Evaluating the Influence of Social Media Marketing on Students’ Perception of Career Opportunities in the Tourism Industry - A Review Analysis

Pratibha Sahu (), Trilochan Kumar and Devesh Nigam
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Pratibha Sahu: ITHM Bundelkhand University, Commerce Research Scholar
Trilochan Kumar: Chandigarh University, Assistant Professor, Dept. of Tourism
Devesh Nigam: ITHM Bundelkhand University, Head and Dean of Commerce

A chapter in Proceedings of the 2nd International Conference on Innovation and Regenerative Trends in Tourism and Hospitality Industry (IRTTHI 2025), 2025, pp 100-105 from Springer

Abstract: Abstract This research investigates the impact of social media marketing on students’ perceptions of job prospects within the tourism sector. Given the significant influence of social media on forming ideas and professional ambitions, it is imperative to comprehend its effect on student decision-making. This research employs a systematic assessment of current literature and secondary data analysis to investigate the impact of digital marketing methods on students’ awareness and attitudes regarding tourism careers. The findings indicate that although social media improves professional visibility and engagement, its efficacy is constrained by students’ irregular utilization of career decision-making and the risk of encountering deceptive employment expectations. The research emphasizes the necessity of incorporating systematic career counseling, ethical marketing principles, and collaboration between academia and industry to optimize the advantages of social media marketing. These conclusions have substantial implications for higher education institutions, legislators, and tourist sector stakeholders seeking to utilize social media for career advancement and workforce preparedness.

Keywords: social media marketing; higher education institutions (HEIs); perception; career opportunities; Tourism industry; Innovation (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-799-1_10

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DOI: 10.2991/978-94-6463-799-1_10

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