adeleye

  2. Gordon Institute of Business Science, Johannesburg, South Africa

    Lyal White

  3. Leeds University Business School, Leeds, West Yorkshire, United Kingdom

    Nathaniel Boso

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Adjei, E.K. (2016). Inward Internationalisation of Hotel Services: Evidence from Ghana. In: Adeleye, I., White, L., Boso, N. (eds) Africa-to-Africa Internationalization. AIB Sub-Saharan Africa (SSA) Series. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-30692-6_5

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