Abstract:
The emergence of information technologies has impacted on hospitality organisations, productrelated processes and consumers’ experiences of the hospitality industry. Our study sought to
examine the extent to which tourists patronizing hospitality facilities in selected cities in Ghana, use
social media platforms, the period they utilize these platforms, the specific activities social media is
deployed to perform and degree of use of social media in performance of these functions. A total of
800 tourists participated in this research. We measured their perception of the importance of social
media on travel process in three different phases (pre-visit, on site, post-visit). Regarding inter-phase
ranking of use of social media by tourist, our Bayesian posterior probability and the Maximum
Posterior Probability Procedure weights shows that tourist mostly used social media platforms before
their visits. We Further note that usage of social media in different activities in the respective
phases differed marginally using the two weights.
