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D i ing ac o s o compe i i e sus ainabili y o
SMEs in he ou ism sec o : An in ospec i e
analysis
John Amoah, Sulemana Bankuo u Egala, Solomon Keelson, Emmanuel
B uce, Raymond Dziwo nu & F ank Agyemang Duah
To ci e his a icle: John Amoah, Sulemana Bankuo u Egala, Solomon Keelson, Emmanuel
B uce, Raymond Dziwo nu & F ank Agyemang Duah (2023) D i ing ac o s o compe i i e
sus ainabili y o SMEs in he ou ism sec o : An in ospec i e analysis, Cogen Business &
Managemen , 10:1, 2163796, DOI: 10.1080/23311975.2022.2163796
To link o his a icle: h ps://doi.o g/10.1080/23311975.2022.2163796
© 2023 The Au ho (s). This open access
a icle is dis ibu ed unde a C ea i e
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Published online: 01 Feb 2023.
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MANAGEMENT | RESEARCH ARTICLE
D i ing ac o s o compe i i e sus ainabili y o
SMEs in he ou ism sec o : An in ospec i e
analysis
John Amoah
1
, Sulemana Bankuo u Egala
2,3
*, Solomon Keelson
4
, Emmanuel B uce
2
,
Raymond Dziwo nu
5
and F ank Agyemang Duah
4
Abs ac : The se ices sec o con inues o play a majo ole in he ans o ma ion o
economies. Fo ins ance, he ou ism sub-sec o , which is a key segmen o he
se ice sec o has become one o he majo con ibu o s o economic ans o ma-
ion in de eloping economies. Gi en his p ospec , s e n compe i ion has been
c ea ed among ou ism i ms ac oss he globe. Howe e , he ou ism sec o s in
mos de eloping coun ies con inue o g apple wi h compe i i e p essu e challen-
ging hei compe i i e sus ainabili y. D awing on he heo y o change, he pu pose
o his pape is o in es iga e ac o s ha d i e he compe i i e sus ainabili y o
small and medium en e p ises in he ou ism sec o in Ghana. Da a was collec ed
om 310 SMEs in he ou ism sec o h ough he adminis a ion o a s uc u ed
ques ionnai e and analyzed using Pa ial Leas Squa e S uc u al Equa ion
Modelling. The esul s show ha p ice sensi i i y, si e main enance, and en ep e-
neu ial compe ency ha e a posi i e and signi ican e ec on he compe i i e sus-
ainabili y o small and medium en e p ises in he ou ism sec o . By implica ions,
he pape p o ides manage s o ou ism acili ies wi h an encompassing mechan-
ism aimed a imp o ing ou ism si es, enhancing he en ep eneu ial compe encies
o s a , and adop ing p icing s a egies o enhance he compe i i e sus ainabili y o
Sulemana Bankuo u
Egala
ABOUT THE AUTHOR
Sulemana Bankuo u Egala is a Doc o al
esea che in da a mining and in o ma ion man-
agemen a he School o Managemen and
Economics, Uni e si y o Elec onic Science and
Technology o China (UESTC), Chengdu, China. He
is cu en ly an Assis an Lec u e wi h he
Depa men o In o ma ics, Facul y o ICT a he
Simon Diedong Dombo Uni e si y o Business and
In eg a ed De elopmen S udies (SDD-UBIDS),
Wa, Uppe Wes , Region, Ghana. His cu en
esea ch in e es s include heal h in o ma ics,
da a mining, se ice quali y, and social business
analysis.
PUBLIC INTEREST STATEMENT
Small and Medium En e p ises (SMEs) a e pi o al in
he economic pe o mance o bo h de eloped and
de eloping coun ies. I is seen as he engine o
e e y economy due o i s eno mous con ibu ions
o economic g ow h and de elopmen . I is wo h
no ing ha compe i i eness is edging small and
medium en e p ises o implemen be e policies
ha will d i e hem in o sus ainabili y. In ligh o
his, SMEs in he ou ism sec o o Ghana con inue
o acili a e measu es ha will d i e hem in o
compe i i e sus ainabili y and in luence ou is s o
emba k on egula isi s. Gi en his, he s udy seeks
o explo e he de e minan ac o s ha ha e
helped small and medium en e p ises in he ou -
ism sec o o be compe i i e and sus ainable,
especially in an eme ging economy like Ghana.
This in es iga ion will be c i ical by p o iding ben-
e icial guidelines o he ou is s and SMEs in he
ou ism indus y as well as p o iding mo e insigh
in o he li e a u e.
Amoah e al., Cogen Business & Managemen (2023), 10: 2163796
h ps://doi.o g/10.1080/23311975.2022.2163796
Page 1 o 25
Recei ed: 10 Sep embe 2022
Accep ed: 25 Decembe 2022
*Co esponding au ho : Sulemana
Bankuo u Egala, Depa men o
In o ma ics, Facul y o ICT, SD
Dombo Uni e si y o Business and
In eg a ed De elopmen S udies, Wa,
Ghana
E-mail: [email p o ec ed]
Re iewing edi o :
Hung-Che Wu, Business School,
Nan ang College o Sun Ya -Sen
Uni e si y, Guangzhou, Guangzhou,
China
Addi ional in o ma ion is a ailable a
he end o he a icle
© 2023 The Au ho (s). This open access a icle is dis ibu ed unde a C ea i e Commons
A ibu ion (CC-BY) 4.0 license.
he ou ism sec o om a de eloping coun y’s pe spec i e. The s udy ad ances
heo ies on ou ism compe i i e sus ainabili y.
