Utilization of social media by international tourists to Ghana

Abstract

Contemporarily, social media has become pervasive in tourists’ decision making to travel to any destination. The study assesses the use of social media in travel decision-making of international tourists on Ghana. The study revealed that tourists consider social media platforms as useful for their travel planning. The study also revealed that the social media platform frequently used by the tourists was Facebook with some also using Google map. However, Twitter and TripAdvisor were identified by tourists as rarely used. In conclusion, social media is used and seen useful by international tourists’ decision to travel to Ghana. It is recommended that GTA and tourism business should have their businesses visible on these social media platforms to quickly reach tourists who use them