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