Subjec s: Ho el Managemen ; Hospi ali y Ma ke ing; Tou ism; Tou ism Ma ke ing;
Ma ke ing;
Keywo ds: compe i i e; sus ainabili y; ou ism; SMEs; d i ing ac o s
1. In oduc ion
Small and Medium En e p ises (SMEs) a e pi o al in he economic pe o mance o de eloping coun-
ies. I is seen as he engine o e e y economy due o i s eno mous con ibu ions o economic
de elopmen in bo h de eloped and de eloping coun ies (Ali Abbasi e al., 2022; Ali Qala i e al.,
2020). In he ecen dynamic global business en i onmen and indus ializa ion, SMEs play a c ucial
ole in he economy h ough new p oduc de elopmen and enhancing en ep eneu ial capabili ies
(Raoo e al., 2021). One o he ib an and mos p omising sec o s is he ou ism sec o . Ne o (2009)
de ined ou ism as he mig a ion o people om one loca ion o ano he o leisu e, business, o o he
sho - e m goals. Goeldne and Ri chie (2005) on he o he hand de ined ou ism as “ he p ocesses,
ac i i ies, and ou comes a ising om he ela ionships and he in e ac ions among ou is s, ou ism
supplie s, hos go e nmen s, hos communi ies, and su ounding en i onmen s ha a e in ol ed in
he a ac ing and hos ing o isi o s”. Like any ou ism sec o a ound he wo ld, ou ism in Ghana has
been seen as he majo socioeconomic ac i i y and d i e o economic g ow h. The sec o helps in
weal h c ea ion, and po e y educ ion and e i alizes o he sec o s (Mensah-Ansah e al., 2011).
Acco ding o Okeniyi e al. (2020), Ghana has a cul u al, na u al, and his o ical backg ound ha
makes he ou ism sec o expansi e and di e se. The coun y is among he mos ou is des ina ions
in A ica, boas ing many in e es ing si es including Kakum Na ional Pa k, Kumasi Zoological Ga dens,
Wli Wa e alls, Labadi Beach, Lake Bosom we, Mili a y Museum, Kwame Nk umah Memo ial Pa k and
Mausoleum, Elmina Cas le, Moun ain A adja o, among o he s (Minis y o Tou ism (MoT) Repo ,
2013). The ou ism sec o is Ghana’s ou h-highes o eign exchange ea ne , con ibu ing 7.1% o
he g oss domes ic p oduc (GDP) in 2017 (P icewa e houseCoope s, 2017). The indus y con ibu ed
o e US $ 3.0 billion o he GDP o Ghana in 2013 (Adu-Ampong, 2019).
Geo ey Deladem e al. (2021) epo ed ha he ou ism sec o is expec ed o gene a e
8.5 billion dolla s and c ea ing o o e a 1.4million jobs by he yea 2027. Mo eo e , abou
4,320,000 ou is in low a e also expec ed wi hin he same yea (Minis y o Tou ism (MoT)
Repo , 2013). While he ou ism sec o emains signi ican o Ghana’s economy, i s compe i i e-
ness and sus ainabili y a e mo e c i ical (Adu-Ampong, 2017). Uni ed Na ions En i onmen
P og amme (UNEP) (2005) s a ed ha “sus ainable ou ism is ou ism ha akes ull accoun o
i s cu en and u u e economic, social and en i onmen al impac s, add essing he needs o
isi o s, he indus y, he en i onmen , and hos communi ies”. To s imula e ou ism compe i i e-
ness, Dai e al. (2017) submi ha indus y adjus men and p omo ion s a egies o ou ism
compe i i eness. Angelko a e al. (2012) also p oposed a syne gy be ween he ac o s including
ou ism companies, des ina ions, and he au ho i ies o ou ism compe i i e sus ainabili y.
Achie ing ou ism sus ainabili y ensu es indus y compe i i eness and he sa e y o ou is s (Del
Baldo & Dema ini, 2016; Jia e al., 2022). Tou ism compe i i eness shows indus ial, en i onmen-
al, and communi y sus ainabili y p ac ices, suppo ed by e ec i e policies and in as uc u al
de elopmen (Gomez-Vega e al., 2022; Uya e al., 2022). Tou ism’s compe i i e sus ainabili y
bene i s isi o s, he indus y, he communi y, and he en i onmen . In addi ion, ou ism compe-
i i e sus ainabili y is ele an o ou is s’ des ina ion decisions (Leung & Baloglu, 2013).
In A ica, o ins ance, sus ainable ou ism ini ia i es and measu es ha e been pu in place o
p omo ion, and u al indus y adjus men in line wi h he Global Sus ainable Tou ism Council
Agenda. Fo ins ance, Hachileka (2003) s a ed ha Wildli e Conse a ion and Na ional Pa ks Ac
and he Wildli e Conse a ion Policy ha e helped in achie ing ou ism sus ainabili y in Bo swana.
Mo eo e , he Ghana Tou ism Au ho i y epo shows he policies o be employed o achie e
Amoah e al., Cogen Business & Managemen (2023), 10: 2163796
h ps://doi.o g/10.1080/23311975.2022.2163796
Page 2 o 25
ou ism compe i i e sus ainabili y in Ghana (Go e nmen o Ghana, 2010). Consequen ly, hese
policies and ac ions enable he ou ism sec o o be inno a i e, p o ide unique se ices, and o e
p ac ical solu ions o p ese e he en i onmen (Pe ez Guila e & Ba ei o Quin ans, 2019).
Al hough hese ou ism s a egic policies a e essen ial o ou ism compe i i eness, A iya e al.
(2021) obse ed a loose syne gy be ween he ou is s and he majo s akeholde s’ s a egic plan in
he con ex o A ica. Njo oge (2021) indica es ha he ou ism ade con inues o s uggle o
su i al in he ma ke due o inadequa e local communi y engagemen and en i onmen al and
social-cul u al deg ada ion. The scena io in he ou ism sec o in Ghana is no di e en . The
ou ism sec o has no been able o achie e compe i i e sus ainabili y due o a lack o communi y
pa icipa ion and e ec i e ou ism policies (Kimbu e al., 2018; Tamakloe & Agbenyega, 2017).
I is undeniable ha he ou ism sec o is o g ea impo ance o bo h he p i a e sec o and he
go e nmen o Ghana (Amoako e al., 2022). In his con ex , i has been p oposed ha e ec i e
policies and ma ke ing s a egies a e i al o achie ing ou ism compe i i e sus ainabili y in Ghana.
