Investigating the Impact of Fake News on Public Relations Practice Within the Tourism Industry in Accra Metropolis.

Abstract

This study investigates the impact of fake news on public relations practice within the tourism industry in the Accra Metropolis. The rapid growth of digital media has accelerated information sharing but also facilitated the spread of misinformation capable of damaging destination image, eroding tourist confidence, and disrupting communication processes. A quantitative research design was adopted, employing structured questionnaires administered to public relations practitioners, tourism officials, media personnel, and tourists. A total of 50 valid responses were subjected to descriptive statistical analysis and regression techniques to identify patterns and relationships. Findings revealed that social media platforms are the primary channels through which fake news spreads, with bloggers, influencers, and unverified online reports identified as key sources. The study established that fake news significantly undermines brand reputation, stakeholder trust, and tourist behaviour, while increasing the workload and communication costs of tourism organizations. Practitioners employ several mitigation strategies, including social media monitoring, fact checking, rapid response communication, and collaboration with credible media outlets. The study concludes that fake news poses a major threat to tourism growth and effective public relations management in Ghana. It recommends investment in digital literacy, adoption of verification tools, capacity building for PR professionals, and stronger policy frameworks to safeguard destination reputation. This research enriches the expanding body of scholarship on tourism communication and provides practical guidance for policymakers, public relations professionals, and industry stakeholders in formulating strategic responses to misinformation.