Paragliding festival: understanding stakeholder perception of environmental attitudes and tourism performance

Purpose Paragliding festivals have become significant events in the global tourism space, attracting tourists to local and international destinations. The purpose of this study was to assess environmental attitudes and rate the performance of the paragliding festival of the Kwahu traditional area in Ghana, from the perspectives of four stakeholder groups. Design/methodology/approach This study was grounded on the salient stakeholder theory. A quantitative cross-sectional study, with a convenience sampling approach, collected 372 useable questionnaires from four major stakeholders/participants (i.e. Kwahu residents, Kwahu returnees, non-Kwahu Ghanaian tourists and foreigners). Analysis of variance (ANOVA) was used to analyse the data. Findings The findings of the Games-Howell post-hoc test show no significant differences among the four stakeholder groups in the festival performance assessment. However, there is a significant statistical difference between the Kwahu residents and foreign tourists regarding environmental attitudes towards the paragliding festival. Practical implications Visitors' perceptions and experiences of the environmental performance could inform the planning and execution of festive events that have a direct impact on the natural environment. Policymakers at the community levels must enact environmental protocols that uphold the value propositions of the stakeholders and that of the community at large. Originality/value The study expands the application of the salience stakeholder model within festival tourism by highlighting under-represented stakeholder voices in a single study on paragliding festivals in a developing country context.