Akye am o-Sam and N i (2017) a gued ha ou ism se ice p o ide s need mode n echnologies o
u al ou ism compe i i eness and de elopmen . Addi ionally, schola s ha e e idenced ha ou ism
des ina ion has a posi i e e ec on ou ism compe i i eness (Ayiine-E igo, 2022), and con ends ha
ou ism des ina ions wi h e ec i e ma ke ing s a egies can a ac ou is s o compe i i eness
(Acquah e al., 2022; P eko e al., 2022). I has been a gued ha achie ing ou ism compe i i e
sus ainabili y can be in luenced by ac o s including ou is s sa is ac ion, ou ism des ina ion image,
digi al media, and egula o y en i onmen (Gamo & Mensah, 2022; Ko oua & Asiedu-Appiah, 2022;
de Paula Aguia -Ba bosa & Chim-Miki, 2022). Vasanico a e al. (2021) o ins ance, e ealed ha
egula o y condi ions and ou ism ma ke dominance a e a business en i onmen ha signi ican ly
ou ism compe i i eness. Besides, Agyeman and Asebah (2022) s udy ocused on ou is sa is ac ion
in Ghana and p oposed ha ou is con en men is one o he d i ing ac o s o ou ism compe i i e
sus ainabili y. Howe e , a e iew o he exis ing li e a u e e ealed ha no s udies ha e been ca ied
ou in he a ea o d i ing ac o s owa d he compe i i e sus ainabili y o he ou ism sec o wi hin he
Ghanaian con ex . Gi en he appa en gaps in he li e a u e, his s udy con en s ha , a new ajec o y
has o eme ge in he li e a u e o b idge he knowledge gap on compe i i e d i ing ac o s owa d he
sus ainabili y o he ou ism sec o (Amoah e al., 2021; Chisadza e al., 2022). Thus, his p esen s
a gap in he li e a u e ha needs o be illed. This s udy in es iga es he de e minan ac o s ( ou is s’
con en men , p ice sensi i i y, echnological adop ion, cons an si e main enance, en ep eneu ial
compe ency, and egula o y en i onmen ) ha accoun o he ou ism compe i i e sus ainabili y in
an eme ging economy, pa icula ly Ghana, using he quan i a i e me hod o ill his me hodological
and con ex gap. The s udy con ibu es o he exis ing knowledge o he SME ou ism sec o in
eme ging economies by assessing he de e minan ac o s ha accoun o compe i i e sus ainabil-
i y. The s udy would also p o ide bene icial guidelines o he ou is s and SMEs in he ou ism indus y
as well as p o ide mo e insigh in o he li e a u e. Finally, his esea ch also p o ides a backg ound o
he esea che s and schola s o hei esea ch s udies. The emaining sec ions o he pape a e
a anged as ollows: he li e a u e e iew ollowed by he me hodology, esul s and discussions, s udy
implica ions, conclusion, and inally limi a ions o u u e s udies.
2. Li e a u e e iew
2.1. Theo e ical ounda ion and hypo heses de elopmen
The heo y o change (TOC) is used o explain why and how a speci ic ype o change is expec ed o
ake place in an o ganiza ion (Weiss, 1995). The heo y speci ically seeks o map ou he “missing
middle” be ween wha a p og am o change ini ia i e seeks o o e o an o ganiza ion’s e o m
p og ams and how he ac i i ies con ibu e o desi ed ou comes. Fo his pu pose, i acks e e y
aspec o indica o s in an ini ia i e o measu e hem o ge he desi ed impac (De Sil a e al.,
2014). G ounded on he TOC, Reinholz and And ews (2020) a e ha , in science, echnology,
enginee ing, and ma hema ics highe educa ion, change agen s can d aw on p io knowledge
and con ibu e how o be e achie e meaning ul changes in hese ields. Thus, a causal analysis
g ounded in e idence de ailing how a selec ed in e en ion is p ojec ed o b ing abou he desi ed
Amoah e al., Cogen Business & Managemen (2023), 10: 2163796
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Page 3 o 25
shi in de elopmen is a ained (Blus ein e al., 2019). While SMEs seek o de ail hei desi ed
impac and he measu es i , he TOC hypo he ically guides hem o ge he e, om he beginning
o he end. Tho n on e al. (2017) conclude ha , in ag icul u al esea ch, incen i es om unding
agencies signi ican ly impac he ou come o hei esea ch which goes o imp o e he pe cep ion
o ag icul u al esea ch. Again, ac i i ies such as moni o ing and e alua ion in collabo a ion wi h
e ec i e beha io al changes, help b ing he desi ed impac .
The ou come o he applica ion o he TOC is hen used o de e mine wha ac ions o in e en-
ions a e needed o b ing abou he ou comes ha ha e been de e mined o be necessa y o he
ul ima e success o he p ojec (Tad os, 2019). This me hod helps cla i y he ela ionship
be ween day- o-day ac ions and long- e m success. Be e planning esul s when ac ions a e
based on an in-dep h comp ehension o he p ocesses ha b ing abou change. I also imp o es
e alua ion by making i easible o ack de elopmen owa d he ealiza ion o mo e a - eaching
objec i es beyond he simple agging o p og am esul s. Following he abo e, and in line wi h he
TOC ene s, he heo y p ac ically models how in e en ions a ec changes in an o ganiza ion’s
con ex , his s udy ope a ionalizes he heo y o e lec how ou ism i ms adop s a egies aimed
a making hem compe i i ely sus ainable.
As such, he TOC e lec s he cu en s a e o knowledge ega ding he mechanisms by which
SMEs d i e owa ds adop ing eme ging echnologies which esul s in lea ning expe iences o
acili a e he ans o ma ion, and how o p og ess owa d objec i es may be e alua ed. He e,
he s udy de ails how he TOC is pu o use and emphasizes wha d i es SMEs along a compe i i e
sus ainabili y pa h. Mo eo e , he TOC has emendous po en ial o c ea e impac s ha balance
he need o gene a e new knowledge in he Tou ism indus y, howe e , he e is cu en ly a lack o
s ong e idence o suppo his claim. Following his, De Sil a e al. (2014) a gued ha he TOC is
nei he a sociological no psychological heo y. Fo his, eason his s udy uses he TOC o explo e
ac o s ha d i e SMEs in he ou ism indus y o be compe i i ely sus ainable.
