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This paper aims to draw the attention of the academic scholars to how marketing of horti-tourism can take action to contribute to tourism agenda 2030.

Reviewing literature on tourism, this paper builds a case for marketing horti-tourism based on the research gaps in literature, and future research directions are proposed to aid in the achievement of tourism agenda 2030.

Scholarly research on horti-tourism remains scarce, and more research attention is suggested on this subject matter. The tourism sector produced varied forms of tourism where horti-tourism is associated with horticulture farms, vegetable gardens and flower gardens which provide direct gains such as employment creation, foreign currency earnings, income generation source, poverty reduction and other gainful commercial activities. Despite the importance attached to this form of tourism in literature, less research has been conducted to market its relevance to nations and businesses. Much academic studies are needed to project this form of tourism.

This perspective paper serves as a call for tourism firms, governments and other stakeholders within and outside to make theoretical and practical contributions by marketing horti-tourism destinations to visitors which aid in the UN Tourism Agenda of 2030.

这篇文章提出观点和视角, 旨在引起学术界学者对 2030 年旅游议程的关注, 通过园艺旅游营销, 如何采取行动为推动 2030 年旅游议程做出贡献。

本文回顾了旅游业的相关文献, 根据文献中的研究空白构建了营销园艺旅游的案例, 并提出了未来的研究方向, 以帮助实现 2030 年旅游议程。

关于园艺旅游的学术研究仍然很少, 建议对该主题进行更多的研究关注。旅游业产生了多种旅游形态, 其中园艺旅游与园艺农场、菜园和花园相关, 提供直接收益：如创造就业、外汇收入、拓展收入来源、减贫和其他有收益的商业活动。尽管在众多文献中都很重视这种旅游形态, 但很少研究其与国家和企业的相关性, 需要大量的学术研究来预测这种形式的旅游。

这篇观点文章呼吁国内外的旅游公司、政府和其他利益相关者通过向游客营销园艺旅游目的地来进一步取得理论和实践成果, 以帮助推动联合国 2030 年旅游议程。

Este documento tiene como meta analizar cómo el marketing de Horti-turismo puede contribuir al desarrollo de la agenda del turismo 2030.

Se ha realizado una revisión de la literatura en bases de datos científicas de impacto a nivel internacional sobre la comercialización del horti-turismo.

La investigación prospectiva sobre horti-turismo sigue siendo escasa y se sugiere más atención científica sobre este tema. El sector turístico produjo variadas formas de turismo donde el horti-turismo está asociado con granjas de horticultura, jardines vegetales y jardines de flores que proporcionan beneficios directos como la creación de empleo, ganancias en divisas extranjeras, fuente de generación de ingresos, reducción de la pobreza y otras actividades comerciales lucrativas. A pesar de la importancia atribuida a esta forma de turismo en la literatura, se ha prestado menos atención en la comercialización a las naciones y las empresas. Se ha puesto de manifiesto la necesidad de desarrollar más estudios para formentar esta forma de turismo.

Este artículo exploratorio permite a las empresas de turismo, los gobiernos y otras partes interesadas dentro y fuera realizar contribuciones teóricas y prácticas a fin de comercializar sus productos en destinos de horti-turismo y, con ello, fomentar el desarrollo Agenda de Turismo de las Naciones Unidas de 2030.

Despite the efforts to improve the usage of insecticide-treated nets (ITNs) among pregnant women in endemic malaria countries like Ghana, its usage still remains low. Therefore, this study aims to assess the intention to use ITNs and actual usage behaviour among pregnant women in Ghana using the integrated model of behaviour prediction (IMBP) and explore factors preventing its usage.

A structured questionnaire was administered to 310 respondents using a convenience sampling technique, and the data were analysed using multiple regression. Exploratory data collected through an interview guide was analysed using Kvale and Brinkman’s (2015) five-step approach.

The findings indicate a significantly positive association between intention to use ITN and actual usage of ITN among pregnant women in Ghana. Attitude and normative beliefs were the most significant predictors of intention to use ITNs among pregnant women. The result further shows that despite the generally positive perception of the effectiveness of the ITN in malaria prevention and positive intention to use it, its actual usage remains low because of discomfort (primarily associated with heat, irritation, heat rashes, suffocation and vomiting, size and design, reactions to ITN’s chemicals and misconceptions about ITNs causing cancer. In this study, the implications are discussed.

