The role of social media platforms in enhancing the tourism behavior among university youth

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Cairo Unoversity

Abstract


The study aims to explore the role of social media platforms in enhancing the tourism behavior among university youth. The study is descriptive and based on Cognitive Preparation Theory. A sample of 200 university youth was drawn. The study found that social media platforms succeeded in attracting university youth to follow tourism issues and topics, including the discovery of new archaeological sites in unexpected areas, the increase in domestic tourism costs, the growing interest in cultural tourism and experiences on social media platforms. Additionally, the platforms facilitated the hosting of influential individuals from around the world to promote tourism. Moreover, these platforms reinforced the tourism behavior of university youth, as evidenced by the engagement in various tourism activities such as organizing community volunteer activities, conducting tourism awareness campaigns, and organizing cultural sessions.

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