The Role of Social Media in Shaping Undergraduate Tourism and Hospitality Students' Fieldtrip Destination Choice

Abstract

This study investigates the impact of social media on the selection of academic field trip destinations by undergraduate students in tourism and hospitality in Ghana. The research employed a mixed-methods approach, involving 486 students from six Technical Universities, and employed surveys and interviews to examine social media usage patterns, preferred content types, perceived educational value, and influence across various academic levels. Research indicates that Instagram, TikTok, Facebook, and YouTube were prevalent platforms, with most students spending over four hours daily to social media and regularly accessing travel-related content. Visual content, especially photos or pictures and videos, has proven to be most influential in determining destination preferences. Additionally, students indicated a strong relationship between destinations promoted on social media and their academic learning objectives. The study highlights social media's influence in generating interest in destinations and improving educational significance, indicating its potential for incorporation into tourism education and academic trip planning.