Branding Elements and Gastronomic Identity in 3–5 Star Hotels in Greater Accra, Ghana

Abstract

This study examines the impact of branding dimensions on gastronomic identity in 3-5-star hotels in Greater Accra, Ghana. While the application of local dishes as strategic branding tools in hotels is recognized as a potential growth avenue, there is a lack of empirical evidence about the systematic application of branding dimensions in hotel brands in developing countries. This study examines the joint impact of branding dimensions on gastronomic identity. A cross-sectional mixed-methods study was conducted with 20 hotels, 20 hotel managers, 10 officials of the Ghana Tourism Authority, and 384 hotel guests (358 usable responses). Cochran's formula was used to determine the guest sample size at 95% confidence interval and 5% margin of error. Multiple regression was used in the data analysis. The results showed that branding dimensions can predict gastronomic identity (R = 0.592; Adjusted R = 0.584; F = 92.13; p < 0.001). While sustainability (=1.421, p<0.001), uniqueness (=1.342, p<0.001), and authenticity (=0.848, p<0.001) had positive and significant effects, exotic appeal had a negative and significant effect (=0.707, p<0.001). This means that 90% of hotels have applied local indigenous signature dishes in their branding strategy. This study contributes to the hospitality and tourism literature by providing empirical findings from an African perspective and by investigating the relative significance of branding dimensions in defining gastronomic identity. This study will have practical implications for managers seeking to leverage indigenous cuisine as a powerful competitive branding tool.