2.2. Compe i i e sus ainabili y
S udies ha e highligh ed ha compe i i e sus ainabili y is key o ou ism de elopmen
(Ras o se a & Palchae a, 2020; Sul e al., 2020). Uni ed Na ions En i onmen P og amme
(UNEP) (2005) desc ibed “compe i i e sus ainabili y as ou ism ha akes ull accoun o i s cu en
and u u e economic, social and en i onmen al impac s, add essing he needs o isi o s, he
indus y, he en i onmen , and hos communi ies. Achie ing compe i i e sus ainabili y om he
ou ism iewpoin encou ages ou ism se ice p o ide s o be p oac i e in oday’s compe i i e
en i onmen (Ch is o i e al., 2022; Hassan, 2000). Michael e al. (2019) a gued ha ou ism se ice
p o ide s can achie e sus ainable compe i i e ad an age h ough local communi y engagemen ,
cus ome -o ien ed se ices, and inno a i eness. In line wi h his, Nu malinda and Asmania i
(2022) ecen ly wi nessed ha local cul u e, en i onmen al p ese a ion, cul u e, and p omo ion
imp o e ou ism compe i i eness. San os e al. (2022) asse ed ha he ou ism sec o wi h
e ec i e policies and des ina ion managemen is likely o achie e compe i i e sus ainabili y.
Fu he mo e, a s udy conduc ed by Baza gani and Kilic (2021) a gued ha in as uc u al de el-
opmen , enabling en i onmen , and communi y pa icipa ion play a c i ical ole in ou ism pe o -
mance. Mo eo e , p io s udies ha e iden i ied he posi i e e ec o compe i i eness on ou ism’s
compe i i e sus ainabili y. Sánchez and Ja amillo-Hu ado (2010) o ins ance, examined how
eco ou ism can be enhanced o compe i i e sus ainabili y and epo ed ha eco ou ism manage-
men has a signi ican e ec on ou ism compe i i eness. Gössling (2018) also wi nessed ha
in o ma ion echnology usage has a signi ican and long- e m e ec on ou ism compe i i e
sus ainabili y. Simila ly, Va elas e al. (2021) u he e ealed ha ou ism se ice p o ide s” highe
usage o new echnologies would imp o e business g ow h, hence achie ing compe i i eness.
G ims ad and Bu gess (2014) s udy a gued om he ou ism des ina ion pe spec i e and e i-
denced a posi i e ela ionship be ween ou ism des ina ions and compe i i e sus ainabili y.
Besides, Kuns and I andić (2021) s udy on he iabili y o a el and ou ism compe i i eness
wi nessed ha ou ism compe i i eness has a signi ican e ec on ou is des ina ion decisions in
Amoah e al., Cogen Business & Managemen (2023), 10: 2163796
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he Medi e anean egion con ex . The e o e, ou ism se ice p o ide s should ocus on policies in
imp o ing en i onmen al ac ions and cus ome -o ien ed se ices o compe i i eness (Cas ellani &
Sala, 2010; Jones e al., 2017; Okeiyi e al., 2005; Roman e al., 2020; Tasnim e al., 2022).
2.3. Tou is s con en men
Se e al s udies ha e explo ed he de e mining ac o s o ou ism compe i i eness in he con ex o
SMEs (Amoako e al., 2022; Musa engane e al., 2020; Pu wan o e al., 2022). Cunha e al. (2020)
iden i ied ha ou is con en men is one o he essen ial elemen s in ou ism compe i i e sus ain-
abili y. Lee and Xue (2022) de ined con en men as a eeling o pleasu e o disappoin men ha
comes om he compa ison be ween imp ession o he pe o mance ( esul s) o goods and
se ices. In he con ex o ou ism, ou is con en men encou ages ou is s o exp ess hei
in e es s in des ina ions. Acco ding o Del Baldo and Dema ini (2016), ou is con en men leads
o e enue gene a ion and e isi in en ions. P eko e al. (2018) s udied push and pull ac o s on
ou is s’ sa is ac ion. The s udy u he assessed he mo i es, sa is ac ion, and beha io al in en ion
o ou is s and e ealed a s ong and posi i e e ec o push and pull ac o s on ou is con en -
men and beha io al in en ion. Thei s udy demons a ed ha sa is ied cus ome s end o epea
pu chases, which posi i ely in luences ou is s’ compe i i e sus ainabili y. Consequen ly, Amissah
(2013) sampled da a om he ho el and es au an manage s and epo ed a signi ican e ec o
ou is s’ sa is ac ion on he compe i i e sus ainabili y con ex o Ghana. Akan and Dimensions o
Se ice Quali y (1995) a gued ha cleanliness, imeliness, and employee beha io a e i al de e -
minan s o ou is sa is ac ion. I was ound ha ou is des ina ion ambiance and quali y se ice
posi i ely a ec ou is sa is ac ion. Simila ly, Anabila e al. (2022) ecen ly e idenced ha quali y
se ice and ou is deligh a e he ounda ion o long- e m ou ism de elopmen . Osakwe e al.
(2016) con i med ha posi i e co ela ion be ween ou is sa is ac ion and ou ism compe i i e-
ness. Fu he mo e, a s udy conduc ed by Owusu-F impong e al. (2013) concluded ha ou ism
se ice p o ide s wi h e ec i e s a egic policies on local communi ies, owns, and ci ies a ac
ou is s and achie e compe i i eness. This s udy con ends ha SMEs in he ou ism sec o should
p io i ize communi y pa icipa ion and ne wo king wi h majo s akeholde s o achie e compe i i e
sus ainabili y (F ansen e al., 2022; Sung, 2022). Based on he abo e li e a u e, his s udy p oposes
ha :
H1: Tou is s’ con en men would posi i ely a ec he compe i i e sus ainabili y o SMEs in he
Tou ism sec o .
