Open Access Kent State (OAKS)

Awash with studies of Africans as hosts, research has neglected Africans as tourists. In contrast, this study positions the African as tourist. Specifically, this study compared Ghanaians’ perceptions of the USA and UK as tourism destinations. Middle- and upper-class Ghanaians were asked to consider each destination and what it might be like to travel there. Using valid and reliable measures, destination image, perceived risk and safety, and travel motivations were then assessed for each destination. Analysis revealed that both destinations were characterized by wealth, comfort, development, and educational/professional opportunity. Images also diverged. The UK was associated with the Royal family, sport, culture, and hospitality. The USA was associated with freedom, superpower status, racism and violence. The USA was perceived as a significantly riskier destination. Yet interest in traveling to both destinations was very high. Self-improvement, seeing the sites, novelty, fun and relaxation were important travel motivations for each destination. Implications for African tourists, and ideas for future research, are discussed.