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Research Article

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

Authors

  • Francis Junior Quaye Department of Tourism Management, School of Applied Arts, Cape Coast Technical University, DL 50 Cape Coast, Ghana https://orcid.org/0009-0005-0886-6110

    francis.quaye@cctu.edu.gh

  • Ebenezer Tetteh The Palms by Eagle Hotel, No.2 Palms Avenue Beach Road, Takoradi, Ghana
  • Patience Hagan Former Directorate of Open and Distance Learning, Cape Coast Technical University, Box DL 50, Cape Coast, Ghana

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.

Keywords:

Destination Choice Educational Value Field Trip Ghana Tourism Hospitality and Tourism Education Social Media Student Perceptions Technical Universities Tourism and Hospitality Students

Article information

Journal

Journal of Arts, Humanities and Social Science

Volume (Issue)

2(2), (2025)

Pages

194-203

Published

23-07-2025

How to Cite

Quaye, F. J., Tetteh, E., & Hagan, P. (2025). The Role of Social Media in Shaping Undergraduate Tourism and Hospitality Students’ Fieldtrip Destination Choice. Journal of Arts, Humanities and Social Science, 2(2), 194-203. https://doi.org/10.69739/jahss.v2i2.726

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