2.4. P ice sensi i i y
A lon is and Indounas (2007) de ined p ice sensi i i y as a measu e by which cus ome s judge he
alue o an o e ing and i s ongly impac s b and selec ions among compe ing al e na i es. Gö al
(2016) explained ha p ice is conside ed a de e minan ac o o ma ke compe i i eness. F om
he ou ism pe spec i e, Amoah e al. (2021) e ealed ha p ice is one o he s ong an eceden s
ha mo i a e ou is s. Tou is s’ p ice plays a c ucial ole in ou is s’ des ina ion decision-making
p ocess because i co e s accommoda ion, a el cos s, and oll ees/se ice ees. In iew o his,
Fo sy h and Dwye (2009) epo ed ha i is essen ial o unde s and and de ine he p ices o goods
and se ices pu chased by ou is s. Li e a u e has indica ed ha p icing has a signi ican e ec on
ou ism compe i i e sus ainabili y. In a s udy conduc ed by Richa ds (2014), i was e ealed ha
ou ism p icing s a egies include icke ing, accommoda ion p icing policy, a o dable li es yles,
pa king lo s, and a iabili y o se ices. Elga hy’s (2022) s udy on ou ism p icing s a egy wi -
nessed a s ong and signi ican e ec o p icing policy on ou ism compe i i eness on he a el
agen s loca ed in Egyp . Thei s udy u he ad anced ha ou ism p icing s a egies posi i ely
a ec ou is des ina ion choice. In addi ion, Mensah-Ansah e al. (2011) a gued ha ou ism
p icing policy posi i ely in luences ou is s’ des ina ion choices, hence achie ing ou ism compe i-
i e sus ainabili y. Simila wo k by He e al. (2019) e idenced a posi i e link be ween p icing policy
and ou ism compe i i e sus ainabili y. Fu he mo e, Wahyuningdyah e al. (2019) explo ed p icing
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s a egies in imp o ing ou ism compe i i eness. Thei s udy demons a ed ha essen ial ou ism
se ices, quali y o se ices, in o ma ion a ailabili y, physical componen s, and p icing policy
posi i ely con ibu e o achie ing ou ism compe i i e sus ainabili y. The indings o Bandi and
F iedli (2014) also obse ed a posi i e e ec o an e ec i e p ice mechanism on ou ism compe-
i i e sus ainabili y. The au ho s u he submi ha p icing policy among ou ism se ice p o ide s
in he SME sec o should co ela e wi h ou ism se ices o e ed. These s udies a gued ha p icing
policies con ibu e o imp o ing ou ism compe i i e sus ainabili y (Ahmadi & Ghasemi, 2022;
Magdalena & Sondakh, 2022). The la e s udies p oposed a p ice mechanism o help ou ism
des ina ions be compe i i e in hei p icing s a egies. P icing schemes we e ound o be signi ican
ac o s in in luencing he compe i i eness o he businesses. Hence, he s udy hypo hesizes ha :
H2: P ice sensi i i y would igge posi i ely he SMEs’ compe i i e sus ainabili y in he ou ism
sec o .
2.5. Technological adop ion
Wi h inc easing compe i i eness and globaliza ion, SMEs a e acing igo ous compe i ion om
mul ina ional en e p ises (Dabija e al., 2022; Goel e al., 2022; Taylo & Douglas, 2013).
Technology adop ion is he p ocess o accep ing, in eg a ing, and using new echnology. This is
done by using echnology o c ea e new mappings be ween inpu s and ou pu s and new alloca-
ions o inpu s ha ake ad an age o he new mappings. In ecen imes, businesses including
SMEs ou ism sec o ha e adop ed inno a ions o imp o e pe o mance and compe e wi h mul i-
na ional en e p ises (Kuma Bha dwaj e al., 2021). Pa ma e al. (2021) poin ed ou ha he
adop ion o echnology plays a c ucial ole in business g ow h. Acco ding o Nu yye e al.
(2020), echnological adop ion and usage enhance cus ome se ice and business con inui y.
Se e al p elimina y s udies ha e con i med he associa ion be ween mode n echnology usage
and ou ism compe i i e sus ainabili y (Hinson & Boa eng, 2007; In an Salwani e al., 2009; Ren
e al., 2015). Fo ins ance, Mollah e al. (2022) highligh ed he adop ion and usage o mode n
echnologies in ou ism de elopmen in he con ex o Asia. Thei s udy ou lined a i icial in elli-
gence, i ual and a i icial eali y ha ha e posi i ely con ibu ed o he de elopmen o ou ism
in Asia, pa icula ly in scenic spo s, anspo a ion, spo ing e en s, ca e ing, and accommoda ion.
Ga cía e al. (2019) s udy a gued ha sma echnologies ha e a signi ican impac on ou is
des ina ion choice. A s udy by Uwama iya e al. (2022) also e ealed a signi ican e ec o mobile
paymen on ou ism compe i i e sus ainabili y. A ecen s udy by Amoako e al. (2022) epo ed
ha new echnologies ha e helped ou ism ac o s o connec wi h s akeholde s h ough con e -
ences, semina s, and p esen a ions. Abou-Shouk e al. (2013) u he a gued ha echnological
e olu ion has acili a ed he in en ion o websi es and o he social media applica ions o ou ism
business g ow h. The s udy epo ha ou ism se ice p o ide s wi h accessible websi e p o ide
adequa e and upda ed in o ma ion ega ding icke booking, ho els, accommoda ion, and ca
en als o ou is s, which signi ican ly in luence hei des ina ion decision. In addi ion, L. H. Kim
and Nji e (2009) e ealed a posi i e e ec o websi e usage on ou ism des ina ion choice in he
ho el con ex .
Many s udies ha e demons a ed he ele ance o social media echnologies in ou ism
compe i i eness (Leung & Baloglu, 2013). Social Media e e s o “a g oup o In e ne -based applica-
ions ha build on he ideological and echnological ounda ions o Web 2.0, and ha allow he
c ea ion and exchange o use -gene a ed con en ” (Kaplan & Haenlein, 2010). Some o he social
media pla o ms include Facebook, Twi e , Wha sApp, Ins ag am, and WeCha (Mohan y e al.,
2022). Social media allow ou is s and ou ism se ice p o ide s o communica e and sha e i al
in o ma ion. Tou is se ice p o ide s used social media pla o ms o sha e in o ma ion wi h
po en ial isi o s, which helps hem wi h a el plans and des ina ion decisions (Osei & Abenyin,
2016). Ko oua and Asiedu-Appiah (2022) e eal ha social media has become an essen ial ool o
ou is s’ des ina ion choices. Khan e al. (2022) e ealed ha Facebook helped in he dissemina ion
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o in o ma ion o ou is s, which has a posi i e e ec on ou ism in en ion o isi among UK
Muslim women. An empi ical s udy by J. Kim and Tussyadiah (2013) e idenced a posi i e co ela-
ion be ween social media usage and ou ism compe i i e sus ainabili y. Wang e al. (2022) u he
e idenced a signi ican e ec o social media applica ion on ou ism compe i i e sus ainabili y.
