Use of Social Media by Tourist When Selecting Destination: Case Study National Museum, Benin Kingdom, Edo State Nigeria

Abstract

As social media's effect on travellers’ decision-making processes grows, this study investigates the impact of social media use on visitors' destination selection, with a special focus on the Benin City National Museum in Edo State, Nigeria. Therefore, this study empirically investigates how use of social media has influence on destination selection, perceived destination choice and tourist behaviour of those tourists visiting Benin City National Museum in Edo State in Nigeria. A quantitative cross-sectional approach was adopted to collect data from study sample. The study sample was consisting of 350 visitors. The results were analysed using correlation, exploratory factor analysis, and regression analysis. The findings reveal that three of the hypotheses were supported. On the other hand, it implies that use of social media has significant positive influence on destination selection (β=.638, ρ=.000), perceived destination choice (β=.945, ρ=.000), and tourist behaviour (β=.839, ρ=.000). This study contributes to the expanding body of knowledge on the impact of social media on tourism by presenting insights particular to the Benin City National Museum environment. The findings highlight the importance of social media in impacting tourists' decisions, attitudes, and actions, with practical implications for museum managers looking to improve their social media strategy. Museums may utilize social media to not only attract and engage people but also to nurture good visitor experiences that inspire return visits and referrals.