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Case from journal
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Reference no. NAC1906
Published by: NACRA - North American Case Research Association
Published in: "The Case Research Journal", 1999
Length: 14 pages
Data source: Field research

Abstract

The Republic of Ghana's director of tourism was faced with the task of developing a plan of action to increase the country's tourist traffic. The country had many tourist attractions including beaches, former slave castles, wildlife preserves, cultural festivals, and tropical rainforests. However, these are not unique to Ghana, and intensive competition from other countries exists. The director needed to identify what was unique about Ghana and position the country appropriately to a variety of target markets. His task was complicated by inadequate information on competitors.

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Abstract

The Republic of Ghana's director of tourism was faced with the task of developing a plan of action to increase the country's tourist traffic. The country had many tourist attractions including beaches, former slave castles, wildlife preserves, cultural festivals, and tropical rainforests. However, these are not unique to Ghana, and intensive competition from other countries exists. The director needed to identify what was unique about Ghana and position the country appropriately to a variety of target markets. His task was complicated by inadequate information on competitors.

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