Luca elli and Held Cassel (2020) ha social media has helped ou ism se ice p o ide s o achie e
ou ism compe i i e sus ainabili y h ough enhanced cus ome se ice, cus ome ela ionship
managemen , and in e ac ion wi h s akeholde s. F om he a o emen ioned, his s udy p oposes
ha :
H3: Technological adop ion would posi i ely a ec SMEs’ compe i i e sus ainabili y in he ou ism
sec o .
2.6. Cons an si es main enance
Si e main enance plays a cen al ole in imp o ing ou ism compe i i eness in oday’s ma ke -
place. Lind and Muyingo (2009) de ined main enance as “ es o ing o o e aining o a s a e in
which an i em can pe o m an ini ially speci ied unc ion”. P io s udies ha e assessed si e main-
enance and i s impac on ou ism compe i i e sus ainabili y (Newsome e al., 2012). Cons an si e
main enance aims o in insically ene gize ou is s’ isi a ion (Amoah e al., 2021). Cons an
Main enance is a unique ea u e o small and medium en e p ises in he ou ism sec o and has
s imula ed ou is s and o eign na ionals o isi . U boniene e al. (2018) iden i ied cons an si e
main enance as signi ican in ou is isi a ion. Roge son and Baum (2020) a gued ha si e
main enance has d i en and boos ed he sec o he eby a ac ing ou is s and compe ing wi h
o he s in he indus y a he na ional le el. This is because, globally, ou is s a e a ac ed o
des ina ions wi h beau i ul si e scenes and his has necessi a ed he egula main enance o such
places. The e o e, he de elopmen al agencies in he ou ism sec o a he local, egional and
na ional le els ha e ins illed he habi o si e managemen by implemen ing policies and p o ision
o majo in as uc u es o boos he sec o hence, making ou ism compe i i e o con inuously
con ibu e o economic de elopmen (Li e al., 2022; Rueda Má quez de la Pla a e al., 2022).
Ba kauskas e al. (2015) s a e ha cons an si e main enance has a posi i e ela ionship wi h
ou ism e enue. Thus, a well-main ained ou is si e a ac s ou is s and o eigne s which in u n
leads o ou is sa is ac ion. The s udy u he added ha income gene a ion plays a i al ole in
ou ism sus ainabili y. In addi ion, Kumi e al. (2018) o ins ance, in es iga ed building esilience
in he eco- ou ism sec o using da a om Ghana. Thei s udy wi nessed ha si e main enance
con ibu es posi i ely o ou ism compe i i e sus ainabili y. Fu he mo e, B oude (2020) demon-
s a ed ha cons an si e main enance signi ican ly a ec s ou ism compe i i e sus ainabili y.
O he indings suppo he hypo hesis ha cons an si e main enance posi i ely con ibu es o
des ina ion choice and ou ism compe i i e sus ainabili y (Choi & Tu k, 2011; Dolnica e al., 2022;
Goodall, 1995; Pla ania e al., 2022; Rylance & Spenceley, 2017; Spence & Sa gean , 2022).
The e o e, he s udy hypo hesizes ha :
H4: Cons an si e main enance would posi i ely a ec SMEs’ compe i i e sus ainabili y in he ou ism
sec o .
2.7. En ep eneu ial compe ency
P io s udies conduc ed in he ou ism se ing ha e e idenced a c ucial ole o en ep eneu ial
compe ency in ou ism compe i i eness (Phelan & Sha pley, 2012; Sajilan e al., 2016). Acco ding
o Bo ha (2020), en ep eneu ial compe encies a e “ he combined and in eg a ed componen s o
knowledge, skills, and a i udes o an en ep eneu ”. En ep eneu ial compe encies a e usually
ela ed o business o ma ion, su i al, and en u e g ow h. I was explained ha compe ency is
he a ibu e o an en ep eneu ’s ac i i ies ha con ibu e o en u e ou comes (Adeyonu e al.,
2022). En ep eneu ial compe encies enable SMEs o make s a egic business decisions and gain
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a compe i i e ad an age. Filimonau e al. (2022) highligh ed he signi icance o en ep eneu s’
a ibu es in he iabili y and g ow h o a business. The s udy emphasized ha en ep eneu ial
compe ence enhances knowledge and shapes beha io in he con ex o ou ism. As ou lined by
Halim e al. (2022), oppo uni y, pe sonal and lea ning compe encies, inno a ion, analy ical,
ela ionship, s a egic, commi men , and s a egic as signi ican a eas o en ep eneu ial compe-
encies. Conside ing his, Sajilan e al. (2016) submi ha con inuous aining is c ucial whiles
de eloping equi ed en ep eneu ial compe encies in he ield o ou ism. Resea ch has ound
e idence o en ep eneu ial compe encies in ou ism compe i i e sus ainabili y. A ecen s udy
conduc ed by Halim e al. (2022) on en ep eneu ial compe encies and hei ela ionship wi h
ou ism des ina ions concluded ha en ep eneu ial compe ency and echnology ac o s signi i-
can ly a ec ou ism des ina ions and ou ism compe i i eness in Malaysia. Simila ly, Islamo na
(2022) e idenced a posi i e co ela ion be ween en ep eneu ial compe encies and ou ism com-
pe i i eness. In addi ion, Samad and Alha hi (2022) wi nessed ha en ep eneu ial compe encies
in luence women’s pa icipa ion in ou ism, which leads o ou ism compe i i eness. Fu he mo e,
Biswas (2022) ecen ly ound a signi ican ela ionship be ween en ep eneu ial compe ence and
ou ism business g ow h. Mo eo e , he indings om Chen e al. (2022) ha e demons a ed ha
en ep eneu ial compe encies can con ibu e o ou ism compe i i eness. Based on he abo e, he
s udy hypo hesizes ha :
H5: En ep eneu ial compe ency would posi i ely a ec SMEs’ compe i i e sus ainabili y in he
ou ism sec o .
2.8. Regula o y en i onmen
Acco ding o Cao (2015), egula o y and policy amewo k is essen ial o ou ism de elopmen ,
because i acili a es ou is a ac ion and helps in achie ing compe i i eness. Go e nmen s ha e
a pi o al ole in es ablishing eco ou ism egula ions (Sco , 2022; Xin & Senin, 2022). I has been
a gued ha he egula o y en i onmen aims o enhance local communi y engagemen and eco-
ou ism de elopmen (Base a e al., 2022; Ka moke & Ahmed, 2022; Sudini & Wi yani, 2022).
