The Impact of Branding on Historical Slavery Sites

The main objective of the study is to investigate the impact of branding on historical slavery sites; a case study of Elmina Castle, Cape Coast Castle and Assin Manso Slave Market. Specifically, the study will examine;

• To identify the branding elements of slavery sites in Ghana.
• To examine the relationship between these branding elements and tourist loyalty.

The results of the study point out that the branding elements of the two historical sites include; brand image, brand name, brand colour, brand logo, brand slogan and brand symbol. Furthermore, the results of the study point out that all the elements have significant impact on tourist loyalty except for brand colour and brand symbol. All the other elements were found to have a positive influence on tourist loyalty.