International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Evaluating the Government Social Media Communication Strategy in Tourism Sector: The Case Study of Odisha

Author(s) Mr. Swadhin Shaktiprasad, Dr. Bandita Kumari Panda
Country India
Abstract This study evaluates the Government of Odisha's social media communication strategy in tourism sector, recognizing the vital role of digital platforms in contemporary destination marketing and citizen engagement. This study employs a systematic content analysis of the ‘X’ (Formerly Twitter) handle of the Tourism Department, Government of Odisha, over a six-month period (January to June 2025) to assess the efficacy of government communication strategies within the tourism sector. The investigation centers on engagement metrics, content typologies, linguistic usage, and thematic categorizations to elucidate social media communication strategy of Odisha government and key determinants of audience participation. The study concludes that an integrated, evidence-based multifaceted communication approach, prioritizing event-driven narratives, linguistic inclusivity, compelling visual media, and strategic social media engagement is vital for optimizing government tourism communication and promoting sustainable development in the sector. This study provides a critical foundation for advancing government communication strategies by leveraging data-driven insights to enhance audience engagement, foster linguistic inclusivity, and optimize digital content delivery, thereby supporting the sustainable development and broader impact of the tourism sector in an evolving multimedia and multicultural environment.
Keywords Social Media, Communication Strategy, Tourism, Odisha Government
Field Sociology > Journalism / Media
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-11-21
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.61266
Short DOI https://doi.org/hbb4hf
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