Based on his, he egula o y en i onmen is ega ded as sus ainable ou ism emphasizing en i -
onmen al and legal issues (F eeland & Ma in, 2022). Acco ding o Huseynli (2022), Na ional
Tou ism S a egy in Aus alia was es ablished o “c ea e a sus ainable ou is business ha
con ibu es o economic, en i onmen al, and social well-being” (Commonweal h o Aus alia,
1992). In addi ion, Wu e al. (2022) s a ed ha he “14
h
Fi e-Yea Plan” unde he G een
Concep aims o ensu e ou ism de elopmen and he egula ion o he wa e en i onmen in
he con ex o Xinjiang Au onomous Region, China.
P e ious s udies ha e e idenced ha a egula o y en i onmen posi i ely con ibu es o
ou ism compe i i e sus ainabili y (Ak ü k, 2022; Bez esilnaya e al., 2020). D edge e al. (2016)
a gued ha egula o y app oaches in he hospi ali y indus y imp o e ou is g ow h and sus ain-
abili y. F om he business en i onmen pe spec i e, Rigelský e al. (2021) wi nessed a posi i e
in luence o he business egula o y en i onmen on ou ism compe i i eness. A s udy conduc ed
by A yee ey and Ahene (2005) demons a ed ha a lexible egula o y en i onmen enhances
ou ism compe i i eness h ough ou is s’ a ac ion and o eigne s o business and o he pu -
poses. P io e idence sugges s ha a egula o y en i onmen can signi ican ly inc ease ou is s’
des ina ion choice (Ying e al., 2022; Zul ian i e al., 2022; Mensah & Blankson, 2013; Tasnim e al.,
2022; Toi onen, 2022). Based on he abo e li e a u e and a gumen s, he s udy hypo hesizes ha :
H6: Regula o y en i onmen would posi i ely a ec SMEs’ compe i i e sus ainabili y in he ou ism
sec o .
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Table 5. Hypo he ical pa h coe icien
Rela ionship Be a (β) S anda d boo s ap esul s Empi ical
ema ks
Mean alue SD e o T- alue E ec size
(Cohen’s
2
)
P- alue
H1:TS -> CS 0.0193 0.0238 0.0541 0.3576 0.0006 0.3604 Rejec ed
H2:PS -> CS 0.3012 0.2997 0.0703 4.2861 0.0918 0.0000 Con i med
H3:TA -> CS 0.0252 0.0281 0.0504 0.4998 0.0014 0.3087 Rejec ed
H4:SM -> CS 0.2121 0.2110 0.0892 2.3791 0.0517 0.0088 Con i med
H5:EC -> CS 0.3893 0.3857 0.0644 6.0465 0.2211 0.0000 Con i med
H6:RE -> CS 0.0159 0.0202 0.0554 0.2865 0.0003 0.3873 Rejec ed
Dependen a iable: Coe icien o de e mina ion (R
2
) Adjus ed R
2
Compe i i e
Sus ainabili y
0.6489 0.6419
Sou ces: Au ho ’s p ocessing om ADANCO 2.0 e sion. No e: TS = Tou is Sa is ac ion, PS = P ice Sensi i i y, TA = Technology Adop ion, SM = Si e Main enance, EC = En ep eneu compe ency,
RE = Regula o y En i onmen , and CS = Compe i i e Sus ainabili y.
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di ec impac i s se ices ha e on he heal h and social well-being o indi iduals (Nieuwland and
Van Melik (2020). Randle and Hoye (2016) a e ha ou ism au ho i ies a e o ensu e ha , all
acili ies mee he es ablished egula ions go e ning he sec o . O en acili ies ha do no mee
his equi emen a e blacklis ed and sanc ioned. The consequence is ha hei a ing and popu-
la i y a e a ec ed and consequen pa onage is a ec ed. In his ega d, i makes i con adic o y.
None heless, gi en he ci cums ances and he geog aphical se ing in which he s udy was con-
duc ed, such ins ances may be appa en . Thus, equi es u he in ospec ion o his e ela ion.
5. Implica ions
5.1. Theo e ical implica ions
The se ices sec o has come unde se e e compe i ion in ecen imes due o i s signi ican ole in
suppo ing he p ima y and seconda y economic sec o s. Wi h he g owing need o ans o m he
in angibili y o se ices in o a hypo he ical p oduc , mos SMEs a e acing o mee he demands o
hei eaming consume s in a bid o s ay ele an and become compe i i e. The ou ism sec o
con ibu es a mammo h o alue o mos economies in he wo ld. Gi en his, he e has been an
upwa d end in he numbe o SMEs sp inging up in his sec o wi h a ying ou comes in e ms o
hei sus ainabili y amid he compe i i e na u e o he sec o . Gi en his, s udies ha e indica ed he
need o ex apola e why he ou ism sec o needs a e ospec i e analysis o de e mine why i is
becoming compe i i e (Chin e al., 2017; Ke dpi ak e al., 2022; Du Plessis e al., 2015). Reg e ably,
exis ing s udies ha e no success ully explo ed he challenges o SMEs in he ou ism sec o ha
a e making hem compe i i e leading o hei sus ainabili y. I is o his eason his s udy comes
wi h an addi ional unde s anding o he ac o s d i ing he compe i i e ad an age o SMEs. The
s udy a gues ha compe i ion among SMEs in he ou ism sec o is c i ical o hei su i al. In
o he wo ds, SMEs need o ha e a compe i i e u ge o become sus ainable. As acknowledged, his
ajec o y has no been gi en a en ion o ou ism i ms in eme ging economies. Thus, his s udy
se he pace o b ing o he o e key c i ical success ac o s ha lead o he compe i i e sus ain-
abili y o SMEs in he ou ism sec o .
Figu e 2. Es ima ed esea ch
model. Sou ce: Au ho s’ p o-
cessing o m ADANCO 2.2.1
so wa e.
