Social Media Marketing Strategies of Travel Agencies in Maharashtra: Functional Integration and Strategic Impacts

Author(s)	Mr. Nishant Sureshkumar Sutare, Dr. Harshada Rajeev Satghare
Country	India
Abstract	The study focuses on the adoption of social media marketing (SMM) by the travel agencies in Maharashtra based on functional evolution and hybrid intermediary models. Primary information of 300 agency professionals indicates that 94% of the agency professionals are penetrated with Facebook (89%) and Instagram (85%) prevailing. Posting of visual content on a daily basis is predominant (68%), as well as the high strategic value scores on brand awareness (84%), and revenue generation (77%). The larger agencies have better analytics use (χ²=12.4, p<0.01) in the service-dominant logic applications. SME operators are faced with content creation time constraints (52%), and algorithm dependency (38%). Results provide professional advice to the digital assimilation in Maharashtra competitive tourism distribution framework.
Keywords	travel agencies, social media marketing, Maharashtra tourism, service-dominant logic, digital distribution, Instagram strategies.
Field	Sociology > Tourism / Transport
Published In	Volume 8, Issue 1, January-February 2026
Published On	2026-02-24
DOI	https://doi.org/10.36948/ijfmr.2026.v08i01.69706

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