University students’ exposure to tourism advertising on social media sites and its relationship to their attitudes toward it

Document Type : Original Article

Authors

1 Department of Educational Media - Faculty of Specific Education - Minia University - Egypt

2 Educational Media Department, Faculty of Specific Education, Minia University

3 Minia University, Faculty of specific Education, Educational Media Dep

Abstract

The research aimed to investigate the relationship between the exposure of Minia University students to tourism advertisements on social media and their attitudes towards such advertisements. This study falls within the realm of descriptive studies, utilizing a survey methodology on a simple random sample of 549 students at Minia University. The study employed a questionnaire as the primary data collection tool from participants. The research results demonstrated a negative correlation between students' exposure to tourism advertisements on social media and their attitudes towards these advertisements. This implies that as students' exposure to tourism advertisements on social media increases, their attitudes towards these advertisements become more positive or negative depending on the context and content. Additionally, the results indicated a statistically significant negative relationship between the frequency of students' exposure to tourism advertisements on social media and their level of interaction with these advertisements. This suggests that students who are more exposed to tourism advertisements on social media exhibit higher levels of interaction and may be more influenced by them. Furthermore, the results did not show statistically significant differences between male and female students at Minia University regarding their attitudes towards tourism advertisements on social media. This indicates that students' interaction with tourism advertisements on social media may be similar regardless of gender (males and females).

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