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Fu he mo e, his s udy explo ed he de e mining ac o s ha ha e helped SMEs in he ou ism
sec o o be compe i i e and sus ainable in an eme ging economy. The s udy con ibu es o he
eme ging s udies on he sus ainabili y o SMEs (Alonso & Ogle, 2010; Núñez-Ríos e al., 2020;
Nu yye e al., 2020). Ex ensi e li e a u e esul ed in he d awing o ac o s ha con ibu e o he
su i al o SMEs in he ou ism sec o . The ac o s include ou is con en men , p ice sensi i i y,
echnology adop ion, cons an main enance, en ep eneu ial compe ency, and egula o y en i -
onmen . The ela ionship be ween all hese ac o s o compe i i e sus ainabili y was de e mined.
No e ha , hese ac o s ha e been iden i ied as c i ical o he compe i i e sus ainabili y o SMEs
(Ba is ella e al., 2018; Egala e al., 2021; Rod íguez e al., 2020). None heless, unde s anding he
ela ionships ha exis among hem and compe i i e sus ainabili y has been nascen . Thus, his
s udy has heo e ically added o he unde s anding o compe i i e sus ainabili y and i s cumula-
i e a o dance o he li e a u e on SME sus ainabili y.
5.2. Manage ial implica ions
This s udy comes wi h se e al implica ions o manage s o SME ou ism businesses. The s udy
p o ides a p ac ical app oach o manage s o SMEs in he ou ism sec o o enhance hei
compe i i eness and become sus ainable. Albei , he s i compe i ion in he sec o demands an
e ec i e s a egy o be on he edge. E en hough he s udy did no ind suppo o i ms’
compe i i e sus ainabili y wi h ou is sa is ac ion, echnology adop ion, and egula o y en i on-
men , i does no sugges ha hese ac o s do no d i e he compe i i eness and sus ainabili y o
SMEs. S udies ha e shown ha hese ac o s can help SMEs become mo e compe i i e. Thus,
a en ion mus be gi en o hese ac o s o enable SMEs o p o ide cu ing-edge se ices o
cus ome s. Fu he mo e, while he s udy ein o ces why p icing mechanisms, en ep eneu ial
compe encies, and main enance a e key d i e s, owne s o ou is acili ies should pay u gen
a en ion o hese ac o s o help imp o e quali y se ices.
6. Limi a ions
In he bid o explo e he d i ing ac o s owa d he compe i i eness and sus ainabili y o SMEs in
he ou ism sec o in Ghana, his s udy pu sued his objec i e h ough he heo y o change. Again,
he s udy employed he quan i a i e echnique as he main me hodology. The s udy also de i ed
opinions om he manage ial s a o SMEs as he main sou ce o he da a collec ion. The abo e
may be limi a ions o his s udy. None heless, u u e s udies could employ he use o o he
empi ical and heo e ical amewo ks o add mo e knowledge o he li e a u e. Again, e en hough
he quan i a i e app oach o such an empi ical s udy is app op ia e, a mix o quali a i e can be
employed by u u e s udies. In doing so, o he uni s o obse a ion besides he manage ial le el
can be employed in u u e s udies. Beyond he limi a ions, howe e , he indings o he s udy
emain signi ican wi h se e al posi i e implica ions o heo y and p ac ice.
7. Conclusion
The pu pose o his s udy was o in es iga e he cha ac e is ics ha d i e SMEs in he ou is
indus y in Ghana o be compe i i e and sus ainable. Six hypo heses we e examined using da a
ob ained om a sample o 310 SMEs; o hese, h ee we e ound o be suppo ed by he da a.
Acco ding o he indings o he s udy, ac o s such as p icing mechanisms, si e main enance, and
en ep eneu ial compe encies ha e a posi i e and signi ican impac on he compe i i e sus ain-
abili y o small and medium-sized ou ism businesses in Ghana. On he con a y, ou is s’ con en -
men , echnological adop ion, and egula o y en i onmen did no a ec he compe i i e
sus ainabili y o SMEs in Ghana. Based on he indings, i is implied ha o encou age he long-
e m compe i i e iabili y o businesses, he app op ia e policies ough o concen a e on lowe ing
p ices o make hem mo e compe i i e, enhancing ou is des ina ions, and cul i a ing he en e-
p eneu ial skills o small and medium-sized business owne s in he ou ism indus y. The indings
con ibu e o he exis ing body o esea ch on he opic o he compe i i e sus ainabili y o SMEs in
de eloping na ions and make a ailable solu ions o alle ia e he p oblems ha may be aced by
hem in an a emp o p o ide excep ional se ice.
Amoah e al., Cogen Business & Managemen (2023), 10: 2163796
h ps://doi.o g/10.1080/23311975.2022.2163796
Page 17 o 25
Funding
This wo k is suppo ed by Tomas Ba a Uni e si y in Zlin
h ough; IGA/FaME/2021/005. Signi ican ac o s in he
sus ainabili y o economic g ow h wi h a ocus on he
SME segmen .
Au ho de ails
John Amoah
1
Sulemana Bankuo u Egala
2,3
E-mail: [email p o ec ed]
ORCID ID: h p://o cid.o g/0000-0002-1070-5480
Solomon Keelson
4
Emmanuel B uce
2
Raymond Dziwo nu
5
F ank Agyemang Duah
4
1
Facul y o Managemen and Economics, Tomas Ba a
Uni e si y in Zlin, Czech Republic.
2
School o Managemen and Economics, Uni e si y o
Elec onic Science and Technology o China, Chengdu
611731, Cen e o Wes A ica S udies (CWAS), UESTC,
Chengdu, Sichuan, China.
3
Depa men o In o ma ics, Facul y o ICT, SD Dombo
Uni e si y o Business and In eg a ed De elopmen
S udies, Wa, Ghana.
4
Depa men o Ma ke ing and S a egy, Tako adi
Technical Uni e si y, Ghana.
5
Facul y o Accoun ing and Finance, Uni e si y o
P o essional S udies, Legon, Ghana.
Disclosu e s a emen
No po en ial con lic o in e es was epo ed by he
au ho (s).
Ci a ion in o ma ion
Ci e his a icle as: D i ing ac o s o compe i i e sus ain-
abili y o SMEs in he ou ism sec o : An in ospec i e
analysis, John Amoah, Sulemana Bankuo u Egala,
Solomon Keelson, Emmanuel B uce, Raymond Dziwo nu &
F ank Agyemang Duah, Cogen Business & Managemen
(2023), 10: 2163796.
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