This study applied the IMBP to ITNs usage intention among pregnant women in a developing market context and found the model to predict ITN usage intention effectively.

This study investigated the effect of green marketing mix on consumer repurchase intention in Ghana. The study focusses on the interaction effect of green knowledge on green marketing mix and consumer repurchase in Ghana.

A quantitative approach to research was employed. In all, 371 participants were chosen using the purposive sampling technique. Data analysis was conducted using the SPSS software.

The findings showed that green price, green place and green promotion had a positive significant effect on repurchase intention. However, green product insignificantly influenced repurchase intention. The findings further showed that green knowledge moderated the relationship between green price and green place, on repurchase intention. Green knowledge was not found to moderate the relationship between green product, green promotion and repurchase intention.

The study advances our knowledge on green marketing mix, green knowledge and repurchase intention within the beverage sector. It reveals the positive implication of green marketing mix on a firm’s customers using the marketing mix theory.

The purpose of this study is to establish the relationship between stakeholder market orientation (StMO) and sustainability performance (SP) at tourism destinations (TDs).

Using a quantitative survey, data was collected from 313 tourism business managers, who are the owners or managers of the tourism businesses at the TDs, and was analysed using the partial least square structural equation model.

Findings indicate that environmental performance is the highest sustainability management practice adhered to at the TDs. Also, community and visitor orientations predicted SP most, with all its hypotheses supported.

This study focuses on the impact of StMO dimensions on SP within the TDs, thereby limiting generalisation to other sectors.

Tourism marketing managers are given the knowledge that StMO strategy is a precondition for effective implementation and adoption of SP strategy.

The results have key social implications, in that a sustainability marketing strategy that will assist in the increase acceptance of sustainability programs within the tourism sector has been noted.

To the best of the authors’ knowledge, this is believed to be the first empirical study to test the relationship between StMO dimensions and three SP dimensions. This study will improve the sustainability management of tourism resources in Ghana. It will further aid in meeting some of the United Nations Sustainable Development Goals.

The purpose of this paper is to explore the relationships between service innovation, customer value creation (CVC) and customer satisfaction (CS) with specific emphasis to Ghanaian telecommunication operators.

Assuming a positivist philosophical approach with a quantitative data analysis technique, the study samples 510 registered adult customers of at least one telecommunication network in Ghana. An exploratory factor analysis, confirmatory factor analysis and structural equation modeling were used to assess and confirm the proposed scales validity and the relationships of the research model.

The study unveiled that a service firm’s ability to achieve CS is dependent on how telecommunication operators harness and deploy their service innovation activities. In addition, the study showed that CVC mediates the relationship between service innovation and CS. Thus, service innovation must create value for customers in order to enhance CS.

By relating the study findings to firms’ innovation strategies, managers can improve the strength of their service offerings to achieve CS by spending more on consumer research, market research and increased customer interactions.

Considering the uniqueness of this study in a Ghanaian context, the research draws on two influential theories, which are signaling theory and expectation disconfirmation theory to examine the differential role played by service innovation in enabling telecommunication operators in Ghana, to create customer value in order to achieve CS amidst the constraints in the business environment.

The purpose of this paper is to explore the extent of consumer trust of physicians’ prescription of branded medications.

This paper adopts a qualitative research approach to study consumers’ self-reported experiences with respect to their trust in physicians’ prescription of branded medications. An open-interview approach and a focus group discussion were adopted in collecting research evidence from a sample of middle-level executives from various Ghanaian industries who have experienced physicians’ prescription of branded medications.

Consumers have mix reactions toward physicians’ prescriptions of branded medicines. Whereas some trust, others are uncertain, while some do not trust physicians at all. The last group believes the physicians are serving the interest of third parties in prescribing branded medications.

This study focuses only on patients’ perspectives. This research could be widened to include other important stakeholders of healthcare delivery such as physicians, pharmacists and management of health institutions.

