Motives of Tourists: Socio-Economic and Challenges of Kwahu Easter Festival (KEF) in Ghana

The purpose of the study was to examine the Motives of Tourists; Socio-Economic and Challenges of tourism in Kwahu in the Eastern Region of Ghana The study adopted a descriptive survey research design. The population of the study comprised six (6) communities (Mpraeso, Atibie, Obomeng, Obo Oworobong, and Nketepa in Kwahu South District Assembly (KSDA) in the Eastern Region of Ghana. Purposive and convenient sampling techniques were employed to select two hundred (200) respondents for the study. The main instrument used for data collection was questionnaires. The study employed the statistical package for social sciences (SPSS) to code and process the collected data. Descriptive and relational statistical techniques involving frequencies, percentages, summations, diagrams, and tables were employed in analysing the data. The Chisquare test analysis was used to explore the relationships and differences in perceptions. The study indicated that every tourist, whether local (Ghanaian) or foreign, had at least one of the following motives in mind for participating in the festival; To socialize; For relaxation; For education to participate and witness the paragliding festivals; To take photographs of festival scenes; Other motives like to sell items, especially souvenirs. The study also revealed that the KEF has had some positive socio-economic impact or implications on the area. These among others include: job creation, income generation for locals of the area, infrastructural development, and projection of the image of the area as the festival has become one of the biggest gatherings of revellers in the country, drawing people from all walks of life, nationally and internationally as a result of the introduction of paragliding since 2005, socialization enhancement, medium for cultural exchange and education, and finally serves as a medium for portraying the cultural identity of the people of Kwahu. The study also indicated that the major challenges encountered by tourists during the event were listed in order of degree of intensity: High cost of living, poor road network in the area, intermitted electricity and water supply, poor sanitary conditions in the area, poor health facilities, and unwelcoming attitude of some local residents of the festival area. It is recommended that, residents must be educated about the potential benefits of tourism as an industry helping to achieve sustainable community development. It is also recommended that Ghana tourism authority and Kwahu District Assembly should collaborate to improve on social amenities in the municipality to attract more foreign and local tourists during the festivity.