Beyond Income: Social Drivers of Domestic Tourism Participation Among Public Sector Workers in the Sekondi-Takoradi Metropolis, Ghana

Abstract

This study investigated the social drivers influencing domestic tourism participation among public sector workers in the Sekondi-Takoradi Metropolis, Ghana, addressing a gap in the literature that has largely explained participation through economic and motivational lenses while overlooking family, peer, and community influences on travel decisions. Adopting a quantitative, descriptive cross-sectional survey design, the study targeted public sector workers drawn from institutions such as the Metropolitan Assembly and other government ministries, departments, and agencies. Because no consolidated register of this population existed, Cochran's formula for an unknown population determined a sample size of 303, with respondents selected through convenience sampling. Of 366 questionnaires distributed in person, 303 were retrieved and analysed, a response rate of approximately 82.8 percent. Data were analysed using descriptive statistics and exploratory factor analysis with varimax rotation. A Kaiser-Meyer-Olkin value of 0.554 and a significant Bartlett's test confirmed the data's suitability for factor analysis, which extracted six reliable dimensions: Interpersonal and Family Motivators, Social Bonds, Socio-Cultural Influence, Family Influence on Travel Decisions, Peer Motivation and Family Leisure Priorities, and Social Engagement. Family encouragement, peer recommendations, social obligations such as funerals and weddings, and the belief that travel strengthens social relationships emerged as the strongest motivators, while household responsibilities and aged family members were notable constraints. These findings confirm that domestic tourism participation among public sector workers is a socially negotiated experience rather than a purely economic one. The study recommends that public institutions design family-inclusive travel packages, flexible leave arrangements, and peer-network-based marketing to encourage greater participation.