Leveraging Public Relations Strategies to Promote Domestic Tourism: A Case Study of Tourist Sites in The Greater Accra Region.

Abstract

Tourism plays a vital role in national development, yet domestic tourism in Ghana remains underdeveloped despite its potential to foster cultural appreciation, national unity, and economic inclusion. This study explores how public relations (PR) strategies can be leveraged to promote domestic tourism within the Greater Accra Region, focusing on selected tourist sites such as the Kwame Nkrumah Mausoleum, Jamestown, and Shai Hills. Guided by Destination Image Theory (Echtner & Ritchie, 1991) and the Excellence Theory of Public Relations (Grunig & Hunt, 1984), the research examines how communication strategies shape public perceptions and influence local participation in tourism. A qualitative research design was adopted, employing semi-structured interviews conducted via phone with four PR officers and eight tour guides or site managers. Data were analyzed thematically using Braun and Clarke’s (2006) six-step framework. The findings reveal that while PR is recognized as a key promotional tool, its current application in Ghana’s tourism sector remains largely one-directional, focusing on international audiences rather than local engagement. Domestic tourists often perceive heritage sites as elitist or foreign-oriented, reflecting weak affective connections and limited community involvement. The study concludes that effective domestic tourism promotion requires a shift toward two-way symmetrical communication and culturally resonant storytelling that reflects local experiences and values. It recommends sustained, participatory PR strategies that integrate digital platforms, community dialogue, and localized narratives to reshape destination image and stimulate domestic participation. By bridging theory and practice, this research contributes to a deeper understanding of how strategic communication can transform domestic tourism into a catalyst for national pride, identity, and socio-economic development in Ghana.