TOURIST MOTIVATION AND INFORMATION SEARCH: SOME OBSERVATIONS FROM SOGNAAYILLI ECOVILLAGE PROJECT IN TAMALE, GHANA

This study delves into the motivations prompting tourists to visit the Sognaayilli Ecovillage and investigate their information search behaviour. Its primary objective is to comprehend the factors that attract tourists to ecovillages and their information-gathering processes preceding travel decisions. Employing a mixed-methods approach, data were gathered through surveys and interviews with Sognaayilli Ecovillage visitors, and hypothesis testing employed a non-parametric Friedman's test. The investigation probed whether visitors of differing ages, nationalities, and group compositions exhibited distinct motives for visiting the ecovillage. The findings indicated that the ecovillage’s potential for learning, encompassing cultural immersion and the pursuit of unique experiences, served as the primary motivators for tourists. Moreover, the study demonstrated that individuals of various nationalities harboured distinct motives, and varying age groups and genders could be swayed by diverse factors when visiting Ghana. These insights hold meaningful implications for ecotourism marketing strategies and the advancement of sustainable tourism practices. Keywords: Ecovillage, motivation, information search, indigenous knowledge, Ghana