The study provides a platform for physicians to appreciate the trust their clients repose in them as they prescribe medication to them.

It is envisaged that the research will assist consumers of branded medications to probe into why branded medications are insisted on to be purchased instead of alternatives.

This study provides further perspectives on consumer reactions to physicians’ prescription of branded medications.

This paper sought to examine the factors that influence intention to recommend, focussing on the extension of the theory of planned behaviour in halal tourism, with additional instruments such as halal safety and security, and trustworthiness of halal information.

Guided by a quantitative approach, cross-sectional data were collected using 394 Muslim diaspora tourists. The analysis technique used in this study is the partial least square structural equation modelling (PLS-SEM).

The results suggest that halal planned behaviour may account for the intention to recommend. Halal attitude, subjective norm, halal image, halal value, halal safety and security, and trustworthiness of halal information positively and significantly affect intention to recommend.

Muslim diaspora tourists are identified to have halal planned behaviour on intention to recommend. Hence, destination managers and practitioners are suggested to develop proactive halal products and services that appeal to tourists' intention to recommend.

This study has developed two new constructs: halal safety and security, and the trustworthiness of halal information grounded on the theory of planned behaviour in halal tourism. Specifically, the focus is on Muslim diasporic tourists' perspective in a non-Islamic context.

The purpose of this study is to test consumer xenocentric tendencies on foreign goods purchase intention and to examine the mediating role of cultural openness on the relationship.

A total number of 204 respondents participated in the study. Web-based sampling technique was employed to select a cross-section of consumers. Structural equation modelling technique of AMOS 21 version was used to test the nature of relationships in the research hypotheses.

The results suggest that except country image and interpersonal influence, all other constructs had a positive significant relationship with the intention to purchase. Country of origin, self-confidence and self-esteem had impact on consumer intention to purchase foreign products, though exposure of consumers to other cultures did not endear them to the products of those foreign markets.

From a managerial perspective, management awareness of xenocentrism tendencies is the surest way to make prudent decisions with respect to stocking and distributing foreign and local products or services.

The current study brings newness to the phenomenon as it tests consumer xenocentric (C-XEN) constructs in an emerging economy, and cultural openness as a mediating variable.

The study sought to examine the influence of social media resources on export performance and the role commitment and trust play in this relationship using an integrated model.

A quantitative survey design was employed for this study. Empirical data for this paper were drawn from 210 exporting firms in Ghana, using purposive sampling technique. The hypothesized links were analyzed using structural equation modeling.

The result of this study reveals that social media resources and marketing capabilities directly influence export performance and indirectly through commitment and trust.

To the best of the authors’ knowledge, this study is among the first to attempt to use an integrated model (resource-based view and commitment-trust theory) to understand and explain an international marketing phenomenon. By concentrating on Ghana, the study offers new insights regarding the pathway for exporting firms in emerging markets.

The purpose of this paper is to understand the direct impact of social capital and the influence of market-based capabilities as intervening variables on the export performance of small and medium-sized enterprises (SMEs) in Ghana.

Questionnaire-based survey was used to collect data from top executives and senior managers of exporting companies in Ghana. Data obtained were analysed using the structural equation modelling.

The findings revealed that social capital of SMEs exert the greatest influence on their export performance. Innovation and marketing capabilities are also key drivers of export performance among SMEs as they fully mediate the social capital–export performance relationship. Notwithstanding, marketing capabilities appear to exert a greater influence than innovation capabilities on the export performance of SMEs.

The study used perceptual measures of international performance by managers of SMEs in the Ghanaian exporting sector making it difficult to determine respondent bias.

Managers of exporting firms should build stronger relationships with their customers and suppliers who contribute significantly to their export performance. SMEs would also have to hone their innovation and marketing skills as strategic components in enhancing their export performance.

Market-based resources such as marketing and innovation should not be taken for granted by SMEs in the export business.

The study offers some lessons on how small firms can sharpen their marketing and innovation capabilities to derive export performance benefits from social capital. Theoretically, while the findings offer strong evidence reinforcing the DC theory, an exploration of the nexus of the theories brings to the fore the need to reassess the resource-based view and SC theories.