Unleashing the Potential of Social Media: Enhancing Intercultural Communication Skills in the Hospitality and Tourism Context

Intercultural communication skills play a vital role in achieving success in the global hospitality and tourism profession. This study examined the effectiveness of leveraging social media, specifically YouTube (San Bruno, CA, USA), in developing intercultural competence (ICC) among students enrolled in service management courses within the hospitality and tourism department. The research involved 112 Korean students who were divided into two groups: the experimental group ( n = 57), which participated in social media-integrated intercultural learning activities; and the control group ( n = 55), which engaged in traditional intercultural learning activities. Data were collected through pre- and post-questionnaires using the Intercultural Competence Scale (ICS). The findings indicated that social media-based intercultural activities on YouTube were more effective in improving learners’ ICC levels compared to traditional classroom activities. Significant differences in mean gain scores underscored the impact of social media-based interventions in promoting intercultural learning and fostering meaningful intercultural engagement. The analysis also revealed noteworthy distinctions between the experimental and control groups across various dimensions of ICC. This study emphasized the value of social media platforms, including YouTube, in facilitating positive changes in affective orientation, self-efficacy, behavior performance, and intercultural consciousness. The research provided practical insights for educators and institutions in the hospitality industry to integrate social media-based intercultural activities, thereby enhancing students’ intercultural learning experiences and nurturing their ICC.