Assessing the brand knowledge of Ghana as a tourism destination Page 1 of 22 Assessing the brand knowledge of Ghana as a tourism destination First Author: Manish Mittal Lecturer, Department of Management Academic City College, P.O. Box-AD 421, Adabraka, Accra, Ghana, West Africa. Email ID – manish77mittal@yahoo.co.in Contact No. M – 00233-540866702 / 0091-94170 21883 Second Author: Third Author: Roberta Dawson-Amoah (Mrs.) Kwesi Benyi Student Sikkim Manipal University Lecturer, Department of Management, (Ghana Learning Center), Academic City College, Accra, Ghana, West Africa. Accra, Ghana, West Africa. Abstract The study focuses on assessing the brand knowledge of Ghana as a tourism destination. It envisages identifying whether Ghana Tourism Authority (GTA) projected image and tourists‟ perceived image of Ghana are same, in order for the country to achieve her vision of becoming a leading tourism destination in West Africa. The study revealed that tourists choose from a variety of information sources such as word-of-mouth and marketer-controlled sources such as brochures and official websites of tourism authorities. The analysis indicates that on the attributes of brand image, most of the tourists sampled (48%) indicated that Ghana is an attractive destination. Majority of same sample (50%) indicated that Ghana has a fair weather. Forty-Eight percent of tourists sampled consider Ghana as a suitable destination for children. Most tourists see Ghana as a quiet and safe destination. Most tourists (50%) consider residents trendy and are able to communicate with tourists. However, less than fifty percent of tourists sampled agreed that Ghana has good tourism facilities and infrastructure.