An investigation of the branding practices of Ghanaian owned hotels in Accra
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2011-04
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Abstract
This dissertation investigated the branding practices of Ghanaian owned hotels in
Accra. This was done through a combination of qualitative and quantitative studies
of fifty (50) selected hotels, which are owned by Ghanaians. Aaker’s Seven Ps
model, developed in 1996, states that a business must address seven Ps (Product,
Price, Place, Promotion, Process, People and Physical environment) in its business
in order to achieve effective branding. Dobree and Page (1990) also postulated a
service branding model which asserts that in branding a service, five key steps
should be followed. A combination of Aaker’s model and Dobree and Page’s model
served as the theoretical framework for this study.
The use of interviews and questionnaires were instrumental in determining which
branding practices were adopted by the selected Ghanaian owned hotels and the
findings of this research were used to make generalizations about the entire
Ghanaian hotel industry. Interesting relationships were found among some of the
variables in this study. Such direct relationships found were between the extent to
which branding is used by the hotels and their occupancy rates. Additionally, a
direct relationship was found between how the hotel has positioned itself and the
extent to which branding is used. Some challenges of these hotels were also
examined and recommendations were made to that effect.
This research was indeed successful in establishing that many Ghanaian owned
hotels engage in some branding practices as put in the context of the theoretical
framework adopted in this study.
Description
Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2011
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Keywords
Ghana, Accra, hotels, branding