Revisiting the Facilitators of Social Media Adoption within the Tourism Sector: An Empirical Investigation in an Emerging Economy

Aim: This study aims to investigate the factors facilitating social media adoption within the tourism sector of an emerging economy. Background: Social media has emerged as a transformative agent within the global tourism industry, fundamentally altering the ways in which tourists engage, disseminate information, and make travel-related decisions. However, the integration of social media platforms within emerging economies poses distinctive challenges and opportunities Objective: The primary objective of this research is to discern the drivers underpinning social media utilization within the tourism sector of an emerging economy, while also comprehending their implications for destination management, sustainable tourism practices, and economic advancement. This study operates within a considered framework to delineate the intricate interplay between social media dynamics and the broader tourism landscape. Methods: Employing a survey methodology, data was collected from local tourists visiting tourist destinations in Ghana, an emerging economy situated in West Africa, to elucidate their patterns of social media usage and associated motivations. Structural equation modeling (SEM) was employed to rigorously analyze the data and discern the key enablers driving social media utilization within the tourism sector. Results: The findings reveal that factors such as information accessibility, behavioral objectives, tourism satisfaction, and destination perception emerge as pivotal enablers fostering social media adoption within Ghana's tourism sector. Moreover, the study underscores the positive impact of social media usage on tourist satisfaction and loyalty, underscoring its significance in shaping visitor experiences. Conclusion: This study underscores the imperative of comprehensively understanding the enablers of social media utilization within the tourism sector of emerging economies. Hence, by explaining these dynamics, stakeholders can make informed strategic decisions regarding destination management, foster sustainable tourism practices, and propel economic development within the region.